![Ahmed Almoraish](https://profiles-cardiff.imgix.net/attachments/10089?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 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
2026
- Almoraish, A. et al. 2026. Artificial intelligence integration as strategic organisational adaptation: faculty evidence from universities in Saudi Arabia and the United Kingdom. Technology Analysis and Strategic Management (10.1080/09537325.2026.2711838)
- Almoraish, A. and Gounaris, S. 2026. Customer experience–marketing alignment as a dynamic organisational capability: balancing structural continuity and behavioural adaptability. European Journal of Marketing (10.1108/ejm-12-2024-0997)
- Gounaris, S. and Almoraish, A. 2026. Relational and managerial dynamics of Family–Work Balance among sales professionals. The International Journal of Human Resource Management (10.1080/09585192.2026.2704082)
- Abdullah, A. et al., 2026. Institutional fragility and E‐business adoption: a study of SMEs in a conflict‐affected economy. Strategic Change (10.1002/jsc.70079)
- Gounaris, S. and Almoraish, A. 2026. Ethical management and employee family–work balance: a relational perspective on shared responsibilities. Journal of Business Ethics (10.1007/s10551-026-06332-6)
- Gounaris, S. and Almoraish, A. 2026. When managers matter: rethinking balance, engagement, and performance in sales roles. European Management Journal (10.1016/j.emj.2026.04.005)
- Almoraish, A. et al. 2026. Generative AI in B2B Marketing: Paradoxical Outcomes and Capability Conditions. Presented at: 2026 AMS Annual Conference Savannah, GA, USA 12-14 May 2026. Academy of Marketing Science.
- Gounaris, S. and Almoraish, A. 2026. Modelling the implications of perceived family-work on salespeople’s job performance. Presented at: 55th Annual Conference of the European Marketing Academy Bath, UK 2-5 June 2026. The European Marketing Academy.
2025
- Almoraish, A. 2025. 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. , pp.63-88.
- Almoraish, A. and Gounaris, S. 2025. How team interaction stability and financial incentives influence B2B customer experience: a longitudinal perspective [Abstract]. Presented at: EMAC 2025 Spring Conference Madrid, Spain 25-30 May 2025. European Marketing Academy (EMAC).
- Al-Kenane, K. et al., 2025. The process through which young adults form attitudes towards sustainable products through social media exposure in Kuwait. Sustainability 17 (10) 4442. (10.3390/su17104442)
- Abdullah, A. et al., 2025. How are small entrepreneurial marketing-focused organisations using AI?. Presented at: EMAC Fall Conference 2025 Istanbul 17-19 Sept 2025.
- Almoraish, A. 2025. Empowering startups in Wales: Generative AI for customer engagement and digital growth. Presented at: Empowering Ethnic Minority Startups in Wales: Generative AI for Customer Engagement and Digital Growth Newport 22-29 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.
- Cockrill, A. et al., 2025. Marketing strategies and consumer behavior in the digital age [Abstract]. 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.
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) 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 114606. (10.1016/j.jbusres.2024.114606)
- Agag, G. et al., 2024. Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective.. Journal of Retailing and Consumer Services 77 103663. (10.1016/j.jretconser.2023.103663)
- Almoraish, A. and Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: Advances in Management and Innovation Conference, 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, MA, USA 16 August 2024.
- 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.
2022
- Argarwal, P. et al., 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, UK and online 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 a scale for the measurement of customer and supplier experience in business markets. Presented at: 3rd International Research Conference in Marketing Glasgow 2014. , 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.-.
Articles
- Almoraish, A. et al. 2026. Artificial intelligence integration as strategic organisational adaptation: faculty evidence from universities in Saudi Arabia and the United Kingdom. Technology Analysis and Strategic Management (10.1080/09537325.2026.2711838)
- Almoraish, A. and Gounaris, S. 2026. Customer experience–marketing alignment as a dynamic organisational capability: balancing structural continuity and behavioural adaptability. European Journal of Marketing (10.1108/ejm-12-2024-0997)
- Gounaris, S. and Almoraish, A. 2026. Relational and managerial dynamics of Family–Work Balance among sales professionals. The International Journal of Human Resource Management (10.1080/09585192.2026.2704082)
- Abdullah, A. et al., 2026. Institutional fragility and E‐business adoption: a study of SMEs in a conflict‐affected economy. Strategic Change (10.1002/jsc.70079)
- Gounaris, S. and Almoraish, A. 2026. Ethical management and employee family–work balance: a relational perspective on shared responsibilities. Journal of Business Ethics (10.1007/s10551-026-06332-6)
- Gounaris, S. and Almoraish, A. 2026. When managers matter: rethinking balance, engagement, and performance in sales roles. European Management Journal (10.1016/j.emj.2026.04.005)
- Al-Kenane, K. et al., 2025. The process through which young adults form attitudes towards sustainable products through social media exposure in Kuwait. Sustainability 17 (10) 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) 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 114606. (10.1016/j.jbusres.2024.114606)
- Agag, G. et al., 2024. Understanding the relationship between marketing analytics, customer agility, and customer satisfaction: A longitudinal perspective.. Journal of Retailing and Consumer Services 77 103663. (10.1016/j.jretconser.2023.103663)
Book sections
- Almoraish, A. 2025. 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. , pp.63-88.
Conferences
- Almoraish, A. et al. 2026. Generative AI in B2B Marketing: Paradoxical Outcomes and Capability Conditions. Presented at: 2026 AMS Annual Conference Savannah, GA, USA 12-14 May 2026. Academy of Marketing Science.
- Gounaris, S. and Almoraish, A. 2026. Modelling the implications of perceived family-work on salespeople’s job performance. Presented at: 55th Annual Conference of the European Marketing Academy Bath, UK 2-5 June 2026. The European Marketing Academy.
- Almoraish, A. and Gounaris, S. 2025. How team interaction stability and financial incentives influence B2B customer experience: a longitudinal perspective [Abstract]. Presented at: EMAC 2025 Spring Conference Madrid, Spain 25-30 May 2025. European Marketing Academy (EMAC).
- Abdullah, A. et al., 2025. How are small entrepreneurial marketing-focused organisations using AI?. Presented at: EMAC Fall Conference 2025 Istanbul 17-19 Sept 2025.
- Almoraish, A. 2025. Empowering startups in Wales: Generative AI for customer engagement and digital growth. Presented at: Empowering Ethnic Minority Startups in Wales: Generative AI for Customer Engagement and Digital Growth Newport 22-29 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.
- Cockrill, A. et al., 2025. Marketing strategies and consumer behavior in the digital age [Abstract]. 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. and Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: Advances in Management and Innovation Conference, 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, MA, USA 16 August 2024.
- 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.
- Argarwal, P. et al., 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, UK and online 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 a scale for the measurement of customer and supplier experience in business markets. Presented at: 3rd International Research Conference in Marketing Glasgow 2014. , 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.-.
Thesis
- Almoraish, A. 2021. Customer experience in the business-to-business context, drivers, measures and consequences. PhD Thesis , University of Strathclyde.
Research
Research interests: AI and business performance, 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.
Teaching
Marketing projects
Marketing Analytics
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:
- AI and business performance
- Customer experience
- B2B marketing
- Service marketing
News articles
Contact Details
[email protected]
+44 29 2251 5038
Aberconway Building, Room S31, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29 2251 5038
Aberconway Building, Room S31, Colum Road, Cathays, Cardiff, CF10 3EU
