Good day, Dr. J. Gomathi Sankar. I'm Arjun. I've had a look through your background and your professional record. I'm interested in hearing more about your work and how you see yourself fitting in here with our faculty. Ready to start?

Please start by introducing your professional journey in academia.

Hi, I'm Doctor Gomily Sankar.

I've started my career as Assistant Professor with Savita School of Management in the year of 2000.

Prior to that, I I was a.

UH regular UH research colour and I've completed my PNC in UH School of Management, Polygier University.

My research is well about.

There I was watching as hospital professor from 2015 to 22 and after that I moved to BSS Institute of Advanced Study which is located in Bhopal. So currently I'm working with the SSS Institute of Advanced Studies as a Faculty of Marketing.

Services marketing focusing on tourism service, quality, customer satisfaction the Soon after completing my PhD, I joined Asian professor as a servant of management.

Professor Sankar, I have your resume details here. I'll begin verifying the required skills for the Marketing Professor role. First, let's discuss your marketing analytics expertise. Can you explain your approach to applying tools like SPSS or STATA in analyzing marketing data? Specifically, how do you ensure the results are actionable for business decisions?

Cyber using SPSS are mostly in my academic career for analyzing the data and most of the time.

So far I will have done marketing research, focusing and customer satisfaction in service quality.

And recently I have shifted to a technology acceptance in marketing. So whenever I collect data I need to fill the data in SPSS. So in SPSS I used to perform.

A linear regression T test ANOVA and recently I started using Amos which is an extension of SPSS and MMOS have been performing multivariate data analysis like confirmation factor analysis, structural equation modeling.

This is what I've been doing with this experiences.

As data are hardly I use uh. Early in my career I used to use data and later I have identified data. Mostly uh people used to perform with the secondary data. So I've started using SPSS rather than state recent part.

Thank you, Professor Sankar. It’s clear you have robust experience with SPSS and AMOS, especially in running multivariate analyses and structural equation modeling. Could you quickly walk me through an instance where your findings directly influenced a marketing or organizational strategy, ideally tied to customer satisfaction or service quality?

Uh, once I have conducted the study, which is focusing on, uh, tourism, uh, service quality and I've, uh, analyzed how the service quality influenced customer satisfaction and we visit internal. The study was conducted after the Covic period because after the Covic, uh, during the COVID tourism is completely, uh, uh, declining. So after the COVID started visiting, uh, this tourism places. So when they started visiting tourism places, actually revisiting after the COVID.

What are the factors they've been looking for? This is what you know I've identified for that I as I said, I I've been using the standardized 2 questionnaire. I've used the server model service quality model developed by Parasuram.

At least colleagues. So which comprised of five factors, health, reliability, responsiveness, assurance, tangibility and empathy. So I identified which factor influence the customer most to revisit that particular hotels or particular place. So I've identified that tangible cues and you know, reliability are the most influencing factor after the COVID, which made the customer to revisit that particular place because after the COVID people, they have some concern about that.

Quality effectively. So among the quality factors, these are the two major influencing factors which made the customers to be with particular intention. So when I collected the data, as I said, I used that confirmatory fact analysis to.

Confirm the factors with the data and after that I use structural equation model.

Proud of succeed liquid modeling and I found that reliability and reliability are the most inflation factors which made the customer to revisit that particular places.

And I submitted the data to that certain companies hotel which is operating in that particular place and they made the strategy accordingly that because some of the hotels already they've been doing very good in this.

Daniel will be and when I suggested that some of the hotels that they re you know structuring when they go for restructure and when they go for revamping or innovation. So they have given more importance to this kind of tangible things.

Understood, Professor Sankar. It's evident that your research in post-COVID tourism and service quality offered actionable insights for hospitality businesses. Your approach, utilizing confirmatory factor analysis and structural equation modeling, shows a sound application of analytical tools to derive meaningful business strategies. Now, let's move on to services operations management. Could you describe your experience in this area, particularly in enhancing the efficiency or effectiveness of service delivery? For instance, have you developed or implemented any frameworks or strategies in a service environment?

In service qua service environment, uh, no, mostly we have used uh, two major things. One is service quality. Another thing, you know, we can say that most, you know, uh.

