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Personal profile

Student Projects Available

Email potential topic of your interest that suits with any of the following broad category,

- Frontline service employees

- Service encounters

- Consumer psychology

- Emotion and emotional decision making in purchase

- Employees' psychological well-being

- Relationship building and maintainance (both B2B and B2C context)


Dr Johra K Fatima is a lecturer in the Canberra Business School. She holds a PhD from UNSW, Sydney. Her current research interests span frontline service employees, customer relationship management, consumer psychology and emotion. Dr Fatima has published in various prestigious journals, including Psychology and Marketing, Journal of Retailing and Consumer Services, Journal of Service Theory and Practice, Journal of Strategic Marketing and Environmental Education Research. She regularly speaks in academic conferences around the world and also an editor of the book titled, ‘Wilderness of Wildlife Tourism’. As a key team member, she worked in various research institutes such as Centre for sustainable and responsible organizations, Deakin University and Centre for economic and health convergence, McGill University, Canada. As a recognition of her research she has been awarded ‘Dean’s Award for Research Excellence’ in 2018 and 2019. Her expectations from future research students are that students will be willing to work hard and interested to solve complex quantitative models if they prefer Dr Johra as a supervisor.

Research interests

Areas of research interests are: 

-Service relationships (B2B or B2C)

-Consumer psychology

-Emotional decision making in purchase


Education/Academic qualification

PhD, University of New South Wales

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Research Output

Mobile learning adoption for tourism education in a developing country

FATIMA, J., Ghandforoush, P., Khan, M. & Mascio, R., 25 Feb 2019, In : Currrent Issues in Tourism. 22, 4, p. 420-427 8 p.

University of Canberra

Research output: Contribution to journalArticleResearchpeer-review

  • Role of social business for sustainable regional tourism growth in Australia

    FATIMA, J. & Haque, S., 5 Aug 2019, p. 1-2. 2 p.

    University of Canberra

    Research output: Contribution to conferencePaperResearchpeer-review

  • Ecotourism Participation intention in Australia: Mediating influence of social interactions

    FATIMA, J., KHAN, H. & HALABI, ABDEL. K., 2017, In : Tourism Analysis. 22, 1, p. 85-91 7 p.

    University of Canberra

    Research output: Contribution to journalArticleResearchpeer-review

  • Moderated moderation effect of age and gender on attitude-intention link for mobile-based tourism education in emerging market

    Fatima, J., 10 Jul 2017, Conference proceedings, 7th Advances in Hospitality & Tourism Marketing & Management (AHTMM) Conference. Ozturen, A., Gursoy, D. & Kilic, H. (eds.). Cyprus: Eastern Mediterranean University and Washington State University, p. 604-606 3 p.

    University of Canberra

    Research output: Chapter in Book/Report/Conference proceedingOther chapter contributionResearch

  • Role of innovativeness and self-efficacy in tourism m-learning

    FATIMA, J., Ghandforuosh, P., Khan, M. & Di Masico, R., 2017, In : Tourism Review. 72, 3, p. 344-355 12 p.

    University of Canberra

    Research output: Contribution to journalArticleResearchpeer-review