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About Fazlul
Associate Professor Fazlul Rabbanee, PhD, serves as Associate Professor of Marketing in the School of Management and Marketing, Faculty of Business and Law at Curtin University, Australia. He earned his PhD in Customer Relationship Management from the School of Marketing at Curtin University. His academic career at Curtin University includes progression to his current position since December 2015, where he engages in research and teaching in marketing. Rabbanee's research specializations encompass customer relationship management, marketing strategy, consumer behaviour, services marketing, relationship marketing, customer experience, and innovative pricing mechanisms such as pay-what-you-want (PWYW). He also explores topics like status demotion in loyalty programs, consumer engagement on social media, value co-creation in services, digital resilience, and community participation in nature-based tourism.
Rabbanee's scholarly contributions appear in prestigious journals such as European Journal of Marketing, Journal of Business & Industrial Marketing, Journal of Retailing and Consumer Services, Journal of Service Theory and Practice, and Journal of Hospitality & Tourism Research. Key publications include 'Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency' (European Journal of Marketing, 2020), 'Effects of customer equity drivers on customer loyalty in B2B context' (Journal of Business & Industrial Marketing, 2013), 'Antecedents and consequences of self-congruity' (European Journal of Marketing, 2015), 'Effects of store loyalty on shopping mall loyalty' (Journal of Retailing and Consumer Services, 2012), 'Does employee performance affect customer loyalty in pharmacy services?' (Journal of Service Theory and Practice, 2015), 'A synthesis of constructs for modelling consumers’ perception of value from mobile-commerce (M-VAL)' (Journal of Retailing and Consumer Services, 2020), 'Community participation and quality of life in nature-based tourism: Exploring the antecedents and moderators' (Journal of Hospitality & Tourism Research, 2022), 'Exploring the interactions among external reference price, social visibility and purchase motivation in pay-what-you-want pricing' (European Journal of Marketing, 2016), and 'The development and validation of a scale to measure perceived value of mobile commerce (MVAL-SCALE)' (Journal of Retailing and Consumer Services, 2023). He holds the role of Course Lead for Marketing Postgraduate programs and contributes to initiatives including university panels on gender equity, international symposia on urban warming, and research on volunteering during COVID-19 and digital resilience among students.
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