Qualification: 
Ph.D, MBA, B-Tech
g_rejikumar@asb.kochi.amrita.edu

Dr. Rejikumar G. is having 20 years of experience in Central Revenue Service and 7 years in academics. He is competent to guide on all aspects regarding the implementation of statutory provisions in respect of Customs, Excise, Service tax, and foreign trade policy. He has published 15 research articles in Scopus/ ABDC listed journals and have 50 citations in Scopus journals and more than 100 Google Scholar citations. He has reviewed more than a dozen manuscripts for journals like IIMB Management Review, IEE Consumer Magazine, African Journal of Marketing Management, American Marketing Association Conferences in 2019. He has conducted more than a dozen workshops for Ph.D. scholars on topics related to Research Methodology, Structural Equation Modelling, Data Analysis using Statistical Software and Article Writing. In Consultancy domain, have assisted many export firms in the foreign trade area. He has conducted and prepared the report on "A study on Kerala Export competitiveness" for Federation of Indian Export Organizations, GOI. He is a regular resource person for MDP's conducted by FIEO and FICCI on Export Procedures, Trade Analytics and MSME Entrepreneurship Guidance, etc.

Publications

Publication Type: Journal Article

Year of Publication Title

2019

Dr. Rejikumar G., Arunprasad, P., Persis, J., and Sreeraj, K. M., “Industry 4.0: key findings and analysis from the literature arena”, Benchmarking: An International Journal, 2019.[Abstract]


Purpose
In recent years, a new transformation known as Industry 4.0 has drawn much attention throughout the world, and numerous investigations have fundamentally looked into the uprising concept. However, few have concentrated on the literature review. Taking this as motivation, the authors endeavored to assess the different attributes of Industry 4.0. The paper aims to discuss these issues.
Design/methodology/approach
This review concentrated on linking the articles from different database and distinguishing the attributes of Industry 4.0. The authors assessed 85 articles from scholarly database and peer-reviewed journals on Industry 4.0 through the selection of the Mayring (2004) procedure. The examination included a four-advance process, in particular, material gathering, engaging investigation, classification of the choice and material assessment.

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2019

A. Manimuthu, R. V., S., Dr. Rejikumar G., and Marwaha, D., “A Literature Review on Bitcoin: Transformation of Crypto Currency Into a Global Phenomenon”, IEEE Engineering Management Review, vol. 47, no. 1, pp. 28-35, 2019.[Abstract]


Bitcoin is a crypto-currency-based open-source technology that operates in the peer-to-peer grid as a private payment mechanism. Bitcoin works on sophisticated cryptography supported by a local community in a peer-to-peer network. This study reviews scholarly articles to understand how bitcoin is addressed in the literature. The study reports on the attributes of bitcoin through a systematic literature review. The paper is based on primary data from existing literature and secondary data from relevant case studies in the public domain. Unlike other currencies, Bitcoin seems to have faced many hurdles and with many applications in day-to-day life, created unique challenges for the end user community. When Bitcoin came into existence, it seemed to signal hope for a better future, but the growth of bitcoin is hard to predict. Bitcoin opens up an entirely new world for both practitioners and academicians. Further, this study presents an idea about the “potential” of bitcoin, highlights the prerequisites, needs, implications, and challenges faced by bitcoin in processing business transactions.

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2019

Dr. Rejikumar G., Ajitha, A. Asokan, and V, R. Sreedharan, “Healthcare Service Quality: A Methodology for Servicescape Re-design using Taguchi Approach”, The TQM Journal, vol. 31, 4 vol., pp. 600-619, 2019.[Abstract]


Purpose – This study attempted to identify major HSQ dimensions, their most preferred service levels, and their effect on HSQ perceptions of patients using a Taguchi experiment. Design/methodology/approach – This study adopted a sequential incidence technique to identify factors relevant in HSQ and examined the relative importance of different factor levels in the service journey using Taguchi experiment. Findings – For HSQ, the optimum factor levels are online appointment booking facility with provision to review and modify appointments; a separate reception for booked patients; provision to meet the doctor of choice; prior detailing of procedures; doctor on call facility to the room of stay; electronic sharing of discharge summary, an online payment facility. Consultation phase followed by the stay and then procedures have maximum effect on S/N and mean responses of patients. The appointment stage has a maximum effect on standard deviations.

