R
Rajan Nataraajan
Researcher at Auburn University
Publications - 57
Citations - 2295
Rajan Nataraajan is an academic researcher from Auburn University. The author has contributed to research in topics: Customer satisfaction & Context (language use). The author has an hindex of 19, co-authored 53 publications receiving 1972 citations.
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Service quality in the banking industry: an assessment in a developing economy
TL;DR: In this article, the applicability of alternative measures of service quality in the developing economy of India and assesses related issues in that context was examined and concluded that the SERVQUAL scale provides greater diagnostic information than the SERVPERF scale.
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Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention
TL;DR: In this article, the authors examined the effects of customer participation and citizenship behavior on employee performance, satisfaction and commitment, as well as indirect effects on turnover intention, and found that similarity and likeability moderate the effects.
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Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding
Astrid L. Keel,Rajan Nataraajan +1 more
TL;DR: In this article, the authors assess the extant research in the area of celebrity endorsement and point out the need for continuing research in celebrity marketing and make suggestions regarding theories and methods that can be used for future research.
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Fear Appeals in Print Advertising: An Analysis of Arousal and Ad Response
TL;DR: This paper examined the tenability of a two-dimensional (tension and energy) formulation of fear arousal effects in the context of print advertising and found that the stimulation of fear parallels a two...
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The Role of Regulatory Focus in the Experience and Self-Control of Desire for Temptations
TL;DR: In this paper, the role of regulatory focus in the experience and control of desire for temptations, the fulfillment of which conflicts with other salient goals of the consumer, was examined, and it was shown that a promotion focus not only increases the intensity of desire experienced on encountering a temptation, but also increases success of its subsequent resistance.