Nurhafihz Noor
- nurhafihz.noor@jcu.edu.au
https://orcid.org/0000-0001-8502-5722- Senior Lecturer Business
- JCU Singapore Business School
Projects
0
Publications
34
Awards
9
Contact Details
Senior Lecturer, Business
- (+65) 6709 3712
- nurhafihz.noor@jcu.edu.au
- https://nurhafihznoor.com/
Biography
Summary
Dr Hafihz is a Senior Lecturer in Marketing at James Cook University Singapore and an Associate Editor for the International Journal of Quality and Service Sciences (Emerald) and the Journal of Tropical Futures (SAGE). His research focuses on the intersection of services marketing and the ABCs: AI-driven service technologies, behavioural responses of consumers and organisations, and cultural contexts including halal markets. He has authored more than 60 publications and ranks among the top global scholars in AI service robots and halal markets. He is also a Fellow of the Chartered Institute of Marketing (CMktr FCIM), the Chartered Management Institute (FCMI), and the Higher Education Academy (FHEA). Prior to academia, he spent a decade in the industry, and he continues to advise organisations in board advisory roles. His work has been recognised through multiple awards for teaching, research, and service, reflecting his impact and thought leadership on emerging global markets.
Media Mentions
- PRovoke Media Mention: 93% Quietly Abandon Brands They No Longer Believe, Finds Ogilvy's 2026 Believability Index
- TTG Asia Media Mention: Trust remains key as AI reshapes Muslim travel planning
- CNA Expert Commentary: Less than peachy: Why Orange Yakult fans are mourning a classic
- Berita Harian Expert Commentary: Korban luar negara: Ingin harga murah tapi berdepan risiko penipuan
- CNA Commentary: How Singapore can make blind boxes less addictive
- MONEY FM 89.3: Can ‘less marketing’ curb blind box addiction in Singapore?
- Top 12 worldwide: JCU Singapore students shine in International Digital Marketing Competition
- JCU Singapore lecturer named Halal Travel Scholar of the Year
- JCU in Singapore academic recognised at 2025 Green Open Access competition
- Using BTS songs to teach marketing? Yes, says academic at JCU in Singapore
Research
Research Interests
His research focuses on the intersection of services marketing and the ABCs:
- AI-driven service technologies
- Behavioural responses of consumers and organisations
- Cultural contexts including halal markets
Teaching
Research Advisor Accreditation
Advisor Type
Primary
Taught Modules
[BX3082] International Marketing in the Global VillageCoordinator, Lecturer
2025
[BX3082] International Marketing in the Global VillageCoordinator, Lecturer
2026
[LB5235] Applied Research ProjectLecturer, Tutor
2026
[TO5106] Quality Customer ServiceCoordinator, Lecturer
2026
[BX2084] Sales, Services, Business Development and the Digital FrontierCoordinator, Lecturer
2026
[BX2084] Sales, Services, Business Development and the Digital FrontierCoordinator, Lecturer
2024
[BX2084] Sales, Services, Business Development and the Digital FrontierCoordinator, Lecturer
2025
[BX3082] International Marketing in the Global VillageCoordinator, Lecturer
2024
2022
[LB5232] Digital MarketingLecturer
2022
2023
2023
[LB5235] Applied Research ProjectLecturer, Tutor
2024
[LB5235] Applied Research ProjectTutor, Lecturer
2025
2023
[TO5106] Quality Customer ServiceLecturer, Coordinator
2024
[TO5106] Quality Customer ServiceCoordinator, Lecturer
2025
Current JCU Research Students
Understanding International Student Mobility: Singapore’s Positioning as a Global Higher Education Hub
Doctor of Philosophy (Management and Commerce)
Completed JCU Research Students
The Hospitality-Artificial Intelligence conundrum: Synergising guest acceptance and hotel adoption in an AI-driven World
Doctor of Philosophy (Management and Commerce)- 2025