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2018

Dr. Rejikumar G., Ajitha, A. Asokan, and V Kumar, G., “Pharmaceutical Marketing: Directions for Customer Orientation”, Research Journal of Pharmacy and Technology, vol. 11, p. 3283, 2018.[Abstract]


The study proposed to understand the factors that are crucial for patient satisfaction in the Pharmaceutical Sector on the grounds of upcoming trends such as targeted therapies, personalized medicines, etc. Critical variables that capture patient perceptions in satisfaction such as quality of medicines, quality of medication counseling, price affordability of medicine, availability of medicine and quality of medicine were included in a model. Trust with the firm and risk perceptions of customers were included as mediating and moderating variables respectively in the model. A Structural Equation Modeling (SEM) estimated the significance linkages. The study found that risk perceptions are significant and therefore trust perceptions need to improve to make customers more satisfied. The study concludes that customer satisfaction is a critical factor in pharmaceutical market and marketing strategies aligned with “SAVE” philosophies can help marketers significantly.

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2018

Dr. Rejikumar G. and Ks, A., “Patient centeredness in health care: Perspectives from an empirical investigation”, Asian Journal of Pharmaceutical and Clinical Research, vol. 11, p. 450, 2018.[Abstract]


Objectives: The objective of this study was to examine the formation of wellness perceptions and satisfaction from antecedents that explain various attributes regarding service quality perceptions about doctors by patients. The topic is of contemporary relevance as health-care firms are reengineering their competencies to deliver personalized health services to for unmatched experience to develop long-term relationships with patients.Methods: Responses from 280 patients about service quality attributes of doctors, wellness perceptions, and their satisfaction are collected using a structured questionnaire. An exploratory factor analysis was performed using SPSS. 20 to identify significant dimensions of doctor’s service quality. The theoretical model developed with these dimensions, wellness perceptions, and patient satisfaction was estimated using partial least square-based structural equation modeling approach to test hypotheses about linkages among these constructs.Results: The dimension structure of doctor’s service quality contained constructs such as “price affordability of medicines,” “quality of diagnosis,” “interaction quality of doctor,” “appropriateness of tests prescribed,” and “quality of usage prescriptions.” These service quality dimensions of doctor significantly develop wellness perceptions and satisfaction among patients. Wellness perceptions act as a mediator in satisfaction development.Conclusions: Patient satisfaction and wellness perceptions are of primary importance in improving service quality in health care and to remain competitive. The health-care firms should train their professionals to interact with the patients more efficiently by adhering to the philosophy of patient centeredness in their service process.

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2018

U. Abhijith and Dr. Rejikumar G., “An exploratory study on information retention in social media platforms among Generation Y”, International Journal of Internet Marketing and Advertising, vol. 12, no. 4, p. 305, 2018.[Abstract]


This study was designed to analyse the effect of antecedents which contribute to higher degrees of information retention and sharing intention across various social media platforms under information overload. A cross-sectional study, where perceptions of 256 Y gen respondents were collected using a structured questionnaire circulated online across India. Constructs used in the study were conceptualised as reflective and variance based structural equation modelling (SEM) analysis was used to test the theory. The study found that social media trust perceived by a user lead to higher retention of the contents generated by firms across platforms but the intervention of information overload degrades the retention and sharing intentions. The study concluded that information overload is not controllable and therefore the indicators which lead to social media trust has to be identified and improved by the marketers and content generators for higher rate of retention and sharing intentions across platforms.

