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, Sharifonnasabi, Fatemehghazalnaz, and Nallarasan, Nitheesh Kumar (2024) Halal servicescape in the metaverse. Journal of Islamic 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.