What is the forbidden or most forget forgotten topic in the service management is internal people when they talk about internal marketing, they thinks it's a part of marketing. Actually, internal marketing is one of the brands of services operations. Internet marketing is nothing but it completely deals with the employees you know it's a process of identifying the.

I didn't mention one of the employees and satisfy the Nathan wants of the employees. That is what is very, very important because in services operations employee plays a major role in the quality of services provider and they play the direct role or direct influence of the customer satisfaction.

So if the company takes care of the employees, employee will take care of the companies. So that is what is all about internal marketing. And I have applied the internal marketing framework which is known as internal marketing orientation which is comprised of, you know, different factors like.

Communication Communication generation Communication dissemination and response to that communication. How the companies that made communication in channel and how the communication has been disseminated and how the company responds to the discriminator or creative communication.

The employees this is what this all about and the framework is commonly known as internal marketing orientation framework. And as I said then in service quality are mostly used, you know, serve call model for compressor five factors that are labeled to responsiveness, empathy, tangibility and assurance. It has been developed by a participant and this internal marketing variation has been developed by green and iron and green in 2015.

And these are the two important frameworks which I have been using in this service operations and service management resources.

Apart from this, I've done many research paper, I published papers and I conducted research related to technology acceptance. In this technology acceptance, I've been mostly used, you know, uh, uta UT model that, uh, locate theory of, uh, acceptance and use of technology. It has been developed by, you know, Venkatesh ETA in the year of 2003. So my, uh, recent studies are mostly related to this, you know, technology acceptance, umm, in occurrence with the services in other part.

The marketing aspect. So these are the three major like most widely used frameworks in my research that circle model, internal marketing orientation and UTA up frameworks.

It's not, you know, refer to that fixing kind of case study, which is very, you know, effective when you use the real time case study. As no, my field is related to marketing and most of the marketing case studies are, you know, based on the real time scenarios in real time examples. So it is very easy for me to convey the message to the students because whenever I you know, take the real time case study, most of the students may aware of that case study because that is what happened in the actual scenario and with the help of that.

When I, uh, whenever I go for teaching, I mostly prefer to use the case studies and the real time case studies, uh.

Thank you, Professor Sankar. You've provided a thorough explanation of your work in service operations management and your integration of internal marketing frameworks, alongside your focus on technology acceptance models in recent research. It’s clear that your work demonstrates a strong grounding in theoretical frameworks with practical applications. Let's move on to your experience in teaching theory and laboratory courses. Could you outline your approach to delivering structured, effective, and engaging instruction for students in both theoretical and practical contexts?

Social media and you know, all those, you know, recent advancements, whatever happened across the world, immediately it will be reaching.

Even every part of the world. So students will come to know about this kind of marketing case studies and marketing real 10 examples immediately with the help of the Instagram or Facebook. So it is very easy for me to convey the messages because when I take any case studies or any real time examples, most of them as I said, students, they may have some idea about this thing but they will not.

No in detail about it. What happened exactly and how the companies are working and what are the strategies they are going to follow, why it is happened? These information they did not know, but they know that this is what happened.

Well, they know the information. It's very easy for me to know how to throw the light on it. Say for an example, recently, two days before that.

Mr. Dipendra Boyle, who was the CEO of eternal, he stepped down and the blinking CEO has been promoted to the CEO. So today I discussed this case with students because today I handle some some some part related to that succession planning. So when I go for succession planning instead of, you know, taking period and everything. So I immediately.

Uh, pull the example from the, you know, two days before information, as I said, as I as a student was the CEO of, you know, SNL Zomato immediately most of the detailed oil and I said detailed oil was CEO 2 days before because two days before he was clemed up and now he knew he has been selected with the group itself because Blanket is grown up subsidiary of FML, as I said. So blinking CEO was promoted to the CEO of HNL, so they have replaced the current CEO.

Am replay this evo with another person who is already working with the company itself. That is an example of succession planning. When I say that in people the students you know they clearly understood that OK, this is what the succession plan and after I explained this some of the students they have given some other example as well. They said some of the students they said that you know example of a single PC who was the CEO of Alphabet. He has already worked with Google but not CEO he was working with Google. So once Google he was they have Sundar BC promoter as.

