I am an Associate Professor and Programme Director for MSc Marketing at Birmingham Business School (BBS). Before joining BBS in 2021, I was a Lecturer at the University of Strathclyde. I completed my PhD at the University of Edinburgh, where I investigated the consequences of unilateral termination of customer relationships.

My current research lies in the intersection of services marketing and new technologies and focuses on service failure and recovery, artificial intelligence, proactivity, and consumer well-being. My research has been published in leading service, marketing, and tourism journals, including Journal of Service Research, Annals of Tourism Research, Journal of Travel Research, Journal of Business Research, European Journal of Marketing, and International Journal of Hospitality Management, among others.

I am an Associate Editor at the Journal of Service Management and the Journal of Service Theory and Practice, and also serve on the Editorial Board of Journal of Services Marketing and regularly review articles for various journals such as Journal of Service Research, Journal of Business Research, and International Journal of Consumer Studies.

I am a Fellow of the Higher Education Academy and have taught various courses in Marketing and Research Methods at both UG and PG levels. I also have solid experience in supervising honour’s, master’s, and doctoral students.

Before pursuing a career in academia, I worked for several years in a number of industries, including Financial Services, Non-profit, and Tourism in different countries across Asia and Europe.

• PhD in Management, University of Edinburgh, 2017
• MSc in International Business, ESCP Europe (Paris), 2011
• MBA, Asian Institute of Technology, 2009
• BEng in Industrial Engineering, Mazandaran University of Science and Technology, 2006
• Fellow of the Higher Education Academy, 2019