Activities
Education
Committees
Media
Other Activities
Awards
Associations
Languages
Consultancy
Employment
Lecturer, James Cook University
2023 - 2025
Associate Lecturer, PSB Academy
2021 - 2023
Sessional Lecturer, James Cook University
2021 - 2023
Adjunct Lecturer, Kaplan
2021 - 2023
Sessional Lecturer, Curtin Singapore
2021 - 2023
PhD Candidate, University of Adelaide
2018 - 2021
Output
Noor, Nurhafihz; Tan, Kim Lim; Jang, Haejin; Wood, Jacob; Thirumaran, K. (2026) Emerging Technologies and Business Development in the Tropics: A Roadmap for Transformation. Abingdon, UK: [Edited Publication] [DOI]
Other Publication
ResearchOnline@JCU
Noor, Nurhafihz (2024) Artificial Intelligence Service Agents. [Reference Material] [DOI]
Other Publication
ResearchOnline@JCU
Noor, Nurhafihz; Zainol, Zahirah; Tong, Ashley; Duong, Dang Thao Trang; Agarwal, Manisha (2026) 'ChatGPT and student well-being: The cultural bridge of Mianzi'. Journal of Tropical Futures, :1-10. [DOI]
Noor, Nurhafihz; Aji, Hendy Mustiko; Tong, Ashley; Duong, Dang Thao Trang; Zainol, Zahirah (2026) 'Halal lifestyle super apps: key service quality attributes from online reviews'. Journal of Islamic Accounting and Business Research, . [DOI]
Noor, Nurhafihz; Nguyen, Tien; Tong, Ashley; Zainol, Zahirah (2026) 'Gender in halal markets: a systematic literature review'. Journal of Islamic Marketing, .
Noor, Nurhafihz; Zainol, Zahirah; Tong Hui Hui, Ashley; Thirumaran, K. (2026) 'Unveiling halal luxury hotel service quality: key attributes from online reviews'. International Journal of Quality and Service Sciences, 18 (5):58-82. [DOI]
Noor, Nurhafihz (2025) 'Halal service quality: systematic review, conceptual model and future research'. Journal of Islamic Accounting and Business Research, . [DOI]
Noor, Nurhafihz; Tong, Ashley; Zainol, Zahirah (2025) 'Unlocking LinkedIn adoption for higher education students: findings from PLS-SEM and NCA'. Young Consumers, 26 (7):172-187. [DOI]
Noor, Nurhafihz; Bahardeen, Fazal (2025) 'An updated model for halal tourism: a review of RIDA by CrescentRating'. Journal of Hospitality and Tourism Horizons, . [DOI]
Noor, Nurhafihz; Tong, Ashley; Zainol, Zahirah (2025) 'ChatGPT and higher education student well-being: role of subjective norm and anthropomorphism with TAM'. Journal of Information, Communication and Ethics in Society, :1-20. [DOI]
Key attributes of mobile apps for halal tourism: an analysis of online reviews using Leximancer
2025
Noor, Nurhafihz; Tong, Ashley; Zainol, Zahirah; Duong, Dang Thao Trang (2025) 'Key attributes of mobile apps for halal tourism: an analysis of online reviews using Leximancer'. Journal of Islamic Accounting and Business Research, . [DOI]
Noor, Nurhafihz (2025) 'A closer look at halal brand image: systematic review and future directions'. Journal of Islamic Marketing, . [DOI]
Noor, Nurhafihz; Sharifonnasabi, Fatemehghazalnaz; Nallarasan, Nitheesh Kumar (2025) 'Halal servicescape in the metaverse'. Journal of Islamic Marketing, . [DOI]
Tan, Kim-Lim; Hofman, Peter S.; Noor, Nurhafihz; Tan, Sook-Rei; Hii, Ivy S.H.; Cham, Tat-Huei (2025) 'Does artificial intelligence improve hospitality employees’ individual competitive productivity? A time-lagged moderated-mediation model involving job crafting and meaningful work'. Current Issues in Tourism, 28 (20):3284-3301. [DOI]
Technology acceptance model in halal industries: a systematic literature review and research agenda
2024
Noor, Nurhafihz (2024) 'Technology acceptance model in halal industries: a systematic literature review and research agenda'. Journal of Islamic Marketing, 15 (11):3156-3173. [DOI]
Noor, Nurhafihz (2024) 'A scoping review of artificial intelligence in halal service'. Journal of Halal Service Research, 5 (1).
