From a research perspective, I am interested in exploring relevant and interesting problems that potentially develop impactful findings for both academia and practitioners. My research can be divided into three broad interrelated themes.
First, I am interested in understanding how consumers make consumption decisions and the resulting customer experience. I examine how various factors influence these decisions including how customers engage with the consumption process.
Second, I have a particular interest in the virtual marketplaces, with particular attention on how consumers evaluate the services they receive/consume over these remote channels. I examine how organisations use technology (Internet and mobile channels) in attracting, developing and maintaining customer relationships.
Third, related to above, my research also extends to the understanding of the kinds of relationships that customers go on to initiate, develop and sustain with providers of services/products over a period of time. In this regard, I have made considerable contribution to literature exploring these relationships, particularly from the perspective of the influence of social media and word of mouth.
The vast majority of my work is generally underpinned by theoretical foundations from Marketing, psychology, economics and sociology. From a philosophical perspective, I would label myself as a positivist, as a consequence the majority of my research is facilitated through quantitative methodologies (surveys and controlled experiments).
My Google profile is here: https://scholar.google.co.uk/citations?user=V2pwZxAAAAAJ