Ghazal Shams
Ghazal Shams is from Iran and holds a bachelor’s degree in statistics and a master’s
degree in business administration with a concentration in marketing from Islamic Azad
University. Her research interests include consumer behavior and service research,
with a particular focus on human-centric services, transformative service research,
and service technologies. Her work has been published in leading journals in hospitality,
tourism, and marketing, and has been presented at national and international conferences.
Courses Taught
HTMT 344 – Personnel Organization and Supervision
HTMT 450 – Hospitality and Tourism Marketing
Teaching Assistant
HTMT 334 – Personnel Organization and Supervision
HRTM 584 – Tourism Information Technology Issues
HRSM 700 – Quantitative Methods in HRSM
Selected Publications
Shams, G., & Kim, K. (2024). Chatbots on the frontline: The imperative shift from 'one-size-fits-all'
strategies through humanoid conversational cues and dialogue design. Journal of Hospitality & Tourism Research, 10963480241280991. https://doi.org/10.1177/10963480241280991
Shams, G., Kim, K. K., & Kim, K. (2024). Enhancing service recovery satisfaction with chatbots:
The role of humor and informal language. International Journal of Hospitality Management, 120, 103782. https://doi.org/10.1016/j.ijhm.2024.103782
Shams, G., Rather, R. A., Rehman, M. A., & Lodhi, R. N. (2020). Hospitality-based service recovery,
outcome favourability, satisfaction with service recovery, and consequent customer
loyalty: An empirical analysis. International Journal of Culture, Tourism and Hospitality Research, 15(2), 266–284. https://doi.org/10.1108/IJCTHR-04-2020-0079
Shams, G., Rehman, M. A., Samad, S., & Rather, R. A. (2020). The impact of the magnitude of
service failure and complaint handling on satisfaction in the banking industry: An
investigation into a pathway of brand credibility. Journal of Financial Services Marketing, 25, 24–35. https://doi.org/10.1057/s41264-020-00070-0