Sriram.D

Senior Associate Professor
Great Lakes Institute of Management

Area of Expertise: Sales and Distribution, Marketing, Customer Experience, Customer Relationship Management (CRM)

Dr D Sriram has over 28 years of work experience. He has worked for more than 21 years in Energy and Automobile industries in Senior Management roles. He started his career with M/s Ashok Leyland Ltd. and was responsible for aftersales support for Iveco Cargo trucks and Hino Engines. After a four year stint at Ashok Leyland, Dr Sriram joined M/s Indo Mobil Ltd and was instrumental in setting up the distribution network for automotive lubricants in South and managing it in the capacity of Regional Manager – Sales (South). In 2001, Dr Sriram joined M/s Reliance Industries Ltd. and was responsible for setting up the petroleum retail network in Tamilnadu. Later, he was promoted to Vice-President – Marketing and became Head of Retail Outlet Operations, South. He also had a four-year stint in the SBU-CEO’s office at Mumbai handling the strategic planning role. He switched to academics in 2012 and joined XIME, Bangalore as Associate Dean (Coordination) responsible for academic administration in addition to teaching core and an elective course in Marketing Area. Dr Sriram joined Great Lakes in 2013 as a full-time faculty. Additionally, he heads the Accreditation function. He teaches core and elective courses in the Marketing area. His research interests include Customer Relationship Marketing, Consumer Behavior and Marketing Analytics. He has presented research papers at several conferences and has published research articles  

Research Interests

Relationship Marketing, Consumer Behavior and Marketing Analytics

Book chapter(s)

  • Anbumathi Rajendiran and Sriram Dorai (2020),"Friendship to Kinship: Evaluating the Role of Consumer Brand Engagement to Promote Brand Evangelism", In Cheng Lu Weng (Ed), Handbook of Research on the Impact of Fandom in Society and Consumerism, (pp. 171 – 192), IGI Global, USA.

Peer-Reviewed Journal Articles

  • Sriram, Dorai and Sanjeev Varshney (2012), "A Multistage Behavioural and Temporal Analysis of CPV in RM", Journal of Business and Industrial Marketing, Vol. 27(5), pp.403-411. (Emerald Group Publishing Ltd.)
  • Sriram Dorai (2013), "Role of knowledge in Relationship Marketing: Capabilities, Organizational Learning and Competitive Advantage", Journal of Management and Entrepreneurship, Vol. 6(1), pp.36-56.

Conference proceedings/Publications

  • Sriram Dorai (2017), "The Mediating Effects of ‘Engagement’ and ‘Flow’ on the Relationship between Store Environment and Repatronage Intention: An Empirical Evaluation", Conference Proceedings of Centre for Marketing in Emerging Economies conducted by Indian Institute of Management, Lucknow

Academic conference

  • Sri Ranjani, Adithya, Sundeep Srinivasan and Sriram D (2017), "Drivers of Customer Engagement in Online Retail: Demand and Supply Side Analysis", Presented in the Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai
  • Sriram Dorai (2017), "The Mediating Effects of ‘Engagement’ and ‘Flow’ on the Relationship between Store Environment and Repatronage Intention: An Empirical Evaluation", Presented in Emerging Economies conference conducted by Indian Institute of Management, Lucknow
  • Sriram Dorai (2016), "Effect of Technology Based Innovations on Customer Engagement and Patronage in Services: An Exploratory Study", Presented in the Tenth Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai
  • Sriram Dorai (2015), "Transactions to Ties: Role of Involvement and Attachment as Manifestation of Customer Engagement", Presented in the Ninth Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai
  • Sriram Dorai (2014), "Dimensions of Customer Engagement: Findings from Exploratory Analysis using Netnography and Content Analysis", Presented in the Eighth Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai
  • Sriram Dorai (2013), "An exploratory study on antecedents to customer engagement and comparison with loyalty", Presented in the Seventh Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai.
  • Sriram Dorai (2013), "Enhancing dynamic capabilities of an organization to develop better customer relations: Role of globalization as a moderator", Presented in the First International conference conducted by Xavier Institute of Management and Research, Mumbai
  • Dorai Sriram (2011), "Role of customer goal congruency, personality congruency and interdependence in Customer Engagement." Presented in the Fifth Great Lakes – NASMEI conference conducted by Great Lakes Institute of Management, Chennai.
  • Expert Panelist for marketing track in the AICTE sponsored conference – "Changing Business Practices in Current Scenario", held at SIES College of Management Studies (SIESCOMS), Mumbai on 26th August 2011.
  • Vittal, Panduranga S & Dorai Sriram (2010), "Effect of Advertising Expenditure and Quality of Service on Stock Returns: An Empirical Investigation of Indian Telecom Service Industry." Presented in the First International Marketing Conference (MARCON 2010) conducted by Indian Institute of Management (IIM), Calcutta.
  • Sriram, Dorai (2009), "Role of Reciprocity in Relationship Marketing: A Socio Psychological Perspective." Presented in the Third Great Lakes – NASMEI Conference conducted by Great Lakes Institue of Management, Chennai.
  • Sriram, Dorai and Sanjeev Varshney (2008), "Customer Perceived Value in Relationship Marketing: A Multistage Behavioral and Temporal Analysis." Presented in the 9th International Conference on Relationship Marketing, conducted by American Marketing Association SIG, held at Freie Universitat at Berlin, Germany.

Invited News paper/Popular press articles

Working papers

  • Transactions to Ties: Role of Involvement and Emotional Attachment as dimensions of Customer Engagement
  • Effect of Store Environment on Flow Experiences: Multi-product and Multi-Channel Study
  • Effect of Technology Based Innovations on Customer Engagement and Repatronage Intentions
  • Role of Relationship Quality in enhancing customer-firm relationship in e-retail firms

Associations

  • IIT Stuart School of Business
  • Babson
  • Bauer
  • Universite De Bordeaux
  • Hkust
  • UMKC
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