• 118 Citations
  • 4 h-Index

Research output per year

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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

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Research Output

  • 1 Citation (Scopus)

    Understanding online event experience: The importance of communication, engagement and interaction

    Kharouf, H., Biscaia, R., Garcia-Perez, A. & Hickman, E., 1 Feb 2020, In : Journal of Business Research. (In-press), p. (In-press)

    Research output: Contribution to journalArticle

  • An Empirical Examination Of Organisational Trust Recovery: Influences And Implications

    Kharouf, H. & Lund, D. J., 1 Dec 2019, In : European Management Review. 16, 4, p. 1115-1128 14 p.

    Research output: Contribution to journalArticle

  • 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


    • 4 Participation in conference
    • 1 Other

    40th EMAC Annual Conference 2011

    Husni Kharouf (Speaker)
    24 May 2011

    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

    38th EMAC Annual Conference 2009

    Husni Kharouf (Speaker)
    26 May 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