Johra K Fatima

Dr. Johra K Fatima serves as a Senior Lecturer in Marketing at Canberra Business School, University of Canberra. Her expertise spans consumer psychology, emotional decision-making processes, and service relationship dynamics across B2B and B2C contexts, with specialized focus on frontline service employees and psychological well-being.

Education:

• PhD in Customer-employee rapport in services, University of New South Wales (UNSW), Sydney

Her research examines how emotional dynamics shape consumer behavior in service encounters, investigating rapport formation, decision-making under risk, and technology-mediated interactions. Recent work employs advanced methodologies including Partial Least Squares Structural Equation Modeling (PLS-SEM) and eye-tracking to analyze consumer responses in tourism, retail, and digital service environments.

Current publications reveal strong thematic convergence around emotional intelligence in service ecosystems, with growing emphasis on AI-human interaction dynamics and post-pandemic consumer behavior adaptation across diverse service contexts.

Scientific Awards:

• Dean’s Award for Research Excellence (2018)
• Dean’s Award for Research Excellence (2019)
• Dean’s Award for Research Excellence (2021)

Dr. Fatima actively supervises research students with four completions to date and currently accepts PhD candidates in her core research areas. She leads significant research initiatives including the active project 'Empowering ACT's multicultural women entrepreneurs' (2025-2026) and 'Reversing the cycle of distraction: A campaign awareness study' (2023-2025), demonstrating sustained success in securing competitive research funding.

She maintains active domestic and international collaborations through the Canberra Business School research network, contributing to interdisciplinary projects addressing contemporary service industry challenges.