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Mr Adam Oozeerally

Job: Researcher and lecturer

School/department: Leicester Castle Business School

Address: De Montfort University, The Gateway, Leicester, LE1 9BH, United Kingdom

T: 0116 2506816

E: Adam.oozeerally@dmu.ac.uk

W: http://dmu.ac.uk

 

Personal profile

I am a Lecturer in Marketing at the Department of Strategic Management and Marketing and pursuing a PhD on a High Flyer Scholarship. I gained a BA Accounting and Finance degree and an MSc Strategic Marketing (Distinction) from DMU. Furthering my education, I received an MA Education from the University of Leicester. My research interest lie within the fields of value co-creation, customer experiences, customer engagement and consumer behaviour within technology-enabled contexts such as mobile devices and apps. My research work has been presented at national and international conferences such as the Academy of Marketing, European Marketing Academy and the first Global Conference on Creating Value.

Publications and outputs

  • Mobile Shopping: Understanding the Dimensions of M-S-QUAL and Their Impact on Satisfaction and Loyalty
    Mobile Shopping: Understanding the Dimensions of M-S-QUAL and Their Impact on Satisfaction and Loyalty Omar, Suha; Oozeerally, Adam The exponential growth in mobile technology has led to a huge change in the retail landscape. As more consumers own smart mobile devices, the possibilities are seemingly endless for firms to engage with customers. Retailers have spotted this opportunity by adhering to consumer demands of extra convenience and offering mobile shopping experiences to their customers as part of their multi-channel retailing strategies. Similar to the introduction of e-commerce, m-commerce is having a major influence in the way businesses and consumers interact. However, what enables a good quality service on these new mobile devices is not well understood. While some research has examined mobile service quality (MSQ) in contexts such as mobile services/networks or M-Banking, the study of mobile shopping service quality has been almost absent in the literature. The present paper builds on the research foundations of Huang et al. (2015) and examines mobile shopping service quality within a conceptual model of customer satisfaction and loyalty. Using a sample of one hundred mobile fashion clothing shoppers, this quantitative study identifies through EFA and CFA procedures four dimensions of MSQ: efficiency, fulfilment, responsiveness and contact. SEM results showed a significant impact of MSQ on customer satisfaction, which in turn impacts loyalty.
  • M-commerce: The nexus between mobile shopping service quality and loyalty
    M-commerce: The nexus between mobile shopping service quality and loyalty Omar, Suha; Mohsen, Kholoud; Tsimonis, Georgios; Oozeerally, Adam; Hsu, Jen-Hsien Whilst M-commerce is having a major influence in the way businesses and consumers interact, mobile shopping service quality (MS-SQ) has been understudied in the literature. This paper examines MS-SQ within a conceptual model of customer satisfaction and loyalty surveying UK customers who bought fashion clothing via their mobile devices. The results of two empirical studies confirm four dimensions of MS-SQ: efficiency, fulfilment, responsiveness and contact. Using bootstrapping of 2000 resamples, SEM results showed a significant impact of MS-SQ on customer satisfaction, which in turn impacts loyalty. These results are robust across two samples. Only the dimension efficiency exhibits an indirect effect on loyalty via satisfaction in both studies whilst controlling for gender, age, income, value of clothing item, and m-shopping experience. These findings are discussed and have managerial implications for retailers operating m-commerce sites. The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.

Research interests/expertise

Customer experience
Co-creation of value
Customer engagement
Mobile marketing
Service quality
System interface and design
Service systems
Artificial intelligence
Virtual reality

Areas of teaching

Marketing
E-marketing

Qualifications

PhD (pursuing currently)
MSc - marketing management
PGCE - further education mathematics
BA accounting & business management

Courses taught

E-marketing

Honours and awards

Best performance on programme - January 2017
Awarded high flyers scholarship for PhD

Membership of professional associations and societies

Academy of Marketing
European academy of marketing
Higher education authority

Current research students

Currently supervising masters students within IB & Marketing