Dr Nurhafihz Noor is a Senior Lecturer in Marketing at James Cook University in Singapore and an Associate Editor for the International Journal of Quality and Service Sciences and the Journal of Tropical Futures.

His research focuses on the intersection of services marketing and the ABCs: AI-driven service technologies, behavioural responses of consumers and organisations, and cultural contexts including pop culture and halal markets. He has authored more than 60 publications and ranks among the top global scholars in AI service robots (output #125: SciVal, overall 3.92%: ScholarGPS) and halal markets (overall 5.27%: ScholarGPS).

In addition to academia, he continues to contribute to industry and professional practice through board advisory roles, drawing on a decade of prior industry experience. He is also a Chartered Fellow of the Chartered Institute of Marketing (CFCIM), the Chartered Management Institute (FCMI), and the Higher Education Academy (FHEA).

His research and thought leadership have been featured through expert commentaries and interviews across regional news, radio, and industry publications, including Channel NewsAsia, Berita Harian, MONEY FM 89.3, TTG Asia, and Marketeers, strengthening public engagement on emerging consumer and service trends.

His work has earned multiple awards for teaching, research, and service, reflecting his impact and thought leadership in emerging global markets.

In his leisure time, he enjoys spending time with family and science fiction movies, books, and collectables.