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2018

Dr. Rejikumar G., A. Asokan, A., and Raja Sreedharan V., “Impact of Data - Driven Decision Making in Lean Six Sigma : An Empirical Analysis”, Total Quality Management & Business Excellence, pp. 1-18, 2018.[Abstract]


Data-driven decision-making refers to the approaches business firms, and managers are adopting in decision-making on the strength of verifiable data. This study attempted to evaluate the Technology Acceptance Model (TAM) in a Lean Six Sigma (LSS) organisation. The research model developed included external variables that capture perceptions of managers on knowledge management, data quality, technology readiness and performance expectancy. The study examined the moderating role of complexity perceptions of managers. And, data were collected from 173 practising managers in Indian industries. A PLS-based structural equation modelling was carried out. The model revealed the critical linkages among the constructs to draw valid insights about manager’s perceptions in an LSS environment. The study found out that antecedents significantly predict usefulness and ease of using feeling among managers, resulting in adoption intentions. The complexity perceptions act as a significant moderator to adoption intentions in the framework. This study underlines the need for an adequate infrastructure capable of collecting and disseminating reliable data among decision-makers for imparting confidence among managers to adopt data-driven approaches. The main contribution of the study is that the managers hold a favourable view towards new technology adoption and prefers the ease of use for better decision-making

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2017

Dr. Rejikumar G. and A. Asokan, A., “Customer perceived determinants of online buying (2017): A conjoint experiment”, Journal of Advanced Research in Dynamical and Control Systems, 2017.

2017

Dr. Rejikumar G. and A., A. Asokan, “Information seeking behavior causing satisfaction modification intentions: An empirical study to address emerging challenges in a service context”, Journal of Indian Business Research, vol. 9, pp. 304-328, 2017.[Abstract]


Purpose Customer satisfaction in a service encounter mainly depends on quality of the service provided. However, technological advancements and higher internet usage rates led to an over dependence of customers to social media. A research to identify the role played by information in the formation of satisfaction in service encounters is warranted. Thus, this study aims to examine the importance given by customers to various types of information in evaluating a service encounter and attempts to conceptualize the hierarchical process of formation, retention and modification of customer satisfaction under perceived information importance. Design/methodology/approach Perceptions of 385 bank customers were collected on their information-seeking behavior (ISB), importance of information on satisfaction, satisfaction modification intentions (SMI) and loyalty using a structured questionnaire. A variance-based structural equation modeling helped to identify significant linkages among variables such as satisfaction developers, satisfaction retainers, satisfaction modifiers, ISB, SMI and information allied loyalty. Findings The study could identify three distinct dimensions such as developers, retainers and modifiers for satisfaction construct under perceived importance to information measured using various attributes relevant to a service setting. ISB of customer emerged as an antecedent that cause paradigm changes in satisfaction as well as loyalty feel. The study could also establish that SMI significantly moderates loyalty from satisfaction dimensions even though intensities are different. Research limitations/implications Theoretically, this study examined the manner in which information intervenes in the satisfaction–loyalty link, but many predispositions of the customer about service capabilities of the service provider might have critically influenced their modification intentions. Practical implications Providing customers with consistent and reliable information is critical to the development of stable satisfaction judgements. Understanding the true impact of information and its role in modifying satisfaction can help marketers to fine tune their strategies for effective relationship management. Now, to remain competitive, firms must constantly analyze the implications of emerging information and the importance customers assign to such information. Originality/value This paper helped marketers to identify new areas to focus their attention to ensure lasting customer loyalty.

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2016

Dr. Rejikumar G., “Antecedents of Green Purchase Behaviour: An Examination of Moderating Role of Green Wash Fear”, Global Business Review, vol. 17, pp. 332-350, 2016.[Abstract]


This study was designed to examine the effect of customer perceived green wash fear on certain critical antecedents that develop green purchase intentions among customers. The major antecedents such as customer perceived eco-literacy, perceived individual benefits, perceived customer effectiveness and perceived customer social responsibility were identified from prior empirical evidence. The skepticism in the minds of the customer about green claims was demonstrated by verifying the moderating role of perceived green wash fear on development of green purchase behaviour. The constructs in this study were conceptualized as reflective or formative based on theoretical considerations. A cross-sectional study was conducted in which perceptions of 188 retail customers from Cochin area in Kerala state of India were collected using a structured questionnaire. Variance-based structural equation modelling was used to analyze the linkage among variables of importance. The study found that, other than perceived customer effectiveness, all other variables significantly developed green purchase intentions. The perceived green wash fear was found to be significantly moderating all significant antecedents in the theoretical framework. The study concluded that for sustainable development, green-wash practices should be curbed effectively and customers should be properly and correctly informed about green properties of the products. More »»

