Faculty & Staff Directory

Yashoda Bhagwat

Associate Professor
Marketing Department


  • PhD, Georgia State University
  • MS, University of Alabama Tuscaloosa
  • BA, University of Michigan Ann Arbor

Areas of Expertise/Research

  • Marketing Strategy
  • Corporate Sociopolitical Activism
  • Customer Relationship Management
  • Services Marketing
  • Retailing

Selected Publications

  • Bhagwat, Yashoda, Nooshin Warren, Joshua T. Beck, and George Watson IV (forthcoming), "Corporate Sociopolitical Activism and Firm Value," Journal of Marketing.
  • Umashankar, Nita, Yashoda Bhagwat, and V. Kumar (2017), "Do Loyal Customers Really Pay More for Services?", Journal of the Academy of Marketing Science, Vol. 45, No. 6, 807-826.
  • Kumar, V., Yashoda Bhagwat, and Alan Zhang (2015), "Regaining 'Lost' Customers: The Predictive Power of First-Lifetime Behavior, the Reason for Defection, and the Nature of the Win-Back Offer," Journal of Marketing, Vol. 79, No. 4, 34-55.
  • Kumar, V., Nita Umashakar, Kihyun Kim, and Yashoda Bhagwat (2014), "Assessing the Influence of Economic and Customer Experience Factors on Service Purchase Behaviors," Marketing Science, Vol. 33, No. 5, 693-711.

Honors and Awards

  • 2014 Teaching Excellence Award
  • 2013 AMA-Sheth Doctoral Consortium Fellow
  • 2012 SMA Doctoral Consortium Fellow