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Ahmed Almoraish

Dr Ahmed Almoraish

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Available for postgraduate supervision

Teams and roles for Ahmed Almoraish

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

2024

2022

2021

2018

2017

2015

2014

Articles

Book sections

Conferences

Thesis

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

Email AlmoraishA1@cardiff.ac.uk
Telephone +44 29 2251 5038
Campuses Aberconway Building, Room S33, Colum Road, Cathays, Cardiff, CF10 3EU

External profiles