Google, see who was working on this, Google Excel, some student, they said Satya Nadella from Microsoft, like the students know they have given their own example because they clearly understood the concept. So they have given their own example.

So this is how I deal with, you know, a student teaching methodology pedagogy with the help of real time cases.

MMM MMM.

your teaching approach emphasizes practicality and engagement by incorporating real-time case studies and examples. This strategy not only captures students’ attention but also deepens their understanding by connecting theoretical concepts to current industry scenarios. Next, let's focus on student evaluation and exams. How do you design assessments to fairly and accurately measure a student's understanding of course material, while also accommodating different learning styles?

See, when I go for this assessment style, uh, mostly I follow this, you know, when I go for the asciting with assessment questions papers and everything. So I'll consider course outcome and program outcomes, whatever is already established. Based on that, I'll develop the assessment question papers. So when I go for the question paper setting and everything. So I'll consider the blue taxonomy as well because blue taxonomy they said they developed from.

Awareness to completely.

Analyzing the evaluation. So based on that I'll formulate and when I formulate, I'll consider the Sibos and pivot and questions know mostly as I said, instead of giving that direct theoretical questions I have, I used to give some practical examples. From the examples, I'll ask the question.

I'll give the some kind of scenario and I added what concept they have approached here, what concept can be used here to solve the problems in liability, and mostly I as I said no. I'll prefer to go with the case study patterns instead of the theoretical questions.

Understood, Professor Sankar. Your approach to student evaluation, grounded in Bloom's Taxonomy and aligned with course and program outcomes, reflects a structured and thoughtful method. Incorporating scenario-based questions and case study patterns ensures that assessments test not just theoretical understanding but also practical application and analytical skills. Let’s move to the next area: guiding student projects and research. Could you share how you mentor students through their research or projects, particularly in helping them refine their ideas, methodologies, or analysis?

So normally my present institution I will be given with 10 students. I have to do the.

Guide you for the students for their summer intensive as well as the main internship. So I first I as a student to come up with their own.

If you're forced to do something, if you forced some students to do something, obviously you will not get the proper and FSC output. So I asked the students to come up with their own topics and everything. And since I'm marketing professor, marketing students will be alerted to the students comes up with their own Tropic of interest in marketing. After that, I'll guide them in such a way that you know the.

Topic of illness because you know.

Uh, students will able to, uh, collect the data from the real time field. I'll, I'll guide them how to, uh, frame the questionnaire, how to do the analysis. Analysis part mostly I'll, you know, uh, uh, sit with them, I'll teach them personally. And once, you know, they are, uh, uh, familiar with this kind of analysis. After that, once they collect the data. So I'll, I'll guide them just how to do the analysis and everything. Once they prepare the kind of report, uh, if I am satisfied with the report, I have, uh, motivated the.

For the publication in any book chapters or any journal, some students know I motivated to go for any conferences to present these kind of papers and no participate in the other activities.

That's a commendable approach, Professor Sankar. Allowing students to choose topics of interest fosters intrinsic motivation, and your hands-on guidance in data collection, analysis, and even encouraging publication or conference presentations demonstrates a holistic mentoring style that helps students gain both technical and academic confidence. Now let’s explore your communication and teaching framework. How do you structure your lectures or materials to ensure they are engaging, clear, and accommodating to a diverse group of students with varying learning styles?

So I'll, when I entered into the class, I'll not directly start the presentation, so I'll just, uh, go through and refresh what we have discussed in the last classes. So normally one or two slides. No, I, uh, just, uh, uh.

Normally I'll be giving with one hour of time period. So in that one hour I'll prefer I'll I'll prepare my presentation for 25 to 30 minutes.

Explain whatever we have already discussed in the last block so that students will come to a little that, uh, you know, kind of, uh, environment. So after that, I start the presentation and my presentation as, as a marketing professor, you know, it's very easy for me to give a practical example. As I said, I will not, uh, give any kind of, uh, cancel till that, uh, PPT presentation. I only most of the time I prefer to use the images because, uh, the image speaks more than the word. So when you put, you know, this kind of attractive images, students obviously will be.

