Dr Alastair Tombs

Senior Lecturer

School of Business
Faculty of Business, Economics and Law
+61 7 334 68091


Alastair's research follows two interlinked main streams: 1) customer-to-customer and customer-to-service provider interactions, and 2) service environments and their impact on consumer emotions and customer behaviour.

Prior to gaining a PhD in Marketing Management in 2005 he has had extensive experience in both the commercial and public sectors. This included over 20 years of running his own businesses in areas such as retail, property management and architectural/engineering design.

To date Alastair's work has been published in: academic journals (Journal of Business Research, Psychology and Marketing, European Journal of Marketing, Marketing Theory, Managing Services Quality, Journal of Management and Organisation, Australasian Marketing Journal); as book chapters (Research on emotions in organizations, Research companion to emotions in organizations, Streaming Media in Higher Education, Serving Customers: Global reflections on Services Marketing) and at numerous international conferences. He has received a "best article" award in the Australasian Marketing Journal as well as "best paper" awards at Australasian, American and European marketing conferences.


  • Graduate Certificate in Higher Education, The University of Queensland
  • PhD, The University of Queensland
  • BCom(Hons), University of Otago


View all Publications


View all Supervision


Featured Publications

Book Chapter

  • Tombs, Alastair and Tuzovic, Sven (2013). The role of emotions in service customer decision-making. Serving Customers: Global Services Marketing Perspectives. (pp. 86-107) edited by Raymond P. Fisk, Rebekah Russell-Bennett and Lloyd C. Harris. Prahran, VIC, Australia: Tilde Publishing and Distribution.

  • Tombs, Alastair and Nguyen, Doan (2011). Developing case-based dramatised videos as teaching resources. Streaming Media Delivery in Higher Education: Methods and Outcomes. (pp. 332-351) edited by Charles Wankel and J. Sibley Law. Hershey, PA, United States: Information Science Reference. doi: 10.4018/978-1-60960-800-2.ch018

  • Dasborough, M. T., Sinclair, M., Russell-Bennett, R. and Tombs, A. (2008). Measuring emotion - Methodological issues and alternatives. Research Companion to Emotions in Organizations. (pp. 197-208) edited by N. M. Ashkanasy and C.L. Cooper. Cheltenham, United Kingdom: Edward Elgar Publishing. doi: 10.4337/9781848443778.00021

  • Keeffe, Dominique A., Russell-Bennett, Rebekah and Tombs, Alastair (2007). The intentional use of service recovery strategies to influence consumer emotion, cognition and behavior. Functionality, intentionality and morality. (pp. 141-175) edited by Charmine E.J. Härtel, Neal M. Ashkanasy and Wilfred J. Zerbe. Bingley, United Kingdom: Emerald Group Publishing. doi: 10.1016/S1746-9791(07)03006-4

Journal Article

Conference Publication

Other Outputs

PhD and MPhil Supervision

Current Supervision

  • Doctor Philosophy — Principal Advisor

    Other advisors:

  • Doctor Philosophy — Joint Principal Advisor

    Other advisors:

Completed Supervision