Muhammad Zia Ul Haq
Papers
1
Total Citations
37
H-Index
1
About
Dr. Muhammad Zia Ul Haq is a rising scholar at the intersection of service marketing, brand management, and technology adoption in hospitality. His research critically examines how emerging technologies—particularly robot servers—reshape consumer-brand relationships in the restaurant industry. In his highly cited 2022 study, Dr. Haq investigated the effect of brand modernity on brand love, revealing how perceptions of cutting-edge service technology foster emotional bonds with brands. He further demonstrated that brand love significantly drives behavioral intentions, including usage intent, positive word-of-mouth, and willingness to pay more. A key contribution of this work was its comparative analysis between robot and human servers, showing that robot-delivered service enhances brand modernity perceptions, which in turn amplifies brand love and downstream consumer behaviors. With 37 citations since publication, this study has become a foundational reference for scholars exploring automation in service encounters. Dr. Haq’s work provides critical insights for hospitality managers considering robotic integration, while also advancing theoretical understanding of how technology-mediated service influences consumer psychology and brand equity.
Research Focus
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Top Papers
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