Dr Sarabjit Kaur (publishing as Sarabjit Kaur Sidhu) is a Lecturer in the School of Business at Monash University Malaysia. She holds a Ph.D. in Business and Management from the University of Nottingham, where her doctoral research examined perceived justice and post-service failure behaviour, highlighting how psychological factors such as attachment styles and brand authenticity shape recovery satisfaction and consumer loyalty.

Dr Sarabjit’s research focuses on consumer behaviour, service failure and recovery, and communication interventions that promote public health and well-being. She also investigates AI-driven marketing innovations and technology adoption in digital and service contexts. Her work bridges behavioural theory with emerging technologies such as artificial intelligence, augmented reality, and immersive brand storytelling to understand how consumers experience and respond to technology-mediated marketing environments. She has published in peer-reviewed journals including the Asia Pacific Journal of Marketing and Logistics, Journal of Consumer Marketing, and Journal of Relationship Marketing, and contributed book chapters in edited volumes on digital transformation and intelligent fashion systems.

Before joining academia, Dr Sarabjit has about seven years of industry experience in Malaysia and Germany, holding roles at Malayan Banking Berhad, JobStreet.com, and Offenburg University of Applied Sciences. Her professional experience in digital marketing, e-commerce, and service innovation continues to inform her research and teaching, fostering strong connections between academic theory and industry practice.

At Monash University Malaysia, Dr Sarabjit leads MKW3610 Marketing Strategy and Implementation, the capstone marketing unit that integrates industry-engaged learning to strengthen students’ strategic thinking, problem-solving, and professional readiness. Within her teaching, AI tools are embedded to support reflective and applied learning activities, enriching students’ engagement with contemporary marketing practice.

Her academic work reflects a commitment to employability-focused education, industry collaboration, and research that advances digital innovation, consumer well-being, and effective communication for public health.

Research Interests

• Consumer behaviour

• Service failure and recovery

• AI and digital technology in marketing

• Communication interventions for public health and well-being

• Quantitative and qualitative research methods