Assoc. Prof. Dr. Nor Zafir Md Salleh
Assoc. Prof. Dr. Nor Zafir Md Salleh has been with Universiti Teknologi Malaysia (UTM) since 2001 and currently serves as the Deputy Dean (Academic and Student Affairs) at the Faculty of Management. She is an Associate Professor in the field of marketing and service innovation. She has also served as an external advisor and guest lecturer for various higher education institutions, contributing to programme development and academic quality enhancement. Dr. Nor Zafir has more than 20 years of teaching experience in Malaysia, specialising in marketing, tourism, retailing, and neuromarketing. Her research passion is grounded in service innovation, sustainable retailing, Islamic and heritage tourism, and consumer behaviour. She has authored and co-authored more than 100 publications in indexed international journals, book chapters, and conference proceedings. With an active research profile and a current Scopus h-index of 16, she continues to lead and engage in multidisciplinary studies with both local and international collaborators. Her openness to cross-border academic engagement has led her to participate in and lead several international research initiatives, including projects related to Islamic tourism development, service innovation in retail ecosystems, and cultural heritage sustainability. Dr. Nor Zafir earned her Bachelor’s degree in Business Administration Retail Management from Universiti Teknologi MARA and a MBA from same university. She completed her PhD in Management, with part of her research undertaken at Akita International University, Japan. Since 2016, she has supervised three Master’s students and 11 PhD candidates in the fields of marketing, tourism, and neuromarketing, reflecting her strong commitment to postgraduate mentorship and capacity building.
Indexed-Articles (Scopus & Web of Science)
1. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing: The popularity of the brain-imaging and physiological tools. Neuroscience Research Notes, 3(5), 13–22. https://doi.org/10.31117/neuroscirn.v3i5.80 (Neuroscirn)
2. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2021). Neuromarketing research in the last five years: A bibliometric analysis. Cogent Business & Management, 8(1), 1978620. https://doi.org/10.1080/23311975.2021.1978620 (Taylor & Francis Online)
3. Alsharif, A. H., Salleh, N. Z. M., Baharun, R., Hashem E, A. R., Mansor, A. A., Ali, J., & Abbas, A. F. (2021). Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes. Sustainability, 13(11), 6488. https://doi.org/10.3390/su13116488 (MDPI)
4. Alsharif, A. H., Pilelienė, L., Al-Zahrani, S. A., & Salleh, N. Z. M. (2023). Exploring the tourism, neuro-tourism, and hospitality nexus: A comprehensive bibliometric analysis. Journal of Tourism and Services, 14(27), 197–221. https://doi.org/10.29036/jots.v14i27.606 (jots.cz)
5. Alsharif, A. H., Salleh, N. Z. M., & Khraiwish, A. (2023). Neuromarketing tools used in the marketing mix: A systematic literature and future research agenda. (Name of journal not in snippet) (Google Scholar)
6. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2022). Consumer behaviour to be considered in advertising: A systematic analysis and future agenda. (Journal details not in snippet) (Semantic Scholar)
7. Alsharif, A. H., Salleh, N. Z. M., & Baharun, R. (2023). Exploring factors influencing neuromarketing implementation in Malaysian universities: Barriers and enablers. Sustainability, 15(5), 4603. https://doi.org/10.3390/su15054603 (MDPI)
8. Azmin, N. A., Iffah, Z., & Salleh, N. Z. M. (2023). Muslim-Friendly Hotel (MFH) in Malaysia: Understanding the Market Hotel.
9. Al-Zahrani, S. A. & Salleh, N. Z. M. (2023). Strategies Employed by Umrah Business Owners to Survive the COVID-19 Pandemic.
10. (Salleh, N. Z. M.) (2018). Heritage tourism at the historical town of Malacca: Examining opportunities, evaluating challenges. International Journal of Academic Research in Business and Social Sciences. (Academia.edu)
Books
1. Salleh, N. Z. M., Hamid, A. B. A., & Hashim, N. H. (2019). Positioning Islamic hotel tourism: A new perspective. Partridge Publishing Singapore.
Research Interest
culture and heritage, service innovation, Islamic tourism, and marketing
Number of PhD supervisees
Availability of Supervision
Yes
Research Title Available for Supervision
2. MARKETING STRATEGY
3. RETAIL AND CONSUMER TREND
