Prof. Amit Shankar is an Assistant Professor in Marketing at Indian Institute of Management Visakhapatnam, India. Prior to joining IIM Visakhapatnam, he was associated with IMT, Ghaziabad as Assistant Professor. He has obtained his Ph.D. in Marketing from Vinod Gupta School of Management, Indian Institute of Technology Kharagpur. He has conducted several workshops on Marketing analytics, SPSS, Amos, SmartPLS, Advanced Excel, and Process Macro in premier institutes of India. His research interests are in the areas of retaining, services marketing, and mobile banking. Amit’s research has been published in the International Journal of Hospitality Management, Journal of Business Research, Journal of Marketing Management, Journal of Retailing and Consumer Service, Technovation, Journal of Bank Marketing, Journal of Strategic Marketing, Australasian Marketing Journal, International Journal of Consumer Studies, Journal of Consumer Marketing, Australasian Journal of Information Systems, Journal of Enterprise Information Management, Journal of Global Information Management, and Marketing Intelligence & Planning, among others.