2015

Dr. Rejikumar G., “An Empirical Study on Antecedents of Perceived Service Recovery Quality in E- Banking Context (Under Review)”, Journal of Internet Banking & Commerce (JIBC), 2015.[Abstract]


The wide usage of IT enabled options for service delivery has increased the occurrence of irrepressible service failures in the contemporary banking landscape. The enhanced service quality levels exhibited by the dedicated employees suffer badly due to ever-increasing number of tech-driven service failures. The purpose of this study was to examine the linkages among constructs such as perceived service quality, perceived organizational service orientation, perceived automation quality, perceived employee proficiency and perceived service recovery quality to recovery satisfaction in the E-banking context. This investigation examined the moderating role of perceived initial negative feelings of the customer due to service failures, on recovery satisfaction. Data collected from 248 banking customers were analyzed by structural equation modeling approach using, Smart PLS 2.0 M 3, software to identify significant linkages among variables under study. Apart from perceived employee proficiency, all other variables significantly developed perceived service recovery quality leading to recovery satisfaction. Initial negative feelings from a service failure failed to cause significant moderating effect on post recovery satisfaction. The most disturbing service failures in the automated service delivery environment was identified as technical failures such as delay in online transactions, issues related to ATMs and interrupted connectivity. The study could establish that excellent service recovery quality develops service recovery satisfaction and customers gain more confidence in the bank and perceive higher value in their association with the bank.

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2015

Dr. Rejikumar G., “Information Seeking behavior causing Paradigm Changes in Customer Satisfaction: A Futuristic Investigation to address Emerging Challenges in a Service Context (Under Review)”, IIMB Management Review, 2015.

2015

Dr. Rejikumar G. and A., A. Asokan, “Redefining the Marketing Mix to Sustain under Growing Customer Skepticism- Empirical Evidence from Kerala”, Business Review and Research Journal of Kerala Management Association, vol. 1, no. April-June 2015, 2015.

2014

Dr. Rejikumar G., “A Study on Linkage between Customer Expectation, Service Quality Perception, Customer Satisfaction and Related Behavioral Intentions in Banking Context”, Journal of Contemporary Research in Management, vol. 9, 2014.

2013

Dr. Rejikumar G., “A pre-launch exploration of customer acceptance of usage based vehicle insurance policy”, IIMB Management Review, vol. 25, pp. 19-27, 2013.[Abstract]


This study was designed against the backdrop of observations that the motor insurance pricing in India requires radical innovations to become more acceptable, fair, and affordable to customers. Customer perceptions about usage based pricing were collected using a structured questionnaire. The model containing critical variables was validated to identify statistically significant linkages among perceived individual benefits, perceived social benefits, perceived value, perceived easiness to understand and acceptance intentions. The perceived risk to privacy was not found to influence the acceptance intentions of the customer. The study concluded that customers are likely to accept the concept of usage based pricing once implemented. © 2012 Indian Institute of Management Bangalore.

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2013

Dr. Rejikumar G., “Customer price sensitivity as a basis for moderation in satisfaction among mobile customers”, Indian Journal of Marketing, vol. 43, pp. 33-46, 2013.[Abstract]


The present study was designed to examine the impact of customer price sensitivity on customer satisfaction in the mobile telecom sector. The major antecedent that develops customer satisfaction was considered as Perceived Service Quality and.therefore, an attempt was made to develop and validate a scale for measuring Perceived Service Quality in the mobile telecom context. Variance-based structural equation modeling was used to analyze the relationships among different constructs considered in the study. The various constructs used in the study were conceptualized as reflective or formative based on theoretical considerations. The study found that the dimensions such as Network Quality, Human Interaction Quality, Product Mix, Infrastructure related aspects, and Image influenced service quality perceptions of the customers in the mobile telecom context. The Price Sensitiveness of the customers explained the possible fluctuations in business volumes due to price changes. This study could identify the impact of Price Sensitivity as a psychographic variable that moderated customers' satisfaction significantly in the mobile telecom context. The mobile telecom sector, being a market for frequent innovations in service offers and pricing schemes, should seriously look into customer price sensitivity to control customer defections.

