Sanjit Kumar Roy

Started at UWA: 2014

Investigating changing consumer behaviour

I enjoy the opportunity to learn from my students and tailor my teaching according to their learning style as well as encouraging critical thinking. Dr Sanjit Kumar Roy

Dr Sanjit Kumar Roy is an Associate Professor of marketing at the UWA Business School. His research examines how the current dynamic market space and new technology (i.e. Artificial Intelligence and Robots) are transforming the roles of customers and employees. He is a Fellow at the UWA Business School's Centre for Business Data Analytics.

In addition to his ongoing research, Dr Roy is a certified LEGO® Serious Play® facilitator which he brings to the classroom by getting students to think more creatively, communicate more effectively and deliver more innovative results. 

Dr Roy completed his PhD in marketing at Icfai University in India and taught the subject as a senior lecturer at Coventry University in the United Kingdom.

He was a Visiting Research Scholar at Bentley University in the United States and was awarded the UWA Vice Chancellor’s Early Career Investigators Award in 2015 and selected by UWA in the Emerging Research Leader program in 2018.

Dr Roy’s current research interests are rooted in marketing services, focusing on consumer behaviour and decision making in the services sector (e.g. retailing and financial services) and transformative service research (TSR) with a focus on consumer and employee well-being as well as the impact of new technology on service encounters.

Dr Roy is a thought leader in his field and regularly contributes and comments on media stories, including a recent appearance on 7News.

External positions

  • Associate Editor, European Journal of Marketing

UWA Vice-Chancellor’s Early Career Investigators Award, 2015

Best Paper Award in Journal of Marketing Management, 2017

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BHP Billiton Distinguished Research Award, 2015



UWA Business School

Exploring In-Store Retail Technology: When Do Consumers Get More Than They Can Handle?

Gruner, R., and Roy, S. K.


UWA Future Funds 

Friends with ‘real’ benefits? Investigating the impact of frontline employees’ ASP co-creation orientation on frontline employee and customer level outcomes

Roy, S. K., Laud, G., Ranaweera, C., Sima, S., and Leo, C. Value 

Jindal Global University (India)

Employee Mental Health and Justice Climate

Roy, S. K. and Singh, G.


BHP Billiton Distinguished Research Award (2015)

The Role of Customer Dignity in Service Provision
Roy, S. K., Balaji, M. S. and Soutar, G. 


Supervisor opportunities

Dr Roy has also been supervising PhD students in areas related to:

  • Artificial intelligence and services
  • Value creation/co-creation
  • Customer experience management
  • Consumer-brand relationships 
He welcomes expressions of interest from prospective postgraduate students interested in these and related areas. For more information, contact Dr Roy using the details below.

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Contact Dr Sanjit Kumar Roy

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Research Repository

Read more about Dr Roy

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