Dr Raphaël Akamavi

Dr Raphaël Akamavi

Department of Marketing
Lecturer in Marketing

Contact details

Room 245, University House
Birmingham Business School
University of Birmingham
B15 2TT

Raphaël joined the Faculty and Marketing Department in June 2017 as a Lecturer in Marketing. An experienced academic with several years of teaching and supervision’s PhD students to successful completion, and currently supervising two PhD students, his research activities underpin his teaching. Prior to this, he was at The Hull University Business School (HUBS) in the Department of Marketing & Business Strategy. His responsibilities at HUBS included the role of Director of Masters Programmes in Marketing Management. His research activities focus on New Service / Product Development with customer engagement, Effect of social capital on innovation performance etc. He disseminated his research through publications, conferences, and keynote address at The Institute of Economic Affairs’ Conference: Innovation in the Product Range: Driving the Industry Forward” in The Future of Life Assurance - Growth and Innovation.


PhD, Financial Service Innovation and Organisational Capabilities


Raphaël completed a PhD research at the University of Leeds, he worked as a Senior Lecturer in Marketing at the Leeds Beckett University (former Leeds  Metropolitan University) and The University of Hull: Lecturer in Marketing before joining the University of Birmingham in July 2017.

Raphaël’s research interests include product / service innovation with co-creation/co-production, co-destruction, service quality; ritual consumption, service consumption experience; CRM, social capital; and organisational performance etc. Various refereed papers have been published in a wide range of national and international peer-reviewed outlets (e.g. European Journal of Marketing, Tourism Management, Journal of Services Marketing, International Business Review; International Journal of Business Studies, Journal of Financial Services Marketing; Business Ethics: A European Review etc) and book chapters. In addition, numerous working papers are in the process at various stages of development. His research has achieved award recognition: Award for Best Paper at the 6th International Services Management Conference in Cyprus 2013. He is on the editorial advisory board of Afro Eurasian Studies. He is also an ad hoc reviewer for several journals: Tourism Management, Journal of the Operational Research Society, European Journal of Marketing etc. He was a Conference Track Chair: The 50th Academy of Marketing (2017), International Conference for Academic Disciplines, Multidisciplinary conference, Piazza della Calza6, Florence, Italy International Academy of African Business & Development (2004), and.  He supervised a number of PhD students to successful completion and currently supervising two students.


  • Marketing DL
  • Strategic Marketing
  • International Marketing Context
  • Direct and Interactive Marketing

Postgraduate supervision

Raphaël supervised a number of PhD students to successful completion.

Currently supervising two students (University of Hull).


Research interests

His research interests include :

  • Product / service innovation with co-creation/co-production, co-destruction, NPD /NSD process.
  • Disruptive innovation and Institutional innovation.
  • Service quality, Customer satisfaction, CRM.
  • Ritual consumption, service consumption experience.
  • Social capital and Networks.
  • Organisational performance etc.

Funding, Grants and Awards

  • KPT Scheme: Kimberly-Clark - Income generation for HUBS, Hull (2007-2009). Development and Provision of Knowledge Transfer Scheme programme: Co-Investigators of Customer Relationship Management (CRM) Consultancy project : £220 000 + VAT for HUBS
  • HUBS, Hull (Summer 2012) Research Grant, £3500 for Exploratory Study: The Relational Capital on Guest Experience in the East Coastal Region (with Dr Gunjan Saxena)
  • Hull University: One PhD Studentship award (2013-2017)

Other activities

The Academy of Marketing Conference (2017) Freedom Through Marketing: Looking Back, Going Forward Hull University Business School 3-6 July 2017

International Conference for Academic Disciplines, Multidisciplinary conference, Piazza della Calza6, Florence, Italy, 19-22 June 2012

4th Annual International Conference of IAAD: African Business and Development in the Global Economy, University of Westminster Business School, London (April 9-12, 2003).

