•  rakhi.thakur@spjimr.org

Rakhi Thakur

Associate Professor, Marketing

Rakhi Thakur holds a Ph.D. from NMIMS University Mumbai, with a research focus on Mobile Payment Services. She has a master’s degree in Business Administration from ICFAI University and a postgraduate diploma in Garment Manufacturing Technology from NIFT Delhi. In her career spanning 25 years, she worked in the industry for 14 years before joining academics. She has worked with leading organisations in the retail, consulting, and insurance industries. The areas of her research interest include Mobile Marketing, Retail Marketing, and Consumer Behaviour. She is a passionate research scholar and has consistently presented her intellectual contributions at conferences, prominent journals of Marketing & Retail, as well as in leading periodicals and media publications.

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NMIMS University, Mumbai

Ph.D., 2013
Focus: Customer Acceptance of Mobile Payment Services

ICFAI University

Executive MBA, 2005

National Institute of Fashion Technology

PGDGMT, 1998

Miranda House, Delhi University

BSc, 1996
Major: Computer Science


    Consumer Behavior

    Retail marketing

    International marketing


    Manuscript: Thakur, R. (2021). Brand Trust, Engagement and Usage Intention: Perspectives of Social Presence and Consumer-Generated Contents in Social Commerce. Journal of Consumer Behaviour

    Thakur, R. (2019). The moderating role of customer engagement experiences in customer satisfaction–loyalty relationship. European Journal of Marketing, 53(7), 1278-1310. Emerald Publishing Limited. https://doi.org/10.1108/EJM-11-2017-0895

    Manuscript: Thakur, R. (2018). E-satisfaction and continuance intention: The moderator role of online ratings. International Journal of Hospitality Management

    Thakur, R. (2018). The role of self-efficacy and customer satisfaction in driving loyalty to the mobile shopping application. International Journal of Retail & Distribution Management, 46(3), 283-303. Emerald Publishing Limited. https://doi.org/10.1108/IJRDM-11-2016-0214

    Thakur, R. (2018). Customer engagement and online reviews. Journal of Retailing and Consumer Services, 41, 48–59.

    Link to Google Scholar


    Thakur, R. (2020). Metro Cash and Carry, Ivey Publishing.

    Thakur, R. (2019). Future Retail: Acquisition Spree and Beyond. Ivey Publishing.

    Thakur, R. (2018). DMart: Disrupting Food Retailing. Ivey Publishing.

    Thakur, R. (2015). Hindustan Unilever Limited: Missed Call Mobile Marketing in Rural India (A & B). Ivey Publishing.

    Thakur, R. (2016). Mahindra & Mahindra: Marketing a Low-Priced Mini-Tractor. Ivey Publishing.


    Thakur, R., Banerjee, R., “Spending time and enjoying life with a smart Mobile phone”, ISDSI Conference 2021 held at Indian Institute of Management, Nagpur, India.

    Jagasia, J., Thakur, R., & Kamath, R. The annual Americas Conference on Information Systems (AMCIS), “Influence of Display Ads on Additional Product Purchase”. (August 17, 2019)

    Jagasia, J., Thakur, R., Kamath, R., ISDSI Conference 2018, “Assessing the Effectiveness of Display Advertising on E-commerce Websites”, SPJIMR, Mumbai. (December 30, 2018)

    Thakur, R., ISDSI Conference 2018, “Mediated, moderated perspective on value, satisfaction and loyalty for mobile apps”, SPJIMR, Mumbai. (December 30, 2018)

    Jagasia, J., Thakur, R., Kamath, R., 12th NASMEI International Conference, “Assessing the Effects of Display Advertising on E-commerce Websites,” Great Lakes Institute of Management, Chennai. (December 20, 2018)

    Thakur, R., 12th NASMEI International Conference, “Moderated mediated relationships in building loyalty for mobile apps,” Great Lakes Institute of Management, Chennai. (December 20, 2018)

    Thakur, R. (Presenter), 40th ISMS Marketing Science Conference, “Customer Experiences in Customer Journey on Mobile Platforms,” Philadelphia, Pennsylvania, U.S.A. (June 15, 2018)

    Thakur, R., 39th ISMS Marketing Science Conference; 2017 INFORMS, “Customer Engagement and Online Reviews,” Los Angeles, California, USA. (June 7, 2017)

    Thakur, R., 2017 Annual Conference of Emerging Markets Conference Board, “Mobile Shopping: A Case of Multisided Platform,” IIM Lucknow (Noida Campus), Noida. (January 5, 2017)

    Thakur, R., SPJIMR – POMS India Chapter Conference, “Trust, satisfaction and customer loyalty: The mediating effect of customer engagement,” SPJIMR, SPJIMR, Mumbai. (July 29, 2016)

    Thakur, R., XIX Annual Conference of the Society of Operations Management (SOM), “Understanding the Drivers of Information Sharing In Global Apparel Supply Chain,” IIM Calcutta, Calcutta. (December 11, 2015)

    Thakur, R., 6th IIMA Conference on Marketing in Emerging Economies, 2015, “Moving Towards Loyalty and Advocacy for Mobile Retailing in India,” Indian Institute of Management, Ahmedabad, Ahmedabad. (January 2015)

    Thakur, R., 3rd IIM A & Indian Academy of Management Conference, 2013, “Conceptualization of community marketing as collaborative entry mode in developing economies with special focus on Mobile Financial Services,” Indian Institute of Management & Indian Academy of Management, Ahmedabad. (December 12, 2013)

    Thakur, R., 5th IIMA Conference on Marketing in Emerging Economies, 2013, “A Study on the Impact of Consumer Risk Perception and Innovativeness on Online Shopping in India’,” Indian Institute of Management, Ahmedabad. (January 9, 2013)

    Thakur, R., International Marketing Conference 2012, “Usage of Mobile Commerce in India: An Empirical Study,” IIM Lucknow, Lucknow. (2012)

    Thakur, R., ‘Impact of Mobile Financial Services on Migrant Population in India: A case study-based approach’ presented at the SIMSR – Asia Marketing Conference, 2012 organized by K. J. Somaiya Institute of Management Studies & Research, Mumbai, India.

