Dr. Beenish Tariq (HEC Approved Supervisor)
International Business & Marketing
National University of Sciences and Technology (NUST)
NUST Business School, H-12 Sector, Islamabad
PhD in in Marketing. University Utara Malaysia, Malaysia. MBA, Marketing. Air University, Pakistan. BBA, Marketing. Baha-ud-Din Zakariya University, Pakistan
Dr. Beenish Tariq is associated with NUST Business School (NBS), where she is serving as Assistant Professor of Marketing. She has more than five years of industrial and teaching experience. Her research interests include digital financial services, Internet of things, customer loyalty and government regulations.
Dr. Tariq carries an immense wealth of experience in conducting research and has published 7 articles, so far, in International Journals and Conferences. She has published articles, among others, in the Journal of Telecommunication, Electronic and Computer Engineering (Scopus indexed) and Pakistan Journal of Commerce & Social Sciences (Scopus indexed). She has an extensive knowledge of marketing strategies, consumer behavior, CRM strategies and quantitative research methods including Smart-PLS & SPSS.
Dr. Tariq received her PHD in Marketing from School of Business Management, University Utara Malaysia, Malaysia (AACSB & AMBA accredited). Due to outstanding academic performance, she was also given an opportunity to serve as Teaching Assistant at University Utara Malaysia, Malaysia.
Dr. Tariq has attended multiple workshops on smart PLS 3.0 and developed expertise in data analysis via Smart-PLS using both repeated indicator and two-stage models dealing with higher order constructs (both reflective and formative). She actively participates in continued learning through conferences and professional research. Dr. Tariq is a strong believer of students’ abilities to learn and their inherent thirst for knowledge with the right nudge and environment.
Dr. Tariq’s focus is on quantitative research methods related to the domains of
Digital Financial Services
Internet of things
Dr. Tariq has experience of developing research collaborations with National and International Universities in Malaysia, in the form of research publications and idea exchanges on providing assistance to students through advanced teaching methods.
Gilal, F. G., Gilal, N. G., Tariq, B., Gilal, R. G., Gilal, R. G., Gong, Z., & Channa,
N. A. (2020). Intergenerational differences in fans' motivation to watch
the T20 world cup: a generation cohort theory perspective. International Journal of Sports
Marketing and Sponsorship. (SSCI, IF=1.117, ABDC)
Channa, N. A., Bhutto, M. H., Bhutto, M., Bhutto,
N. A., & Tariq, B. (2020).
Capturing customer’s store loyalty through relationship benefits:
Moderating effect of retail innovation. European Business Review. (available at Early cite) (ESSCI, ABDC, Scopus indexed)
Tariq, B., Najam, H., Maat, N.K.N., & Han, H., (2020). "Moderating
effect of government regulations on the determinants of customer loyalty
for cellular service providers in Pakistan." Journal of Contemporary
Issues in Business and Government 26(1): 1-22. (ESSCI, ABDC)
Raza, M., Salleh, S., Tariq, B., Altayyar,
R., & Shaari, H. (2020). Investigating the Effects of Customer-Based
Brand Equity on Turnover Intentions with Mediating Effect of Customer
Citizenship Behavior. Management Science Letters, 10(2),
279-286. (Scopus Indexed.
Tariq, B., & Mat, N. K. N.
(2018). Understanding the Moderating Role of Government Regulations in Telecom
Sector of Pakistan. Journal of Telecommunication, Electronic and
Computer Engineering (JTEC), 10(1-11), 103-107. (Scopus
B., & Mat, N. K. N. (2018). The Determinants of
Customer Loyalty in Telecommunication Industry of Pakistan. International
Journal of Business Marketing and Management, 3(1), 36-43 (International Peer-Reviewed)
B., & Mat, N. K. N. (2017). Do Government Regulations
Moderate the Oliver’s Four Stage Loyalty Linkage? A Pilot Study in Cellular
Industry of Pakistan. Asian Journal of Multidisciplinary Studies, 5(11), 9-13. (International Peer-Reviewed)
Tariq, B., Awan, H. M., &
Ghouri, S. (2014). Antecedents of Sellers' Relationship Building Efforts in
Relationship Marketing: A Case of the Telecom Sector of Pakistan. Pakistan
Journal of Commerce & Social Sciences, 8(3), 680-695. (Pakistan’s
HEC Recognized, Scopus Indexed)
Tariq, B., & Taimoor, S. (2019). “Generating Marketing outcomes through
internet of things”. Paper presented at 30th annual Production
Operation Management Society, Washington DC, USA.
Taimoor, S., & Tariq, B.
(2019). “Reevaluating Gender Role and Identity in the Contemporary Pakistani
Society: An application of the BEM Sex Role Inventory (BSRI)”. Paper presented
at the 2nd LUMS International Interdisciplinary conference on
Gender, Work and Leadership, Lahore, Pakistan.
Tariq, B., Mat, N. K. N.,
Najam, H., & Siddiqui, A. N. (2018) “The
Impact of Customer Gratitude on PWOM and Purchase Intention in Relationship
Marketing”. Paper presented at International Conference on Social
Science and ICT 2018, Kuala Lumpur, Malaysia
Tariq, B., & Mat, N. K. N. (2017) “Preliminary Study for Understanding the Moderating Role of Government
Regulations in Telecom Sector of Pakistan”. Paper presented at International Conference on
Applied Science and Technology 2017 (Scopus
Indexed), in Langkawi, Malaysia.
Tariq, B., & Mat, N. K.
N. (2016) “The Determinants of Customer Loyalty in Telecommunication
industry in Pakistan”. Paper presented at the 1st International Research Conference on Economics Business and Social Sciences, in Penang,
Accepted for Publications:
purchase intention toward Hybrid Vehicles: Testing moderating role of price
sensitivity, Journal title: European Business Review (ESCI, ABDC) (Status: Accepted, waiting for preprint)
Misspecification: Revisiting SERVQUAL as Formative Construct Using PLS-SEM Two
Stage Approach, Journal title: Journal of Social Science and Humanities (ESCI,
Accepted, waiting for preprint)
Conference Presentation: Behaviors also
trickle back: An assessment of customer dysfunctional behavior on employee and
customers, accepted for
presentation at British Academy of Management (BAM) 2020
Conference Presentation: Predicting
consumer purchase intention toward Hybrid Vehicles: Testing moderating role of
price sensitivity, accepted
for presentation at British Academy of Management (BAM) 2020
Fundamentals of Marketing
Quantitative and Qualitative Research Methods
Applied Marketing Analytics
Dr. Tariq has remained affiliated with Telenor Pakistan (Pvt) Ltd for over a year, where she served as Admin / OSS Officer. She acted as a regional resource to all the administrative & operational tasks within the region and provided support in nationwide Telenor projects as well. Her responsibilities included conducting financial reporting & analysis for optimum resource allocation, carrying out recruitment tests, arranged interviews & processed joining documents of new employees, organizing various events including annual dinners, training sessions, seminars, product celebrations and product launches, and logistics management,. In addition, she was also supporting the Marketing function in conducting consumer surveys and collecting valuable market feedback.