Tariq

Give a brief synopsis of your research project

My PhD research explores how human employees and AI service robots collaborate in service settings and how this collaboration influences customer experiences and behavioural responses. I am particularly interested in how the way humans and AI service robots communicate, coordinate their roles, and work together shapes customers’ perceptions, emotions, and evaluations of service quality. My research combines experimental studies with a systematic literature review to better understand the factors that make human–robot collaboration effective from the customer’s perspective. 

What I find particularly interesting about this research is that the future of service delivery may not simply be about replacing humans with robots, but about understanding how their different capabilities can complement each other. 

Ultimately, I hope my research will help organisations understand how to integrate AI service robots alongside human employees in ways that improve customer experiences and service quality.

Why did you choose to study at Surrey for your PhD?

I chose the University of Surrey because of its strong academic reputation, the quality of its research, and its international academic community.

Before starting my PhD, I worked as a lecturer in Jordan, and that experience encouraged me to continue my education and develop further in academia.  As I explored different universities, Surrey stood out to me for its research culture and the opportunities it offers to engage with different ideas and perspectives. I was particularly interested in being part of a university where research is taken seriously and where students from different academic and cultural backgrounds come together. These were important reasons behind my decision to study at Surrey, and I am pleased to be continuing my academic journey here.

Why are you passionate about your area of research?

Technology is changing so quickly, and I find it interesting to see how it affects the way people work and interact. What interests me most is how humans and AI service robots can work together, rather than seeing robots simply as replacements for people. I think there is still a lot to learn about how this collaboration works in practice and how customers respond to it. I enjoy researching something that is becoming increasingly relevant to everyday life and could make a real difference to the future of services.

Have you had opportunities to collaborate with others during your PhD?

Yes, and it has been one of the things I have enjoyed about my PhD. I have had the chance to meet other researchers, share ideas, and learn from their experiences. Sometimes, even a simple conversation can give me a different way of looking at something I am working on. I have found these interactions really helpful, and they have made the PhD experience more enjoyable.

What support have you had?

The support from my supervisors has been one of the most valuable parts of my PhD experience. I feel fortunate to work with experienced and knowledgeable academics whose guidance and feedback have helped me develop my research and become more confident in my work. 

I have also benefited from the research seminars organised by Strategy, Marketing and International Business (SMIB) and Surrey Business School, which have given me opportunities to learn from other researchers and hear different perspectives. 

The Doctoral College also offers a range of workshops that have been useful in improving my academic writing and research skills. All of these opportunities have contributed positively to my experience at Surrey.

What do you plan to do once you've finished your PhD?

After completing my PhD, I plan to return to Jordan and continue my academic career. I look forward to returning to teaching and applying the knowledge and research skills I have gained during my time at Surrey. I also hope to continue conducting research, publishing my work, and collaborating with other academics. My goal is to contribute to higher education and research in Jordan while continuing to grow as both a lecturer and a researcher.