Profiles

Rajesh Rajaguru

UTAS Home Dr Rajesh Rajaguru

Rajesh Rajaguru

Senior Lecturer in Marketing

Room 103 , KPMG Building

+61 3 6226 1569 (phone)

Rajesh.Rajaguru@utas.edu.au

Marketing in supply chain perspectives

Today's business market is more competitive than ever. Consumers are faced with a multitude of options when it comes to making a purchase decision and if their satisfaction is not met with their first choice, there are other companies hungry for the opportunity to turn that unhappy customer into a happy one of their own. Looking at how organizations can work together to achieve a competitive advantage, Dr. Rajesh Rajaguru is taking an interdisciplinary approach to his research to uncover business success.

Focusing on the business to business market, Rajaguru's research has uncovered the importance of collaboration between business and supply chain partners. Rajaguru has found the secret of success in a B2B setting is through a successful integration of information systems and supply chain activities.

“In the process of integration, companies must be open to share operational and strategic information with their partners, with details ranging from the current demand, to availability of services, all the way to inventory and stock.

“Working in this cooperative way, a retailer can capture future demand from point of sale (POS) data and pass it on to the manufacturer, making a product available to the consumer at all times, resulting in satisfaction on the customers end and hopefully repeat business,” says Rajaguru.

Integrating supply chain and information systems

According to Rajaguru's research, integration of information systems and supply chain activities make sure the right product is available to the right consumers at the right time with the right quantity. To achieve this seamlessly, Rajaguru's findings stress the importance for business partners to be cooperative and in communication.

“As technology continues to grow, companies are investing huge amounts of money into their information systems but without compatibility across the supply chain partners, information systems failure is likely to happen. If it is correctly integrated, success will be seen at every level of the business, across the entire chain, ultimately ending with a cheaper price and a happy customer” says Rajaguru.

Hospitality industry to benefit from research

Sharing his studies with the broader business research community, Rajaguru's latest study on the determinants of franchise brand loyalty in emerging B2B markets was published in the Journal of Business Research. Rajaguru's interest across the marketing field has also lead to previous studies being published including his recent look at the hotel and hospitality industry which was published in the International Journal of Contemporary Hospitality Management.

This study investigated the role of trip purpose and the hotel star rating as influencing factors on guest satisfaction and the resulting word of mouth. In particular, Rajaguru's study focused on understanding how these factors together with the value for money and service quality perceived at hotels influenced guest's satisfaction.

“The findings suggest that managers in the hotel industry should understand the purpose of guests' trips and offer services based on their expectations. As the star rating of a hotel creates certain expectations for both leisure and business guests, providing an appropriate level of services and assuring value for money in accordance with the hotel rating contributes to guest satisfaction and word of mouth recommendation” explains Rajaguru.

Impacts on businesses and consumers

While businesses have been the main focus of Rajaguru's marketing research, he is curious in applying concepts from his earlier research and examining them from a consumer perspective.

“Consumers have so much power and sway on how a business operates. I'd like to uncover how they can better channel this power by forming groups and performing other activities and use this to their advantage.”

“The ultimate goal of my research is to support the local and global community by providing information that businesses and consumers can benefit from to provide happiness and satisfaction across all parties.”

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Dr Rajaguru is a senior marketing lecturer at the Tasmanian School of Business and Economics. His research area includes business-to-business marketing, supply chain management and internet marketing.

Biography

Dr Rajesh Rajaguru is a Senior Lecturer at the Tasmanian School of Business and Economics. His research area includes business-to-business marketing, supply chain management and internet marketing. He holds PhD in marketing from Monash University, Australia. He has published research articles in peer-reviewed journals such as Industrial Marketing Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Journal of Air Transport Management and others.

Dr Rajaguru has both academic and industry experience. Before joining UTAS, Dr Rajaguru has worked as Assistant Professor of Marketing and Program Director at the SolBridge International School of Business (AACSB accredited), South Korea, and Senior Lecturer at the Australian Institute of Business. He also has worked as a research analyst at the Department of Training and Workforce Development, Government of Western Australia.

Career summary

Qualifications

DegreeThesis titleUniversityCountryDate of award

PhD

Role of IOIS and IOA integration in Australian Retailing Chains

Monash University

Australia

2011

MSc (Agricultural Marketing)

Economics of Tea Cultivation of Small Farmers in India

University of Agricultural Sciences, Bangalore

India

2004

BSc (Horticulture)

N/A

Tamil Nadu Agricultural University

India

2001

Languages (other than English)

  • Tamil

Memberships

Professional practice

  • American Marketing Association

Teaching

Business to Business Marketing, Entrepreneurial Marketing, International Marketing, Marketing Strategy, Retailing and Distribution Management

Teaching expertise

Dr Rajaguru has a passion for teaching and teaches a broad range of marketing subjects using student-centered pedagogy and blended teaching approaches. He has experience in teaching both undergraduate and postgraduate students using face-face and online teaching methods.

