Mohd. Adil
Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Health, Technology, Consumer Behavior Technology Adoption and User Behaviour Environmental Sustainability in Business Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Environmental Education and Sustainability Health Information Management Marketing Organizational Behavior and Human Resource Management Information Systems and Management Sociology and Political Science Management, Monitoring, Policy and Law

Bio

Dr. Mohd. Adil works as an Associate Professor in the Department of Management Studies, NIT-Hamirpur (H.P.). He earned his Ph.D. from Aligarh Muslim University. He received prestigious fellowships (JRF & SRF) from the University Grants Commission-India. His teaching and research interests broadly lie in the areas of marketing management and consumer behavior, with special emphasis on consumer perception, sustainable consumption, internet-based tourism, and self-service technology. His present research focuses on information technology in management, sustainable marketing, and forced compliance. Dr. Adil has to his credit several publications in A*, and A in ABDC, and SSCI-indexed journals such as the International Journal of Hospitality Management (A*), Psychology & Marketing (A), Journal of Consumer Behaviour (A), International Journal of Retail & Distribution Management (A), Journal of Retailing and Consumer Services (A), International Journal of Consumer Studies (A), Journal of Vacation Marketing (A), Journal of Service Theory and Practice (A), Current Issues in Tourism (A), Food Quality and Preference (A), Asia Pacific Journal of Tourism Research (A), Business Strategy and the Environment (A), Journal of Cleaner Production (A), Communications of the Association for Information Systems (A) among others. He has also presented papers in international and national conferences that include American Marketing Association (AMA), Indian Institute of Management-Ahmedabad, Indian Institute of Management-Calcutta, Indian Institute of Science-Bangalore (IISc- Bangalore), Indian Institute of Management-Kozhikode and is the recipient of "Best Paper Award" during 2020 and 2025, respectively. Besides, being on the reviewers' panel of reputed A* and A grade journals of Palgrave Macmillan, Elsevier, Springer, Emerald, he has also reviewed chapters for research methodology book "Business Research Methods" by Cooper & Schindler, McGraw Hill. Early in 2024, he visited UNSW, Australia as a Visting Professor and shared his expertise on topics such as user acceptance of evolving technology. He has successfully worked on externally sponsored projects from Central Government agencies. His most recent accomplishments include the grant of 03 patents by the Commissioner of Patents (Australian Government), and 01 by the IPO (Govt. of India) in varied domains of emergent technology such as smart agriculture and big data, self-service technology and 'using blockchain technology to control counterfeiting in the aviation supply chain'. He is also the recipient of "Inspiring Educator Award 2024" for being one of the top 100 educators worldwide. His research related visits had been to several countries such as, Singapore, Australia, Malaysia, Kingdom of Saudi Arabia, and Thailand.

Educational Journey

Aligarh Muslim University

PhD in Faculty of Management Studies & Research • Faculty of Management Studies & Research

2013

Experience

Karnataka Veterinary Animal and Fisheries Sciences University

2024 - Present

Chaudhary Charan Singh Haryana Agricultural University

2024 - Present

Aquatic Systems (United States)

2024 - Present
Show all 14 experience

Grants and Awards

FELLOWSHIP

Junior Research Fellowship (JRF) & Senior Research Fellowship (SRF)

University Grants Commission-India

AWARD

Best Paper Award

2020
AWARD

Best Paper Award

2025
AWARD

Inspiring Educator Award 2024

2024
Show all 4 grants

Research

SERVQUAL and SERVPERF: A Review of Measures in Services Marketing Research

Article July 9, 2013

In India, the service sector has assumed greater economic importance over the past decade and enjoys the largest share in GDP. Banking and financial services, being an important part of service sector, are facing critical challenges to compete with the international players while satisfying customers by offering quality services. As delivering quality service to customers is a must for success, it needs to be continuously evaluated. Extant literature on the subject supports the contention that SERVQUAL and SERVPERF are the two most prominent scales forming the genesis for service quality assessment in different service sectors. Present paper attempts to present a review of the above mentioned two scales in an elucidative, concise and thoroughly documented manner. It also tries to posit the best approach of evaluating service quality in a more efficient and valid method for marketing managers/researchers in Indian context. Literature shows that in Indian context, SERVPERF has outperformed SERVQUAL as it not only cut down the number of variables but also reduced the work load of customer survey and helped in generating unbiased responses. Thus, from a pragmatic viewpoint, it is expected that the paper will serve as a useful of source information for researchers interested in selecting the most efficient service quality scale for assessing service quality in a developing economy like India as also solving complex issues related to service quality and other behavioural outcomes such as customer satisfaction, loyalty, recommendation, trust, word-of-mouth etc. in their future researches.