If you made any changes in Pure these will be visible here soon.

Personal profile


Dr Johra K Fatima is a lecturer in the Canberra Business School. She holds a PhD from UNSW, Sydney. Her current research interests span frontline service employees, customer relationship management, consumer psychology and emotion. Dr Fatima has published in various prestigious journals, including Psychology and Marketing, Journal of Retailing and Consumer Services, Journal of Service Theory and Practice, Journal of Strategic Marketing and Environmental Education Research. She regularly speaks in academic conferences around the world and also an editor of the book titled, ‘Wilderness of Wildlife Tourism’. As a key team member, she worked in various research institutes such as Centre for sustainable and responsible organizations, Deakin University and Centre for economic and health convergence, McGill University, Canada. As a recognition of her research she has been awarded ‘Dean’s Award for Research Excellence’ in 2018 and 2019. Her expectations from future research students are that students will be willing to work hard and interested to solve complex quantitative models if they prefer Dr Johra as a supervisor.

Research interests

Areas of research interests are: 

-Service relationships (B2B or B2C)

-Consumer psychology

-Emotional decision making in purchase


Student Projects Available

Email potential topic of your interest that suits with any of the following broad category,

- Frontline service employees

- Service encounters

- Consumer psychology

- Emotion and emotional decision making in purchase

- Employees' psychological well-being

- Relationship building and maintainance (both B2B and B2C context)

Education/Academic qualification

PhD, University of New South Wales

Fingerprint Dive into the research topics where Johra Fatima is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

Bangladesh Business & Economics
Customer satisfaction Business & Economics
Customer involvement Business & Economics
Employees Business & Economics
Developing countries Business & Economics
Tourism Business & Economics
Self-efficacy Business & Economics
Relational benefits Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2008 2020

1 Citation (Scopus)

Demystifying the impact of self-indulgence and self-control on customer-employee rapport and customer happiness

Fatima, J., Di Mascio, R. & Sharma, P., Mar 2020, In : Journal of Retailing and Consumer Services. 53, p. 1-7 7 p., 101967.

Research output: Contribution to journalArticle

Moderating effect
Service employees

Mediation effects of service features on rapport–dependency link in emerging market

Fatima, J. K., di Mascio, R., Johns, R. & Quazi, A., 2019, In : Journal of Service Theory and Practice. 29, 5/6, p. 639-660 22 p.

Research output: Contribution to journalArticle

Mediation effect
Emerging markets
Service quality
Partial least squares
3 Citations (Scopus)

Mobile learning adoption for tourism education in a developing country

FATIMA, J., Ghandforoush, P., Khan, M. & Mascio, R., 25 Feb 2019, In : Currrent Issues in Tourism. 22, 4, p. 420-427 8 p.

Research output: Contribution to journalArticle

developing world
developing country

Role of social business for sustainable regional tourism growth in Australia

FATIMA, J. & Haque, S., 5 Aug 2019, p. 1-2. 2 p.

Research output: Contribution to conference (non-published works)Paper

Market segmentation
Research agenda
Survey data
1 Citation (Scopus)

Synchronizing relational benefits with customer commitment profiles

FATIMA, J. & Di Mascio, R., 22 May 2019, In : Journal of Strategic Marketing. p. 1-13 13 p.

Research output: Contribution to journalArticle

Relational benefits
Customer commitment
Social benefits
Customer satisfaction

Activities 2019 2019

  • 1 Hosting an academic visitor

Hazliza Haron

Johra Fatima (Host)
23 Sep 2019

Activity: Hosting a visitorHosting an academic visitor