Faculty Details

Shirshendu  Ganguli

Marketing, Strategy and General Management
Associate Professor
Type of association

Shirshendu  Ganguli

FIRO Certified Counselor

PhD - ICFAI University, Dehradun (2012)

Management Teacher Program (MTP) - ICFAI Institute for Management Teachers (IIMT), Hyderabad (2009)

Master of Marketing Management (M. M. M.) - Annamalai University (2005)

Post Graduate Diploma in Telecom Management (P.G.D.T.M. - Marketing) - Symbiosis Institute of Telecom Management (SITM), Pune (2002) – Batch Topper

B.E. (Production) – Jadavpur University (1999)

Shirshendu  Ganguli

  • Associate Professor in TAPMI (May 2015 – May 2022)
  • Visiting Faculty at IIM Ranchi (2021)
  • Assistant Professor in IFHE (IBS Hyderabad) (August 2009 – April 2015)
  • Visited Bentley University, Waltham, USA as a Research Scholar (September 2008 to June 2009) under the Visiting Scholar Program (VSP) of IIMT, Hyderabad
  • Faculty Member and Course Coordinator at Aegis School of Telecommunication, Indore (August 2002 – August 2003)
  • Research Scholar at Icfai University Dehradun & Part-time Faculty at IFHE (IBS Hyderabad) (August 2006 – September 2008)
  • Associate Manager in Ushacomm India Pvt. Ltd., Kolkata (September 2003 – July 2006) - Corporate
  • Sales Engineer in Sandvik Asia Ltd., Pune (July 1999 – March 2000) - Corporate

Shirshendu  Ganguli

Shirshendu Ganguli is Associate Professor (Marketing) at International Management Institute Bhubaneswar. Before this, he has worked at T. A. Pai Management Institute, Manipal and IFHE University (IBS, Hyderabad) & Aegis School of Telecommunication, Indore, India. He has a Ph.D. from Icfai University, Dehradun, India. He was a visiting faculty at IIM Ranchi in 2021. Before joining academics, Shirshendu Ganguli has worked in corporate in the area of sales & marketing and business development. His current research and teaching interests focus on services marketing, service quality, marketing research, research methodologies, customer experiences & customer relationship management. His articles have appeared in several national and international publications like Marketing Intelligence and Planning, Personality & Individual Differences, International Journal of Internet Marketing and Advertising, Managing Service Quality, International Journal of Bank Marketing, The Qualitative Report, Total Quality Management & Business Excellence, Acta Psychologica, Journal of Global Fashion Marketing, Journal of Electronic Commerce in Organizations, Journal of Services Research, The Icfaian Journal of Management Research, The Icfai Journal of Marketing Management, and Effective Executive, besides other publications. Overall, he has got five ABDC A Publications. His research has also been presented at numerous national and international marketing conferences. He is a reviewer for several reputed journals like Marketing Intelligence & Planning, International Journal of Bank Marketing, Total Quality Management & Business Excellence, Vikalpa, IIMK Society Management Review etc. He has got funding for 2 research projects viz. ISB-DIRI and Udupi DC Office.

