Babak has an established reputation in the consumer behaviour and marketing field with a specific reputation in marketing management, consumer experience and tourism, leisure and cultural consumption. His research is innovative, is embedded in multi-disciplinary work, at leads to methodologically robust measurement of key concepts. He has published consistently in internationally rated top-tier academic journals and also practitioner magazines, and held funds from bodies in the EU and UK such as Horizon 2020 and Innovate UK Research Grant – KTP. He has given keynotes and delivers business workshops in the USA, Middle East, Asia, EU, and the UK. 

“In recent years, my work has focused on ‘consumer online/offline engagement’ and related tangible and intangible concepts. I believe service industries (e.g., tourism & hospitality) are vessels for interaction, where consumers engage and create value-in-use through their experiences with brands and services. Hence, customer centricity assesses the value creation through their views of what is given, how it is participated, and what is expected”.