Dr Amin Nazifi

Dr Amin Nazifi

Department of Marketing
Associate Professor in Marketing

Contact details

Room 249, University House
Birmingham Business School
University of Birmingham
B15 2TY

Amin is an Associate Professor in Marketing at Birmingham Business School, the University of Birmingham. Amin holds a PhD in Marketing from the University of Edinburgh. His primary research centres around services marketing (service failure and recovery, proactivity and service termination) and application of new technologies (such as Blockchain and AI). Amin’s research has appeared in some of the world leading business journals including Journal of Service Research, Journal of Travel Research, Journal of Business Research and Annals of Tourism Research. He has also received a grant from Academy of Marketing for his research on gamification in a service recovery context.


  • PhD in Management, University of Edinburgh, 2017
  • MSc in International Business, ESCP Europe (Paris), 2011
  • MBA, Asian Institute of Technology, 2009
  • BEng in Industrial Engineering, Mazandaran University of Science and Technology, 2006
  • Fellow of the Higher Education Academy, 2019


Amin joined Birmingham Business School as an Associate Professor in July 2021. Prior to this, Amin was a Lecturer at University of Strathclyde. He completed his PhD at the University of Edinburgh where he investigated the consequences of unilateral termination of customer relationships.

His current research focus is on service failure and recovery, proactivity and consumer well-being. He is particularly interested in the impact of new technologies on customer satisfaction & loyalty as well as consumer well-being. His research has been published in a range of service and marketing journals including Journal of Service Research, Annals of Tourism Research, Journal of Business Research, European Journal of Marketing, and Journal of Service Theory & Practice. He serves on the Editorial Board (and Associate Editor for Marketing) of the Iranian Journal of Management Studies and regularly reviews articles for various journals such as Journal of Service Research, Journal of Business Research, Journal of Service Theory and Practice, and Journal of Product & Brand Management.

He is a Fellow of the Higher Education Academy and has taught various courses in Marketing and Research Methods at both UG and PG levels. He also has solid experience of supervising honour’s, master’s and doctoral students.

Before pursuing a career in academia, Amin worked several years in a number of industries including Financial Services, Non-profit, and Tourism in different countries across Asia and Europe.


Research Methods

Marketing & New Technology


  • Service failure and recovery
  • Service termination
  • Customer satisfaction and loyalty
  • Proactivity
  • Consumer wellbeing
  • Emerging technologies
  • Gamification
  • Quantitative research methods
  • Experimental research


Recent publications


Gelbrich, K, Voigt, S & Nazifi, A 2023, 'Remedy management for product recalls in the automotive industry: How car dealers should time the repair and communicate its outcome', Journal of Business Research, vol. 167, 114173. https://doi.org/10.1016/j.jbusres.2023.114173

Nazifi, A, Roschk, H, Villarroel Ordenes, F & Marder, B 2022, 'Bad Intentions: Customers’ Negative Reactions to Intentional Failures and Mitigating Conditions', Journal of Travel Research, vol. 61, no. 8, pp. 1808-1827. https://doi.org/10.1177/00472875211044221

Nazifi, A, Murdy, S, Marder, B, Gäthke, J & Shabani, B 2021, 'A Bit(coin) of happiness after a failure: an empirical examination of the effectiveness of cryptocurrencies as an innovative recovery tool', Journal of Business Research, vol. 124, pp. 494-505. https://doi.org/10.1016/j.jbusres.2020.11.012

Nazifi, A, Gelbrich, K, Grégoire, Y, Koch, S, El-Manstrly, D & Wirtz, J 2021, 'Proactive handling of flight overbooking: how to reduce negative eWOM and the costs of bumping customers', Journal of Service Research, vol. 24, no. 2, pp. 206-225. https://doi.org/10.1177/1094670520933683

Raki, A, Nayer, D, Nazifi, A, Alexander, M & Seyfi, S 2021, 'Tourism recovery strategies during major crises: the role of proactivity', Annals of Tourism Research, vol. 90, 103144. https://doi.org/10.1016/j.annals.2021.103144

Story, V, Zolkiewski, J, Verleye, K, Nazifi, A, Hannibal, C, Grimes, T & Abboud, L 2020, 'Stepping out of the shadows: supporting actors' strategies for managing end-user experiences in service ecosystems', Journal of Business Research, vol. 116, pp. 401-411. https://doi.org/10.1016/j.jbusres.2020.04.029

Nazifi, A, El-Manstrly, D, Tregear, A & Auxtova, K 2020, 'The impact of termination severity on customers' emotional, attitudinal and behavioral reactions', Journal of Service Theory and Practice. https://doi.org/10.1108/JSTP-10-2019-0224

Nazifi, A, El-Manstrly, D & Gelbrich, K 2019, 'Customers' reactions to different organizational tactics in a service termination context', European Journal of Marketing, vol. 54, no. 1, pp. 26-48. https://doi.org/10.1108/EJM-02-2018-0139


Shabani, B, Tucker, H & Nazifi, A 2020, UNESCO's world heritage sites. in S Seyfi & CM Hall (eds), the interplay between international and local branding for the Gonbad-e Qābus brick tower, Iran. Contemporary Geographies of Leisure, Tourism and Mobility, Routledge Taylor & Francis Group, Abingdon, pp. 187-201. https://doi.org/10.4324/9780429279065-12


Nazifi, A & Roschk, H 2022, 'Spin it to win it! The Effectiveness of Gamification in Service Recovery', 12th AMA SERVSIG conference, Glasgow, United Kingdom, 16/06/22 - 18/06/22.

Nayer, D, Nazifi, A & Wilson, A 2021, 'Transformative sharing services at the base of the pyramid segment', 2021 Frontiers in Service Conference, Philadelphia, United States, 9/07/21 - 10/07/21.

Conference contribution

Nazifi, A 2023, The Dark Side of Technology: Financial Literacy and Consumer Well-being in the Fintech Era. in K Hu & JS Park (eds), Re-imagining service to enhance human life and society: QUIS18 Proceedings, VinUniversity, Hanoi June 20-23, 2023. VinUniversity, pp. 190-192, 18th International Research Symposium on Service Excellence in Management, Hanoi, Viet Nam, 20/06/23.


Nazifi, A, Roschk, H & Wilson, A 2020, 'Gamification and its role in service recovery: Frontiers in Service 2020'. <https://www.servsig.org/wordpress/2019/08/frontiers-in-service-2020/>

Nazifi, A, El-Manstrly, D & Gelbrich, K 2019, 'Customers' reactions to intentional service failures: 16th International Research Symposium on Advancing Service Research and Practice (2019)'. <https://www.kau.se/ctf/quis16-2019>

Nazifi, A & El-Manstrly, D 2018, 'A comprehensive classification of services failures based on intentionality and duration of failures: 10th SERVSIG Conference'.

View all publications in research portal