Teaching responsibility

View more on Dr Rajesh Rajaguru in WARP

Expertise

Dr Rajaguru is a senior marketing lecturer at the Tasmanian School of Business and Economics. His research area includes business-to-business marketing, supply chain management and internet marketing. He has published research articles in peer-reviewed journals such as Industrial Marketing Management, Journal of Business Research, International Journal of Contemporary Hospitality Management, Journal of Enterprise Information Management, Journal of Air Transport Management and others.

Research Themes

Data, Knowledge and Outcome: Investigating how the integration of information systems and activities between supply chain partners facilitate the sharing of information, data and knowledge for the achievement of competitive advantage.

Creativity, Culture and Society: Investigating how the individuals, community and organizations embrace and adapt to the recent developments in information and communication technology (ICT) supported marketing strategies.

Collaboration

Dr Rajaguru is currently involved in several international projects and has ongoing collaboration with the researchers from UK, Canada, India, UAE and South Korea.

Current projects

  • Information Systems and Supply Chain Management
  • Electronic Word of Mouth (eWOM) for online marketing
  • Small Medium Enterprises and retail marketing

Fields of Research

  • Marketing management (incl. strategy and customer relations) (350605)
  • Service marketing (350611)
  • Consumer-oriented product or service development (350602)
  • Marketing communications (350604)
  • Marketing (350699)
  • Logistics (350903)
  • Islamic studies (500403)
  • Economics, business and management curriculum and pedagogy (390103)
  • Hospitality management (350402)
  • Social marketing (350612)
  • Industrial marketing (350603)
  • Entrepreneurship (350704)
  • Tourism marketing (350804)
  • Not-for-profit marketing (350609)
  • Consumer behaviour (350601)
  • Air transportation and freight services (350901)
  • Wireless communication systems and technologies (incl. microwave and millimetrewave) (400608)
  • Data models, storage and indexing (460503)
  • Data communications (400602)

Research Objectives

  • Marketing (150303)
  • Expanding knowledge in commerce, management, tourism and services (280106)
  • Hospitality services (119901)
  • Learner and learning (160199)
  • Management (150302)
  • Wholesale and retail trade (110304)
  • Professional, scientific and technical services (110302)
  • Logistics (140107)
  • Other culture and society (139999)
  • Recreational services (119902)
  • Market-based mechanisms (150506)
  • Waste recycling services (110502)
  • Religious rituals and traditions (excl. structures) (130503)
  • Expanding knowledge in psychology (280121)
  • Other information and communication services (229999)
  • Social ethics (130304)
  • Expanding knowledge in engineering (280110)
  • Expanding knowledge in the agricultural, food and veterinary sciences (280101)

Publications

Dr Rajaguru has published articles in high impact marketing journals such as Industrial Marketing Management, Journal of Business Research and International Journal of Contemporary Hospitality Management.

Total publications

34

Journal Article

(13 outputs)
YearCitationAltmetrics
2022Rajaguru R, Matanda MJ, Zhang W, 'Supply chain finance in enhancing supply-oriented and demand-oriented performance capabilities - moderating role of perceived partner opportunism', Journal of Business & Industrial Marketing pp. 1-18. ISSN 0885-8624 (2022) [Refereed Article]

DOI: 10.1108/JBIM-11-2020-0487 [eCite] [Details]

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2020Prikshat V, Rajesh JI, Rajaguru R, 'The growth satisfaction in jobs among hospitality employees: the role of transformational leadership, interpersonal communication satisfaction and trust', Journal of Human Resources in Hospitality & Tourism, 20, (1) pp. 48-74. ISSN 1533-2845 (2020) [Refereed Article]

DOI: 10.1080/15332845.2020.1821427 [eCite] [Details]

Citations: Scopus - 3

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2020Rajaguru R, Narendran R, Rajesh G, 'Social loafing in group-based learning: student-created and instructor-created group perspectives', Education and Training, 62, (4) pp. 483-501. ISSN 0040-0912 (2020) [Refereed Article]

DOI: 10.1108/ET-01-2019-0018 [eCite] [Details]

Citations: Scopus - 9Web of Science - 8

Co-authors: Narendran R

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2019Rajaguru R, Matanda MJ, 'Role of compatibility and supply chain process integration in facilitating supply chain capabilities and organizational performance', Supply Chain Management, 24, (2) pp. 301-316. ISSN 1359-8546 (2019) [Refereed Article]

