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School of Management, IT and Governance

Dr Devina Oodith

Dr-Devina-Oodith

Dr Devina Oodith

Lecturer
+2731 260 7850
oodithd@ukzn.ac.za
Westville
M Block, M1 – 214 2ndfloor
Marketing and Supply Chain Management
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Biography

Dr. Devina Oodith is a skilled lecturer in the discipline of Marketing and Supply Chain Management at the University of KwaZulu-Natal (UKZN) Westville Campus, where she teaches within the School of Management, IT, and Governance. With a passion for consumer behavior and a wealth of academic expertise, Dr. Oodith has become an accomplished academic in marketing.

Throughout her career, Dr. Oodith has sought to bridge the gap between theory and practice, providing valuable insights into how businesses can better understand and serve their customers, particularly in service-oriented environments. Her contributions to the academic world through her innumerable roles as an academic, supervisor, researcher, reviewer of journal articles and internal and external examiner, alongside her ongoing research, continue to shape contemporary discussions in marketing practice.

Academic Qualifications

  • PhD in Marketing (UKZN)
  • Master of Business Administration (UDW)
  • BCom (Hons) (Cum Laude) (UDW)
  • BCom (UDW)

Certificate: University Education Induction programme (Academic development programme) based on the following focus areas: Assessing Leaming in Higher Education, Supervising Research in Higher Education, Designing and Evaluating Curricula in Higher Education and Teaching and Leaming in Higher

Professional Qualifications

  • African Social Marketing Association (AfSMA)
  • South African Institute for Management Scientists (SAIMS)

Research Interests

Contemporary areas in marketing and consumer behavior include:
  • Digital marketing
  • Influencer marketing
  • Ethical consumption and marketing practice
  • Sustainability initiatives to environmentally conscious consumers
  • Social media marketing
  • Personalization
  • Behavioural consumer influences
  • Neuromarketing
  • Customer journey mapping
  • Artificial intelligence (AI) in marketing
  • Customer experience
  • The impact of social issues on consumer choices and the role of emerging technologies like augmented reality (AR) and virtual reality (VR); all focusing on understanding and influencing consumer behavior in the increasingly digital and interconnected world.

Publications and Papers

  • Oodith, D. & Parumasur, S.B. (2012). The impact of Sick Building Syndrome on Call Centre Agents’ Effectiveness. Journal of Economics and Behavioral Studies, Vol. 4, No. 9. Pp. 532 – 547. (ISSN: 2220-6140).
  • Oodith, D. & Parumasur S.B. (2012). Is employment in a call centre sickening and affecting the effectiveness of managing customer needs? International Journal of Psychology 47, 175-186
  • Oodith, D. & Parumasur, S.B. (2013). Critical Ingredients for Call Centre Agents’ Effectiveness. Journal of Corporate Ownership and Control, Vol. 10 Issue 4 (2013) page 493 – 505. (ISSN: 1727-9232).
  • Oodith, D. & Parumasur, S.B. (2014). Technology in a call center: an asset to managing customers and their needs? Problems & Perspectives in Management, Vol 12(1) pg. 72-82. (ISSN: 1727-7051).
  • Oodith, D. & Parumasur, S.B. (2015). Call centre ease of communication in customer service delivery: an asset to managing customers’ needs. Problems & Perspectives in Management, Vol 13(2) (Special Issue: South Africa) pg. 481-493.
  • Tooray, J. & Oodith, D. (2017). The Influence of Actual and Ideal Self-Congruity on Consumer Purchase Intentions’. Journal of Economics and Behavioral Studies, Vol. 9, No. 4, pp. 107-121, (ISSN: 2220-6140).
  • Oodith, D. (2017). Customer Perceptions of Skills of Agents in Effectively Managing Their Needs within a Call Center. Journal of Economics and Behavioral Studies, Vol. 9, No. 2, pp. 58-75, (ISSN: 2220-6140).
  • Oodith, D. (2019). Enhanced Customer Interactions through Customer-Centric Technology within a Call Centre. Journal of Economics and Behavioral Studies, Vol. 11, No. 2, p. 79-91, May 2019. (ISSN 2220-6140).
  • Oodith, D. (2021). A Study on Enriched Customer Exchanges through Customer-Centric Technology within a Call Centre. Modern Perspectives in Economics, Business and Management Vol. 8, 91–106. https://doi.org/10.9734/bpi/mpebm/v8/3933F (CHAPTER 7)
  • Parumasur, S.B., Oodith, P.D., & Oodith, D. (2023). A cursory review of the Impact of Covid-19 on panic-buying. Journal of Positive School Psychology Finance Vol. 7 No. 2 (2023) 1199-1218
  • Oodith, D. (2024). Microenvironment: Marketing strategy across borders. (CHAPTER 3). International Marketing. First Edition. Van Schaik Publishers.
Papers
  • 30th International Congress of Psychology Conference: 22 – 27 July 2012 Cape Town 2012. Title: Is employment in a Call Centre “Sickening” and affecting the effectiveness of Managing customer needs?
  • Mbali International Conference: 1st – 5th of August 2022 – Richards Bay. Title of Paper: The impact of celebrity endorsements influences on consumer perceptions of sports brands.
  • Mbali International Conference: 15th – 19th of August 2023 – Richards Bay. Title of Paper: Artificial intelligence in marketing: A Review Paper: Shalen Heeralal, Siyasanga Mgoduka (UMP) and Devina Oodith (UKZN).
  • AZED (Appalachian, Zululand, Entrepreneurship Development) Conference: 14th of August 2023 – Richards Bay.
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