Personal profile
Biography
Arezoo is a lecturer in Marketing, at Marketing and Strategy Department. She holds a Doctor of Marketing Management from Otago University, New Zealand. She worked on Customer Service Experience of AI-Based Organisational Frontlines for her PhD project. Her research interests lie in the areas of services marketing, relationship marketing, customer experience, AI-based service encounters, and emergent technologies. She has experience in both qualitative and quantitative research methodologies.
Prior to Aston University, Arezoo worked as an assistant lecturer at Otago University. She was also a practitioner before joining academia and worked for seven years as a marketing manager and statistician in different industrial and engineering companies. This enables her to bring both experience and understanding of commercial work practices to her teaching.
Research Interests
Current research interests include:
- AI-based service encounters
- Customer Service Experience
- Relationship Marketing
- Human-Machine relationship formation and development
- Emergent technologies
Qualifications
PhD, Marketing Management, University of Otago, New Zealand
1 August 2018 - 26 July 2021
Award Date: 26 October 2021
MSc, Business Administration, IAU, Iran
September 2011-August 2013
BSc, Applied Mathematics, IU, Iran
September 2001-July 2004
Continuing Professional Development
PGCert Teaching and Learning in Higher Education, Aston University (2023).
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Collaborations and top research areas from the last five years
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Artificial Intelligence in Service Encounters
Fakhimi, A., 8 Dec 2025, Services Marketing: Integrating Customer Focus Across the Firm. Wilson, A. (ed.). 5th ed. UK: McGraw-Hill, p. 404-420 16 p.Research output: Chapter in Book/Published conference output › Chapter (peer-reviewed) › peer-review
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Case study – Amazon Alexa and Service Bots
Fakhimi, A., 8 Dec 2025, Services Marketing: Integrating Customer Focus Across the Firm. Wilson, A. (ed.). 5th ed. UK: McGraw-Hill, p. 425-428Research output: Chapter in Book/Published conference output › Other chapter contribution
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Human-Machine Socio-Emotional Relationship Formation and Development
Fakhimi, A., Garry, T. & Biggemann, S., 3 Jun 2025, (E-pub ahead of print) 19th international research symposium on service excellence in management (QUIS19): Service Research and Education: A Path to Digital and Sustainable Transformation.Research output: Chapter in Book/Published conference output › Conference publication
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The Effects of Anthropomorphised Virtual Conversational Assistants on Consumer Engagement and Trust During Service Encounters
Fakhimi, A., Garry, T. & Biggemann, S., Nov 2023, In: Australasian Marketing Journal. 31, 4, p. 314-324 11 p.Research output: Contribution to journal › Article › peer-review
Open AccessFile42 Link opens in a new tab Citations (SciVal)44 Downloads (Pure) -
Customer relationships formation and development in AI-based organisational frontlines
Fakhimi, A., Garry, T. & Biggemann, S., 11 Jul 2022, (E-pub ahead of print) Proceedings from AIRSI2022 Technologies 4.0: in Tourism, Services & Marketing .Research output: Chapter in Book/Published conference output › Conference publication
Activities
- 2 Organising a conference, workshop, seminar or course
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The use of Intelligent Assistants in Organisational Frontlines
Fakhimi, A. (Keynote/plenary speaker)
11 Aug 2021Activity: Participating in or organising an event types › Organising a conference, workshop, seminar or course
File -
The use of Intelligent Assistants in Organisational Frontlines
Fakhimi, A. (Keynote/plenary speaker)
11 Jun 2021Activity: Participating in or organising an event types › Organising a conference, workshop, seminar or course
File