Dr Sathyaprakash Balaji Makam aims to understand the customer evaluation of the service encounter in his research. As service encounters are characterized by social interactions, the focus of his research is on customer interaction with the service provider and its consequences. More specifically, his current research focuses on employee-customer interaction, service failure, and word-of-mouth communication.

Research Interests

• Services Marketing
• Negative word-of-mouth communication on social media
• Customer Interaction Quality
• Customer Relationship Management

Dr Sathyaprakash Balaji Makam (M S Balaji) is an Associate Professor in Marketing at Nottingham University Business School China (NUBS). Prior to joining NUBS on September 2015, he held a Lecturer (research) position at Taylor’s Business School, Taylor’s University, Malaysia, and Assistant Professor position at IBS Hyderabad, IFHE University, India. He was a visiting research scholar at Whitman School of Management, Syracuse University, USA between August 2007 and July 2008. Prior to the academic career, he worked in the Healthcare Industry for more than 3 years in India. Dr. Balaji has published his research in leading marketing and business management journals including Journal of Retailing, Journal of Travel Research, Journal of Business Research, European Journal of Marketing, Information and Management, International Journal of Hospitality Management, Technological Forecasting and Social Change, Journal of Services Marketing, Service Industries Journal and others. He serves as a reviewer for many leading marketing and business management journals.

• Marketing Management in the Digital Economy
• Marketing Services
• The Consumer Psychology of Brands
• Brand Management
• Executive Education