Neetha J. Eappen - Assistant Professor - RBS Affiliated

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She is an engineer from the University of Kerala and has taken her MBA from the University of Kerala. She has been awarded PhD by the Cochin University of Science and Technology for her doctoral thesis titled “Service provider switching: A study on the switching process in retail banking”. She started her career with Kerala In dustrial Infrastructure Development Corporation. She has two years industry experience and she has taught management courses at the post graduate level for over ten years. Her areas of interest include Operations Management and Quantitative Techniques. She has been a visiting international scholar at Western Michigan University, Kalamazoo, USA and Nazareth College, Rochester, USA.

Educational Qualification

B-Tech, MBA, PhD

Work Experience (Teaching / Industry / Research)

Industry: 2 Years
Geojit Securities Ltd.
Kerala Industrial Infrastructure Development Corporation (KINFRA)
Teaching: 6 Years

Area of Interest (Teaching / Research)

Abstract of UGC minor research project   Retail banking in India has witnessed tremendous growth in the recent past and has today emerged as one of the major drivers of the overall banking industry. Banking has become particularly susceptible to customer switching behavior because of the competitiveness of banking along with the relative homogeneity of retail banking products and services. The objective of the research was to study the effect of core service failure, service encounter failure, pricing and inconvenience on switching behaviour of retail banking customers. The respondents for the survey included 150 bank customers, all of them atleast eighteen years old. The dependent variable, switching behaviour, being dichotomous, binary logistic regression has been used in the study to analyse the data. The findings from the study reveal that core service failure and inconvenience have a positive effect on bank switching behaviour of customers while service encounter failure and pricing do not have an influence on switching behaviour. The findings of the study will help marketers and practitioners to develop strategies to decrease customer defection and thereby, increase profitability of the bank.

Training / Research Projects / Consultancy / MDP conducted

  • Resource person  for FDP for CMI school teachers of Rajkot (6-7 June, 2014)
  • Faculty coordinator for the International Conference on Innovative Practices for Business Excellence (IPBE 2013) organized by Rajagiri Centre for Business Studies, Kakkanad,Kochi,Kerala on 14th January 2013.
  • Trainer for Rajagiri International Leadership Skills Workshop ( Feb 29-March 9,2012) for students of Sojo University ,Japan
  • Trainer for two day programme titled “Challenges of Managing a Business to Success”for the executives  of “Amcon pavers and projects Private Limited“at Rajagiri Centre for Business Studies during 29th & 30th November 2011.
  • Global Business Leadership Skill Training Course for NEC ,Japan – October 17-20,2008
  • Global Business Communication and Project Management for senior executives of Net/NCOC Japan on Communication Skills (Nov 2008) 
  • Orientation Programme for teachers of RASET on Making Engineering Teaching More Effective (June 2008) 
  • Executive Development Programme on Kaizen, Six Sigma and 5S for regional managers of India Tech Ltd. (December 2007) 
  • Workshop on Quality for students of Rajagiri School of Engineering and Technology (November 2007) .

Publication ( Book / Article / Case ) / Paper Presentations

Publication ( Book / Article / Case )
 “A study on the influence of triggers on perceived service quality’ in the International Journal on Consumer Relations, Vol 2, March 2014.
Contributed a chapter titled “Switching costs and customer defection” in the book “Perspectives on Emerging International Business Order” published by Directorate of Public Relations and Publications, CUSAT.  ISBN 978-93-80095-50-9.
"Retail Banking: Effect of factors on Customer Switching Behaviour" in the International Journal of Research in Commerce and Management, Vol 3 (2012), Issue No. 12 (December)
"Customer defection: An investigation of lost customers" published in the conference proceedings of the 4th Great Lakes NASMEI (North American Society for Marketing Education in India) Marketing Conference held atGreat Lakes Institute of Management, Chennai from December 23-24, 2010.
TQM in Education, Rajagiri Management Journal, January 2008. 

Paper Presentations

  • Presented a paper on "The Effect of Switching Costs on Customer Defection" at the National Seminar on Emerging International Business Order organized by School of Management Studies, Cochin University of Science and Technology on March 30, 31, 2012.
  • Presented a paper titled "The effect of triggers and commitment on customer switching behaviour" at the International Conference on "Evolving Frontiers in Business - Society - Nation Interfaces" held at Indus Business Academy, Bangalore from March 10-12, 2011.
  • Presented a paper on "Customer defection: An investigation of lost customers" at the 4th Great Lakes NASMEI (North American Society for Marketing Education in India) Marketing Conference held at Great Lakes Institute of Management, Chennai from December 23-24, 2010.
  • Presented a paper on "Total Quality Management: Objectives and Competitive Advantage" in the 4th Annual Conference on 'Achieving Global Competitiveness in Manufacturing: Challenges for India' held at VJIM, Hyderabad from October 21-23, 2010.

Training Attended / Seminar / Workshop / Refresher

  • Attended Faculty Development Programme in Operations Management at IIM Bangalore organized by Society of Operations Management in association with IIMB, Nov 16-20, 2009.
  • Attended workshop on Data Analysis using SPSS at CUSAT organized by the Department of Computer Applications, CUSAT and SPSS South Asia Pvt. Ltd., Bangalore on June 25, 2009