Professor Chanaka Jayawardhena

Professor of Marketing/ Graduate Research Director

Faculty of Business, Law and Politics

01482 463532

Chanaka Jayawardhena is Professor of Marketing at Hull University Business School (HUBS).

Prior to joining HUBS, he held faculty positions at University of Loughborough, DeMontfort University and University of Moratuwa, Sri Lanka.

Professor Jayawardhena is a former Cambridge Commonwealth Scholar who has also been a consultant and adviser to governments and has worked with a number of public and private organisations.

He is the Graduate Research Director at HUBS, an elected member of the Academy of Marketing Research Committee, and a visiting Professor at University of University of Jyväskylä, Finland.


Research Interests

  • Customer experience in the virtual (the internet, self-service technologies, mobile, etc.)

  • Service marketplaces

  • How organisations use technology in attracting, developing and maintaining customer relationships

  • How consumers evaluate services

  • The resultant customer experiences

  • The influence of social media and word of mouth on consumer decision making in the consumption of services

Research groups

  • Member of the Academy of Marketing Research Committee

  • Invited reviewer for a number of research councils


Leppaniemi M, Jayawardhena C, Karjaluoto H and Harness D, "Unlocking Behaviours of Long-Term Service Consumers: the Role of Action Inertia', Journal of Service Theory and Practice, Vol 27: 1, pp 270–291, DOI:10.1108/JSTP-06-2015-0127 (2017)

Elbedweihy A M, Jayawardhena C and Elsharnouby M, 'Customer Relationship Building: The Role of Brand Attractiveness and Consumer-Brand Identification', Journal of Business Research, DOI:10.1016/j.jbusres.2015.12.059 (2016)

Jayawardhena C, Morrell K and Stride C, 'Ethical Consumption Behaviours in Supermarket Shoppers: Determinants and Marketing Implications', Journal of Marketing Management, DOI: 10.1080/0267257X.2015.1134627 (2016)

Mustonen N, Karjaluoto H and Jayawardhena C, 'Environmental Values, Green Image, Perceived Value and Loyalty in Industrial Markets', Business Strategy and the Environment, impact factor: 3.236, DOI: 10.1002/bse.1882 (2016)

Wu M M, Jayawardhena C and Hamilton R, 'Internet Banking Behaviour: Evidence from Customers Yet to Adopt, Currently Using and Stopped Using', Journal of Marketing Management, Vol 30, Iss 9-10, pp 1006-1038 (2014)

Full list


Modules list

  • Marketing

Research PhDs

Professor Jayawardhena greatly enjoys supervising research students, and is always keen to locate exceptional candidates who wish to pursue research in the topics related to his research interests. Please contact him directly, with your CV and a preliminary research proposal.

As of 2015, Professor Jayawardhena has supervised 10 PhD candidates to completion as the first supervisor. Students that have gained their PhDs under his supervision are now lecturers in leading UK universities and elsewhere. He has also been an external examiner to more than a dozen PhD candidates both in the UK and elsewhere.

Completed PhDs

  • Mohammad Masrurul Mowla, Host Community Participation as a Competitive Advantage in Tourism Destination Marketing, 2017 (now an associate professor in Bangladesh)

  • Mohamed Elsharnouby, Enhancing Customer-Brand Relationships through Spokes Avatars: The Role of Relationship Orientation, 2015 (now a lecturer at the University of Cairo, Egypt)

  • Alaa ElBedweihy, Consumer-Brand Identification: Scale Development and Validation, 2015 (now a lecturer at the University of Cairo, Egypt)

  • Ibrahim S Alotaibi, Beyond Mobile Advertising: an Exploratory Study of Customer Engagement and Empowerment Behaviour via Mobile Devices in Relation to Marketing Communication Campaigns in Saudi Arabia, 2015 (now Assistant Professor of Marketing, Taiba University, KSA )

  • Zyad Alzaydi, The Impact of Quality Control Initiatives, Customer Integration and Customer Co-production on Service Quality Performance: An Empirical Investigation, 2015, (now Assistant Professor of Marketing, Albaha University, KSA)

  • Dan Cao, Determinants of Fashion Orientation: Conceptual Development and Empirical Examination, 2014 (now Assistant Professor at Zhejiang Industrial and Business University, China)

  • Jie Wu, Equestrian Tourists’ Motivation, Involvement and Behavioural Intentions: Structural Equation Modelling Analysis, 2014

  • Ali H Al-hajla, Brand Personality Measurement Scale for the Service Industry: A Study of the GCC States, 2013 (now Assistant Professor of Marketing, Taiba University, KSA)

