Faculty Research and Publications
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Item La valeur perçue par les clients : vers une perspective éthique dans le milieu de services(Association francophone pour le savoir (ACFAS), 2013) Charni, HanenCette étude a pour objectif d’étudier l’effet de la satisfaction au travail et de l’engagement affectif sur les bénéfices éthiques perçus par les clients ainsi que la valeur perçue par le client. Un sondage Web a été réalisé auprès de 756 clients d’institutions financières canadiennes. La vérification des hypothèses s’est basée sur des régressions linéaires multiples. Les résultats montrent un impact significatif de la satisfaction au travail comme déterminant des bénéfices éthiques et de la valeur perçue. Toutefois, l’engagement affectif n’a aucun impact significatifItem Exploring Ethical and Emotional Dimensions of Customer Value in Financial Services through Employee-Customer Dynamics(European Center of Sustainable Development, 10/1/2024) Charni, Hanen; Yusuf, Nadia; Ahmed, ManzarThis study focuses on exploring the ethical and emotional dimensions of customer perceived value (CPV) in financial services. This area is crucial to understanding customer dynamics within the finances sector, yet it remains underexplored in existing literature. Utilizing a quantitative analysis of 652 customer surveys from Canadian financial institutions, this research employs SmartPLS3 for structural equation modeling to ascertain the impacts of frontline employee job satisfaction on customer's ethical and emotional perceptions as well as their overall CPV. The data analysis reveals that customer-perceived employee job satisfaction positively affects CPV by significantly influencing ethical and emotional benefits. Although ethical benefits alone do not directly impact loyalty or word-of-mouth (WOM) recommendations, their influence is significant when mediated through CPV, with emotional benefits directly amplifying WOM and indirectly boosting loyalty. Correspondingly, the results highlight the importance of employee-centric policies and their direct correlation to customer loyalty and satisfaction. As such, this study contributes to the body of knowledge by linking employee satisfaction with ethical and emotional customer benefits, suggesting a reevaluation of business practices to integrate these dimensions for enhanced customer value creation. Future research is encouraged to explore these dynamics across varied contexts to expound upon these relationships' applicability and robustness. Our inquiry into the subject concludes by highlighting the strategic importance of fostering employee satisfaction when seeking to elevate CPV and achieve enduring customer loyalty.Item Impact of employee job satisfaction and commitment on customer perceived value: an original perspective(Emerald Publishing Limited, 2020) Charni, Hanen; Brun, Isabelle; Ricard, LinePurpose The purpose of this paper is to analyse the impact of employee job satisfaction and affective commitment as perceived by customers on customer perceived value, more specifically its benefits dimensions. Design/methodology/approach A total of 652 panellists from a large Canadian polling firm self-administer a web-based questionnaire. To measure customer perceived value, a formative index is used which contributes to topical literature through a unique methodology. Hypotheses are tested using a structural equation model. Findings An analysis of the direct, indirect and total effects confirms the unique positive impact of employee job satisfaction and affective commitment, as perceived by customers, on the emotional, social, relationship and epistemic benefits, as well as on the formative index of customer perceived value. Practical implications Customer perceptions of employee attitudes (job satisfaction and affective commitment) represent a unique opportunity for banks to differentiate their value proposition in a hypercompetitive market. Originality/value This study is the first to consider customer perceptions of employee job satisfaction and affective commitment in relation to a formative index of customer perceived value and its related benefits dimensions.Item Importance of Ethical and Emotional Benefits in Evaluating Financial Services: The Key Role of Customer-Employee Interaction(International Business Information Management Association (IBIMA), 2023) Charni, HanenGiven the current economic, political, social, and environmental circumstances, the societal and ethical perspectives of marketing as well as the emotional dimensions are gaining a lot of ground (Salmones and Pérez, 2018; Gallarza et al, 2017; Berraies et al., 2017; Medberg and Heinonen, 2014; Sánchez-Fernández and Iniesta-Bonillo, 2007). This is especially true for the service sector, which has always been imbued with the relationship approach emphasizing the development and maintenance of beneficial human relations between employees and customers (Gummesson, 2017, Medberg and Heinonen, 2014; Khalifa, 2004). The concepts and theories used for service evaluation should therefore be "revisited" to reflect these new trends. It, therefore, becomes important to understand the role of the hedonic and altruistic components in the perceptions and attitudes of clients (Sánchez-Fernández and Iniesta-Bonillo, 2007).Item Conceptualiser la valeur perçue par l’employé : Apport de la littérature en valeur client(International Business Information Management Association (IBIMA), 2018) Charni, HanenCette recherche a permis de développer un cadre théorique et une définition plus approfondie du concept de valeur perçue par l’employé et de cerner ses différentes