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Mr Adam Oozeerally

Job: Researcher and lecturer

School/department: Leicester Castle Business School

Address: ²ÝÁñÊÓƵ, The Gateway, Leicester, LE1 9BH, United Kingdom

T: 0116 2506816

E: Adam.oozeerally@dmu.ac.uk

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Personal profile

I am a Lecturer in Marketing at the Department of Strategic Management and Marketing and pursuing a PhD on a High Flyer Scholarship. I gained a BA Accounting and Finance degree and an MSc Strategic Marketing (Distinction) from ²ÝÁñÊÓƵ. Furthering my education, I received an MA Education from the University of Leicester. My research interest lie within the fields of value co-creation, customer experiences, customer engagement and consumer behaviour within technology-enabled contexts such as mobile devices and apps. My research work has been presented at national and international conferences such as the Academy of Marketing, European Marketing Academy and the first Global Conference on Creating Value.

Publications and outputs


  • dc.title: A study of mobile shopping experiences through the synthesis of Mobile Service Quality, Customer Engagement and Value Co-Creation dc.contributor.author: Oozeerally, Adam dc.description.abstract: In recent years, mobile devices have transformed shopping, causing a significant shift in how consumers engage with brands online. With the increasing dominance of mobile-driven online traffic and widespread smartphone ownership in the USA and the UK, marketing teams have directed growing resources towards enhancing mobile commerce (M-commerce). This study investigates the evolving landscape of consumer experiences, value co-creation, engagement, and service quality within M-commerce. It addresses the gaps in existing research by evaluating the significance of dimensions in the mobile context for key constructs: mobile service quality (MSQ), customer engagement (CE), value co-creation (VCC), and customer experience (EX). Additionally, it explores the interrelationships among these constructs and their impact on one another. The study also delves into whether customer experience (EX) serves as a robust predictor of marketing outcome satisfaction, influencing outcomes like stickiness, wordof-mouth intention, and shopping effectiveness. Based on data from UK and US samples, this research confirms relationships between the tested constructs and offers insights into their dimensionality within mobile contexts. Notably, this study is the first known to comprehensively evaluate the dimensionality and intricate interplay of MSQ, CE, VCC, and EX within an integrated multi-dimensional framework. Rigorous testing through a latent structural model with SEM reveals compelling relationships: MSQ positively influences EX, VCC impacts EX favourably, and CE reinforces dimensions of EX. Furthermore, EX emerges as a potent predictor of satisfaction, which, in turn, influences critical marketing outcomes. The study also contributes by providing evidence of dimension saliency within mobile contexts. Privacy and order accuracy are no longer central to MSQ. For CE, two higher-order factors, intrinsic and extrinsic engagement, emerge. Within VCC, two higher-order factors characterizing value creation spheres are confirmed. Lastly, EX's heterogeneous dimensionality includes experience potential and in-app experience as distinct factors. Additionally, this research suggests that VCC may be a more robust predictor of EX than CE. In conclusion, the study provides practical and managerial implications, alongside its limitations and future research directions. Furthermore, this research offers actionable insights for M-commerce managers and app developers. It recommends a verified customer experience journey map to identify opportunities for improvement. Key highlights include the importance of design, usability, gamification, and social sharing in enhancing customer experiences. Encouraging resource sharing in value cocreation can further enhance in-app experiences. Implementing these findings can pave the way for M-commerce excellence and superior customer experiences.

  • dc.title: M-commerce: The nexus between mobile shopping service quality and loyalty dc.contributor.author: Omar, Suha; Mohsen, Kholoud; Tsimonis, Georgios; Oozeerally, Adam; Hsu, Jen-Hsien dc.description.abstract: Whilst M-commerce is having a major influence in the way businesses and consumers interact, mobile shopping service quality (MS-SQ) has been understudied in the literature. This paper examines MS-SQ within a conceptual model of customer satisfaction and loyalty surveying UK customers who bought fashion clothing via their mobile devices. The results of two empirical studies confirm four dimensions of MS-SQ: efficiency, fulfilment, responsiveness and contact. Using bootstrapping of 2000 resamples, SEM results showed a significant impact of MS-SQ on customer satisfaction, which in turn impacts loyalty. These results are robust across two samples. Only the dimension efficiency exhibits an indirect effect on loyalty via satisfaction in both studies whilst controlling for gender, age, income, value of clothing item, and m-shopping experience. These findings are discussed and have managerial implications for retailers operating m-commerce sites. dc.description: The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link.

  • dc.title: Mobile Shopping: Understanding the Dimensions of M-S-QUAL and Their Impact on Satisfaction and Loyalty dc.contributor.author: Omar, Suha; Oozeerally, Adam dc.description.abstract: The exponential growth in mobile technology has led to a huge change in the retail landscape. As more consumers own smart mobile devices, the possibilities are seemingly endless for firms to engage with customers. Retailers have spotted this opportunity by adhering to consumer demands of extra convenience and offering mobile shopping experiences to their customers as part of their multi-channel retailing strategies. Similar to the introduction of e-commerce, m-commerce is having a major influence in the way businesses and consumers interact. However, what enables a good quality service on these new mobile devices is not well understood. While some research has examined mobile service quality (MSQ) in contexts such as mobile services/networks or M-Banking, the study of mobile shopping service quality has been almost absent in the literature. The present paper builds on the research foundations of Huang et al. (2015) and examines mobile shopping service quality within a conceptual model of customer satisfaction and loyalty. Using a sample of one hundred mobile fashion clothing shoppers, this quantitative study identifies through EFA and CFA procedures four dimensions of MSQ: efficiency, fulfilment, responsiveness and contact. SEM results showed a significant impact of MSQ on customer satisfaction, which in turn impacts loyalty.

Research interests/expertise

Customer experience
Co-creation of value
Customer engagement
Mobile marketing
Service quality
System interface and design
Service systems
Artificial intelligence
Virtual reality

Areas of teaching

Marketing
E-marketing

Qualifications

PhD (pursuing currently)
MSc - marketing management
PGCE - further education mathematics
BA accounting & business management

²ÝÁñÊÓƵ taught

E-marketing

Honours and awards

Best performance on programme - January 2017
Awarded high flyers scholarship for PhD

Membership of professional associations and societies

Academy of Marketing
European academy of marketing
Higher education authority

Current research students

Currently supervising masters students within IB & Marketing