Harvir Bansal

Associate Professor
Remote video URL

Email: harvir.bansal@uwaterloo.ca

Harvir Bansal profile photo

Phone: 519-888-4567 x47168

Location: E7 2416

Harvir Bansal, PhD, MBA, BSc, is an Associate Professor at the Conrad School of Entrepreneurship and Business. In his prior role, he was a Professor at the Lazaridis School of Business and Economics and is currently the Chief Research Officer and Executive Vice President at b3Intelligence. Harvir earned his PhD from Queen’s University and his MBA from Punjabi University. He teaches BET 602 - Marketing Strategies for New Technology-based Ventures.


  • Services marketing with emphasis on customer switching behaviours
  • Relationship marketing
  • Customer satisfaction



  • PhD, Marketing and Operations Research, Queen's University, 1997
  • MBA, Marketing, Punjabi University, 1989
  • BSc, Maths, Physics, & Chemistry, Punjabi University, 1987

Academic positions

  • Associate Professor, Conrad School of Entrepreneurship and Business, University of Waterloo. January 2012 - present
  • Associate Professor, School of Business & Economics, Wilfrid Laurier University. July 2003 - December 2011
  • Assistant Professor, ​School of Business & Economics, Wilfrid Laurier University. July 2000 - June 2003
  • Assistant Professor, Faculty of Administration, University of New Brunswick. August 1996 - June 2000
  • Adjunct Professor, School of Business, Queen's University. 1995 - 1996
  • Research Assistant, School of Business, Queen's University. 1994 - 1995
  • Teaching Assistant, School of Business, Queen's University. 1992 - 1995
  • Research Assistant, School of Business, Queen's University. 1991 - 1992

Industry experience

  • Chief Research Officer and Executive Vice President, Analytics, b3Intelligence. April 2012 - present
  • Senior Vice President, Research and Methods, comScore Inc. February 2008 - December 2011
  • Principal, Friya Consulting. 1997 - 2007
  • Assistant Manager, Purchasing, Electronic Systems Punjab Limited. 1989 - 1991

Research interests

Harvir's research expertise is in the area of services marketing with emphasis on customer switching behaviours, relationship marketing, and customer satisfaction.

Selected publications

  • Wang, X., Duverger, P., & Bansal, H. S. 2013. Bayesian Inference of Predictors Relative Performance in Linear Regression Model using Dominance Hierarchies. International Journal of Pure and Applied Mathematics, 88(3): 321-339.
  • Bansal, H. S. & Duverger, P. 2013. Investigating the Measures of Relative Importance in Marketing Research. International Journal of Market Research, 55(5): 675-694.
  • Jones, T., Taylor, S. F., & Bansal, H. S. 2009. Targets of Commitment in Service Provider-Consumer Relationships: A Prototyping Study. Qualitative Market Research, 12(1): 36-48.
  • Ranaweera, C., Bansal, H. S., & McDougall, G. 2008. Web Site Satisfaction and Purchase Intentions: Impact of Personality Characteristics During Initial Web Site Visit. Managing Service Quality, 18(4): 329-348.
  • Bansal, H. S., Taylor, S. F., & St. James, Y. 2005. "Migrating" to New Service Providers: Towards a Unifying Framework of Consumers' Switching Behaviours. Journal of the Academy of Marketing Science, 33(1) 96-115.
  • Bansal, H. S. & Taylor, S. F. 2002. Investigating Interactive Effects in the Theory of Planned Behaviours in a Service Provider Switching Context. Psychology and Marketing, 19(5): 407-425.
  • Bansal, H. S. & Voyer, P. A. 2000. Word of Mouth Processes Within a Services Purchase Decision Context. Journal of Service Research, 3(2): 166-177.
    Cited by over 700 published articles.

Selected awards and honours

2012 Patent pending: Analyzing Effects of Advertising
2010 Patent pending: Audience Duplication for Parent-Child Resource Pairs
2010 Patent pending: Measuring Advertising Effectiveness without Control Group
2004-2010 SSHRC Strategic Research Grant, $50,286, over 3 years, extended to 2010, co-investigator
2003-2010 SSHRC Strategic Research Grant, $79,856, over 3 years, extended to 2010, co-investigator
2008, 2007,
2006, 2005,
2004, 2003, 2002
Commendation for Teaching Excellence, School of Business and Economics, Wilfrid Laurier University
2000 Professor Recognition Award, MBA Society, University of New Brunswick
2000, 1999 Nomination, Excellence in Teaching Award, Faculty of Administration, University of New Brunswick
1997-2001 Services Switching Model (SSM): A Model for Customer Switching in the Service Industry

SSHRC Strategic Research Grant, $53,350, over 3 years, extended to 2001, joint grant