Dr. C. Madhavaiah
About
Research Area
Dr. C. Madhavaiah is a Professor & Head of the Department of Management Studies at Pondicherry University, Karaikal Campus. He holds an MBA and a Ph.D. from Sri Venkateswara University, Tirupati, Andhra Pradesh, specializing in Marketing and Systems. With over 23 years of teaching and research experience, including 14 years at Pondicherry University, he is deeply committed to teaching, research, and mentoring students and scholars. His teaching interests include Marketing Management, Management Information Systems, Digital Marketing, Sales and Distribution Management, Life Insurance, and Digital Insurance. He was honoured with the Best Teacher Award by Pondicherry University for the academic year 2021.
Dr. Madhavaiah’s research focuses on service quality measurement, technology adoption behaviour of customers, financial inclusion of marginalised segments, and brand equity. He has published over 60 research articles in reputed national and international journals, including Journal of Science and Technology Policy Management (Emerald Publishing Ltd.), Journal of Financial Economic Policy (Emerald Publishing Ltd.), International Journal of Social Economics (Emerald Publishing Ltd.), Public Transport (Springer), Journal of Indian Business Research (Emerald Publishing Ltd.), Asia-Pacific Business Review (Sage Publications), Vision – Journal of Business Perspective (Sage Publications), and International Journal of Qualitative Research in Services (Inderscience). His publication metrics include a Google Scholar citation count of 1,119, an h-index of 13, and an i10-index of 22 as of April 2025. He has also authored the book Measuring Service Quality in the Banking Sector (2014), published by Lambert Publishers, Germany, and contributed eleven chapters to MBA study materials for Dr. B.R. Ambedkar Open University, Hyderabad. Additionally, he is a member of the Board of Studies in Management and Commerce at various institutions and universities, contributing to curriculum development and academic advancements.
An active research supervisor, Dr. Madhavaiah has guided numerous MBA and doctoral students, with two M.Phil. and six Ph.D. degrees awarded under his mentorship. He has organised Research Methodology workshops and national-level seminars in the department and serves as a review panel expert for leading journals published by Emerald Publications, Taylor & Francis, Springer, and Sage Publications. Passionate about inspiring and motivating students and scholars, he plays a pivotal role in shaping their academic and professional growth. He is also a sought-after resource person for UGC-HRDC refresher courses and faculty development programs (FDPs) across the country.
Notable Publications
Madhavaiah, C and Dr. S. Durgarao (2007), “Public Sector Road Transport Corporations: A Comparative Study of Service Quality Perceptions” The ICFAI Journal of Services Marketing, Vol. V, No. 1, pp. 31-44. (ISSN: 0972-9224). (UGC Approved List: Serial No. 43625).
Madhavaiah, C. and Prof. S. Durgarao (2007), “Defining Relationship Marketing: A Review of Research”, Asia-Pacific Business Review, Vol. 3, No. 2, July-December, pp. 64-76. (ISSN: 0973-2470) (Indexed in SAGE Publications). (UGC Approved List: Serial No. 64415).
Madhavaiah, C. and Prof. S. Durgarao (2007), “Service Quality Measurement in Passenger Road Transportation Services: A Comparative Study of Public and Private Sector Road Transportation Services in Andhra Pradesh”, Journal of Marketing & Communication, Vol. 3, No. 2, September-December, pp. 59-75. (ISSN: 0973-2330). (UGC Approved List: Serial No. 44164)
Madhavaiah, C., Prof. S. Durgarao and P. Akthar (2008), “Perceived Service Quality Measurement in Parcel Delivery Services: Development and Validation of a Multidimensional Hierarchical Model”, Journal of Marketing & Communication, Vol. 4, No. 1, May-August, pp. 4-22. (ISSN: 0973-2330) (indexed in EBSCO Publishing). (UGC Approved List: Serial No. 44164)
Dr. C. Madhavaiah., Irfan Bashir and Irfan Shafi, Syed (2012), “Defining Could Computing in Business Perspective: A Review of Research”, Vision: The Journal of Business Perspective, Vol. 16, No. 3, September, pp. 163-173. (Print ISSN: 0972-2629, Online ISSN: 2249-5304) (Indexed in SAGE Publications). (UGC Approved List: Serial No. 44716)
