Dr Raphaël Akamavi

Dr Raphaël Akamavi

Department of Marketing
Associate Professor in Marketing

Contact details

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

Raphael Akamavi is an Associate Professor in Marketing at the Birmingham Business School. His research activities focus on innovation, which encompasses different innovative perspectives. An experienced academic with over two decades of teaching and research in the field of marketing (e.g., service innovation, customer loyalty, organisational performance, etc..). He disseminated his research through publications, conferences, and keynote addresses (e.g., 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 degree 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, service consumption experience, social capital, CRM, and innovation performance etc. Various refereed papers have been published in a wide range of national and international peer-reviewed outlets (e.g., Tourism Management, Journal of Travel Research, European Journal of Marketing, International Business Review, Journal of Services Marketing, The Service Industries Journal, Business Ethics: A European Review, International Journal of Business Studies, Journal of Financial Services Marketing, etc) and book chapters. His research has achieved award recognition: Award for Best Paper at the 6th International Services Management Conference in Cyprus 2013.


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

Postgraduate supervision

Raphaël supervised several PhD students to successful completion prior to Birmingham Business School (University of Birmingham).

Currently supervising two students in the innovation arena (University of Birmingham).


  • Product / service innovation with co-creation/co-production, value 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.
  • Tourism and Travel industry performance

Other activities

  • PhD External examiner roles: University of Salford (19th November 2017), University of Portsmouth (23rd February 2012), University of Huddersfield (8th May 2008),
  • and PhD Internal examiner and Chair roles (University of Hull 2006-2016) and (University of Birmingham 2017 - to date: One internal examiner role).
  • Member, Editorial advisory board of Afro Eurasian Studies (2012 – onwards).
  • Member of Editorial Board of EuroMediterranean Journal of Business (2006 2010)          
  • Ad hoc reviewer for several journals:

Tourism Management

Annals of Tourism Research

Journal of Financial Marketing Services

Journal of Marketing Management

International Journal of Human Resource Management

Human Resource Management Journal

International Journal of Tourism Research

Journal of Management Inquiry

European Journal of Marketing

Journal of Service Management

Journal of the Operational Research Society

Thunderbird International Business Review

Journal of Air Transport Management

International Journal of Contemporary Hospitality Management, etc.

Keynote speaker:

Creating Competitive Advantage Through Sustainable Innovations

The 4th Padang International Conference on the Economic, Education, Business and Accounting" (PICEEBA), Padang, West Sumatera, Indonesia (16 – 17 November 2019).

Conference Track Chair: Fourth Padang International Conference Economic, Education and Accounting (PICEEBA), The Disruptive Innovation, Padang, West Sumatera, Indonesia (16 – 17 November 2019).

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