Tan, Kim-Lim, Hofman, Peter S., Noor, Nurhafihz, Tan, Sook-Rei, Hii, Ivy S.H., and Cham, Tat-Huei (2024) Does artificial intelligence improve hospitality employees’ individual competitive productivity? A time-lagged moderated-mediation model involving job crafting and meaningful work. Current Issues in Tourism. (In Press)

Zainol, Zahirah, Noor, Nurhafihz, and Tong, Ashley (2024) Faithful and luxurious: Mediating halal with luxury through self-congruity. Journal of Global Fashion Marketing. (In Press)

Noor, Nurhafihz (2024) Technology acceptance model in halal industries: a systematic literature review and research agenda. Journal of Islamic Marketing. (In Press)

Noor, Nurhafihz (2024) Artificial Intelligence Service Agents. In: Ratten, Vanessa, (ed.) Reference Module in Social Sciences. Elsevier Reference Collection . Elsevier.

Noor, Nurhafihz, Zainol, Zahirah, and Tong, Ashley (2024) Enhancing hospitality service quality with artificial intelligence. In: Thaichon, Park, Kumar Dutta, Pushan, Raj Chelliah, Pethuru, and Gupta, Sachin, (eds.) Technology and Luxury Hospitality: AI, Blockchain and the Metaverse. Routledge Studies in Luxury Management . Routledge, Abingdon, Oxon, UK, pp. 182-198.

Noor, Nurhafihz, and Sim, Karen S. (2024) Impact of AI on the Flower of Service Model in the Hospitality Industry. In: Correia, Ricardo, Martins, Márcio, and Fontes, Ruta, (eds.) AI Innovations for Travel and Tourism. IGI Global, Hershey, PA, USA, pp. 58-81.

Noor, Nurhafihz, Rao Hill, Sally, and Troshani, Indrit (2022) Developing a service quality scale for artificial intelligence service agents. European Journal of Marketing, 56 (5). pp. 1301-1336.

Noor, Nurhafihz (2022) Halal Service Marketing: A Strategic Perspective. In: Alserhan, Baker Ahmad, Ramadani, Veland, Zeqiri, Jusuf, and Dana, Leo-Paul, (eds.) Strategic Islamic Marketing: a roadmap for engaging Muslim consumers. Contributions to NManagement Science . Springer, Cham, Switzerland, pp. 11-29.

Noor, Nurhafihz, Rao Hill, Sally, and Troshani, Indrit (2021) Artificial Intelligence Service Agents: Role of Parasocial Relationship. Journal of Computer Information Systems, 62 (5). pp. 1009-1023.

Noor, Nurhafihz, Rao Hill, Sally, and Troshani, Indrit (2021) Recasting Service Quality for AI-Based Service. Australasian Marketing Journal, 30 (4). pp. 297-312.

Noor, Nurhafihz, Don, Prasad A.K., and Cassidy, John (2017) Factors affecting halal food purchasing by non-Muslims in a multicultural society: a case study in Singapore. International Journal of Islamic Marketing and Branding, 1 (4). pp. 366-387.