Dr Richa Chugh

School of Business

Lecturer

Rye Hall
Ground
C
(01) 474 7758

Biography

Richa earned her PhD in International Business from Victoria University of Wellington, specialising in International Business. She holds an MSc in International Marketing Management from the University of Leeds (UK). Prior to joining the School of Business, Richa taught International Business and Marketing at Victoria University of Wellington and Massey University (New Zealand).

Dr Richa Chugh’s research focuses on exploring the role of socio-psychological factors on performance in the domains of international business strategy and business-to-business (B2B) marketing. She conducts both qualitative and quantitative research in the area of export performance and B2B marketing with a focus on customer reacquisition. She has published her research in journals such as the European Journal of Marketing and the Journal of Business and Industrial Marketing. She has presented her work at international conferences including the Society of Marketing Advances, Industrial Marketing, and Purchasing Group Conference amongst others.

Research Interests

Exporting, International buyer-seller relationships, SME internationalization, Business to Business (B2B) Customer reacquisition, B2B relationship management  

Peer Reviewed Journals

  Year Publication
2016 'Working smart to win back lost customers the role of coping choices and justice mechanisms'
Liu, AH;Chugh, R;Gould, AN (2016) 'Working smart to win back lost customers the role of coping choices and justice mechanisms'. European Journal of Marketing, 50 :397-420 [DOI] [Details]
2015 'A sales process framework to regain B2B customers'
Liu, AH;Leach, M;Chugh, R (2015) 'A sales process framework to regain B2B customers'. Journal of Business and Industrial Marketing, 30 :906-914 [DOI] [IR Link] [Details]

Conference Publications

  Year Publication
2019 How Does Post Defection Regret Impact B2B Customers’ Advocacy to Switch Back?
Chugh Richa, Annie H. Liu, and Mark P. Leach, (2019) How Does Post Defection Regret Impact B2B Customers’ Advocacy to Switch Back? Industrial Marketing and Purchasing (IMP) Conference [Details]
2013 'The Influence of Psychological Contracts on Buyer-Seller Relationships across Institutionally Distant Markets
Chugh, Richa, Valerie Lindsay, David Crick (2013) 'The Influence of Psychological Contracts on Buyer-Seller Relationships across Institutionally Distant Markets Industrial Marketing and Purchasing (IMP) Conference [Details]

Conference Contributions

  Year Publication
2019 The Influence of Institutional Distance on Psychological Contracts and Commitment in Exporter-Distributor Relationships.
Chugh, Richa, Valerie Lindsay, David Crick, and Annie. H. Liu (2019) The Influence of Institutional Distance on Psychological Contracts and Commitment in Exporter-Distributor Relationships. [Published Abstract], World Marketing Congress, Edinburgh, UK [Details]
2018 Examining Purchasing Agents’ Emotions on Advocacy to Switch Back: Integrating Justice Perceptions and Relationship Quality.
Chugh, Richa and Annie H. Liu (2018) Examining Purchasing Agents’ Emotions on Advocacy to Switch Back: Integrating Justice Perceptions and Relationship Quality. [Published Abstract], National Conference in Sales Management (NCSM), California, USA [Details]
2018 Customer Switching Back Dynamics: The Power of Rebuilding Trust.
Liu, Annie H., Richa Chugh and Mark P Leach (2018) Customer Switching Back Dynamics: The Power of Rebuilding Trust. [Published Abstract], Global Sales Science Institute Conference, Vienna, Austria [Details]
2017 Felt bad after goodbye: Do purchasing agent’s emotions affect customer switch back?.
Chugh Richa, Annie H. Liu, and Mark P. Leach (2017) Felt bad after goodbye: Do purchasing agent’s emotions affect customer switch back?. [Published Abstract], World Marketing Congress, New Zealand [Details]
2016 Rebuilding Relationship Quality to Regain Lost Customers: Purchasing Agents’ Perspective.
Liu, Annie H., Richa Chugh and Mark P. Leach (2016) Rebuilding Relationship Quality to Regain Lost Customers: Purchasing Agents’ Perspective. [Published Abstract], Society of Marketing Advances Conference, Atlanta, USA [Details]
2014 Problem vs. Emotional-Focused Coping with Customer Defections: How Positive Sense and Respond Strategies Support Win-Back.
Chugh, Richa, Noel Gould, Annie H. Liu, and Mark P. Leach (2014) Problem vs. Emotional-Focused Coping with Customer Defections: How Positive Sense and Respond Strategies Support Win-Back. [Published Abstract], Society of Marketing Advances Conference, New Orleans, USA [Details]
2014 Defection Analysis and Reacquisition Efforts: Building A Sales Process Framework for B2B Reacquisition.
Liu, Annie H., Mark P. Leach, and Richa Chugh (2014) Defection Analysis and Reacquisition Efforts: Building A Sales Process Framework for B2B Reacquisition. [Published Abstract], National Conference in Sales Management (NCSM), Miami, USA [Details]