    Kumta, G., Thakur, R., ‘Impact of Risk perception on Customer Usage of Mobile Money’ presented at Information Technology, Systems and Management (ITSM 2011) held at IIM Kozhikode. Published in ‘Information Technology and Business Innovations’ by Macmillan Publishers.

    Srivastava, M., Thakur, R., ‘Factors Affecting Consumer Acceptance of mobile Payments’ presented at the International Conference on Decision Sciences in Managing Global services, 2010 held at Management Development Institute (MDI), India, published in ‘Managing Global Services Emerging Trends’ by Excel Books.

    Srivastava, M., Thakur, R., ‘Effect of Perceived Credibility on the adoption of e-retailing’ presented at the SIMSR – Asia Marketing Conference, 2011 organized by K. J. Somaiya Institute of Management Studies & Research, Mumbai, India. Published in ‘Marketing in Transition’ by Excel Books.


    Thakur, R. (2020). Shopping during a pandemic. Forbes India. https://www.forbesindia.com/article/bharatiya-vidya-bhavan039s-spjimr/shopping-during-a-pandemic/62421/1

    Thakur, R. (2018). Omnichannel retail: Providing seamless shopping experience. Fortune India. https://www.fortuneindia.com/opinion/omnichannel-retail-providing-seamless-shopping-experience/102340

    Thakur, R. (2018). Right Prescription: Being highly regulated, brands are wary about being too adventurous online. Business Standard.

    Thakur, R. (2018). Online beauty and personal care retailers disrupting the market. Business Today.

    Thakur, R. (2017). Decoding the science of retail shopper marketing: How brands sell themselves, Business Today.

    Thakur, R. (2017). Diaspora as a gateway to tap global customers, Forbes.

    Thakur, R. (2017). Why lifestyle e-tailers are getting into the non-glamorous grocery business, Forbes.

    Thakur, R. (2017). Rush For Grocery Online, Business World.

    Thakur, R. (2016). Small towns driving the growth of online retail, Business Today.


    ‘Outstanding Faculty in Marketing Management’ at Dewang Mehta National Education Awards, 2016.

    ‘AIMS-TAPMI Outstanding Young Woman Management Researcher Award’ by Association of Indian Management Scholars, 2015.

    CEO award for the best business impact project at ICICI Prudential in 2011


    International Marketing

    Retail Shopper Marketing

    Consumer Behaviour

    Market Research


    S. P. Jain Institute of Management & Research, Mumbai (July 2017 – Now)

    Associate Professor – Marketing

    S. P. Jain Institute of Management & Research, Mumbai (July 2013 – June 2017)

    Assistant Professor – Marketing

    Administrative Assignments (Dec 2016 – Mar 2018)

    Associate Programme Head, Office of Research & Innovation (ORI), Centre, SPJIMR.

    KJ Somaiya Institute of Management Studies and Research, Mumbai (July  2011 – June 2013)

    Assistant Professor – Marketing

    ICICI Prudential Life Insurance Company, Mumbai (June 2007 – June 2011)

    Senior Manager, Business Excellence

    Tata Consultancy Services Ltd. Mumbai (April 2002 – May 2007)

    Assistant Consultant

    Shoppers Stop Ltd. Mumbai (April 1999 – March 2002)


    KSA Technopak Ltd. Delhi. (June 1998 – March 1999)

    Associate Consultant


    Management/Executive Development, Pidilite, 29 participants. (July 6, 2019 – July 11, 2019).

    Management/Executive Development, Welspun India Ltd, 30 participants. (April 5, 2019).


    European Journal of Marketing

    Journal of Hospitality Management

    Internet Research

    Journal of Retailing and Consumer Services

    Industrial Marketing Management

    International Journal of Bank Marketing

    International Journal of Retail and Distribution Management

    Qualitative Market Research

    South Asian Journal of Global Business Research

    Reviewed papers for the 2014 Global Marketing Conference in Singapore and the 13th Annual Conference of the European Association


    Invited by Marketing Science Institute to review entries for Alden G. Clayton Doctoral Dissertation Proposal Competition in 2018

    Invited to attend 6th AIM-AMA Sheth Foundation Doctoral Consortium as Faculty Fellow in 2018

    Attended ‘Master Teacher Programme’ at Indian School of Business in 2014

    Attended Case Method Teaching Seminar by Harvard Business Publishing in 2013

    Nominated and attended Inaugural AIM-AMA Sheth Foundation Doctoral Consortium as a Fellow at Bangalore in 2012


    Academy of International Business. (April 1, 2017 – March 31, 2018).


    IND-IB. (April 2017 – Present).

    Certified PMP (Project Management Professional) by PMI (Project Management Institute), USA

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