Johra FATIMA

Dr. Johra FATIMA is a Senior Lecturer in Marketing at the University of Canberra, with a focus on consumer psychology, service encounters, and relationship-building in business contexts. Her research spans both B2B and B2C environments, emphasizing emotional decision-making and employee well-being.

• Research Interests: Service quality, consumer behavior, omnichannel retailing, chatbot-assisted services, ecotourism, and social business for tourism growth.

Recent Article Trends: Her 2023-2025 publications explore omnichannel shopping habits, chatbot humanization, and team performance dynamics. These works often integrate socio-cognitive theories and digital transformation frameworks.

Advising: Dr. Fatima is accepting PhD students interested in frontline service employees, service encounters, consumer psychology, and related fields.

Leadership: She edited the book Wilderness of Wildlife Tourism (2017) and co-authored key studies on sustainability reporting in Bangladesh’s banking sector.