Zainol, Zahirah; Noor, Nurhafihz; Tong, Ashley (2024) 'Faithful and luxurious: Mediating halal with luxury through self-congruity'. Journal of Global Fashion Marketing, 15 (4):422-439. [DOI]
Noor, Nurhafihz; Rao Hill, Sally; Troshani, Indrit (2022) 'Developing a service quality scale for artificial intelligence service agents'. European Journal of Marketing, 56 (5):1301-1336. [DOI]
Noor, Nurhafihz; Rao Hill, Sally; Troshani, Indrit (2021) 'Recasting Service Quality for AI-Based Service'. Australasian Marketing Journal, 30 (4):297-312. [DOI]
Noor, Nurhafihz; Rao Hill, Sally; Troshani, Indrit (2021) 'Artificial Intelligence Service Agents: Role of Parasocial Relationship'. Journal of Computer Information Systems, 62 (5):1009-1023. [DOI]
Noor, Nurhafihz; Don, Prasad A.K.; Cassidy, John (2017) 'Factors affecting halal food purchasing by non-Muslims in a multicultural society: a case study in Singapore'. International Journal of Islamic Marketing and Branding, 1 (4):366-387. [DOI]
Journal Publication
ResearchOnline@JCU
Noor, Nurhafihz (2025) 'Book Review of Marketing 6.0: The Future is Immersive by Philip Kotler, Hermawan Kartajaya and Iwan Setiawan. John Wiley & Sons, 2023. ISBN:9781119835219' Journal of General Management, .
Tan, Kim Lim; Noor, Nurhafihz; Agarwal, Manisha (2025) 'Guest editorial: AI and ethical consumerism among young consumers' Young Consumers, 26 (5) :697-701. [DOI]
Journal Contribution
ResearchOnline@JCU
Noor, Nurhafihz (2025) 'A cause for academic euphoria: Seven BTS songs that inspire the learning and teaching of services marketing' Journal of Applied Learning and Teaching, 8 (2) . [DOI]
Noor, Nurhafihz (2024) 'Book Review of The Routledge Handbook of Halal Hospitality and Islamic Tourism by C. Michael Hall and Girish Prayag. London, UK, Routledge 2020. ISBN: 9781032401461' International Journal of Islamic Marketing and Branding, 6 (2) :180-184.
Tong, Ashley; Noor, Nurhafihz; Zainol, Zahirah (2025) 2025 IEEE International Conference on Recent Advances in Systems Science and Engineering (RASSE) Generative AI Performance with DeepSeek: Key Service Quality Attributes from Users Singapore, [DOI]
Conference Publication
ResearchOnline@JCU
Noor, Nurhafihz (2026) 'Service Quality in AI-Driven Marketing' In: Noor, Nurhafihz (2026) Service Quality in AI-Driven Marketing. In: Ladhari, Riadh, (ed.) Encyclopedia of Artificial Intelligence in Marketing. Springer, Cham, Switzerland(Eds.). Encyclopedia of Artificial Intelligence in Marketing. Cham, Switzerland : Springer. [DOI]
Book Chapter
ResearchOnline@JCU
Tong, Ashley; Zainol, Zahirah; Noor, Nurhafihz (2026) 'Towards a more inclusive model of financial inclusion: Technology and well-being' In: Tong, Ashley, Zainol, Zahirah, and Noor, Nurhafihz (2026) Towards a more inclusive model of financial inclusion: Technology and well-being. In: Masri, Masairol, Sait, Muhammad Azmi, and Anshari, Muhammad, (eds.) Promoting Inclusivity and Accessibility With FinTech. IGI Global, Hershey, PA, USA, pp. 33-34(Eds.). Promoting Inclusivity and Accessibility With FinTech. Hershey, PA, USA : IGI Global. [DOI]
Book Chapter
ResearchOnline@JCU
