Research

Peer-Reviewed Publications

  1. Shaik, Muzeeb, Shrihari Sridhar, Chelliah Sriskandarajah, and Vikas Mittal (Forthcoming), “Opportunity Management for B2B Service Organizations: A Theory-Informed Decision Support Framework,” Production and Operations Management. Link

  2. Shaik, Muzeeb, John P. Costello, Mike Palazzolo, Adithya Pattabhiramaiah, and Shrihari Sridhar (2025), “How Fatal School Shootings Impact a Community’s Consumption,” Journal of Marketing Research, 62(6), 959-980. Link
    Coverage: JMR's How I Wrote This; K-12 SSDB Podcast; The Conversation; Newswise; Phys.org; EurekAlert; PsyPost; Houston Chronicle; Mays Business School News; Notre Dame News

  3. Mittal, Vikas, Kyuhong Han, Carly M. Frennea, Markus Blut, Muzeeb Shaik, Narendra Bosukonda, and Shrihari Sridhar (2023), “Customer Satisfaction, Loyalty Behaviors, and Firm-Financial Performance: What 40 Years of Research Tells Us,” Marketing Letters, 34, 171–18. Link

  4. Singal, Amit G., Yixing Chen, Shrihari Sridhar, Vikas Mittal, Hannah Fullington, Muzeeb Shaik, Akbar K. Waljee and Jasmin Tiro (2022), “Novel Application of Predictive Modeling: Identifying Patients for a Tailored Approach to Promoting HCC Surveillance in Patients with Cirrhosis,” Clinical Gastroenterology and Hepatology, 20 (8), 1795–1802. Link

  5. Shaik, Muzeeb, Narendra Bosukonda, Vikas Mittal, and Shrihari Sridhar (2022), “Price Sensitivity and Customer Perceived Switching Costs in Business-to-Business Markets: Joint Effect on Customer Repurchase Intentions,” Journal of Service Management Research, 6(1), 64-79. SSRN, Link

Working Papers

  • “Designing New Studies Using Meta-Analysis for Estimate Precision: The Case of Customer Satisfaction and Customer Retention,” with Han, Kyuhong, Vikas Mittal, and Shrihari Sridhar, reject and resubmit at Journal of Consumer Research.
    Abstract Scholars often use a descriptive meta-analysis to quantitatively synthesize extant empirical research on the relationship between a focal construct and an outcome. A meta-analysis can provide more generalizable conclusions than those obtained from a single study. Yet, a typical descriptive meta-analysis only provides a snapshot of extant research at the time the meta-analysis is conducted. Further, a descriptive meta-analysis does not provide guidance on how new studies may improve the estimate precision of the focal relationship (i.e., decrease its variance and confidence interval) and, thus, further our understanding of the focal relationship. Against this background, the current study proposes an approach that assesses the estimate precision of the focal relationship from a meta-analysis. By illustrating the approach using the customer satisfaction–retention relationship, the authors address three questions: (1) how well have extant empirical studies collectively improved the estimate precision of the association between CS and retention, (2) how has the estimate precision evolved over time, and (3) what should be the best-next study to improve the estimate precision of the CS–retention relationship?

Other Publications

  • “How School Shootings Are Felt in Local Economies,” with John P. Costello, Michael Palazzolo, Adithya Pattabhiramaiah and Shrihari Sridhar, 2025, Harvard Business Review. Link

  • “School Shootings Leave Lasting Scars on Local Economies, Research Shows,” with Adithya Pattabhiramaiah, John P. Costello, Michael Palazzolo, and Shrihari Sridhar, 2025, The Conversation. Link