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Sree Beg

  • QB221, Southlands


Research output per year

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Personal profile


Sree has worked in the higher education sector for a number of years, more recently at the University of Surrey and the London School of Business and Finance. She is a senior lecturer in the business school specialising in digital marketing and has created a number of digital marketing and e-commerce modules across a number of institutions. She has taught on a wide range of marketing modules both in the UK and overseas and has worked closely with the Chartered Institute of Marketing (CIM) and Institute of Data and Marketing (IDM).   Over the years she has had programme responsibility for business management and international business and has more recently led the development of a new postgraduate programme (MSc Digital Marketing). She has been involved in consultancy work over the years having previously worked as a technical consultant at Cap Gemini Ernst & Young and more recently with Knowledge Transfer Partnerships (KTP).  She has worked with a range of organisations including Microsoft, AstraZeneca, The Civil Service and various Start-up companies.

Research interests

Digital Marketing

E-commerce, E-tailing, Online consumers

Social Media, EWOM

Online relationship quality, Cosmopolitanism

Culture, International e-tailing

Research projects

My current research focuses on online loyalty as consumers are literally only a ‘click’ away from competitors. The key question my research aims to address is ‘how can consumers be persuaded to be loyal to an e-tailer?’, given that switching to competitors is relatively easy online. My research focuses on the investments made by e-tailers and the reciprocating behaviour of consumers in addressing this issue. This is an international study and further examines online loyalty formation in China, India the UK and US.



MA International Business

BA (Hons) Business Studies

Cap Gemini University - Internet technologies



Digital Marketing

Retail Issues and Applications

Business and Management Dissertation (Research)


Professional affiliations

Teaching Fellow of the Higher Education Academy (FHEA)

SeNSS Digital Scholar


External positions

Quality Assurance Agency (QAA) reviewer

1 Oct 2018 → …

Research Output

  • 3 Conference contribution
  • 1 Poster

The effect of customer reciprocity on e-loyalty through relationship quality: an international perspective.

Beg, S., Rafiq, M. & Siala, H., Apr 2018, Academy of Business and Retail Management (ABRM).

Research output: Chapter in Book/Report/Conference proceedingConference contribution

A comparative multi-country, multi-sectoral study of online loyalty in online retailing.

Beg, S., Nov 2016, MBAcademy.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Does your research have impact ?

Beg, S., Oct 2016, University of Roehampton Conference Proceedings.

Research output: Chapter in Book/Report/Conference proceedingConference contribution


A comparative multi-country, multi-sector study of online loyalty in e-tailing

Author: Beg, S., 24 Jun 2019

Supervisor: Rafiq, M. (Supervisor) & Siala, H. (Supervisor)

Student thesis: Doctoral Thesis