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  • Professor Sanjit K. Roy

    Professor Sanjit K. Roy

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Professor Sanjit K. Roy

Professor of Marketing and Service Science

Staff Member Details
Telephone: +61 8 0411177995
Email: sanjit.roy@ecu.edu.au
ORCID iD: https://orcid.org/0000-0003-4932-2222

Biography

Professor Sanjit K. Roy is a Professor of Marketing and Service Science in the School of Business and Law at Edith Cowan University (ECU), where he also serves as the Vice-Chancellor’s Professorial Research Fellow. Prior to joining ECU, he held academic appointments at the UWA Business School, The University of Western Australia, for nine years, during which he was a founding fellow of the Centre for Business Data Analytics. He is also a certified LEGO® SERIOUS PLAY® Facilitator.

Professor Roy is an Associate Editor for the European Journal of Marketing and the Australasian Marketing Journal. He also serves on the editorial boards of several leading journals, including the International Journal of Information Management, Journal of Business Research, Journal of Services Marketing, Journal of Strategic Marketing, and Journal of Service Theory and Practice. His research has been published in a range of high-quality journals such as the British Journal of Management, Industrial Marketing Management, European Journal of Marketing, Psychology & Marketing, Journal of Business Research, Journal of Marketing Management, International Journal of Information Management, Information Systems Frontiers, Internet Research, and Journal of Services Marketing, among others.

His research interests encompass Customer Experience Management, the impact of emerging technologies—including Artificial Intelligence, Robotics, and the Metaverse—on services, and Transformative Service Research.

Professor Roy is widely recognised for his scholarly contributions and thought leadership, and he frequently provides expert commentary in the media, with recent appearances on 7News, 9News, and ABC Radio.

Awards and Recognition
  • 2025 – Best Presenter, Emerald Publishing; Sunway Business School, Sustainable Business for Society 2025, International Conference
  • 2023 – Best Case Seller Award, Harvard Business Publishing, Margiotta Food & Wine: Customer Service through Service Robots
  • 2023 – Best Case Seller Award, Ivey Publishing, Pepperfry.com: Marketing to Manage Customer Experience
  • 2021 – Top 10 Most Social Media Attention Received, International Journal of Information Management
  • 2020 – Student Choice Award, UWA Business School
  • 2017 – Best Paper Award, Journal of Marketing Management
  • 2017 – Highly Commended Paper, Internet Research
  • 2015 – Vice-Chancellor's Early Career Investigators Award, The University of Western Australia

Research Areas and Interests
  • Artificial Intelligence and Marketing
  • Human-Robot Interactions
  • Metaverse and Marketing
  • Customer Experience Management

SBL Research Centres or Cluster/s

Securing Digital Futures

  • Digital citizenship and human behaviour (AI, Digital transformation)

Society and Culture

  • Individual, economic, organisational, political and social transformation (Frontline employee well-being; Customer well-being; Patient well-being)

Media Topics
  • Impact of Artificial Intelligence on Services (e.g., retailing, hospitality, healthcare)
  • Service robots
  • Customer experience
  • Digital transformation

Qualifications

  • Doctor Of Philosophy, India, 2011.

Research Outputs

2025

Journal Articles

  • Qiu, X., Roy, S., Singh, G., Gruner, RL. (2025). Multi-Technological Solutions for In-Store Smart Retailing. Journal of Consumer Behaviour: an international research review, 24(2), 919-935. https://doi.org/10.1002/cb.2447.
  • Roy, S., Dey, BL., Brown, DM., Abid, A., Apostolidis, C., Christofi, M., Tarba, S. (2025). Business Model Innovation through AI Adaptation: The Role of Strategic Human Resources Management. British Journal of Management, 36(2), 546-559. https://doi.org/10.1111/1467-8551.12894.
  • Roy, S., Kesharwani, A., Roy, S., Bolar, K. (2025). Optimizing fitness app features for enhanced user loyalty: a multi-study analysis. Marketing Intelligence and Planning, 2025(Article in press), pp. https://doi.org/10.1108/MIP-09-2023-0508.
  • Rafi, A., Roy, S., Rehman, MA., Hasni, MJ. (2025). Impact of multidimensional presence on user well-being in metaverse communities. Decision Support Systems, 189(2025), article number 114382. https://doi.org/10.1016/j.dss.2024.114382.
  • Singh, G., Roy, S., Apostolidis, C., Quaddus, M., Sadeque, S. (2025). Identifying the metaverse value recipe(s) affecting customer engagement and well-being in retailing. Technological Forecasting and Social Change, 210(2025), article number 123870. https://doi.org/10.1016/j.techfore.2024.123870.
  • Roy, S., Nazaritehrani, A., Pandit, A., Apostolidis, C., Ray, S. (2025). Ai-capable relationship marketing: Shaping the future of customer relationships. Journal of Business Research, 192(2025), article number 115309. https://doi.org/10.1016/j.jbusres.2025.115309.
  • Basu, B., Roy, S., Apostolidis, C. (2025). Unveiling the Charisma of Artificial Intelligence: How Voice Assistants Captivate Users and Emotionally Influence User Experience. Psychology and Marketing, 2025(Article in press), TBD. https://doi.org/10.1002/mar.22233.
  • Devlin, JF., Roy, S., Sekhon, H., Moin, S., Sahiner, M. (2025). Trust and FinTech: A review and research agenda. Electronic Markets, 35(1), article number 62. https://doi.org/10.1007/s12525-025-00803-w.

