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UG (JSS Academy of Technical Education)

MBA (BHU)

Ph.D. (IIT Roorkee)

Baby Chandra

Assistant Professor

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UG (JSS Academy of Technical Education)

MBA (BHU)

Ph.D. (IIT Roorkee)

Biography

Baby Chandra holds an MBA from the Institute of Management Studies, Banaras Hindu University, specializing in the marketing domain. Prior to that, she has completed her B.Tech in Computer Science from JSS Academy of Technical Education, Noida. Her doctoral research focuses on the Value co-creation and Artificial Intelligence.  

She has published her research article in Australian Business Dean Council (ABDC), A category journal. She has also presented her work at numerous international conferences such as the Frontiers in Service Conference 2023 at the University of Maastricht, The Netherlands, the Academy of Marketing Science (AMS) World Marketing Congress 2024 at Mauritius, and the American Marketing Association Winter Academic Conference.

Baby Chandra and Rahman, Z. (2024), “Artificial intelligence and value co-creation: a review, conceptual framework and directions for future research”, Journal of Service Theory and Practice, Vol. 34 No. 1, pp. 7-32, doi: 10.1108/jstp-03-2023-0097. (ABDC: A, Q1, IF: 4.6)

Baby Chandra and Rahman, Z. (2024), “AI-Driven Value Co-Creation: Deliberate vs. Spontaneous Customer Participation” at Association of Indian Management Scholar-21 Proceeding of Symbiosis University of Applied Science, Indore. doi:10.26573/2024.171.2.5

Baby Chandra and Rahman, Z. (2024), “Role of AI in Value Co-creating Customer Journey” Proceeding of American Marketing Association Winter Academic Conference, St. Pete Beach, Florida.

Baby Chandra and Rahman, Z. (2024), “Artificial Intelligence Facilitated Brand-Consumer Conversation: Face-Work Theory Perspective” Proceeding of Academy of Marketing Science (AMS) World Marketing Congress 2024, June 25-28, Bel Ombre, Mauritius.

Baby Chandra and Rahman, Z. (2023, June 16-20), “Exploring the Role of AI in Customer Journey and in Reducing Post-purchase Cognitive Dissonance” Presented at Frontiers in Service Conference 2023, University of Maastricht, The Netherlands.
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