Madhavaiah Chendragiri is an Associate Professor of Marketing and the Head of the Department of Management, Pondicherry University, Karaikal Campus, Karaikal, India. He has a doctorate in management from Sri Venkateswara University, Tirupati, India. He has 22 years of teaching and 19 years of research experience. His areas of research are service quality measurement, technology adoption behaviour of customers, brand equity, and consumer behaviour in luxury fashion brands. He published a book on Measuring Service Quality in Banking Sector (2014) for Lambert Publishers, Germany. He has published more than 65 research articles in refereed national and international journals, including the Journal of Financial Economic Policy (Emerald Publications), Journal of Science and Technology Policy Management (Emerald Publications), Public Transport (Springer Nature), International Journal of Social Economics (Emerald Publications), Journal of Indian Business Research (Emerald Publications), Asia-Pacific Business Review (Sage Publications), and Vision – Journal of Business Perspective (Sage Publications). He is a winner of the Best Teacher Award at Pondicherry University. He organized national-level management meetings, national conferences, and research methodology workshops.