Shirshendu  Ganguli

Journal Articles (International) –

  • "Grooving, Moving, and Stretching Out of the Box! The Role of Recovery Experiences in the Relation Between Physical Activity and Creativity", Personality and Individual Differences, Vol. 196 (Oct 2022), (Co-author – Ashish B. & P. S. James) - [ABDC A]
  • “Technology Readiness and E-Service Quality – Impact on Purchase Intention and Loyalty”, Marketing Intelligence and Planning, Vol. 40 No. 2, 2022, pp. 242-255, (Co-author – D. Goutam & B. V. Gopalakrishna) - [ABDC A]
  • "Determinants of Customer Satisfaction and Loyalty in E- Commerce Settings: An Emerging Economy Perspective", International Journal of Internet Marketing and Advertising, Vol. 15 No. 3, 2021, pp. 327-348 (Co-author – D. Goutam & B. V. Gopalakrishna) - [ABDC C]
  • "Impact of Physical Work on an Individual’s Creativity: A Day Level Analysis", American Journal of Psychology, Vol. 134 No. 1, Spring 2021, pp. 93-105, (Co-author – Ashish B. & P. S. James) - [ABDC B]
  • “Attachment points, team identification and sponsorship outcomes: evidence from the Indian Premier League”, International Journal of Sports Marketing and Sponsorship, Vol. 22 No. 3, pp. 429-452, (Co-author – Giridhar Kamath & Simon George) - [ABDC B]
  • “Determinants of Customer Loyalty Dimensions: E-Commerce Context in Emerging Economy Perspective”, Journal of Electronic Commerce in Organizations, Vol. 19 Issue 1, 2021, pp. 1-23, (Co-author – D. Goutam & B. V. Gopalakrishna) - [ABDC B]
  • “Consequences of Event-Sponsor Fit in Sport Sponsorship: Evidence from the Indian Premier League”, International Journal of Economics and Business Research, Vol. 20 No. 3, 2020, pp. 348-363, (Co-author – Giridhar Kamath & Simon George) - [ABDC C]
  • “The effect of Hatha yoga intervention on students' creative ability”, Acta Psychologica, Vol. 209, 2020, pp. 1-7, (Co-author – Ashish B. & P. S. James) - [ABDC A]
  • “Impact of Acute Physical Activity on Children’s Divergent and Convergent Thinking: The Mediating Role of a Low Body Mass Index”, Perceptual and Motor Skills, Vol. 126 Issue 4, 2019, pp. 603-622, (Co-author – Ashish B. & P. S. James) - [ABDC C]
  • “Novelty-seeking as Driving Factor for Fashion Apparel Innovators: A Qualitative Investigation”, Journal of Global Fashion Marketing, Vol. 10 Issue 3, 2019, pp. 246-266, (Co-author Farrah Zeba) – [ABDC B]
  •  “Managing Employees with Chronic Illness”, Human Resource Management International Digest, Vol. 26 Issue 1, 2018, pp. 7-10, (Co-authors – Maninder Singh & P. S. James) – [ABDC C]
  • “Women Workforce Attrition Dynamics in Indian IT/ ITES Sector”, Qualitative Report, Vol. 22 No. 5, May 2017, pp. 1211-1226 (Co-authors Sharda Singh & Rajasekhar David) (Scopus)
  • “Word-Of-Mouth, Trust, and Perceived Risk in Online Shopping: An Extension of the Technology Acceptance Model”, International Journal of Information Systems in the Service Sector, Vol. 8 No. 4, 2016, pp.17-32 (Co-author Farrah Zeba) (Scopus)
  • “Factors Affecting Employee Engagement in India: A Study on Offshoring of Financial Services”, Qualitative Report, Vol. 20 No. 4, April 2015, pp. 498-515 (Co-authors Manish Gupta & Abhilash Ponnam) (Scopus)
  •  “Measuring service quality: a systematic review of literature”, International Journal of Services, Economics and Management, Vol. 7 No. 1, 2015, pp. 24-52 (Co-author S. K. Roy; W. M. Lassar; B. Nguyen & X. Yu) – [ABDC C]
  • “Conceptualization of Service Quality for Hybrid Services: A Hierarchical Approach”, Total Quality Management & Business Excellence, Vol. 24 No. 9-10, September 2013, pp. 1202-1218 (Co-author Sanjit K. Roy) – [ABDC C]
  •  “Generic technology -based service quality dimensions in banking – Impact on customer satisfaction and loyalty”, International Journal of Bank Marketing, Vol. 29 No. 2, February 2011, pp. 168-189 (Co-author Sanjit K. Roy) – [ABDC A]
  • “Service quality dimensions of hybrid services”, Managing Service Quality, Vol. 20 No. 5, September 2010, pp. 404-424 (Co-author Sanjit K. Roy) – [ABDC A]
  • “Service Quality and Customer Satisfaction: An Empirical Investigation in Indian Mobile Telecommunications Services”, Marketing Management Journal, Vol. 18 Issue 2, Fall 2008, pp. 119-144 (Co-authors Abdolreza Eshghi & Sanjit K. Roy)