facettes et dimensions dans une perspective de marketing interne, tout en s’inspirant de la littérature en création de valeur pour le client et du paradigme « l’employé comme un client ». Cette définition permettra de mieux appréhender la perspective de multiple partie prenante et de co-création de valeur.Item Artificial Intelligence and Sentiment Analysis: Advancing Opportunities in Marketing Research(International Open University; Eastern University, 2025) Charni, Hanen; Rahman, ShafiqurBackground and Purpose: Sentiment analysis, also known as opinion mining, is a computational technique that identifies, extracts, and classifies subjective information from text data to determine emotional tone and consumer attitudes toward a topic, product, or brand. In marketing research, it has emerged as a promising tool for analyzing large volumes of user-generated content from sources such as social media, product reviews, and online forums. Recent advancements in Artificial Intelligence have further enhanced its effectiveness, making it easier to collect vast amounts of timely and valuable customer feedback and information across various platforms. While widely applied in marketing practice, the integration of sentiment analysis into academic research remains limited. Therefore, this paper explores the potential of sentiment analysis as a complementary or alternative method to traditional online surveys and Likert-scale questionnaires, which often present limitations such as recall bias, low response rates, and restricted emotional nuance. The aim is to assess the opportunities and challenges related to this methodological innovation in marketing research. Methods: This conceptual review synthesizes findings from a broad body of scholarly research articles. It categorizes the core applications of sentiment analysis, discusses dominant analytical techniques, and identifies recurring methodological and ethical challenges related to its use. Results/findings: Sentiment analysis offers real-time, large-scale, and unsolicited consumer insight, making it especially valuable for tracking market trends, brand perception, and emotional response. However, technical complexities such as sarcasm detection and sentiment ambiguity along with concerns over algorithmic bias and data ethics, remain substantial barriers to its adoption by researchers. Conclusions/ Implications: The paper proposes a structured roadmap for implementing sentiment analysis, especially for non-technical researchers. It emphasizes the importance of methodological alignment, data validation, and ethical consideration. By overcoming traditional survey limitations, AI-driven sentiment analysis can enhance the depth, authenticity, and reliability of consumer insights. This approach aligns with the principles of Marketing 5.0 that leverages advanced technologies such as artificial intelligence, machine learning, and big data to create more personalized, predictive, and human-centric marketing experiences.Item AI-Driven Hyper-Personalization in Online Retail: A Systematic Review of Consumer Ethical and Behavioral Responses(International Open University; Eastern University, 2025) Charni, HanenContext and Research Gap: Artificial intelligence (AI) has transformed social media marketing and online retail by enabling hyper-personalization, delivering highly tailored consumer experiences that significantly influence purchase behavior. Recent studies emphasize that AI-driven personalization enhances engagement, satisfaction, and conversion rates. Simultaneously, another body of research underscores ethical concerns such as privacy invasion, perceived risks, trust erosion, and threats to consumer autonomy. While these studies provide foundational insights, an important gap persists as little is known about how individual-level factors like digital literacy and consumer tech-savviness moderate ethical perceptions and behavioral responses to hyper-personalized marketing. Addressing this gap is critical for understanding the complex spectrum of consumer responses, which range from enthusiasm and loyalty to skepticism and resistance. Methodology: To address this, the present study conducts a systematic literature review (SLR) of scholarly research published over the past decade (2015 to 2025), synthesizing evidence on consumer behavioral and ethical responses to AI-driven hyper-personalization in online retail. Following PRISMA guidelines, the review will identify, appraise, and integrate findings from peer-reviewed empirical studies examining key variables such as consumer trust, perceived privacy invasion, and perceived risk. Special attention will be given to how these mediating factors interact with moderators like digital literacy and tech-savviness to shape consumer purchase behavior and brand engagement. Expected Contribution: This research project seeks to contribute to the literature on AI use in digital and social media marketing by developing a comprehensive conceptual framework that maps the ethical and behavioral dynamics of hyper-personalization, offering both theoretical clarity and practical guidance. The framework should reflect the dual nature of AI-driven personalization: its capacity to drive value and its potential to provoke ethical concerns. Ultimately, this study aims to inform marketers and scholars on strategies for implementing AI responsibly.Item La collaboration entre organisations comme source de valeur ajoutée pour les clients : le cas de l'industrie du tourisme(HEC Montréal, 2013) Vachon, Marc-Antoine; Sicotte, Hélène; Ricard, Line; Charni, HanenDans un contexte où le client est toujours plus exigeant, la