DOI: 10.1108/SCM-05-2017-0187 [eCite] [Details]

Citations: Scopus - 54Web of Science - 43

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2018Nyadzayo MW, Matanda MJ, Rajaguru R, 'The determinants of franchise brand loyalty in B2B markets: An emerging market perspective', Journal of Business Research, 86 pp. 435-445. ISSN 0148-2963 (2018) [Refereed Article]

DOI: 10.1016/j.jbusres.2017.09.015 [eCite] [Details]

Citations: Scopus - 35Web of Science - 30

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2018Rajaguru R, Hassanli N, 'The role of trip purpose and hotel star rating on guests' satisfaction and WOM', International Journal of Contemporary Hospitality Management, 30, (5) pp. 2268-2286. ISSN 0959-6119 (2018) [Refereed Article]

DOI: 10.1108/IJCHM-01-2017-0044 [eCite] [Details]

Citations: Scopus - 36Web of Science - 35

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2018Shome A, Jabeen F, Rajaguru R, 'What drives consumer choice of Islamic banking services in the United Arab Emirates?', International Journal of Islamic and Middle Eastern Finance and Management, 11, (1) pp. 79-95. ISSN 1753-8394 (2018) [Refereed Article]

DOI: 10.1108/IMEFM-03-2017-0066 [eCite] [Details]

Citations: Scopus - 29Web of Science - 26

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2016Rajaguru R, 'Role of value for money and service quality on behavioural intention: A study of full service and low cost airlines', Journal of Air Transport Management, 53 pp. 114-122. ISSN 0969-6997 (2016) [Refereed Article]

DOI: 10.1016/j.jairtraman.2016.02.008 [eCite] [Details]

Citations: Scopus - 111Web of Science - 86

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2014Rajaguru R, 'Motion picture-induced visual, vocal and celebrity effects on tourism motivation: stimulus organism response model', Asia Pacific Journal of Tourism Research, 19, (4) pp. 375-388. ISSN 1094-1665 (2014) [Refereed Article]

DOI: 10.1080/10941665.2013.764337 [eCite] [Details]

Citations: Scopus - 46Web of Science - 45

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2013Rajaguru R, Matanda MJ, 'Effects of inter-organizational compatibility on supply chain capabilities: Exploring the mediating role of inter-organizational information systems (IOIS) integration', Industrial Marketing Management, 42, (4) pp. 620-632. ISSN 0019-8501 (2013) [Refereed Article]

DOI: 10.1016/j.indmarman.2012.09.002 [eCite] [Details]

Citations: Scopus - 122Web of Science - 88

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2011Rajaguru R, Matanda M, 'Role of inter-organisational compatibility and IOIS integration in large firms and SMEs retailing chains', Asia Pacific Journal of Marketing and Logistics, 23, (2) pp. 177-199. ISSN 1355-5855 (2011) [Refereed Article]

DOI: 10.1108/13555851111120489 [eCite] [Details]

Citations: Scopus - 9

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2011Rajaguru R, Matanda MJ, 'Functional Attributes and Shopping Value: Supermarket Vs Local Market', International Journal of Global Business, 4, (2) pp. 15-27. ISSN 2151-7541 (2011) [Refereed Article]

[eCite] [Details]

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2009Rajaguru R, Matanda MJ, 'Influence of inter‐organisational integration on business performance: the mediating role of organisational‐level supply chain functions', Journal of Enterprise Information Management, 22, (4) pp. 456-467. ISSN 1741-0398 (2009) [Refereed Article]

DOI: 10.1108/17410390910975059 [eCite] [Details]

Citations: Scopus - 28

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Chapter in Book

(1 outputs)
YearCitationAltmetrics
2013Kowtha NR, Rajaguru R, 'Legitimacy Acquisition and Social Enterprises', Enterprise Development in SMEs and Entrepreneurial Firms: Dynamic Processes, IGI Global, NO Ndubisi and S Nwankwo (ed), United States, pp. 405-476. ISBN 9781466629523 (2013) [Research Book Chapter]

DOI: 10.4018/978-1-4666-2952-3.ch023 [eCite] [Details]

Citations: Scopus - 1

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Conference Publication

(18 outputs)
YearCitationAltmetrics
2021Siriwardana S, Laud G, Rajaguru R, 'Service exclusion: Understanding how asymmetric power relations cause ineffective service exchange', 2021 Frontiers in Service Conference: Service in the world of artificial intelligence and digital technologies, 9-10 July 2021, Virtual Conference, Online (Pennsylvania, US) (2021) [Conference Extract]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

