Dhananjay Bapat

Associate Professor

Dhananjay Bapat

Associate Professor
PhD (Sardar Patel University)
About Faculty

Dr. Dhananjay Bapat is Associate Professor at Indian Institute of Management, Raipur, India. He has previously worked with National Institute of Bank Management, Pune (NIBM), GCMMF (AMUL) and Crompton Greaves. He holds PhD in Marketing from Sardar Patel University, Vallabh Vidyanagar, Gujarat. His research areas include services marketing, digital payments, consumer behavior, branding, and banking. He has conducted executive training programs for national as well as international participants in the area of financial services marketing, retail electronic products, and strategy for financial services. His consultancy assignment “Cost of Cash” received overwhelming response from policy makers, practioners, and academicians. He has published articles in reputed journals and has published book “Marketing for Financial Services”. He has presented research papers and attended conferences in India, Philippines, and USA. He has contributed in newspaper article in the area of financial services in “Financial Express” and “Mint”.

Area of Research
Digital Banking, Financial Services Marketing, Brand Management
PhD (Sardar Patel University)
i. Associate Professor (December 2021 Onwards), Indian Institute of Management Raipur i. Assistant Professor (Jan 2017- Nov 2021), Indian Institute of Management Raipur ii. Assistant Professor (May 2007- Jan 2017), National Institute of Bank Management, Pune  iii. Faculty Research Associate (November 2005- May 2007), National Institute of Bank Management, Pune iv. Industry Experience (Crompton Greaves Ltd., Vadilal Enterprises Ltd., Gujarat Co- operative Milk Marketing Federation Ltd. v. Visiting faculty, XLRI, Jamshedpur
Awards & Recognitions
i. Best Paper Award in the Banking Conference organized by IBS, Hyderabad and Gokhale Institute of Politics and Economics, Pune at Hyderabad (January, 2016). ii. Best Kaizen Award at Gujarat Co-operative Milk Marketing Federation Ltd. (AMUL) iii. Coordinated International Joint – National Institute of Bank Management, Pune with Asian Institute of Management (AIM), Philippines for top management officials from Indian Banks, financial institutions and RBI iv. Completed International consultancy assignment on Cost of Cash - funding from Tufts University, Boston, USA in 2013

Edited/Authored Books

>> Bapat, D. (2013). Marketing of Financial Services. Biztantra

Journal Publications

>> Kaur, N., & Bapat, D. (2021). Income Diversification and Risk-adjusted Returns for Indian Banks. Economic & Political Weekly, 56 (14), 10 - 14

>> Bapat, D. (2021). Exploring the relationship between lifestyle, digital financial element and digital financial services experience. International Journal of Bank Marketing (Early Cite) (DOI: https://doi.org/10.1108/IJBM-12-2020-0575),

>> Bhat, U. M., Bapat, D., & Mookerjee, A. (2021). Impact of personality factors on purchase and adoption of consumer durables with advanced technology. Journal of Indian Business Research (Early Cite) (DOI: https://doi.org/10.1108/JIBR-06-2020-0207),

>> Bapat, D. (2019). Exploring Antecedents to Financial Management Behavior for Young Adults. Journal of Financial Counseling and Planning , 30 (1), 44 - 55

>> Bapat, D. (2019). Segmenting young adults based on financial management behavior in India. International Journal of Bank Marketing

>> Bapat, D. (2018). Profitability drivers for Indian banks: A dynamic panel data analysis. Eurasian Business Review (Springer publication), 8 (4), 437 - 451

>> Bapat, D. (2018). Exploring advertising as an antecedent to brand experience dimensions: an experimental study. Journal of Financial Services Marketing, 23 (3-4), 210 - 217

>> Bapat, D. (2017). Exploring the antecedents of loyalty in the context of multi-channel banking. International Journal of Bank Marketing , 35 (2), 174 - 186

>> Bapat, D. (2017). Impact of brand familiarity on brands experience dimensions for financial services brands. International Journal of Bank Marketing (Emerald Publication), 35 (4), 637 - 648

>> Bapat, D. (2017). Linking strategic orientation with performance: Implication for Indian banks. Strategic Change , 26 (4), 403 - 411

>> Bapat Dhananjay and Thanigan Jayanthi (2016). Exploring Relationship among Brand Experience Dimensions, Brand Evaluation and Brand Loyalty. Global Business Review, 17 (6), 135 - 172

>> Bapat Dhananjay (2015). Union experience- towards excellence in retail banking. Decision –IIM Calcutta Journal, Springer Publications, 42 (3), 335 - 345

>> Bapat Dhananjay and Mazumdar Deepa (2015). Assessment of Business Strategy- Implications for Indian Banks”, Journal of Strategy and Management. Journal of Strategy and Management, Emerald Publications, 8 (4), 306 - 325

