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Dr. Beenish Tariq (HEC Approved Supervisor)
Assistant Professor
International Business & Marketing

National University of Sciences and Technology (NUST)
NUST Business School, H-12 Sector, Islamabad
Tel : +92-51-90853112


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
  • Marketing strategies
  • Consumer behavior
  • CRM strategies
  • Customer loyalty
  • Purchase intention
  • Government regulations​​

  • 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.

    ​Journal Publications

  • ​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 Indexed)
  • Tariq, 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)
  • Tariq, 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)​
  •  Conference Publications: 

  • ​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, Malaysia.​
  • Accepted for Publications:

  • Predicting consumer purchase intention toward Hybrid Vehicles: Testing moderating role of price sensitivity, Journal title: European Business Review (ESCI, ABDC)         (Status: Accepted, waiting for preprint)
  • Model Misspecification: Revisiting SERVQUAL as Formative Construct Using PLS-SEM Two Stage Approach, Journal title: Journal of Social Science and Humanities       (ESCI, Scopus) (Status: 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
  • Marketing Management
  • Strategic Marketing
  • Applied Marketing Analytics
  • Research Methodology
  • ​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.