Dahlia El-Manstrly Headshot

Lecturer in Marketing & Co-Director, Centre for Service Excellence.

+44 (0)131 651 5321

Roles and Responsibilities

  • Co-Director, Centre for Service Excellence.
  • Associate Editor of the European Journal of Marketing.
  • Distinguished Honorary Professor at Thammasat University in Thailand.
  • Head of Joint UG Programmes.
  • Course organiser for Consumer Behaviour UG and Services Marketing UG and PG.
  • Director of Studies for UG & PG students.

I am the Principle-Investigator of the British Academy Quantitative Skills Acquisition Awards for a project on “Applying the Meta-Analysis technique to Services Marketing Research", working alongside Professor Dhruv Grewal (Babson College, Boston, USA), 2014-2015; Principle-Investigator of the DoR Venture Fund and The Carnegie Trust Small Research Grants, focusing on online retailing loyalty after experiencing service failure and recovery, alongside Professor John Cadogan (University of Loughborough) and professor John Dawson (University of Edinburgh), 2013-2014; Co-Investigator for an ESRC Seminar Series focusing on financial consumers' literacy with Dr Tina Harrison (University of Edinburgh), 2013-2015; and was Co-Investigator of the CHSS challenge fund, focusing on authentic tourists’ experiences with Dr. Stephen Harwood (University of Edinburgh), 2012-2013.

I am on the editorial advisory board of the Journal of Services Marketing, Journal of Service Management, International Marketing Review, Journal of Service Theory and Practice and a reviewer for major marketing journals including Psychology and Marketing, Journal of Business Research, European Journal of Marketing, and the Journal of Marketing Management. Most years, I am also a reviewer for major marketing conferences, such as the Australian & New Zealand Marketing Academy Conference (ANZMAC) and the US-based Academy of Marketing Science (AMS) Conference. I also acted as a track chair for the "creating retail landscapes that sell" track for the AMS 2014 Annual Conference (Indianapolis), and acted as a session chair for building relationships in services at 2014 AMA SERVSIG conference and for cross-cultural research at 2012 ANZMAC conference.

Teaching Awards

Best Overall Course Satisfaction, University of Edinburgh Business School, 2018 and 2017. 

Best feedback, University of Edinburgh Business School, 2018.


BSc (First Class Honours), MSc (Huddersfield), MRes, AHEA, PhD (Glasgow).

Before joining the University of Edinburgh in September 2010, I was first a doctoral researcher and then honorary lecturer at the University of Glasgow, where I taught social science statistics and marketing, and obtained an MSc in Management Research and a PhD in Marketing. I won the award of Highly Recommended Conference Paper at the 2014 AMA SERVSIG conference and my PhD was selected as one of the best doctoral dissertations across Europe by EMAC in 2008. Previously, I taught marketing and other related subjects at the University of Huddersfield, where I obtained an MSc in Marketing. I also worked as a research assistant at Leeds Metropolitan University, where I project managed large-scale surveys and worked as an assistant lecturer at the University of Suez Canal (Egypt).

Research Taxonomy

Research Interests

  • Relationships in Services (customer loyalty, customer satisfaction, service quality, customer commitment, trust, perceived switching costs).
  • Service Recovery and Complaint Management (service failure, service recovery, coping mechanisms, and the service recovery paradox).
  • International Marketing in Services (service customers' attitudes and behaviours across cultures).
  • Transformative Services (The impact of service interactions on consumer well-being).
  • Tourism Services (authentic service experience, destination loyalty, and e-services).
  • Mixed Method, with greater emphasis on quantitative research methods (survey & experiment) and using Structural Equation Modelling.

Research Area

Publication Type Actions