Selected Journal Articles (National) –

  • “Service Quality in Hybrid Services: A Consumer Value Chain Framework”, Journal of Services Research, Vol. 12 No. 1, April 2012, pp. 115-130 (Co-authors - Nada Nasr & Abdolreza Eshghi) – [ABDC C]
  • “Drivers of Customer Satisfaction and Loyalty in Indian Retail Supermarkets: An Exploratory Study”, The ICFAIAN Journal of Management Research, Vol. VII No. 12, December 2008, pp. 60-73 (Co-author B Vinoth Kumar)
  • “Underpinnings of Customer Satisfaction in Indian Cellular Services: Service Quality, Service Features, Demographics and Cellular Usage Variables”, The ICFAI Journal of Services Marketing, Vol. VI No. 3, September 2008, pp. 69-84
  • “Drivers of Customer Satisfaction in the Indian Cellular Services Market”, The ICFAIAN Journal of Management Research, Vol. VII No. 6, June 2008, pp. 51-69
  • “Coopetition Models in the context of Modern Business”, The ICFAI Journal of Marketing Management, Vol. VI No. 4, November 2007, pp. 6-16
  • “Drivers of Customer Satisfaction and Effect of Customer Satisfaction and other Factors on Churn among Indian Cellular Services Users”, The ICFAI Journal of Services Marketing, Vol. V No. 3, September 2007, pp. 7-17
  • “Impact of Price and Promotion on US Beer Brands”, The ICFAIAN Journal of Management Research, Vol. VI No. 8, August 2007, pp. 47-62 (Co-author Harsh Arora)

Magazine Articles (Selected) / Case Studies –

  • Case Study titled “Testing Times for Value Creation: The Case of Helios”, published in book “Value Creation 4.0”, Edited by Gabor Rekettye, 2019
  • Case Study titled “Tata Teleservices – Pioneer of Growth”, published in edited book “Case Studies in Management: Contemporary Perspectives”, Humming Words Publishers, Faridabad, India, April 2011
  • “Changing Face of Relationship Marketing – Evolution of CRM to EMM”, Effective Executive, April 2008
  • “Marketing in Indian Cellular Services - Story of Innovations, Retaliations and use of Technology”, Effective Executive, August 2007
  • “Customer Value Creation through Handshake with Customers – For an Everlasting Impact”, Effective Executive, May 2007

Book Reviews / Chapters –

  • Contributed in developing a supplement for the book “Marketing Management” (14th edition) by Kotler, Keller, Koshy & Jha (Pearson Education India) customized for ICFAI University
  • “The Bully of Bentonville – How the High Cost of Wal-Mart’s Everyday Low Prices is Hurting America”, Currency Doubleday, 2006 by Anthony Bianco, Published in Best Books, April 2007
  • “Perfect Pitch – The Art of Selling Ideas and Winning New Business”, John Wiley & Sons, 2007 by Jon Steel, Published in Marketing Mastermind, May 2007
  • “Living Brands: Collaboration + Innovation = Customer Fascination”, Tata McGraw-Hill, 2007 by R. Nadeau, Published in GITAM Journal of Management, October-December 2009

Worked as Article Editor for Sage Open in 2021.

Reviewer of several Journals viz. Marketing Intelligence and Planning; Total Quality Management & Business Excellence; The Service Industries Journal; Sport, Business and Management: An International Journal, Vikalpa etc.


