SATYAKI DATTA

Designation:

Assistant Professor

Area:

Marketing Management

Education:

PhD (Management), MBA (Marketing), BTech (Civil)

Date of Joining:

2022-11-02
  • Satyaki Datta has a PhD in management from Manipal Academy of Higher Education. His thesis dissertation title was: “Investigating the relationship in between service performance, consumption value and behavioural intention in the context of v-o-d services”
  • He is also an MBA in marketing from KIIT (Deemed to be a university), Bhubaneswar, India. He started his career as a civil/structural engineer with Development Consultants (P) Ltd, Kolkata. Just before joining his PhD, he served as a research associate in the business management area at MICA, Ahmedabad. He has combined work experience before and after his MBA, which is equal to around eight years (including industry and academics).
  • Datta, S., & Utkarsh (2023). A qualitative study proposing service quality dimensions for video-on-demand services through over-the-top medium. International Journal of Pervasive Computing and Communications, 19(4), 550-
  • (Scopus Q2)
  • Datta, S., & Ghosh, T. (2022). Linking service quality, value, and loyalty in the VoD service context through a review of literature. Cogent Business & Management, 9(1), 2143311. (Scopus Q2, ABS1)
  • Datta, S., & Ghosh, T. (Accepted & Forthcoming). A mixed method approach to understand Service Quality-satisfaction-loyalty linkage for video-on-demand service. International Journal of Business Excellence, (Scopus Q3, ABS1)
  • Datta, S., & Ghosh, T. (Accepted & Forthcoming). Streaming Quality Unveiled: A Grounded Theory Approach to Deciphering Video on Demand Service Attributes. Cogent Business & Management, (Scopus Q2, ABS1)
  • Marketing Management
  • Consumer Behaviour
  • Integrated marketing communications (Advertising)
  • Retailing management
  • International marketing
  • Product & Innovation management
  • Pricing Strategy

Yet to be updated

  • Consumer Behaviour
  • Service Quality

Conferences and Workshops

  • Satyaki Datta and Rahul R (2025). ICMC 2025, MICA’s 11th Annual Global Conference – ““Should I trust the bot?” – The role of uncanny features, trust and usage intentions” organized by MICA – The school of ideas, Ahmedabad, India during January 7-9, 2025
  • Dharmesh Gadhavi, Satyaki Datta, Bijal Mehta, Ritu Sinha and Velumurugan (2024). 12th IRSSM Symposium 2024 – “Impact of AI Service Quality on Consumer Perceived Value and Continuance Usage: Role of Consumer-Related Factors” organized by IRSSM and hosted by Manipal Academy of Higher Education, Manipal, India during August 6-9, 2024
  • Satyaki Datta and Tathagata Ghosh (2022). 16th NASMEI conference 2022 - An International Marketing Conference in India, “Exploring service quality – satisfaction – loyalty relationship in the context of Video-on-Demand service” organized by North American Society for Marketing Education in India and held at Great Lakes Institute of Management, Chennai, India during December 19-20, 2022.
  • Satyaki Datta (2021). Management Doctoral Colloquium (MDC 2021), “Video-on-Demand services usage motivation and behavioral intention during pandemic”, organized by Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur, India during February 3-4, 2021.
  • Satyaki Datta (2020). 14th NASMEI conference 2020 - An International Marketing Conference in India, “Role of "bundling" in Indian OTT sector?” organized by North American Society for Marketing Education in India and held at Great Lakes Institute of Management, Chennai, India during December 21-22, 2020.
  • Satyaki Datta (2020). 4th International conference on Marketing, Technology and Society, “The censorship conundrum of the Video-on- Demand platforms in India” organized by IIM Kozhikode during December 07-09, 2020.

Workshops:

  • Multivariate Data Analysis using SPSS and AMOS – by TAPMI, April’2020
  • Big Data Analytics Workshop – by IIM Sirmaur, Oct’2020
  • Structural Equation Modelling using R Studio and JASP– by MAHE – TAPMI, on March’2022
  • 5-day Online Faculty Development Programme on “Tools and techniques for high impact journal publication " in collaboration with the Center of Applied Blockchain and Digital Transformation and Internal Quality Assurance Cell (IQAC) of IMI Kolkata, during June 3-7, 2024
  • One-week virtual INTERNATIONAL WORKSHOP on “Research Writing and Publication” organised by the School of Business and Management Studies, Central University of Haryana, Mahendergarh, India from 9th to 13th December 2024.
  • Two-day Faculty Development Programme on “Experimental Design” organized by TAPMI Centre for Executive Learning, TAPMI, Manipal on 14th and 15th February 2025.

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Not Applicable

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