collaboration entre organisations représente pour une entreprise une option intéressante pour se distinguer. Mais comment optimiser la valeur issue d’un partenariat entre organisations ? Au-delà de conditions de réussite traditionnelles du partenariat, comme l’engagement des partenaires, la création d’un climat de confiance et la communication adéquate, cet article souligne qu’il est essentiel de rassembler des partenaires compétents et complémentaires, de s’appuyer sur un leader, de compter sur un environnement favorable et de bien comprendre l’interdépendance existant entre les organisations. De même, l’article propose un outil d’autoévaluation visant à susciter une réflexion propre à maximiser les résultats d’organisations qui unissent leurs forces pour offrir aux clients un produit ou un service à valeur ajoutée.Item Empowering Women through AI and the Gig Economy: Opportunities, Challenges, and Policy Implications(Eurasia Business and Economics Society (EBES), 2025) Hattab, Hala; Charni, HanenThe rise of artificial intelligence (AI) in gig economy platforms is changing employment as we know it. For many women, this shift brings a mix of opportunities yet pressing challenges. This research examines the relationship between AI-enabled gig work and women’s economic empowerment by conducting a systematic literature review (SLR) of 48 peer-reviewed studies published between 2010 and 2024. Using feminist political economy, this research investigates how technology and platform design sometimes interest with gender inequality. The review revealed five key themes: economic flexibility and empowerment, algorithmic bias, wage inequality, job instability, and digital marginalization. While gig platforms offer women a novel outlet for income and autonomy, especially for women facing limited access to formal jobs, many also reinforce pre-existing social and economic inequalities through algorithms, insecure working conditions, and technological exclusion. This research concludes with a call for gender-responsive policies and ethical platform design to enable women to utilize these platforms effectively as AI and gig-based economies are continuing to reshape the nature of work.Item Corporate Ijarah Financing: A Case of an Islamic Commercial Bank(Riphah Centre of Islamic Business, 2018) Saeed, Umar; Gul, Asad; Hussain, WaqarThe Islamic banking industry facilitates both consumer and corporate clients by providing needed capital through different modes of financing. The pre-requisites of financing the corporate clients are generally different from that of the individual customers. This study discusses a detailed narrative of how a corporate customer, Sufi oil, availed financing from Bank Islami through ijarah mode of financing in a Shari‘ah compliant way. It discusses step by step procedure of dealing with corporate client starting from the first stage when a representative of the firm visited the Bank Islami and discussed the firm needs and the possible procedure and mode of financing. The study provide a comprehensive insight in the internal procedures involved in evaluating each and every client. Different branches and their respective role and responsibilities at the branch level and their interaction with the Head Office have been highlighted. The study has also briefly discussed various risks that may encounter the transaction and the manner in which the perceived risks have been mitigated. The focus of the study is to differentiate the corporate ijarah from the consumer ijarah in terms of both documentation and procedure. The repayment schedule for the case is also described in detail along with the rent that the Bank Islami would be getting by leasing any vehicle to the corporate entity.Item Comparative Analysis of Islamic Banking Products in Pakistan and Malaysia(SZIC University of Peshawar, 2018) Khan, Naila Shaista; Gul, Mufti Asad; Khan, Naimat U.A comparison of the Islamic Banking products offered in the two countries of Pakistan and Malaysia has been discussed in this paper. The research paper uses document analysis to identify different products offered by five full-fledged Islamic banks in Malaysia and Pakistan. It is evident from the research that Islamic banking sector in Pakistan is not tapping its full growth potential as in case of Malaysia. It is also concluded that the trade financing and asset financing products offered by Islamic banks in Malaysia are more diverse than the products offered by its counterparts in Pakistan. The paper gives insight to the Shariah complaint board to introduce new products while learning from the experience of other countries. This research does not focus on investigating the reasons behind these differences; however, it initiates a discourse in this direction.Item Similarities in the Practices of Pakistani Islamic Banking Windows and FullFledged Islamic Banks in Managing Liquidity(Evermind Education & Research, 2024) Gul, Asad; Sharif, Ilyas; Haq, Arif ul; Ahmad, SajjadA significant global growth of the interest-free financial system is currently taking place. This expansion has been demonstrated by a discernible rise in the number of banks, branches, accounts, and deposits. Over thirty years ago, commercial banking and financial operations began to comply with Sharia’h. Its development and diversification have been substantial since then. Islamic finance has drawn a lot of interest from academics and decision-makers in recent years. The Islamic financial industry has thrived in spite of numerous barriers and distrust from detractors, but it still faces difficulties. The branch network of Islamic banking has been steadily growing, growing at a pace of 6.2% every quarter. 