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Faculty Achievement

Published Works
Research Publication by IBA Faculty Featured in Service Business Journal

IBA Karachi proudly shares that I htesham Ud Din, Lecturer – Marketing, has successfully published his research paper titled “Will I Try or Will I Resist Artificial Intelligence-Based Frontline Service Technologies? A Review and Research Agenda” in the Service Business Journal.

The journal is indexed in ABDC (B category), HEC (W category), and Scopus Q1, and holds an impact factor of 4.1, reflecting its strong global academic standing.

The publication highlights emerging research perspectives on artificial intelligence-driven service technologies and their implications for frontline service adoption.

Read the article here.