![Ahmed Almoraish](https://profiles-cardiff.imgix.net/attachments/4234?w=200&h=200&auto=format&crop=faces&fit=crop&q=90")
Dr Ahmed Almoraish
- Available for postgraduate supervision
Teams and roles for Ahmed Almoraish
Lecturer in Marketing and Strategy
Overview
Dr Ahmed Almoraish is a lecturer and researcher in marketing at the Department of Marketing and Strategy, having joined in 2024. He previously served as a business tutor in the department since 2018. Dr Almoraish has extensive academic experience, including positions as a lecturer at Cardiff Met University and Nottingham Trent University. He also served as a tutor at the University of Strathclyde Business School, where he earned a Postgraduate Certificate in Research Methodology.
Dr Almoraish is also a Fellow of the Higher Education Academy (FHEA). He holds an MBA from Cardiff Business School and a PhD in Marketing from the University of Strathclyde, where his research focused on customer experience in B2B contexts.
His research interests centred on institutional-level influences in marketing, including Generative AI, customer experience, B2B marketing, service marketing, and relationship marketing, with a strong emphasis on statistical analysis and research methods. His work has been published in prestigious journals, such as the Journal of Business Research. Before entering academia, he was a Marketing Research Supervisor at YCGSI, part of the major multinational conglomerate HSA.
Publication
2025
- Al-Kenane, K., Almoraish, A., Al-Enezi, D., Al-Matrouk, A., AlBuloushi, N. and Alreshaid, F. 2025. The process through which young adults form attitudes towards sustainable products through social media exposure in Kuwait. Sustainability 17(10), article number: 4442. (10.3390/su17104442)
- Cockrill, A., Almoraish, A., Kethuda, O. and Mushtaq, T. 2025. Marketing strategies and consumer behavior in the digital age. Presented at: Advances in Management and Innovation, Cardiff, UK, 21-22 May 2025.
- Glanfield, K., Bolton, N. and Almoraish, A. 2025. Business-to-business marketing: the theoretical integration of servitization, service-dominant- logic and customer experience. Presented at: Advances in Management and Innovation, Cardiff, UK, 21-22 May 2025.
- Kethuda, O. and Almoraish, A. 2025. The influence of generative ai in marketing communication on consumer brand engagement: the role of perceived risk, brand credibility, trust, and AI literacy. Presented at: Academy of Marketing Conference AM2025, Cork, Ireland, 07-10 July 2025.
- Almoraish, A., Costello, J. and Jang, S. 2025. Generative AI in marketing agencies: Implementation drivers and outcomes. Presented at: AM2025 Conference, Cork, Ireland, 07-10 July 2025.
- Almoraish, A. and Gounaris, S. 2025. How team interaction stability and financial incentives influence B2B customer experience: a longitudinal perspective. Presented at: The 54th Annual Conference of the European Marketing Academy in Pozuelo de Alarcón, (Madrid), Madrid, Spain, 25-30 May 2025. European Marketing Academy (EMAC)
2024
- Jackson, N., Cockrill, A. and Almoraish, A. 2024. A framework for the dissemination of research on depression via social media. British Journal of Healthcare Management 30(11), article number: 2024.0003. (10.12968/bjhc.2024.0003)
- Spiros, G. and Almoraish, A. 2024. A dynamic, relational approach to B2B customer experience: A customer-centric perspective from a longitudinal investigation. Journal of Business Research 177, article number: 114606. (10.1016/j.jbusres.2024.114606)
- Agag, G., Shehawy, Y. M., Almoraish, A., Eid, R., Lababdi, H. C., Labben, T. G. and Abdo, S. S. 2024. Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective.. Journal of Retailing and Consumer Services 77, article number: 103663. (10.1016/j.jretconser.2023.103663)
- Almoraish, A. 2024. Brand and Influencer partnerships- not just for one campaign. In: Yesiloglu, S. and Costello, J. eds. Influencer Marketing: Building Brand Communities and Engagement (2nd edition). Routledge
- Almoraish, A. and Gupta, S. 2024. How mindful consumption influences the relationship between suppliers' offerings and customer experience in business-to-business contexts. Presented at: Advances in Management and Innovation, Cardiff Metropolitan University, Cardiff, UK, 21-22 May 2024.
- Almoraish, A. and Gounaris, S. 2024. CXB2B: A Multi-dimensional scale for customer experience in B2B services — scale development and validation. Presented at: AMA Summer Academic Conference 2024, Boston, August 2024.
