• 101 Citations
  • 4 h-Index
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Personal profile


Associate Professor in Marketing at School of Marketing and Management. 14 years’ experience teaching at both undergraduate and postgraduate levels, covering areas such as Contemporary Issues in Marketing, Digital Marketing, and Service Marketing. Developed, reviewed and updated several postgraduate programmes at the business school. Publish regularly in ABS 3* journals and in world leading marketing conferences. Generated over £100,000 from consultancy activities such as KEEN projects.




I believe one of the key elements to successful business operations is establishing long term relationships with customers. This relationship centres on trust and establishing a trustworthy image. I am also interested how organisations can recover trust after trust violation.

My other research areas are signalling theory and online customer engagement. I use quantitative methods in my research, mainly multivariate data analysis such as structural equation modelling.

I am currently supervising four PhD students in the areas of trust in higher education, online student engagement, trust repair, and consumer brand selection in the automotive industry.


Area of Expertise:

  • Services Marketing
  • Multivariate data analysis
  • Trust, trustworthiness
  • Relationship marketing
  • Online customer engagement

Research Interests

Trustworthiness ; Signalling theory; Relationship marketing; Online customer engagement; Trust building and trust repair

Education/Academic qualification

Marketing , Doctorate, Coventry University

International Business, MBA, Coventry University

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

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Research Output 2007 2019

  • 101 Citations
  • 4 h-Index
  • 9 Conference proceeding
  • 8 Article
  • 2 Paper
  • 1 Other

Digital Customer Experience: Identifying The Drivers And Outcomes Of Successful Mega Events

Kharouf, H., Hickman, E., Biscaia, R. & Garcia-Perez, A., 2019, QUIS16.

Research output: Chapter in Book/Report/Conference proceedingConference proceeding

1 Citation (Scopus)

The role of effective communication and trustworthiness in determining guests’ loyalty

Kharouf, H., Sekhon, H., Fazal-e-Hasan, S. M., Hickman, E. & Mortimer, G., 17 Feb 2019, In : Journal of Hospitality Marketing and Management. 28, 2, p. 240-262 23 p.

Research output: Contribution to journalArticle


An Empirical Examination Of Organisational Trust Recovery: Influences And Implications

Kharouf, H. & Lund, D. J., 31 Jul 2018, In : European Management Review. (In-Press), p. (in press)

Research output: Contribution to journalArticle

Organizational trust
Customer loyalty
5 Downloads (Pure)

An Examination of the Antecedent and Corollary of Personal Financial Planning: The Need for Early Education

Sekhon, H., Kharouf, H., Appleyard, L. & Muhammad Fazal e Hasan, S., 1 Mar 2018, In : Social Business. 8, 1, p. 65-75 11 p.

Research output: Contribution to journalArticle

Open Access
Financial planning
Financial services

Assessing the effects of advertising and switching cost on consumers’ trust: A cross-cultural study

Sekhon, H., Kharouf, H., Appleyard, L. & Fazal-E-Hasan, S., 2017.

Research output: Contribution to conferencePaper

Activities 2007 2011

  • 4 Participation in conference

40th EMAC Annual Conference 2011

Husni Kharouf (Speaker)
24 May 2011

Activity: Participating in or organising an eventParticipation in conference

38th EMAC Annual Conference 2009

Husni Kharouf (Speaker)
26 May 2009

Activity: Participating in or organising an eventParticipation in conference

Academy of Marketing Conference

Husni Kharouf (Speaker)
9 Sep 2009

Activity: Participating in or organising an eventParticipation in conference

1st Biannual International Conference: Strategic Developments in Services Marketing

Husni Kharouf (Speaker)
7 Jul 2007

Activity: Participating in or organising an eventParticipation in conference

Press / Media

UK savers have least knowledge of pension charges, study finds

Lindsey Appleyard, Harjit Sekhon & Husni Kharouf


1 item of media coverage

Press/Media: Research