Raouf Ahmad Rather

Raouf Ahmad Rather, PhD, is listed on Stanford University's Top 2% of Scientists (2021) and is a scientific researcher, Jammu and Kashmir, India. His research interests center on brand/customer co-creation, customer experience, customer engagement, service innovation, customer loyalty, and tourism crises/pandemic. His work to date has been published in top-tier journals, including the Journal of Travel Research; European Journal of Marketing; Journal of Retailing & Consumer Services; Current...See more

Raouf Ahmad Rather, PhD, is listed on Stanford University's Top 2% of Scientists (2021) and is a scientific researcher, Jammu and Kashmir, India. His research interests center on brand/customer co-creation, customer experience, customer engagement, service innovation, customer loyalty, and tourism crises/pandemic. His work to date has been published in top-tier journals, including the Journal of Travel Research; European Journal of Marketing; Journal of Retailing & Consumer Services; Current Issues in Tourism; Journal of Travel & Tourism Marketing, and many others. He is the editor of the forthcoming book Contemporary Approaches Studying Customer Experience in Tourism Research, by Emerald Publishing. See less