Research Projects / Consultancies undertaken –

  • “PERCEPTION OF AADHAAR IN THE USERS’ MINDS – Perceived Benefits, Value, Utility, Expectations, Trust & Risk” funded by ISB (Hyderabad) DIRI Wing – completed in April 2021 (Total funding – Rs. 7 lakhs)
  • Assessment of Functioning of Bhoomi Project in Udupi District - DC office, Udupi District, Karnataka (on actuals) – Completed in June 2016

Shirshendu  Ganguli


  • "Underpinnings of Customer Satisfaction and Loyalty in Indian Technology Banking: Comparison between Private and Government Banks" - International Marketing Trends Conference held at ESCP, Paris, Europe from 18th – 20th January 2018
  • “Dimensions of Service Quality in Hybrid Services: A Consumer Value Chain Framework [Coauthors – Abdolreza Eshghi and Nada Nasr Bechwati]”  - Art & Science of Service V Conference held at Bentley University, Waltham, MA, USA from 17th – 19th June, 2009
  • “Relationship Marketing: A Critical Evaluation of Research Streams [Coauthors – Abdolreza Eshghi and Nada Nasr Bechwati]” - 16th Annual Meeting (Conference) of American Society of Business and Behavioral Sciences held at Las Vegas, USA from 19th – 21st Feb 2009



  • “Customer Perceptions of Service Quality and its Impact on Satisfaction: An Empirical Investigation in Indian Mobile, Banking and Healthcare Services” – IIM INDORE – NASMEI Summer Marketing Conference at IIM Indore from 27-29 July 2017.
  • “Impact of Generic Service Quality Dimensions on Customer Satisfaction and Loyalty for Technology. Banking: Empirical Study for Indian Private and Government Banks” – International Marketing Conference MARCON 2016 in IIM Calcutta – 22-24 December 2016 (Was the Session Chair for 1 Track).
  • “Underpinnings of Customer Loyalty in Indian Banking Services - Service Quality Variables in Hybrid Service Delivery Scenario” - 3rd International Conference on Business Analytics and Intelligence held from 18-20 December 2015, at Indian Institute of Management, Bangalore
  • “Linking service delivery quality and word-of-mouth through satisfaction, trust and loyalty: An empirical study in Indian healthcare sector” - XIX Annual International conference of the Society of Operations Management at IIM, Calcutta from 11-13 December 2015
  • “Word-Of-Mouth, Trust, and Perceived Risk in Online Shopping: An Extension of the Technology Acceptance Model” – International Conference on Evidence Based Management (ICEBM) 2015 at BITS, Pilani (Pilani Campus) held 20-21 March 2015 [Coauthor – Farrah Zeba]
  • “Generic Service Quality Dimensions in Technology Based Banking: Comparison between Private & Government Banks in India” – 6th International Conference on Excellence in Research & Education (IIM Indore) held from 8th – 11th May 2014
  • “A Hierarchical Model for Hybrid Service Quality [Coauthor – Sanjit K. Roy]” - 5th IIM Ahmedabad Marketing Conference (Marketing in Emerging Economies) held from 9th – 11th Jan 2013
  • “Impact of Service Value Dimensions on Customer Satisfaction and Loyalty across Different Service Setups [Coauthor – Rik Paul]” - 4th IIM Ahmedabad Marketing Conference (Marketing in Emerging Economies) held from 5th – 7th Jan 2011
  • "The Effect of Tangibles, Employees and Process on Customer Opinion in Banking Services: Mediating Role of Customer Experience [Coauthor – Sunny Bose]" and "Service Quality, Customer Satisfaction and Behavioural Intention: An Empirical Study in Indian Mobile Telecommunication Industry [Coauthors – Sanjit K. Roy and Rik Paul]" - International Marketing Conference MARCON 2010 held at IIM Calcutta from 27th – 29th Dec, 2010
  • Dissertation proposal titled "The Impact of Service Quality on Customer Experiences in Hybrid Services: The Indian Context" - 3rd Doctoral Colloquium of Indian Institute of Management, Ahmedabad from 8th – 9th Jan 2010

Shirshendu  Ganguli

Marketing Management, Services Marketing, Marketing Research, Advanced Marketing Research, Customer Relationship Mgmt., Key Account Management, Business Research Methods, International Marketing (PG Level) and Research Methodologies, Doctoral Seminar Course in Marketing (PhD Level)