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

Article Title: Beyond Words: Understanding the Impact of Presentation Formats and Product Involvement on AI-Voice Assistant Adoption
Published in: Marketing Intelligence & Planning Journal (ABDC Category A)
Link to Article: Read the Article

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

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