Professor Neeli Bendapudi

Professor of Marketing

Director, Institute for Managing Services

Neeli Bendapudi received her Ph.D. from the University of Kansas and joined The Ohio State University in 1996. Professor Bendapudi specializes in the study of consumer behavior in services. Her current research deals with customers' willingness and ability to maintain long-term relationships with firms and with the brands and employees that represent them. She is also examining the impact of perceptions of service quality, service failure and recovery on customer relationships. Professor Bendapudi's research has been published in the Harvard Business Review, Journal of Marketing, Journal of Marketing Research, Journal of Retailing, and in the proceedings of various national and international conferences. She serves on the editorial boards of the Journal of Marketing and the Journal of Consumer Psychology and is an elected member of the American Marketing Association’s Academic Council Executive Committee, a 12-person steering group for the 40,000 international AMA members. Professor Bendapudi has chaired and co-chaired the AMA’s faculty and doctoral student consortia on Services Marketing.

Professor Bendapudi has received numerous teaching awards, most recently, a national Outstanding Marketing Teacher award from The Academy of Marketing Science in 2003. She also has received The Ohio State University 2001 Alumni Distinguished Teaching Award, the highest award bestowed by the University. Other recognitions include: the Sphinx/ Mortar Board Outstanding Faculty award for 1997, and 1998; the OSU Fisher College of Business Pace Setters Undergraduate Teaching Award for 1998; the OSU AMA Chapter Marketing Professor of the Year award for 1998, 1999, and 2000; and the Outstanding MBA Elective Professor Award for 2000 and 2001. Professor Bendapudi’s MBA class on Services Marketing was cited in Business Week as one of the two most recommended courses in the Fisher program.

Professor Bendapudi has been actively involved in business outreach through consulting and executive education programs. She has made presentations to the Boards of Directors of the American International Auto Dealers Association, the Children’s Hospital Foundation, and OCLC, to the Executive Committees of The Limited and Yellow Corporation, and to leadership teams of Cardinal Health, Deloitte and Touche, Dow Chemical, and Mayo Clinic among many others. Her current research includes an investigation of cross-cultural perceptions of service fairness for the Ford Motor Company and an investigation of the employee as a living brand for the National Association of Convenience Stores.