Hello, attracted towards the you know presentation. So once you get the student attraction, it is very easy to convey the messages and my presentation. My lecture and type is mostly kind of interaction method.

Because since I will not include any content in this slide, so students will wait for me to speak. Because when I get the, you know, image, any pictures or images, students, obviously they are waiting. They'll be waiting for me.

I'm going to talk about some this picture. So once I talk about from the picture, obviously they'll also contribute to from themselves. So it's almost kind of interaction with it. And the last I'll I'll, I used to stop my, you know, lecturing 10 minutes before the last 10 minutes. We'll be discussing about real time scenario related to that particular topic, whatever topic which we have discussed in today's class. So I'll ask the students that have you come across any of real time examples related to this kind of, you know, scenario, this kind of concept? So obviously students will set their own.

Because now students are, you know, they have so many updated information then factory sometimes because they are always using mobile photos through social media.

So immediately they will have their their own experiences, whatever happened in recent past. So it will be, you know, useful for all other students to relate this particular concept with the real tax evaluation. So this is how I'll move on to that daily lecture.

Thank you, Professor Sankar. Your lecture structure clearly demonstrates a student-centered approach. By starting with a recap, using visual aids to spark curiosity, fostering interaction, and concluding with real-time discussions, you create a dynamic and engaging learning environment that resonates with diverse learners. Next, let’s discuss your research publications. Could you share about any recent paper or research project you've undertaken, particularly in reputed journals, and its contribution to the field of marketing?

Sorry to interrupt, we're down to the last 5 minutes.

I'm the Co principal project coordinator for one of the research projects which has been approved by ICSR in last year January. So we have just completed the project and we have submitted the project. This project is about one of the government scheme, the mission. So we have evaluated the quality of the eligible mission.

About research projects.

And how the water quality has been, you know, provided by the government and how the association.

Background of the particular people has been improved with the help of the LGBT vision and our study is comparing some of the parts of Tamil Nadu and some of the parts of Karla Raja. So successfully we have completed and it's about 11,00,000 project with 12 months and we have completed the project. We have submitted the projects. This is about the research project which has been by ICS as well and research publication. I published papers in ABDC.

Journals and the Scopus indexed journals and recently 3 days.

Before so one of our proposal has been accepted by Emerald Publication, I am one of the Co editor of that publication. This is all about nanotechnology in the field of management.

Uh, uh, supply chain and supply chain management and green nanotechnology and UH-2 papers are papers have been accepted for publication. 1 is about contract tracing at my app in the time of Kobe, which we have submitted to almost two years before now it's approved and, uh, accepted for publication, which I have been elected in Scopus and ABDC B and one of uh, one of the paper has been.

Has gone through the review first. We have been over second reviews on progress on process is about acceptance of UPI. United Payment interface is a comparative study about India. And is it so easy? They're not using UPS, so they it's about digital payment. So it's about generally it's about comparing the digital payment acceptance between India and Egypt. That publication has been accepted. It's going for second review.

Accepted and one of the paper it's about to submit for the ABDC, a general information information system.

It's all about identifying the acceptance of A, it's about a adoption in educational industry. So we are again we are comparing the cross country study, we are comparing the a adoption among the teachers between India and Ethiopia.

I'll apart from that, I published many papers in Scopus, Hill Text Journals, book chapters and addcategory dinners. My Scopus h-index is 9 and Google Scholar h-index is 12.

Thank you, Professor Sankar. Your research portfolio reveals a deep engagement with diverse and impactful themes, such as technology adoption, government initiatives, and sustainability in management. Your documented contributions to Scopus and ABDC-indexed journals, along with an impressive h-index, underscore your academic rigor and alignment with scholarly excellence. Lastly, can you share any industry projects or consultancy experiences you’ve had that complement your academic endeavors?

My institution is, you know, doing a consultancy project for HCLL.

The time one of the coordinators for this particular project.

Understood, Professor Sankar. Your involvement in consultancy projects with recognized entities like HCL and soap distilleries showcases your ability to bridge academic expertise with real-world industry applications. Your skills verification is complete. Thank you for providing detailed answers throughout. Should we proceed to wrap up the interview?

Thank you so much for this opportunity.