- Almoraish, A. and Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: IMPORTED, MAY BE LINKED.
2022
- Argarwal, P., Glanfield, K., Almoraish, A. and Bolton, N. 2022. A marketing conundrum: resolving the contradictions and primacy claims between the brand experience or customer experience literature and marketing scholars. Presented at: 6th Advances in Management and Innovation (AMI) Conference, Cardiff School of Management/Hybrid, 19-20 May 2022. Cardiff Met University
2021
- Almoraish, A. 2021. Customer experience in the business-to-business context, drivers, measures and consequences. PhD Thesis, University of Strathclyde.
2018
- Almoraish, A. 2018. How does past and present customer experience explain the satisfaction with the supplier? A fuzzy set qualitative comparative approach. Presented at: EMAC, Strathclyde, Glasgow, 29 May - 01 June 2018. pp. -.
2017
- Almoraish, A., Gounaris, S. and Wagner, B. 2017. Conceptualising customer experience in B2B services. Presented at: 11th Annual International Conference on Global Studies:, 18-21 December 2017. Atiner Conference Paper Series MKT2016-2223 Athens, Greece: Athens Institute for Education and Research
- Almoraish, A. 2017. Measuring customer experience and its consequences in B2B professional service customers: A longitudinal study. Presented at: 6th International Research Conference in Marketing, Glasgow, 16-17 May 2017. pp. -.
2015
- Almoraish, A. 2015. Developing a scale to measure the experience of the dyadic relationships between suppliers and customers in business market. Presented at: EMAC 2015 Doctoral Colloquium, Leuven, Belgium, 24-26 May 2015. pp. -.
2014
- Almoraish, A. 2014. Developing and validating a scale for the measurement of business-to-business customer experience. Presented at: Scottish DTC Business and Management Pathway Colloquium, Glasgow, 2014. pp. -.
- Almoraish, A. 2014. Developing a scale for the measurement of customer and supplier experience in business markets. Presented at: 3rd International Research Conference in Marketing, Glasgow, 2014. pp. -.
Articles
- Al-Kenane, K., Almoraish, A., Al-Enezi, D., Al-Matrouk, A., AlBuloushi, N. and Alreshaid, F. 2025. The process through which young adults form attitudes towards sustainable products through social media exposure in Kuwait. Sustainability 17(10), article number: 4442. (10.3390/su17104442)
- Jackson, N., Cockrill, A. and Almoraish, A. 2024. A framework for the dissemination of research on depression via social media. British Journal of Healthcare Management 30(11), article number: 2024.0003. (10.12968/bjhc.2024.0003)
- Spiros, G. and Almoraish, A. 2024. A dynamic, relational approach to B2B customer experience: A customer-centric perspective from a longitudinal investigation. Journal of Business Research 177, article number: 114606. (10.1016/j.jbusres.2024.114606)
- Agag, G., Shehawy, Y. M., Almoraish, A., Eid, R., Lababdi, H. C., Labben, T. G. and Abdo, S. S. 2024. Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective.. Journal of Retailing and Consumer Services 77, article number: 103663. (10.1016/j.jretconser.2023.103663)
Book sections
- Almoraish, A. 2024. Brand and Influencer partnerships- not just for one campaign. In: Yesiloglu, S. and Costello, J. eds. Influencer Marketing: Building Brand Communities and Engagement (2nd edition). Routledge
Conferences
- Cockrill, A., Almoraish, A., Kethuda, O. and Mushtaq, T. 2025. Marketing strategies and consumer behavior in the digital age. Presented at: Advances in Management and Innovation, Cardiff, UK, 21-22 May 2025.
- Glanfield, K., Bolton, N. and Almoraish, A. 2025. Business-to-business marketing: the theoretical integration of servitization, service-dominant- logic and customer experience. Presented at: Advances in Management and Innovation, Cardiff, UK, 21-22 May 2025.
- Kethuda, O. and Almoraish, A. 2025. The influence of generative ai in marketing communication on consumer brand engagement: the role of perceived risk, brand credibility, trust, and AI literacy. Presented at: Academy of Marketing Conference AM2025, Cork, Ireland, 07-10 July 2025.
- Almoraish, A., Costello, J. and Jang, S. 2025. Generative AI in marketing agencies: Implementation drivers and outcomes. Presented at: AM2025 Conference, Cork, Ireland, 07-10 July 2025.
