Quick facts
Prof. Soumya Singh is an Assistant Professor (Marketing) at Mahindra University whose research lies in consumer behavior, especially “better marketing for a better world” and services marketing. Her current interests include consumer wellbeing, prosocial consumption, service inclusion, subsistence marketplaces, and vulnerable populations, building on a Ph.D. in Management Studies (Marketing) from the University of Hyderabad on customer experience, wellbeing, satisfaction, and loyalty in wellness services.
Publications
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Research
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Soumya Singh
Assistant Professor
Prof.Soumya Singh broad research areas of interest are in the consumer behavior domain such as better marketing for a better world and services marketing. More specifically, her research focuses on consumer wellbeing, prosocial consumption, service inclusion, subsistence marketplaces, and vulnerable populations. She believes that research is an ongoing journey wherein new interests and challenges connect dots with the knowledge distilled and accumulated over each passing project. She plans to apply her research experience and continue to work on these domains with openness to new connecting dots.
- Ph.D. in Management Studies (Marketing), University of Hyderabad, Telangana, India
Dissertation: Customer Experience and Loyalty: The role of Wellbeing and Satisfaction in retaining Wellness service customers
Supervisor: Dr Sapna Singh
Committee Members: Prof. V. Sita, Prof. B. Raja Shekhar, Dr D V Srinivas Kumar
Publications
- Singh, S., & Singh, S. (2023). Impulse buying and checkout donation: leveraging reparatory processes of purchase guilt. International Review on Public and Nonprofit Marketing, 19 (4), 1-24. (ABDC B)
- Nagaraj, S., Singh, S., & Yasa, V. R. (2021). Factors affecting consumers’ willingness to subscribe to over-the-top (OTT) video streaming services in India. Technology in Society, 65, 101-534. (ABDC C)
- Singh, S. (2021). Valuing Wellbeing: A Step Closer to Optimum Customer Engagement. In Insights, Innovation, and Analytics for Optimal Customer Engagement (pp. 168-183). IGI Global. (Book Chapter)
- Singh, S. & Satyavageeswaran, P. (2020). From Receiving to Giving: The role of Prosocial Signaling Interactions at Point-of-sales Donation. In EMAC Annual conference proceedings, Budapest.
- Singh, S. & Singh, S. (2020). Wellness Consumers in India: An Attitude-based Segmentation Study. International Journal of Leisure and Tourism Marketing, 7 (1), 26-43.
- May 2023-Present, Assistant Professor, MU
- Part-time Research Assistant, IIM Udaipur (2022)
- Entrepreneurship Development Trainer, AD Life Trust (2021)
- Assistant Professor, CPJ College, affiliated to Indraprastha University, New Delhi (2016)
Better marketing for a better world – Consumer Wellbeing, Prosocial Consumption,
Subsistence Marketplaces, Vulnerable Populations Services literature – Service Captivity, Service Inclusion, Social Signaling