289 new branches have been established as a result of this expansion. The total number of Islamic banking institutions' branches as of the end of 2023 was 4,955. This expansion has also made ]it more difficult to manage liquidity concerns and properly align assets and liabilities. Liquidity management involves luring money from depositors and then juggling demands for funds from lenders and depositors looking to recoup their investment. Working capital management, another name for liquidity management, is generally believed to involve managing both current assets and current liabilities, including cash, marketable securities, receivables, and inventories. By examining liquidity management in Islamic banks, this study aims to investigate the topic of Islamic banking and finance. There is a dearth of research on Shari'ah-compliant liquidity management, especially in Pakistan. Because Islamic banks have to overcome the challenge of converting short-term deposits into long-term financing, they are vulnerable to liquidity problems. Additionally, this study aims to promote consistency in the methods used by Pakistani Islamic banks to manage liquidity.Item Measuring the Competitiveness Factors in Telecommunication Markets(Competitiveness in emerging markets, 2018) Rahman, S.; Nekmahmud, Md.The telecommunication sector has emerged as one of the fastest-growing technology markets in the world. This chapter examines the competitiveness of key factors in telecommunication markets, with a particular focus on service quality and customer satisfaction. The study is primarily descriptive in nature and is based on a combination of primary and secondary data. It proposes an approach for developing a conceptual framework that integrates service quality, competitive factors, customer satisfaction, and customer loyalty within telecommunication markets. The constructed model and hypothesis development identify six independent competitive factors. Among these, value-added services (VAS), price and tariff, convenience, and customer care are found to have a positive and significant influence on customer satisfaction. In contrast, communication and coverage, as well as sales promotion, are found to have a negative influence on customer satisfaction in telecommunication markets. The chapter further emphasizes emerging telecommunication markets, highlighting seven key features that arise from ongoing changes: technological advancements, government laws and regulations, value-added services, social media demand, sales promotion strategies, user behavior, and market competition. A summary of the main findings is presented, along with managerial implications and practical recommendations for telecommunication markets. The chapter provides useful insights for researchers to develop new perspectives and for service providers to enhance customer retention based on the study’s findings.Item Organizational Conflict – an HR Challenge in the 21st Century: Bangladesh Perspective(The Chartered Secretary, 2008) Zaidi, R.; Rahman, S.Item Perception and Awareness of Bangladeshi Companies to Go For Green Marketing: A Study on Mobile Phone Sector(Australia and New Zealand Journal of Social Business, Environment and Sustainability, 2015) Barua, M.; Haque, S.; Rahman, S.; Rokan, M.Item Corporate Managers’ Motivation and CSR Performance: A case of Bangladesh Banking Sector(Transnational Corporations Review, 2011) Rahman, S.; Pervin, J.Item Relationship between Employee Corporate Social Responsibility (CSR) Attitudes, Job Satisfaction and Organisational Commitment in Bangladesh(Macquarie University, 2015) Rahman, S.Item Challenges of Sustainability Education: The Case of Private Universities(Interdisciplinary Journal of Contemporary Research in Business, 2010) Sobhani, F.; Shahbuddin, A.; Amran, A.; Rahman, S.Item The Role of Government in the Promotion of CSR, the Case of Bangladesh Banking Sector(Australian Academy of Business & Finance Review, 2015) Rahman, S.Item Corporate Social Responsibility in Bangladesh – The Role of Islami Bank Bangladesh Limited(International Journal of Excellence in Islamic Banking and Finance, 2013) Rahman, S.; Faruq, A.U.F.This paper analyses the CSR Role of Islami Bank Bangladesh Limited targeted to contribute in the economic, social and environmental betterment of Bangladesh as well as for its citizens Methodology-For the purpose of this study, Content Analysis has been considered as the most appropriate research method. To understand the role of IBBL in CSR activities in Bangladesh, a content analysis has been conducted utilizing relevant articles, books, periodicals, annual reports and websites Findings-The study reveals that IBBL is making significant contribution towards Bangladesh society through its CSR activities. It is evident that IBBL effectively addresses the social, environmental and economic concerns of Bangladesh within its limits Research limitations-This study is based on content analysis, which requires the access to all relevant information, which is limited in case of IBBL, except the Annual Reports, websites and a few journal articles on the CSR activities of this bank Practical implications: This study will be a useful tool for future researchers. This study will also be a good source of information for different users like government, NGOs and civil society members. Originality-The number scholarly work on CSR in Bangladesh from Islamic perspective is very limited. Moreover, there has been no prior work on IBBL’s CSR performance except a study on IBBL’s CSR by in healthcare. So, a study on the CSR role of IBBL is an original contribution to literature