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2012

Dr. Rejikumar G. and D., S. Ravindran, “An empirical study on service quality perceptions and continuance intention in mobile banking context in India”, Journal of Internet Banking and Commerce, vol. 17, 2012.[Abstract]


This paper examines the factors influencing the continuance decisions of the early adopters of m-banking services in Kerala, India. The study was designed in the backdrop of the issues faced by the banks to attract more customers irrespective of the huge mobile penetration in the country. The study used constructs adopted from Technology Acceptance Model along with constructs of perceived service quality, perceived credibility and perceived risk to empirically establish the influence on satisfaction and continuance usage intentions. The study could find strong linkage between perceived service quality, satisfaction and continuance intentions. The study also confirmed that after adoption of the technology, the customer finds satisfaction in the quality parameters of the service. Perceptions about the risks involved in m-banking had adverse impact on service quality and satisfaction. Continuance intentions were found solely dependent on satisfaction in the m-banking context in Kerala. © Rejikumar and SudharaniRavindran, (2012).

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2010

H. G. Ram, D. Ravindran, S., and Dr. Rejikumar G., “Right for Performers in India”, XIME Journal of Management and Entrepreneurship, 2010.

2010

Dr. Rejikumar G., Ram, H. G., and Ravindran, S., “A Study on Consumer Decision Making Styles in Shopping Malls- A Study with respect to Malls in Chennai”, XIME Journal of Management and Entrepreneurship, vol. 3, no. 1, 2010.

2010

Dr. Rejikumar G. and Ravindran, S., “Analysis of Service quality parameters among co-operative banks-a study with respect to Kerala”, Journal of Contemporary Research in Management, vol. 5, 2010.[Abstract]


Measuring customer satisfaction is critical in the process of serving the customer. The importance of improving service quality in the banking industry is highly considered for achieving objectives of the industry in whole. Service quality considerations are comparatively less among co-operative banks in the state due to various reasons. An in depth analysis of the service quality perceptions of their customers is essential to achieve sustainable growth for the sector. The perceived quality is normally assessed based on service quality dimensions such as tangibles, reliability, responsiveness, assurance and empathy. The SEVPERF instrument is considered as an ideal instrument to measure service quality. This study is an attempt to measure service quality among co-operative banks in Kerala using SERVPERF instrument.

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2009

H. G. Ram, D. Ravindran, S., and Dr. Rejikumar G., “Analysis of Role Hierarchy as Predictor of Job Satisfaction: A Study among General Insurance Employees”, J-GIBS Journal of Global Information and Business Strategy, vol. 1, 2009.

2009

Dr. Rejikumar G., “Recession Proof Marketing Practices”, RVS Journal of Management, vol. 1, 2009.

Publication Type: Conference Proceedings

Year of Publication Title

2019

Sofi Dinesh and Dr. Rejikumar G., “Role of cognitive complexity and risk evasiveness in herd behavior ”, AMA Summer Academic Conference at Chicago. 2019.

2018

Sofi Dinesh and Dr. Rejikumar G., “Collaborative Consumption: Scope and Challenges from the Consumers’ Perspective”, International Conference on Advances in Business Management (ICABM 2018), Symbiosis, Pune. 2018.

2013

Dr. Rejikumar G., “An Empirical study on Moderating effects of Price Sensitiveness in Mobile Telecom Context”, IIMA conference Proceedings: 5th IIMA Conference on Marketing in Emerging Economies. IIMA, 2013.

2010

S. D. Ravindran and Dr. Rejikumar G., “A Study on Globalization trends in retail industry and its impact on consumer perception about retailing”, International Conference on International Business – Socio Economic, Strategic, Ecological, Political and Technological Trends and Dimensions. Albertian Institute of Management, Kerala, 2010.

2010

Dr. Rejikumar G., D. Ravindran, S., and Ram, H. G., “Strategic Positioning of India in the Global Tourism map- A study on Strategic Positioning and Setting up of a model for Sustainable Development”, International conference of Strategic Management Forum on “Challenges to inclusive growth in emerging economies". IIMA, 2010.