2024

Journal Articles

  • Roy, S., Singh, G., Hollebeek, L., Shabnam, S., Japutra, A., Van Doorn, S., Ray, S., Appio , FP. (2024). Smart service value: Conceptualization, scale development, and validation in the retailing context. Technovation, 137(2024), article number 103097. https://doi.org/https://doi.org/10.1016/j.technovation.2024.103097.
  • Roy, S., Singh, G., Sadeque, S., Gruner, RL. (2024). Customer experience quality with social robots: Does trust matter?. Technological Forecasting and Social Change, 198(2024), article number 123032. https://doi.org/10.1016/j.techfore.2023.123032.
  • Nazaritehrani, A., Ray, S., Roy, S., Gruner, R., Appio, F. (2024). Decoding AI readiness: An in-depth analysis of key dimensions in multinational corporations. Technovation, 131(March 2024), article number 102948. https://doi.org/10.1016/j.technovation.2023.102948.
  • Roy, S., Tsao, H., Lin, C., Singh, G., Lo, H. (2024). Do you love traveling to the beach or mountain? Predicting personality traits and choice behaviour. Journal of Strategic Marketing, 2024(Article in press), TBD. https://doi.org/10.1080/0965254X.2024.2428629.

2023

Journal Articles

  • Roy, S., Singh, G., Gruner, RL., Dey, BL., Shabnam, S., Muhammad, SS., Quaddus, M. (2023). Relationship Quality in Customer-service Robot Interactions in Industry 5.0: An Analysis of Value Recipes. Information Systems Frontiers: a journal of research and innovation, 2023(2023), TBD. https://doi.org/10.1007/s10796-023-10445-y.
  • Dey, B., Alwi, S., Babu, MM., Roy, S. (2023). Brexit or Brand it? The Effects of Attitude Towards Brexit and Reshored Brands on Consumer Purchase Intention. British Journal of Management, 34(3), 1215-1237. https://doi.org/10.1111/1467-8551.12663.
  • Roy, S., Singh, G., Hatton, C., Dey, B., Ameen, N., Kumar, S. (2023). Customers’ motives to co-create in smart services interactions. Electronic Commerce Research, 23(3), 1367-1400. https://doi.org/10.1007/s10660-022-09633-w.
  • Abid, A., Roy, S., Lees-Marshment, J., Dey, B., Muhammad, SS., Kumar, S. (2023). Political social media marketing: a systematic literature review and agenda for future research. Electronic Commerce Research, 23(2), 36 pages. https://doi.org/https://doi.org/10.1007/s10660-022-09636-7.
  • Roy, S., Singh, G., Sadeque, S., Harrigan, P., Coussement, K. (2023). Customer engagement with digitalized interactive platforms in retailing. Journal of Business Research, 164(September 2023), Article number 114001. https://doi.org/https://doi.org/10.1016/j.jbusres.2023.114001.
  • Devi, K., Singh, G., Roy, S., Cúg, J. (2023). Determinants of organic food purchase intention: the moderating role of health consciousness. British Food Journal, 125(11), 4092-4122. https://doi.org/10.1108/BFJ-03-2023-0220.
  • Rabbanee, F., Roy, R., Roy, S., Sobh, R. (2023). Consumers’ digital self- extension and pro-brand social media engagement – the role of culture. European Journal of Marketing, 57(9), 2199-2236. https://doi.org/https://doi.org/10.1108/EJM-01-2022-0074.

2022

Journal Articles

2020

Journal Articles

Research Student Supervision

Current Supervisions

Principal Supervisor

  • Doctor of Philosophy, Developing a Novel Framework for Customer Metaversal Experience
  • Doctor of Philosophy, Examining the effects of artificial intelligence and marketing capabilities on firm performance
  • Doctor of Philosophy, Determinants of Firm Success in B2B Services: Roles of Digital Mindset, Service Values and Agility

Completed Supervisions

No data available
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