Research at Leeds Beckett
Professor Prithwiraj Nath
About Professor Prithwiraj Nath
Professor Prithwiraj Nath is a Professor of Marketing and Associate Director of the Retail Institute at Leeds Beckett University. Before joining our University, he was at the University of East Anglia, University of Nottingham and at XLRI Jamshedpur, India.
He has a doctoral degree in Marketing from the Indian Institute of Management, Calcutta, India. His area of doctoral research was measuring efficiency of service firms and the impact of service quality on firm performance. His basic educational discipline is in Physics and he complete his Master and Undergraduate degrees at Jadavpur University, India. Prior to joining academia, Prithwiraj worked in professional marketing research organizations.
Prithwiraj's research interest is broadly classified into three substantive areas: services marketing, internet marketing and environmental marketing.
He is principally interested to understand how service firms can improve their financial performance by improving the quality of service provided to their customers. The focus is to understand how service firms can use resources (such as infrastructure, technology) in an optimal way to improve their level of services delivered. He uses various optimisation techniques to benchmark firms in terms of sub-optimal service delivery, and measures the possible impact of service quality improvement on firm financials through return on quality (ROQ).
He is interested to understand how firms can build better relationships with their consumers in the online context. His research framework can provide insights on the synergistic effects of attitudinal dimensions like consumer trust, commitment, and relational bonds on relationship outcomes, such as consumer loyalty in the online context. Prithwiraj is also interested to model browsing behaviour of online consumers using clickstream data. The objective is to predict navigation paths of users browsing multiple websites and their purchase behaviour. Another research area which Prithwiraj is actively involved in, using experimentation techniques, is to understand how various web design characteristics of online retailers (for example interactivity and personalisation features of websites) influence buyer behaviour.
Prithwiraj just completed working on an EPSRC funded project on the impact of environmental regulations on innovation and performance for the UK manufacturing sector. Environmental regulations as imposed by government on manufacturing industries are often considered a hindrance rather than an opportunity in new product and process innovation. This project explores this dilemma.