Mrs Bijal Dodwani
Contact
- Email: b.dodwani@kingston.ac.uk
- Location: Kingston Hill
- Faculty: Faculty of Business and Social Sciences
- School: Kingston Business School
- Department: Department of Accounting, Finance and Informatics, Department of Strategy, Marketing and Innovation
- Research groups/centres: Business Modelling and Analysis Group, Consumer Research Group
Research project: Investigating the impact of eWOM on UK banks performance
Abstract
The evolving dynamics of marketing, driven by low switching costs and increased competition, emphasise the importance of customer relationship management. In the UK banking sector, the rise of challenger and digital banks intensifies competition for traditional high street banks. To address this, analysing the changing customer base and needs through social media and the internet is crucial. Electronic word of mouth (eWOM), based on customer feedback, plays a key role in unlocking these strategies and shaping more effective marketing approaches. This study explores customer satisfaction using predictive modelling leveraging eWOM from online reviews. The study contributes to interdisciplinary areas, enriching the literature on banking service evaluations, online reviews, and customer behavior.
- Research degree: PhD
- Title of project: Investigating the impact of eWOM on UK banks performance
- Research supervisors:
Biography
I am a financial services professional with dual master's degrees in financial and business management and an MRes in Research from Kingston University, London, with skills in Business Analytics, Financial Management, Digital Marketing, and Strategic Marketing. As a Research Assistant, I work on university and partner projects using data-focused methods, while as a Lecturer, I teach marketing topics like Competition, Ethics, and Digital Marketing, and help develop the curriculum and grade assignments.
In the industry, I have experience in Marketing and Finance, focusing on strategic marketing and data analysis using tools like SPSS, STATA, Tableau, and Python. I've managed financial operations and project budgets. As a Market Research Analyst, I've applied digital marketing strategies to drive growth. My combined academic and industry experience allows me to approach both research and professional tasks with a practical, data-driven perspective.
Areas of research interest
- Marketing & Analytics
- Banking & Capital Markets
- Business Analytics
- Behavioral Finance
- Accounting
- Economics
Qualifications
- MRes in Research, Kingston University, London
- MSc.in Financial and Business management, Kingston University, London
- Bachelor of Commerce, University of Mumbai, India
Publications
'Recording the role of electronic word of mouth helpfulness in consumer attitudinal and behavioural outcomes: A systematic review of literature'
by Bijal Dodwani, Dr Rahul Chawdhary, Dr Mohammed Nurullah, Dr John Pereira