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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 globally recognised expert in marketing and service science, currently serving as Professor at the School of Business and Law, Edith Cowan University (ECU), where he also holds the prestigious position of Vice-Chancellor’s Professorial Research Fellow.

With a strong track record of academic leadership, Professor Roy previously spent nine years at The University of Western Australia (UWA) Business School, where he was a founding fellow of the Centre for Business Data Analytics, contributing to the advancement of data-driven business research and practice. A Certified LEGO® SERIOUS PLAY® Facilitator, Professor Roy brings a distinctive, innovative approach to research engagement, executive education, and industry collaboration.

Professor Roy’s research is widely published in top-tier journals such as the British Journal of Management, Industrial Marketing Management, European Journal of Marketing, Psychology & Marketing, and Information Systems Frontiers, among others reflecting a strong influence across marketing, information systems, and service research disciplines.

His work sits at the forefront of contemporary business challenges, with research interests spanning:

  • Customer Experience Management
  • Artificial Intelligence, Robotics, and the Metaverse in services
  • Transformative Service Research and societal impact

Recognised for his thought leadership and industry relevance, Professor Roy is a trusted media commentator, regularly featured on major outlets including 7News, 9News, and ABC Radio, where he provides expert insights on emerging technologies and consumer behaviour.

Editorial Roles

  • Co-Editor-in-Chief, Journal of Strategic Marketing
  • Associate Editor, European Journal of Marketing
  • Senior Associate Editor, Marketing Intelligence & Planning
  • Associate Editor, International Journal of Consumer Studies

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

2026

Journal Articles

  • Nazari Tehrani, A., Roy, S., Gruner, RL. (2026). Firms’ DARQ readiness and marketing implications: a systematic literature review. European Journal of Marketing, 60(13), 256-296. https://doi.org/10.1108/EJM-01-2024-0018.

2025

Journal Articles

  • 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.
  • 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.
  • 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.
  • 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.
  • 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., 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.
  • 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., 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.
  • 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.
  • 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.
  • 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.

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.
  • 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.
  • 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., 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.
  • 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.
  • 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.
  • 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.
  • 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.
  • 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.

2022

Journal Articles

  • 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.
  • 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.

2020

Journal Articles

  • 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.
  • 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.
  • 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.

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, Examining the effects of artificial intelligence and marketing capabilities on firm performance
  • Doctor of Philosophy, Human-AI Collaboration in Services: Implications for Frontline Employee Experience and Customer-level Outcomes.
  • 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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