  • MeiMei Wu, Investigating the Adoption of Banking Services Delivered Over Remote Channels: The Case of Chinese Internet Banking Customers, 2012

  • Kemefasu Ifie, An Investigation of the Antecedents of Service Delivery and Organisational Performance: a Service Culture Perspective, 2010 (now a lecturer at Loughborough University)

Current PhD supervisions 

  • Ernest Emeka Izogo, Online Customer Experience in an Emerging e-Retailing Market (studies commenced – 07/2015: submission - 08/2017)

  • Hongfei Liu, Investigation into Impact of Social Media on Creating Customer Engagement (studies commenced – 10/2013: submission 09/2017)

  • Shadi Abdulaziz Badawood, Engagement with Mobile Advertising: Technology Artefacts and the Role of Cultural Framing (studies commenced – 10/2013)

  • Badra Sandamali Galdolage, Value Co-Creation and Total Customer Experience in Self Service Technologies: An Investigation of Adoption, Roles, Self-Directed Learning and Practices (studies commenced – 10/2015)

  • Abdullah M Alomran, Perceived Risk in Technology Adoption: The Context of the Use of Internet Distribution Systems (studies commenced – 10/2015)

  • Murat Aksoy, Working title - Sensory Aspects of Packaging Design (studies commenced – 10/2015)

  • Shenaz Rangwala, Working title - Product choice of New Middle Class Women and their (New) Identity (studies commenced 10/2016)

  • Haidy Nasser Ashour, Working title – Green Marketing, Co-Creation Of Value In Sustainable Environment (studies commenced 10/2016)

  • Abdullah S Aloufi, Working title - The Impact of Consumers' Misbehaviour on Other Customers in Banking Sector, (studies commenced 10/2016)

Professional highlights

Academic qualifications

  • BSc, first class honours (University of Moratuwa, Sri Lanka)

  • MPhil (Cambridge)

  • PhD (Leicester)

External roles

  • Elected member of the Academy of Marketing Research Committee

  • Regional Chair for North East, Academy of Marketing, UK

  • Visiting Professor at University of Jyväskylä, Finland

  • Serves on the editorial review board of the Journal of Service Theory and Practise, Marketing Intelligence and Planning and Journal of Qualitative Marketing

  • Serves as an ad hoc reviewer for a number of other journals

  • Member of the Institute of Learning and Teaching since 2005

  • Member, Chartered Institute of Marketing (CIM)

Awards and accolades

  • 2013 Best paper award in the Consumer Behaviour Track, Academy of Marketing (AM)

  • 2012 Outstanding paper (with Doctoral Candidate) – Academy of Marketing (AM)

  • 2012 Emerald Literati Network Awards for Excellence, Outstanding Reviewer Award for Marketing Intelligence & Planning in 2011

  • 2007 Science Direct Top 25 ‘Hottest Articles’, July-September

  • 2007 Academy of Marketing (AM), Best Paper Award nomination

  • 2005 Most Downloaded Articles, Top 200, Emerald Literati Network, Emerald Group Publishing

  • 2004 Best paper Award, Web-based Marketing Track, Academy of Marketing (AM)

  • 2003 Best paper Award, Web-based Marketing Track, Academy of Marketing (AM)

  • 2000 Outstanding Research Performance Award (‘The 03 Year Category’ of the scheme of selections), University of Moratuwa, Moratuwa, Sri Lanka

  • 1999 Doctoral Consortium Award, Academy of International Business (AIB)

  • 1999 KRKA Fellow, The 1999 Graduate Student Consortium and Educational Symposium, University of Maribor, Kranj, Slovenia

  • 1998 Nominated for Overseas Research Studentship (ORS), Committee of Vice-Chancellors and Principles (CVCP

  • 1998 De Montfort University Doctoral Student Scholarship

  • 1997 National University of Singapore Doctoral Student Scholarship, Singapore, [Not accepted]

  • 1996 Overseas Development Assistance Shared Scholarship Scheme (ODASSS), Association of Commonwealth Universities, UK

  • 1996 Cambridge Commonwealth Trust Scholarship, University of Cambridge, UK

  • 1995 Postgraduate Institute of Management (PIM) scholarship for best student, MBA entrance examination, University of Sri Jayewardenepura, Sri Lanka, [Not accepted]

  • 1994 Sri Lanka Institute of Quantity Surveyor's award for the degree best overall performance, University of Moratuwa, Sri Lanka

  • 1994 Professor H P S Caldera memorial award for highest average marks/best performance, final year examination, University of Moratuwa, Sri Lanka.