Concepedia
Statistics
Publications
18
Citations
750
H-Index
13
Active since
2006
Affiliations
Georgia State University(Current)
San Diego State University
Birla Institute of Technology and Science, Pilani
Central Electronics Engineering Research Institute
Embedded Systems (United States)
Nita Umashankar is an author at Georgia State University specializing in business, customer satisfaction, and marketing.
Publications per year
2006–2022
The Benefit of Becoming Friends: Complaining after Service Failures Leads Customers with Strong Ties to Increase Loyalty
Nita Umashankar, Morgan K. Ward, Darren W. Dahl · Journal of Marketing · 2017 · 103 citations
Business, Marketing, Organizational Behavior +17
Choosing the right target: Relative preferences for resource similarity and complementarity in acquisition choice
Nita Umashankar, Vithala R. Rao · Strategic Management Journal · 2015 · 83 citations
Business, Psychology, Decision Theory +6
Do loyal customers really pay more for services?
Nita Umashankar, Yashoda Bhagwat, V. Kumar · Journal of the Academy of Marketing Science · 2016 · 81 citations
Business, Marketing, Marketing Management +10
Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors
V. Kumar, Nita Umashankar, Kihyun Hannah Kim et al. · Marketing Science · 2014 · 76 citations
Business, Business Economics, Marketing +14
Marketplace Literacy as a Pathway to a Better World: Evidence from Field Experiments in Low-Access Subsistence Marketplaces
Madhu Viswanathan, Nita Umashankar, Arun Sreekumar et al. · Journal of Marketing · 2021 · 70 citations
Business, Entrepreneurship, Marketing +14
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