2010

Dr. Rejikumar G., “Globalisation of Retail Industry”, International Conference on International Business – Socio Economic, Strategic, Ecological, Political and Technological Trends and Dimensions. Himalaya publishing house, Albertian Institute of Management, Kerala, 2010.

2009

Dr. Rejikumar G. and D. Ravindran, S., “Significance of green marketing practices- A Road Map to India Vison 2050”, National Seminar on India 2050: Vision and Strategy. Albertian Institute of Management, Kerala, 2009.

2009

Dr. Rejikumar G. and D. Ravindran, S., “Analysis of Service Quality Parameters among Cooperative Banks - a study with respect to Kerala”, National Conference on Business Research. PSG Institute of Management, 2009.

2009

S. D. Ravindran and Dr. Rejikumar G., “Analysis of Brand Equity Concepts for a Business school”, International Conference 2k9 on New Trends in Business Education. St.Joseph’s College, Irinjalakuda, Kerala, 2009.

2009

Dr. Rejikumar G. and D. Ravindran, S., “Evaluation of Policy framework for Achieving Global Competitiveness - A study with reference to Spices industry in India”, Conference on Global Competition and Competitiveness of Indian Corporate. Indian Institute of Management, Kozhikode, 2009.

2009

Dr. Rejikumar G. and D. Ravindran, S., “Influence of Celebrity Endorsement in Buying Decisions”, National Conference on Innovative Practices in Management. Department of Management Studies, Dhanalakshmi Srinivasan Engineering college, Coimbatore, 2009.

Publication Type: Conference Paper

Year of Publication Title

2019

B. S. Dinesh and Dr. Rejikumar G., “Consumer Behavior in Collaborative Consumption: Analysing the role of cognitive complexity and psychological empowerment on customer value”, 2019.

2018

S. Mohandas and Dr. Rejikumar G., “Lean Sigma Deployment for Process Improvement in an OEM plant: A case study”, in International Conference on Electrical, Electronics, Computers, Communication, Mechanical and Computing, 2018.

2017

A. Ravindran and Dr. Rejikumar G., “An Investigation on Service Quality Attributes of Indian Hotels by Text Mining”, in 2017 IEEE International Conference on Computational Intelligence and Computing Research (ICCIC), Coimbatore, India, 2017.[Abstract]


The Global tourism competitiveness report 2017 has placed India in 40th position in the global. In many significant domains or pillars, India falls far behind compared to other nations. Many studies related to tourist satisfaction has apparently revealed the role of quality of accommodation, Service quality of hotel personnel, Affordability, Variety in tourist accommodations etc acts as important pull factor in deciding tourist behavior. In this backdrop, an attempt to revisit service quality perception of foreign travelers about hotels is of paramount importance. To create a favorable perception in the minds of foreign travelers and to encourage positive word of mouth of such attribute is essential. To know and improve those attributes this study is done, and from the study, we found that the attributes such as rooms, housekeeping, and food have more negative reviews from the customers. Thus the hotels should improve on these attributes.

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Publication Type: Magazine Article

Year of Publication Title

2013

Dr. Rejikumar G., “Re-defining Marketing Paradigm-In Search of an Innovative Marketing Mix”, Souvenir on SME coating Industry Conference, 2013.

Major Consultancy Assignments

Consultant / Advisor to lead the study on “Kerala State Export competitiveness” for Federation of Indian Export Organisations(set up by Ministry of Commerce,Govt. of India)

Work Experience

YEAR AFFILIATION
June 2015 - November 2015 Director, AIMA (All India Management Association) Nodal Center, Ernakulam
June 2014 – May 2015 Director, Department of Management Studies, Naipunnya Institute of Management & Technology, Angamally, Kerala
November 2013- May 2014 Associate Professor and HOD, MBA department, 
Ilahia College of Engineering and Technology, Muvattupuzha, Ernakulam
April 2012 - September 2013 Assistant Professor, Rajagiri Business School, Cochin
1992 - 2012 (20years) Revenue Service, Govt. of India

Membership

  • Life Member and Secretary, Kochi Chapter, Operations Research Society of India
  • Life Member, Engineer’s Club, Ernakulam
  • Life member, Rajiv Gandhi Sports Council, Cochin
  • Trustee, Jwala Trust, Ernakulam