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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

  • Padmavathy, C., Lee, SA., Pattusamy, M., Roy, S. (2025). Determinants of customers’ variety seeking intentions on mobile food ordering applications. Journal of Strategic Marketing, 2025(Article in press), pp. https://doi.org/10.1080/0965254X.2025.2545869.
  • Roy, S., Nazari Tehrani, 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.
  • Dahish, Z., Jahan Miah, SJ., Pandit, AP., Roy, S. (2025). Enhancing phygital customer experience through generative AI: a social listening method for strategic retail decision-making. Journal of Strategic Marketing, 2025(Article in press), pp. https://doi.org/10.1080/0965254X.2025.2540267.
  • Nazari Tehrani, A., Roy, S. (2025). Navigating technological disruptions: the interplay of AI-based stakeholder engagement, marketing agility, and firm performance. European Journal of Marketing, 2025(article in press), Jan-28. https://doi.org/10.1108/EJM-06-2024-0535.
  • 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.
  • 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.
  • 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.
  • 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.
  • Nijhawan, P., Chakrabarti, S., Roy, S. (2025). Unlocking the intellectual core of transformative service: a hybrid review and research agenda. Journal of Service Theory and Practice, 2025(article in press), Jan-35. https://doi.org/10.1108/JSTP-02-2025-0045.
  • 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.
  • 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.
  • 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, 42(9), 2334-2351. https://doi.org/10.1002/mar.22233.

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/10.1016/j.technovation.2024.103097.
  • 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.
  • Nazari Tehrani, 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., 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.

2023

Journal Articles

  • 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.
  • 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.
  • 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., 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/10.1016/j.jbusres.2023.114001.
  • 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.
  • 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/10.1108/EJM-01-2022-0074.
  • 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/10.1007/s10660-022-09636-7.

2022

Journal Articles

  • Bose, S., Pradhan, S., Bashir, M., Roy, S. (2022). Customer based place brand equity (CBPBE) and tourism: A regional identity perspective. Journal of Travel Research, 61(3), 511 –527. https://doi.org/10.1177/0047287521999465.
  • Roy, S., Gruner, R., Guo, J. (2022). Exploring Customer Experience, Commitment and Engagement Behaviours. Journal of Strategic Marketing, 30(1), 45-68. https://doi.org/10.1080/0965254X.2019.1642937.
  • Roy, S., Sharma, A., Bose, S., Singh, G. (2022). Consumer - brand relationship: A brand hate perspective. Journal of Business Research, 144(2022), 1293-1304. https://doi.org/10.1016/j.jbusres.2022.02.065.
  • Balaji, MS., Jiang , Y., Roy, S., Lee, J. (2022). To or not to adopt P2P accommodation: The traveler’s ethical decision-making. International Journal of Hospitality Management, 100(2022), article number 103085. https://doi.org/10.1016/j.ijhm.2021.103085.

2020

Journal Articles

  • Roy, S., Balaji, MS., Soutar, G., Jiang, Y. (2020). The Antecedents and Consequences of Value Co-Creation Behaviors in a Hotel Setting: A Two-Country Study. Cornell Hospitality Quarterly, 61(3), 353-368. https://doi.org/10.1177/1938965519890572.
  • Harrigan, P., Miles, M., Fang, Y., Roy, S. (2020). The role of social media in the engagement and information processes of social CRM. International Journal of Information Management, 54(2020), article number 102151. https://doi.org/10.1016/j.ijinfomgt.2020.102151.
  • Babu, MM., Dey, B., Rahman, M., Roy, S., Syed Alwi , SF., Kamal, MM. (2020). Value co-creation through social innovation: A study of sustainable strategic alliance in telecom and financial sectors in Bangladesh. Industrial Marketing Management, 89(2020), 13-27. https://doi.org/10.1016/j.indmarman.2020.06.003.

Research Projects

  • Identifying the recipes of preserving customer dignity in automated service encounters, Transformative Consumer Research, Grant, 2026, $4,560.
  • A Roadmap to AI Adoption Within Western Australia’s Volunteering Sector. Opportunities, AI Readiness and Risk Mitigation, Volunteering WA, Grant, 2025 ‑ 2026, $10,000.

Research Student Supervision

Current Supervisions

Principal Supervisor

  • Doctor of Philosophy, Developing a Novel Framework for Customer Metaversal Experience
  • Doctor of Philosophy, Determinants of Firm Success in B2B Services: Roles of Digital Mindset, Service Values and Agility
  • Doctor of Philosophy, Human-AI Collaboration in Services: Implications for Frontline Employee Experience and Customer-level Outcomes.

Completed Supervisions

No data available
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