AUK Student to Professor: Pioneers Airline Customer Research
28th Mar 2024 | by the Department of PR & Marketing
AUK Faculty Speaker Series (FSS) recently featured Dr. Fahad Al Khashti, an esteemed AUK alumnus, as the keynote speaker. Dr. Al Khashti, now a full-time lecturer in marketing at AUK, presented his research on "Airline Customer Experiences: A Study of Touchpoints and Their Role in Shaping Purchase Intent."
Drawing from his academic background, including a Ph.D. in Business and Management from the University of Salford in Manchester, Dr. Al Khashti delved into the intricate world of consumer behavior within the airline industry. His research focused on understanding the impact of touchpoints—critical moments of interaction between customers and companies—on customer purchase intent.
Throughout the presentation, Dr. Al Khashti highlighted key theories such as Moments of Truth, Peak-End Theory, and the Theory of Planned Behavior, providing attendees with a comprehensive framework for analyzing customer experiences in the airline sector.
The session concluded with an engaging Q&A session, where attendees shared their own airline experiences and posed insightful questions. Dr. Al Khashti addressed each query with detailed explanations, fostering a collaborative environment for knowledge exchange.
Dr. Al Khashti's participation in the AUK Faculty Speaker Series exemplifies the University's dedication to showcasing the expertise of its alumni. His research not only contributes to academic discourse but also offers valuable insights for industry practitioners seeking to enhance customer satisfaction and loyalty within the airline industry.
Dr. Fahad Al Khashti