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Prof. K. Sudhir Wins SERVSIG Best Services Article Award for 2021

Sudhir’s award-winning article appeared in Management Science.

K. Sudhir

K. Sudhir, the James L. Frank ’32 Professor of Private Enterprise and Management, professor of marketing, and director of the China India Insights Program, has received the SERVSIG Best Services Article Award for 2021 for “The Causal Effect of Satisfaction of Service Satisfaction on Customer Loyalty.” In the article, Sudhir and his co-author Guofang Huang “propose an instrumental-variable (IV) approach to estimate the causal effect of service satisfaction on customer loyalty by exploiting a common source of randomness in the assignment of service employees to customers in service queues.”

Sudhir’s research interests include customer relationship management, digital marketing and artificial intelligence, marketing organizations, and emerging markets. As a pioneer in the use of structural empirical methods in marketing, he  developed fundamental models in the areas of customer management, salesforce management and compensation, organizational buying and marketing channels. 

SERVSIG aims “to foster a dialogue and expand knowledge on services issues among academics, managers, consumers, and government representatives.”