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Adding yet another achievement to the hall of fame, IIM Indore’s team comprising of Mr. Gurbir Singh, Fellow; Professor Sanjeev Tripathi & Professor Shruti Tewari have received the Best Proposal Award at the AIM Sheth Foundation Research Proposal Competition 2019 organized by Academy of Indian Marketing. The results were declared on November 20th, and the team received a prize of Rs. 1 Lakh.
The team submitted a proposal on the topic—Consumer Incivility: A control restoration mechanism. This study aims to understand the reason behind consumers’ uncivil behaviour towards frontline employees of a service provider. ‘We propose that the consumer’s situational lack of control in any context drives them to incivility towards frontline employees in a consumption context. Consumer incivility is a type of compensatory consumption behaviour to restore their sense of control’, said the team members.
IIM Indore congratulates the team for its achievement.