>> Bapat Dhananjay (2015). Primary Bank as a Measure of Brand Loyalty: An Empirical Study in Indian Retail Banking Context. Journal of Services Research, 15 (1), 57 - 71

>> Bapat Dhananjay and Bihari S.C. (2015). The Electronic Banking Revolution in India. Journal of Internet Banking and Commerce, 20 (2), 1 - 5

>> Bapat, D., & Sagar, M. (2015). Examining Relationship of Income Diversification, Asset Quality with Bank Profitability: Implication for Indian Banks. Indore Management Journal (Publication from IIM, Indore), 8 (1), 1 - 11

>> Dhananjay, B. (2012). Customer Relationship for Electronic Payment Products: An Empirical Investigation in India. Global Business Review – Sage Publications, 13 (1), 137 - 151

>> Dhananjay, B. (2012). Efficiency for Indian Public Sector and Private Sector banks in India: Assessment of impact of global financial crisis. International Journal of Business Performance Management”, Inderscience Publications, 13, (3-4), 330 - 340

>> Bapat Dhananjay (2010). Perceptions of Banking Service in Rural India- An Empirical Study. Perceptions of Banking Service in Rural India- An Empirical Study”, International Journal of Rural Management, 6 (2), 303 - 321

>> Bapat, D., & Panwar, J.S. (2009). Consumer Evaluation of Brand Extensions: An Empirical Assessment in the Indian Context. Vision-The Journal of Decision Makers, 13 (2), 47 - 52

>> Bapat, D. (2009). Examining the Antecedents and consequences of Brand Experience Dimensions: Implications for Branding Strategy. Journal of Asia Business Studies, Forthcoming, 20 (2), 187 - 203

>> Panwar, J. S., & Bapat, D. (2007). New Product Launch Strategies - Insights from Distributor’s survey. South Asian Journal of Management, 14 (2), 82 - 91


>> Bapat, D., Sidharthan, S., & Yogalakshmi, C. (2016). An analysis of financial inclusion initiatives at OdishaGramya Bank. Emerald Emerging Markets Case Studies

>> Dhananjay, B. (2014). Customer Acquisition at Abhyudaya Bank. Emerald Emerging Market Case Studies

>> Dhananjay, B., & Asha, N. (2013). Customer Centricity for Growth- Yes Bank Experience, Emerald Emerging Markets Case Studies. Emerald Emerging Markets Case Studies

>> David, S., Dhananjay, B., & Jitendra, H. (2013). FINO Paytech Ltd: Branchless Banking for the Rural Poor. Ivey Case Study


>> Bapat, D. (2018). Regulating Payment systems?, Financial Express, November 7, 2018.

>> Bapat, D. (2017). Can Long term banks be a long term solution?, Financial Express, April 13, 2017.

>> Bapat, D. (2015). Curbing cash in retail payments, Mint, June 25, 2015.

>> Bapat, D. (2015). Can the Postal Bank make a difference, Financial Express, July 7, 2015.

American Council of Consumer Interest (ACCI)
Training and Consultancy
Training i. Invited Speaker by Reserve Bank of India in the area of Customer Services for participants from banking and financial services ii. Invited Speaker by National Payment Corporation of India in the area of payment services iii. Program Director TEQIP Program - 2018 and 2019 iv. Management Development Programme on Dealership Management for the Channel Partners of Indian Oil Corporation Ltd - 2017 v. Coordinated International Joint Program with Asian Institute of Management, Philippines for top management officials from banks, financial institution, and RBI vi. Marketing Strategies for Retail Banking vii. Marketing of Retail Electronic Payment Products viii. Marketing for Branch Managers ix. Customer Centric Leadership x. Strategies for Accelerated Branch Performance xi. Card Payment Systems in collaboration with National Payment Corporation of India (NPCI) xii. Card Frauds xiii. Marketing Management for Financial Services xiv. Top Management Officials for Small Industries Development Bank of India (SIDBI) xv. Top Management and Middle Management Officials of Indian Overseas Bank (IOB) xvi. Middle Management Officials of Bank of India xvii. Middle Management Officials of IDBI Bank Consultancy i. Competency Mapping for Relationship Managers- Sponsored by KPMG in 2017 ii. Study on Cost of Cash for Tufts University, Boston, March 2013 iii. Impact of Agriculture Debt Waiver and Debt Relief, Sponsored by NABARD - 2009 iv. Alternate Channels and Payment Products for Union Bank of India, July 2013 v. Personal Banking- Customer Study for State Bank of Mysore, July 2014 vi. Vision Statement for Indian Overseas Bank - 2015 vii. A Study for Improving Efficiency/ Productivity for Union Bank Branches, Union Bank of India, 2013 viii. Study of Retail Banking- Marketing Practices- Super Circle of Excellence, State Bank of India, September 2012 ix. Repositioning of Dena Bank in 2008
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