Noor, Nurhafihz (2026) 'The role of technology in the customer journey in halal tourism: what we know, how we know, and where we should go' In: Noor, Nurhafihz (2026) The role of technology in the customer journey in halal tourism: what we know, how we know, and where we should go. In: Al-Ansi, Amr, (ed.) A Research Agenda for Halal Tourism. Edward Elgar Publishing, Cheltenham, United Kingdom, pp. 145-162(Eds.). A Research Agenda for Halal Tourism. Cheltenham, United Kingdom : Edward Elgar Publishing. [DOI]
Book Chapter
ResearchOnline@JCU
Noor, Nurhafihz; Dubos, Lance; Tan, Sook Rei; Tan, Kim Lim (2025) 'Implementing AI technologies in various business subjects' In: Noor, Nurhafihz, Dubos, Lance, Tan, Sook Rei, and Tan, Kim Lim (2025) Implementing AI technologies in various business subjects. In: Popenici, Stefan, Rudolph, Jürgen, Ismail, Fadhil, and Tan, Shannon, (eds.) Handbook of Artificial Intelligence in Higher Education. Elgar Handbooks in Education . Edward Elgar, Cheltenham, UK, pp. 503-515(Eds.). Handbook of Artificial Intelligence in Higher Education. Cheltenham, UK : Edward Elgar. [DOI]
Book Chapter
ResearchOnline@JCU
Noor, Nurhafihz; Zainol, Zahirah; Tong, Ashley (2025) 'Environmentally Sustainable Tourist Behavior in ASEAN' In: Noor, Nurhafihz, Zainol, Zahirah, and Tong, Ashley (2025) Environmentally Sustainable Tourist Behavior in ASEAN. In: Bhati, Abhishek Singh, Radomskaya, Valeriya, Wood, Jacob, and Josiassen, Alexander, (eds.) The Business of Low-Carbon Tourism: the case of the tropics. Routledge Advances in Business, Industry and Trade in the Tropics . Routledge, Abingdon, UK, pp. 171-189. (In Press)(Eds.). The Business of Low-Carbon Tourism: the case of the tropics. Abingdon, UK : Routledge. [DOI]
Book Chapter
ResearchOnline@JCU
Noor, Nurhafihz; Zainol, Zahirah; Tong, Ashley (2024) 'Enhancing hospitality service quality with artificial intelligence' In: Noor, Nurhafihz, Zainol, Zahirah, and Tong, Ashley (2024) Enhancing hospitality service quality with artificial intelligence. In: Thaichon, Park, Kumar Dutta, Pushan, Raj Chelliah, Pethuru, and Gupta, Sachin, (eds.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. Routledge Studies in Luxury Management . Routledge, Abingdon, Oxon, UK, pp. 182-198(Eds.). Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. Abingdon, Oxon, UK : Routledge. [DOI]
Noor, Nurhafihz; Sim, Karen S. (2024) 'Impact of AI on the Flower of Service Model in the Hospitality Industry' In: Noor, Nurhafihz, and Sim, Karen S. (2024) Impact of AI on the Flower of Service Model in the Hospitality Industry. In: Correia, Ricardo, Martins, Márcio, and Fontes, Ruta, (eds.) AI Innovations for Travel and Tourism. IGI Global, Hershey, PA, USA, pp. 58-81(Eds.). AI Innovations for Travel and Tourism. Hershey, PA, USA : IGI Global. [DOI]
Book Chapter
ResearchOnline@JCU
Noor, Nurhafihz (2022) 'Halal Service Marketing: A Strategic Perspective' In: Noor, Nurhafihz (2022) Halal Service Marketing: A Strategic Perspective. In: Alserhan, Baker Ahmad, Ramadani, Veland, Zeqiri, Jusuf, and Dana, Leo-Paul, (eds.) Strategic Islamic Marketing: a roadmap for engaging Muslim consumers. Contributions to NManagement Science . Springer, Cham, Switzerland, pp. 11-29(Eds.). Strategic Islamic Marketing: a roadmap for engaging Muslim consumers. Cham, Switzerland : Springer. [DOI]