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Dr Johra Fatima

Assistant Professor
School of Management
Highest Qualification – PhD
HDR Completions - 0

Contact Details
Phone No.: +61 (0) 2 6201 8361
Email: johra.fatima@canberra.edu.au


Dr Johra K. Fatima is an Assistant Professor in Canberra Business School. She holds a PhD from UNSW, Sydney. Her current research interests span frontline service employees and customer relationships, consumer psychology and consumer behavioural intention. Dr Fatima has published in different prestigious journals, of which, Psychology and Marketing, Journal of Retailing and Consumer Services and Environmental Education Research are the notable onesShe regularly speaks in academic conferences around the world and also an editor of the book titled, ‘Wilderness of Wildlife Tourism’. As a key team member, she worked in various research institutes such as Centre for sustainable and responsible organizations, Deakin University, Australia and Centre for economic and health convergenceMcGill University, Canada. She serves academic society as an active reviewer of different top tier academic journals. Her expectations from future research students are that students will be willing to work hard and interested to solve complex quantitative models if they prefer Dr Fatima as a supervisor.

Research Award:

  • Dean’s Award for Research Excellence, 2018.
  • Fatima, J.K. and Mascio, R.D. (2018). Reversing the dependency-trust relationship in B2C services. Journal of Retailing and Consumer Services, 41 (March), 1-10.  (Q1, impact factor 1.216; ‘A’ in ABDC)
  • Fatima, J.K., Mascio R.D. and Johns, R. (2018). Identifying the impact of relational benefits on different types of trust in the Asian context: Alternative model testing with customer satisfaction as a mediator and relationship age as a moderator. Psychology and Marketing, 35 (6), 443-453. (Q1, impact factor 1.261; ‘A’ in ABDC)
  • Fatima, J.K., Ghandforoush, P, Khan, M and Mascio R.D. (2018). Mobile learning adoption for tourism education in a developing country. Current Issues in Tourism, Forthcoming issue. (Q1, impact factor 1.474; ‘A’ in ABDC)
  • Mascio, R.D. and Fatima, J.K. (2018). The role of identification in frontline employee decision-making. Journal of Retailing and Consumer Services, 43 (July), pp. 131-138. (Q1, impact factor 1.216; ‘A’ in ABDC).

Google Scholar


Johra is available for a HDR supervision consultation to prospective students.

HDR Supervision Interest:

Dr Fatima is available for HDR supervision to prospective students on the area of research interest listed in next section. Her current HDR student’s topic: Antecedent and outcomes of incivility in workplace: A study on Healthcare frontline employees

Area of Research Interest:

  • Managing frontline service employees
  • Customer relationship management
  • Consumer psychology

Research Theories/Models of Interest:

  • Theory of Planned Behaviour
  • Social exchange Theory
  • Trust-Commitment Theory 

Research Methods of Interest:

  • Quantitative Methods (PLS and AMOS based Structural Equation Modeling)
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