2021Siriwardana S, Laud G, Rajaguru R, 'Identifying drivers of exclusion in service ecosystems', ANZMAC 2021: Something Different, 29 November - 1 December 2021, Melbourne, Australia (2021) [Conference Extract]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

2020Dwyer Z, Rajaguru R, Yang L, 'Zero-waste management resources and capabilities of small hospitality firms', 2020 Global Marketing Conference at Seoul (Virtual Conference), 5-8 November, online (2020) [Conference Extract]

[eCite] [Details]

Co-authors: Yang L

2020Siriwardana S, Laud G, Rajaguru R, 'Understanding service exclusion through value co-creation paradigm', 2020 Global Marketing Conference at Seoul (Virtual Conference), 5-8 November, online (2020) [Conference Extract]

DOI: 10.15444/GMC2020.10.04.02 [eCite] [Details]

Co-authors: Siriwardana S; Laud G

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2020Siriwardana S, Laud G, Rajaguru R, 'Understanding service exclusion through value co-creation paradigm', Global Marketing Conference: Bridging Asia and the World - New Marketing and Management in Digitally Connected World, 5-8 November 2020, Virtual Conference, Online (Seoul, South Korea) (2020) [Conference Extract]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

2020Siriwardana S, Laud G, Rajaguru R, 'Conceptualizing service exclusion through service-dominant logic', 2020 AMS Annual Conference: From micro to macro - Dealing with uncertainties in the global marketplace, 14-19 December 2020, Virtual Conference, Online (Louisiana, USA) (2020) [Conference Extract]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

2019Laud G, Rajaguru R, 'Student's creativity confidence for learning success', 2019 ANZMAC Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 987-990. ISSN 1447-3275 (2019) [Conference Extract]

[eCite] [Details]

Co-authors: Laud G

2019Rajaguru R, Yang L, 'Understanding Star Ratings on Product Review Website', Academy of Marketing Conference 2019, 2-4 July 2019, London (2019) [Conference Extract]

[eCite] [Details]

Co-authors: Yang L

2019Yang L, Rajaguru R, Kumar S, 'Investigating source differences of online reviews in an emerging market', 2019 ANZMAC Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 696-700. ISSN 1447-3275 (2019) [Refereed Conference Paper]

[eCite] [Details]

Co-authors: Yang L

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2019Yang L, Rajaguru R, Kumar S, 'Investigating source differences of online reviews in an emerging market', ANZMAC 2019 Conference Proceedings, 2-4 December 2019, Wellington, NZ, pp. 696-700. ISSN 1447-3275 (2019) [Conference Extract]

[eCite] [Details]

Co-authors: Yang L

2018Rajaguru R, Matanda MJ, 'Effect of hedonic and utilitarian motivation on customer satisfaction: moderating role of time pressure', Nordic Retail and Wholesale Conference 2018 Program, 8-9 November 2018, Reykjavik, Iceland (2018) [Conference Extract]

[eCite] [Details]

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2017Rajaguru R, 'Socio-Technical congruence and information systems integration', 2017 Summer AMA Proceedings, 4-6 August 2017, San Francisco, CA, pp. 1-7. (2017) [Conference Extract]

[eCite] [Details]

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2017Sanjeev K, Rajaguru R, Prikshat V, 'Analyising service quality gap in in Indian management education using INSTAQUAL: A study of state university affiliated Colleges', 2017 ANZAM Conference Proceedings, 5-7 December 2017, University of Melbourne (2017) [Conference Extract]

[eCite] [Details]

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2016Jabeen F, Shome A, Rajaguru R, 'What drives the decision to switch to Islamic banking? Evidence from the UAE', 27th IBIMA Conference, 4-5 May 2016, Milan, Italy ISBN 978-0-9860419-6-9 (2016) [Conference Extract]

[eCite] [Details]

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2012Huang C-H, Chiang C-Y, Rajaguru R, Zhang W, 'Low cost not enough anymore: A sourcing paradox', Center for Global Outsourcing Tenth Annual International Smart-Sourcing Conference: Conference Proceedings, 28-29 June 2012, SolBridge International School of Business, pp. 18-20. (2012) [Conference Extract]

[eCite] [Details]

2012Rajaguru R, 'Effects of Functional Illiteracy associated Psychological Reflection and Disconfirmation on Post-Purchase Behavior', Global Conference On SME, Entrepreneurship & Service Innovation: Conference proceedings, 12-13 July 2012, Gold Coast, QLD (2012) [Conference Extract]

[eCite] [Details]

