Advancing Consumer Insights at IIM Visakhapatnam

The Indian Institute of Management Visakhapatnam continues to strengthen its position as a hub for rigorous marketing research with the recent acceptance of a new paper examining customer rage. PhD scholars Kumar Rohit and Nivin Vinoi, working alongside Prof. Amit Shankar, have developed a systematic literature review that maps the current state of knowledge on this important consumer phenomenon and charts directions for future inquiry.

This contribution arrives at a time when Indian higher education institutions are placing greater emphasis on high-quality, peer-reviewed output in ABDC-ranked journals. The Journal of Consumer Behaviour, recognised in the ABDC A category, provides an international platform for such work, highlighting the growing visibility of research emerging from IIM campuses.

Understanding the Research Team and Institutional Context

IIM Visakhapatnam, established as part of the newer generation of Indian Institutes of Management, has prioritised faculty and doctoral research in areas relevant to Indian markets and global consumer trends. The marketing area, in particular, has seen steady growth in publications that address both theoretical advancement and practical implications for businesses operating in diverse cultural settings.

Prof. Amit Shankar brings extensive experience in consumer behaviour studies to the project. His guidance has supported the two doctoral candidates through the demanding process of conducting a comprehensive systematic review, a methodology that requires exhaustive searching, screening, and synthesis of existing studies.

Kumar Rohit and Nivin Vinoi, both pursuing doctoral studies in marketing at the institute, represent the next generation of Indian academics focused on consumer research. Their prior professional backgrounds in financial services and retail add practical perspective to the academic endeavour.

The Focus of the Study: Customer Rage

Customer rage refers to intense negative emotional responses triggered by perceived service failures or unfair treatment. The systematic review consolidates findings from multiple studies to identify patterns, antecedents, and consequences associated with this emotion in consumer settings.

By adopting a systematic approach, the authors ensure transparency and replicability, standards increasingly valued in management research. The review not only summarises what is known but also highlights gaps that future scholars can address, particularly in emerging economy contexts where service expectations and cultural norms may differ from those studied in Western markets.

Methodology and Scope of the Literature Review

Systematic literature reviews in consumer behaviour typically involve predefined search protocols across major academic databases, followed by rigorous inclusion and exclusion criteria. The IIM Visakhapatnam team followed established protocols to identify relevant peer-reviewed articles on customer rage.

The resulting synthesis organises existing knowledge thematically, examining triggers, emotional intensity, behavioural outcomes such as negative word-of-mouth or switching behaviour, and potential mitigation strategies. This structured overview serves as a valuable resource for both researchers and practitioners seeking to understand and manage customer emotions.

Key Contributions to Marketing Scholarship

The paper provides a consolidated agenda for future research, pointing to underexplored areas such as cross-cultural variations in expressions of rage, the role of digital platforms in amplifying or diffusing customer anger, and longitudinal studies tracking long-term effects on brand loyalty.

Such contributions align with broader efforts within Indian higher education to produce research that resonates internationally while remaining grounded in local realities. Publications in ABDC A journals enhance the global profile of institutions like IIM Visakhapatnam and support the career trajectories of emerging scholars.

Implications for Indian Businesses and Service Sectors

India's rapidly expanding service economy, spanning retail, banking, hospitality, and telecommunications, encounters frequent customer interactions where emotions can escalate. Understanding customer rage offers actionable insights for service recovery protocols, employee training, and complaint management systems.

Companies operating across diverse regions can benefit from frameworks that account for varying expectations around fairness and redressal. The research agenda outlined in the paper encourages further empirical work tailored to Indian consumer segments, potentially informing more effective customer relationship strategies.

Role of Doctoral Research in Strengthening Indian Higher Education

Doctoral programmes at IIMs play a critical role in building research capacity. The successful publication by two PhD scholars underscores the value of structured doctoral training that combines coursework, mentorship, and independent inquiry.

Institutions across India continue to expand support for such programmes through fellowships, conference participation, and access to research databases. These investments contribute to a pipeline of academics equipped to address both domestic challenges and global scholarly conversations.

Future Research Directions Highlighted

The paper identifies several promising avenues, including the intersection of customer rage with emerging technologies such as artificial intelligence in service delivery, the influence of social media on collective expressions of dissatisfaction, and comparative studies across different service industries.

Scholars at other Indian universities and international collaborators are well positioned to build on this foundation. The agenda encourages interdisciplinary approaches that draw from psychology, sociology, and data analytics to deepen understanding of emotional dynamics in consumption.

Broader Context of Research Output at IIM Visakhapatnam

IIM Visakhapatnam maintains an active research profile through faculty publications, doctoral theses, and participation in national and international conferences. The acceptance of this paper in a respected journal adds to the institute's growing portfolio of contributions in marketing and consumer studies.

Such achievements support the institute's mission to develop thought leadership relevant to India's economic and social landscape while engaging with global academic communities.

Opportunities for Academics and Job Seekers

For PhD-track candidates and early-career researchers interested in consumer behaviour, this publication exemplifies the kind of rigorous, agenda-setting work that strengthens academic profiles. Positions in marketing departments at IIMs and other leading institutions often value demonstrated ability to publish in high-quality journals.

Administrators seeking to bolster research output may look to similar collaborative models between faculty and doctoral students as a pathway to sustained productivity.

Photo by Vizag Explore on Unsplash

Looking Ahead: Building on This Foundation

The systematic review on customer rage marks an important milestone for the authors and for IIM Visakhapatnam. As the paper moves toward formal publication, the outlined research agenda is expected to inspire new studies that refine theories and offer practical guidance for managing customer emotions in an increasingly complex marketplace.

Indian higher education continues to evolve, with research publications serving as key indicators of institutional strength and individual scholarly achievement. This contribution from Visakhapatnam adds meaningfully to that trajectory.