Prof. Harinder Hari

Biography

Prof. Harinder Hari is from the marketing field and has both academic and industry experience. Her academic experience spans around ten years, during which she has worked with subjects such as Customer Relationship Management, Marketing Research, and Marketing Management. She has worked with institutes like SPJIMR and NMIMS. Her corporate background also spans around ten years, and she has worked in sales administration and customer relations with companies such as Market Mappers (dealers for Syntel), Concorde Motors (dealers for Mercedes Benz), and IMRB International. She is currently pursuing her Ph.D. in marketing, focusing on the research topic "Examining Customer Interaction with Artificial Intelligence Tools – Chatbots and Voice Assistants."

Area of Specialisation

• Marketing

Contact

• Email: harinder.hari@ves.ac.in
• LinkedIn: https://www.linkedin.com/in/harinder-hari-a824598/

Education

• PhD (pursuing)
• Masters in Marketing Management, JBIMS
• Bcom, Mumbai

Academic Affiliation:

• Assistant Professor, Marketing VBS
• Visiting Faculty, NMIMS University
• Worked as RA with SPJIMR

Professional Affiliation :

• Worked as Sr Customer Relations Executive with IMRB
• Worked as EA to the CEO, Clubgreetings.com
• Worked with as Sales Administration Executive - Concorde Motors Ltd. - Mercedes Benz
• Worked as Customer Relations Executive - Market Mappers

Teaching

• Customer Relations
• Retail Management
• Integrated Marketing Communication
• Customer Relationship in Management
• Marketing
• Consumer Behaviour

Research

Area of Research

• Artificial Intelligence in Marketing
• Customer Engagement
• Consumer Behaviour with AI tools

Current Research

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Publications

Publications/Articles/Cases

Research Paper

• When Chatbots Struggle with Customer Queries: Can Humans Help Them?, Journal of Computer Information Systems, ABDC list A, Q1, doi: https://doi.org/10.1080/08874417.2024.2371434
• Customer Brand Engagement Through Chatbots on Bank Websites– Examining the Antecedents and Consequences, International Journal of Human Computer Interaction – Taylor and Francis “B” category. doi: https://doi.org/10.1080/10447318.2021.1988487



Publications in Book Chapters/Others

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Working Papers

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Conferences/Seminars/Workshops

• Customer Engagement Influences on Buying Decision in an Online Context – A Review, Think India Journal (UGC care list), 22(23), 77-83. Retrieved from https://journals.eduindex.org/index.php/think-india/article/view/14136.
• A conceptual model for engagement through chatbots. Paper presented on the 9th of December 2020 at the virtual conference. http://bit.ly/04th_ICMTS_2020



Work in Committees and Groups

Conducted review work for research paper for Journals:

• Computers in Human Behavior ‘A’ category
• International Journal of Human Computer Interaction ‘B’ category
• NMIMS Management Review



Consulting

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Advisory

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Custom Programs

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Speaking Engagements

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Awards and Honours

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Blogs

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