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2010Rao KN, Rajaguru R, 'The Process of Legitimacy Acquisition in Social Enterprises', Global Conference On SME, Entrepreneurship & Service Innovation: Conference proceedings, 26-27 August 2010, Malaysia (2010) [Conference Extract]

[eCite] [Details]

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2008Perks KJ, Rajaguru R, Shukla P, Matanda MJ, 'Exploring the antecedents of inter-organisational information systems (IOIS) integration and its effect on supply chain: A resource based view', European Marketing Academy Conference (EMAC), 27-30 May 2008, Brighton, pp. 1-8. (2008) [Conference Extract]

[eCite] [Details]

Contract Report, Consultant's Report

(1 outputs)
YearCitationAltmetrics
2021Siriwardana S, Laud G, Rajaguru R, 'Alleviating Service Exclusion: A Study into the Education Service Ecosystem in Tasmania and Beyond. Final Report', University of Tasmania, Hobart, Tasmania (2021) [Contract Report]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

Other Public Output

(1 outputs)
YearCitationAltmetrics
2021Siriwardana S, Laud G, Rajaguru R, 'An Ecosystem Model to Develop Collaborative Interventions for Inclusive Service Designs and Practices - interim report', Variety New South Wales, Variety Tasmania, & Ernst and Young Australia, Hobart, Tasmania, pp. 1-25. (2021) [Government or Industry Research]

[eCite] [Details]

Co-authors: Siriwardana S; Laud G

Grants & Funding

Dr Rajaguru has secured research grants from the Monash University, Australian Centre for Retail Studies and Indian Council of Agricultural Research.

Funding Summary

Number of grants

4

Total funding

$59,015,638

Projects

Marine Bioproducts Cooperative Research Centre (2021 - 2030)$59,000,000
Description
The objective of the MB-CRC is to transform Australia's emerging marine bioproducts sector into a globally competitive industry. The focus will be on the industry and market-driven innovations to improve both the supply chain and value chain to deliver economies of scale and competitive capacity for Australia to access high value markets across the globe.Strategic alignment:From Tasmania and for Tasmania: A revolution in use of sustainable marine resources, the use of innovative bioprocessing technologies and the exploitation of local Tasmanian bioproducts with a global impact Human Health and nutrition: Marine derived products will improve human health and nutritionEconomic performance: Create regional competitive advantage for the marine bioproducts sector and new businesses through the industry problems we solve. Lift the economic performance of the State on manufacturing and bioresources usage.Environmental sustainability: providing aquaculture and agriculture industries with different market optionsEducational attainment: Students will be strongly involved in the development of the projects, aligned with Tasmania as a STEM State to collaborate with industry, business and government to translate knowledge into practical and productive outcomes.
Funding
Department of Industry, Innovation and Science ($59,000,000)
Scheme
CRC Programme
Administered By
Marine Bioproducts CRC
Research Team
Zhang W; Johnson CR; Hurd CL; Bolch CJS; MacLeod C; Nowak BF; Wright JT; White CA; Paull B; Smith SM; Thickett SCV; Smith JA; Quirino JP; Swarts ND; Newstead T; Grimmer EL; Nichols RL; Rajaguru R; Guven N; Alexander KA
Period
2021 - 2030
Investigating Star Ratings on Consumer Product Review Website - Cue Utilisation Theory Perspective (2019)$6,838
Funding
University of Tasmania ($6,838)
Scheme
null
Administered By
University of Tasmania
Research Team
Rajaguru R; Yang L
Year
2019
Consumer choice and behavioural intention in hospitality service selection (2016)$3,800
Funding
Australian Institute of Business ($3,800)
Scheme
Research and Travel Grant
Administered By
Australian Institute of Business
Research Team
RAjaguru R
Year
2016
Cultural influence and shopping behaviour (2011)$5,000
Funding
Korean Government ($5,000)
Scheme
Research Support Grant
Administered By
SolBridge International School of Business
Research Team
Rajaguru R
Year
2011

Research Supervision

Research Area(s)

  1. Information systems and supply chain management
  2. Electronic word of mouth (eWOM) and shopping behaviour
  3. Small business management and entrepreneurial marketing

Service quality

Current

2

Completed

1

Current

DegreeTitleCommenced
PhDUnderstanding Service Exclusion: Challenges and opportunities for resource integration and value co-creation in service systems2019
PhDRole of Personal and Psychological Attributes of Entrepreneur on Entrepreneurial Marketing and Startup Success2020

Completed

DegreeTitleCompleted
PhDGreen Consumer Behaviour: Studying factors influencing consumers' green purchase intentions, and the relationship between intentions and actual purchases
Candidate: Usman Yousaf
2021