Garima MalikDr. Garima Malik is a doctoral scholar of Marketing at Xavier School of Management, XLRI Jamshedpur, India. She has more than eighteen years of academic experience. She is also associated with Amity Business School, Noida, India. She did her Ph. D frm Technical University of Lucknow in 2010, on the topic "Impact of Technological Reforms on Banking Sector in India". Dr. Garima Malik also awarded the Summer Faculty Research fellowship from IIT Dehli in 2021. Her area of research includes gamification, marketing analytics, customer engagement and customer relationship management. She authored more than 80+ research papers. Her research papers are published in various leading journals such as International Journal of Bank Marketing, Tourism Analysis, Journal of Event Management, Information Technology & Tourism, International Journal of Healthcare Management, Journal of Global Marketing, Innovative Marketing, Pacific Asia Journal of the Association for Information Systems, Journal of Science and Technology Policy Management among others. She also authored five books out of two are textbooks and four are case study books. Read More Read Less