MSc Marketing Management Programme Director (2012-2017)

PhD External examiner roles: University of Huddersfield (8th May 2008), University of Portsmouth (23rd February 2012) and PhD Internal examiner  and Chair roles (University of Hull 2006-2016)

MBA External examiner roles: Bournemouth University (2012-2016)

Editorial Advisory Board: Afro Eurasian Studies (2012 – onwards

Conference Track Chair: International Academy of African Business & Development (2004), and The Academy of Marketing (2017)


Recent publications


Akamavi, R, Ibrahim, F & Swaray, R 2022, 'Tourism and troubles: effects of security threats on the global tourism and travel industry performance', Journal of Travel Research. https://doi.org/10.1177/00472875221138792

Alyahya, MA, Mohamed, E, Akamavi, R, Elshaer, IA & Azzaz, AMS 2020, 'Can cognitive capital sustain customer satisfaction? The mediating effects of employee self-efficacy', Journal of Open Innovation: Technology, Market, and Complexity, vol. 6, no. 4, 191, pp. 1-29. https://doi.org/10.3390/joitmc6040191

Augustyn, MM, Akamavi, R & Elshaer, IA 2019, 'Competing models of quality management and financial performance improvement: Quality management and financial performance improvement', The Service Industries Journal. https://doi.org/10.1080/02642069.2019.1601706

Boateng, A, Asongu, S, Akamavi, R & Tchamyou, V 2017, 'Information asymmetry and market power in the African banking industry', Journal of Multinational Financial Management. https://doi.org/10.1016/j.mulfin.2017.11.002

Liu, Z, Xu, Y, Wang, P & Akamavi, R 2016, 'A pendulum gravity model of outward FDI and export', International Business Review, vol. 25, no. 6, pp. 1356–1371. https://doi.org/10.1016/j.ibusrev.2016.05.001

Boateng, A, Akamavi, R & Ndoro, G 2016, 'Measuring performance of non-profit organisations: evidence from large charities', Business Ethics: A European Review, vol. 25, no. 1, pp. 59-74. https://doi.org/10.1111/beer.12108

Akamavi, R, Mohamed, E, Pellmann, K & Xu, Y 2015, 'Key determinants of passenger loyalty in the low-cost airline business', Tourism Management, vol. 46, pp. 528 -545. https://doi.org/10.1016/j.tourman.2014.07.010

Ha, H-Y, Akamavi, R, Kitchen, PJ & Janda, S 2014, 'Exploring key antecedents of purchase intentions within different services', Journal of Services Marketing, vol. 28, no. 7, pp. 595–606. https://doi.org/10.1108/JSM-01-2013-0025

Ha, HY, Muthaly, SK & Akamavi, R 2010, 'Alternative Explanations of Online Purchasing Behaviour: Comparison of Korean and Taiwanese Young Customers', European Journal of Marketing.

Akamavi, R & Ha, H-Y 2009, 'Does trust really matter in electronic shopping? A comparison study of Korean, Taiwanese, and UK consumers.', Seoul Business Journal , vol. 15, no. 1.

Akamavi, R 2005, 'A Research Agenda for Investigation of Product Innovation in the Financial', Journal of Services Marketing, vol. 23, no. 1.

Akamavi, R 2005, 'Re-Engineering Service Quality Process Mapping: e-Banking Process', International Journal of Bank Marketing.

Akamavi, R 2004, 'Assessing The Francophone West Africa Market: An ETOP Analysis', Marketing Intelligence & Planning , vol. 22, no. 4.


Akamavi, R, Xu, Y & Mitreva, M 2015, How do pre-alliance motives and strategies affect post-alliance performance in the airline industry? in Handbook of Research on Global Hospitality and Tourism Management.

Akamavi, RK & Xu, Y 2014, Understanding Africa’s business environment: The case of the airline industry. in The Routledge Companion to Business in Africa. Taylor and Francis, pp. 87-101. https://doi.org/10.4324/9780203093146-12

View all publications in research portal