I am a fellow of the Higher Education Academy (HEA) and certified management and business educator (CMBE) from the Chartered Association of Business Schools (CABS). Currently, I am a doctoral marketing researcher at the Department of Marketing at the University of Strathclyde.

I have a wide spectrum of academic background in various areas in the business discipline. My research interests lies in the service research domain and more specifically, in the areas of Actor/Customer Engagement, Customer Experience, and Artificial Intelligence. On the side, I am also interested in Digital Marketing, Value Co-Creation, Service Innovation and Consumer behaviour. I also hold experience in qualitative, quantitative and mixed methods research designs.