- Almoraish, A. and Gounaris, S. 2025. How team interaction stability and financial incentives influence B2B customer experience: a longitudinal perspective. Presented at: The 54th Annual Conference of the European Marketing Academy in Pozuelo de Alarcón, (Madrid), Madrid, Spain, 25-30 May 2025. European Marketing Academy (EMAC)
- Almoraish, A. and Gupta, S. 2024. How mindful consumption influences the relationship between suppliers' offerings and customer experience in business-to-business contexts. Presented at: Advances in Management and Innovation, Cardiff Metropolitan University, Cardiff, UK, 21-22 May 2024.
- Almoraish, A. and Gounaris, S. 2024. CXB2B: A Multi-dimensional scale for customer experience in B2B services — scale development and validation. Presented at: AMA Summer Academic Conference 2024, Boston, August 2024.
- Almoraish, A. and Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: IMPORTED, MAY BE LINKED.
- Argarwal, P., Glanfield, K., Almoraish, A. and Bolton, N. 2022. A marketing conundrum: resolving the contradictions and primacy claims between the brand experience or customer experience literature and marketing scholars. Presented at: 6th Advances in Management and Innovation (AMI) Conference, Cardiff School of Management/Hybrid, 19-20 May 2022. Cardiff Met University
- Almoraish, A. 2018. How does past and present customer experience explain the satisfaction with the supplier? A fuzzy set qualitative comparative approach. Presented at: EMAC, Strathclyde, Glasgow, 29 May - 01 June 2018. pp. -.
- Almoraish, A., Gounaris, S. and Wagner, B. 2017. Conceptualising customer experience in B2B services. Presented at: 11th Annual International Conference on Global Studies:, 18-21 December 2017. Atiner Conference Paper Series MKT2016-2223 Athens, Greece: Athens Institute for Education and Research
- Almoraish, A. 2017. Measuring customer experience and its consequences in B2B professional service customers: A longitudinal study. Presented at: 6th International Research Conference in Marketing, Glasgow, 16-17 May 2017. pp. -.
- Almoraish, A. 2015. Developing a scale to measure the experience of the dyadic relationships between suppliers and customers in business market. Presented at: EMAC 2015 Doctoral Colloquium, Leuven, Belgium, 24-26 May 2015. pp. -.
- Almoraish, A. 2014. Developing and validating a scale for the measurement of business-to-business customer experience. Presented at: Scottish DTC Business and Management Pathway Colloquium, Glasgow, 2014. pp. -.
- Almoraish, A. 2014. Developing a scale for the measurement of customer and supplier experience in business markets. Presented at: 3rd International Research Conference in Marketing, Glasgow, 2014. pp. -.
Thesis
- Almoraish, A. 2021. Customer experience in the business-to-business context, drivers, measures and consequences. PhD Thesis, University of Strathclyde.
Research
Research interests: Generative AI, Customer Experience and B2B relationships.
The main role of my research activities is to help companies to generate sustainable success over a longer period of time. This is the objective the strategic marketing serves, informed by such theories as relationship marketing, customer loyalty or the resource-based view of the firm, and more broadly organisational behaviour.
Biography
Qualifications:
· Postgraduate Certificate in Teaching in Academic Practice, Cardiff Met University
· PhD in Marketing, University of Strathclyde
· Postgraduate Certificate in Research Methodology in Business and Management, University of Strathclyde
· Master of Business Administration (MBA), Cardiff University
· Bachelor of Business Administration, Taiz University, Yemen
Research/Technical skills
· Strongly Quantitative. Also familiar with qualitative research methods.
· Structural Equation Modelling (SEM)
· Fuzzy-Set Qualitative Comparative Analysis (FsQCA)
· SmartPLS
· Amos software
· SPSS software
· PROCESS macro software
· NVivo software
Professional memberships
· Member of British Academy of Management (BAM).
· Member of the European Academy of Marketing
· Member of American Marketing Association.
· Fellow of the Academy of Marketing Science.
· Institute of small business and entrepreneurship.
Committees and reviewing
Peer Review Activity
-
Journal of Business Research (ABS 3)
-
European Journal of Marketing (ABS 3)
-
Industrial Marketing Management (ABS 3)
Supervisions
I am interested in supervising PhD students in the areas of:
- Generative AI
- Customer experience
- B2B marketing
- Service marketing
Contact Details
+44 29 2251 5038
Aberconway Building, Room S33, Colum Road, Cathays, Cardiff, CF10 3EU