Lecturer in Marketing Data Analytics

  • Academic
  • Creative Education
Dr Shaimaa Doma

Dr Shaimaa Doma joined the Business School for the Creative Industries in 2024. Her PhD employed a mixed methods approach to investigate the use of gamification within UK-based service design teams. She teaches marketing units across the undergraduate and postgraduate Business School courses at UCA.

Bio

Dr Shaimaa Doma joined UCA in 2024, having previously taught at Loughborough Business School. Her research is multidisciplinary and bridges New Service Development, Service Design Teams, Gamification, and Project Team Performance.

Her doctoral thesis investigated the impact of gamification usage on the relationship between service design team dynamics and team performance. She presented her work in esteemed national and international conferences such as the Academy of Marketing, SERVSIG, and IBIMA.

In addition to her academic experience, she has worked on several marketing projects both nationally and internationally.

Research statement

Dr Shaimaa’s research interests include service innovation, gamification, service design teams, digital marketing, and customer engagement.

Research outputs

  • Doma, S. (2024) The impact of gamification usage on the relationship between service design team dynamics and team performance.
    Link
  • Academy of Marketing Conference 2022, Huddersfield, UK. Paper entitled: ‘Applying Gamification to New Service Development’.
  • SERVSIG2022, Glasgow, UK. Paper entitled: ‘Applying Gamification to New Service Development’.
  • IBIMA (The 25th International Business Information Management Conference 2015) Netherlands, the paper is published in the Journal of Internet Social Networking and Virtual Communities.
    DOI: 10.5171/2015.280025.
    Link

Research supervision

Currently supervising MA students at UCA.

  • Centre for Service Management - Loughborough University
Dr Shaimaa Doma