![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 include 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
- 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 Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: IMPORTED, MAY BE LINKED.
- 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 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., 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
- 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
- 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 Costello, J. 2024. A moral compass for machine minds: Cultivating ethical decision-making in generative AI for marketing. Presented at: IMPORTED, MAY BE LINKED.
- 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 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., 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.
Supervisions
postgraduate and doctoral students
Contact Details
AlmoraishA1@cardiff.ac.uk
+44 29 2251 5038
Aberconway Building, Room S33, Colum Road, Cathays, Cardiff, CF10 3EU
+44 29 2251 5038
Aberconway Building, Room S33, Colum Road, Cathays, Cardiff, CF10 3EU