Bio: I am a Senior Assistant Professor at MIET with over 10 years of experience in teaching. I hold a B.E., MBA, SET, and a PhD in Management Studies from the University of Jammu (T.B.S.). My doctoral research focused on the impact of in-store technology on customer experience. I have published research papers in national and international journals and presented papers at national and international conferences. My areas of interest include Marketing, Retail Management, Consumer Behaviour, Tourism, and Customer Experience.