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Khaled El-Shamandi Ahmed

Khaled El Shamandi Ahmed1 mtime20191217094645


  • Exploring Customer Experience with Augmented Reality Technology in Retailing

Khaled is a doctoral candidate in marketing at Henley Business School, and also is a visiting student at London Business School.

In his research he is exploring how companies can achieve extraordinary customer experience using new technologies such as augmented reality (AR). In particular, he is looking at how augmented reality can create a seamless customer journey, the meaning of experience customers encounter with AR, and how customers evaluate their overall experience with AR technology in retailing. Khaled’s research interests revolve around the following areas:

  • Customer experience
  • Digital marketing
  • Branding
  • Sharing economy
  • Ethical consumption

Before starting his PhD, Khaled earned his master degree in business management at Aston Business School where his dissertation was about brand valuation. He also worked as a media planner, news editor, and operations manager.

Khaled is originally from Egypt and moved to the UK in 2007. In his spare time, he enjoys hiking, running, and long walks.

Qualifications and Publications

MSc Business and Management, Aston University, UK, 2017

CIM Professional Diploma in Marketing, 2009

BA Mass Communications, major in Advertising & Public Relations, Cairo University, Egypt, 2005