Dr Roshan Panditharathna

I am Dr Roshan Panditharathna, an academic professional with extensive experience in pedagogy and research in the UK. Currently, I serve as a Lecturer in Marketing Analytics at the Westminster Business School and concurrently hold the position of Director of PhD Studies at the University of Bolton, where my responsibilities include mentoring and overseeing PhD candidates. Previously, my teaching portfolio included key modules: relationship marketing, where we explored the dynamics of customer relationships; marketing strategy, focusing on planning and execution in business; international marketing, examining global market trends and strategies; and the combined fields of digital transformation and marketing analytics, focusing on the role of data in informing and guiding marketing decisions in the evolving digital landscape. My research primarily focuses on the implications of AI in marketing, robotic service quality, and value co-creation in the digital age. Currently, I serve as an external examiner for the University of Cumbria. I hold memberships in professional organisations, including the Chartered Institute of Marketing (CIM), and am a Senior Fellow in Advance HE, formerly known as the Higher Education Academy.

My research encompasses several interrelated domains within marketing and service science. A key area of focus is the implications of artificial intelligence in marketing, where I examine how intelligent technologies are reshaping marketing strategy, consumer engagement, and decision-making processes. This stream of research seeks to understand the opportunities and challenges that AI presents for marketers and consumers alike, particularly in relation to personalisation, ethics, and customer trust.

Another significant strand of my work explores robotic service quality, focusing on how service robots are transforming interactions in manufacturing and service sectors. I investigate factors that influence employees' and customers’ perceptions of robotic performance, emotional connection, and satisfaction, as well as the managerial implications of integrating robotic technologies into service delivery systems.

In parallel, I conduct research on value co-creation, examining how organisations and consumers collaboratively generate value through interactive platforms, digital ecosystems, and service encounters. This research highlights the dynamic and participatory nature of value creation in technology-enabled contexts, contributing to a deeper understanding of customer experience and engagement.

Beyond these primary research areas, I am actively involved in multi-disciplinary projects that intersect with education, sustainability, and inclusivity. These collaborations aim to explore how technology and innovation can be leveraged to create more equitable, sustainable, and human-centred outcomes. Through this integrated approach, my research seeks to bridge theoretical development with practical applications, contributing to both academic scholarship and societal advancement.

For details of all my research outputs, visit my WestminsterResearch profile.