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Professor Mohamed Zaki

Deputy Director of the Cambridge Service Alliance and Principal Researcher at the Institute for Manufacturing in the Department of Engineering, University of Cambridge

About me

Professor Mohamed Zaki is a Principal Researcher at the Institute for Manufacturing in the Department of Engineering at the University of Cambridge. He is the Deputy Director of the Cambridge Service Alliance, a research centre that brings together the world’s leading firms and academics to address digital service transformation challenges. Also, Mohamed serves as a member of the Editorial Advisory Board of the Journal of Service Management.

Mohamed received his PhD in Business Analytics from the Alliance Manchester Business School at the University of Manchester in 2013. Since then, his research interests have centred on customer experience, in particular emphasising the application of artificial intelligence (AI), to design and manage customer experience and create new data-driven business models.

Mohamed has more than 100 publications in highly-ranked service management journals and practical outlets, and he has presented at numerous conferences. He has also consulted and lectured for over 50 organisations, including Manchester United, Mitsubishi Heavy Industry, CEMEX, Caterpillar, IKEA, HCL Tech, Bouygues and many others.



2022 Emerald Literati Award

2018 & 2022 The Robert Johnson Award for Highly Commended Paper

2022 Honourable Mention Award QUIS 17

2015 & 2020 Finalist for the Journal of Service Research Best Articles Award

2021 Best Paper Award from SIMktg Service Conference

2018 & 2020 Caterpillar ACAM Customer Excellence Award

2017 British Academy of Management Best Development Paper Award

2014 One of the must-read articles for marketers from Marketing Science Institute (MSI)

2015 American Marketing Association (AMA) Best Services Article


  • Mohamed Zaki, McColl-Kennedy, J. R , Neely, Andy (2021). Using AI to Track How Customers Feel — In Real Time(Opens in a new window), Harvard Business Review

  • Zaki, Mohamed, (2019). Digital Transformation: Harnessing Digital Technologies for the Next Generation of Services, Journal of Services Marketing, 33 (4), 429-435.

  • Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, Mohamed. (2018). Customer experience challenges: bringing together digital, physical and social realms. Journal of Service Management, 29 (5), 776-808.

  • McColl-Kennedy, J. R., Zaki, Mohamed., Lemon, K. N., Urmetzer, F. & Neely, A. (2019). Gaining customer experience insights that matter, Journal of Service Research, 21(1), 8-26.

  • Holmlund, Maria, Vaerenbergh, Yves Van; Ciuchita, Robert; Ravald, Annika; Sarantopoulos, Panagiotis; Villarroel Ordenes, Francisco; Zaki, Mohamed (2020). Customer Experience Management in the Age of Big Data Analytics: A Strategic Framework, Journal of Business Research.

  • Parasuraman, A; Ball, Joan; Aksoy, Lerzan; Keiningham, Timothy; Zaki, Mohamed (2020). More than a Feeling?: Toward A Theory of Customer Delight, Journal of Service Management.

  • Hartmann, Philipp Max, Mohamed Zaki, Niels Feldmann, and Andy Neely (2016). Capturing Value from Big Data - A Taxonomy of Data-Driven Business Models Used by Start-Up Firms, International Journal of Operations & Production Management, 36 (10), 1382-1406.

  • Zaki, M., Bøe-Lillegraven, T., & Neely, A., (2016). A transition towards a data-driven business model (ddbm): A case study of nettavisen online newspaper publishing(Opens in a new window), SAGE Business Cases. SAGE Publications, Ltd.