Dhrithi’s research, titled: ‘Share the Credit, Pass the Blame: Examining the Role of Signaling Cues on Spillover Effects of Customer Experience in Access-Based Services’, focuses on understanding the dynamics of customer experience in access-based businesses like Airbnb and Uber
29 November, 2022, Bengaluru: Dhrithi Mahadevan, a student of IIM Bangalore’s Doctor of Philosophy (PhD) programme, has been declared as a winner of the Raj Sethuraman Research Grant Award for doctoral students. Her research is titled, ‘Share the Credit, Pass the Blame: Examining the Role of Signaling Cues on Spillover Effects of Customer Experience in Access-Based Services’.
Her research, for which the grant was awarded, focuses on understanding the dynamics of customer experience in access-based businesses like Airbnb and Uber. Specifically, this research examines the spill over of evaluations of experience at third-party touchpoints onto the platform’s brand. The research shows that platform-based interventions can lead to asymmetrical consequences on the spill over of customer experience evaluations.