Dr. Olayemi Abdullateef Aliyu is an Associate Professor in Marketing at the School of Business Administration, Al Akhawayn University. He holds a Ph.D. in Marketing Management from University Utara Malaysia (UUM). Previously he was Academic Leader of the Postgraduate Programmes, and Group Manager for Postgraduate Business Programmes at Toi Ohomai Institute of Technology New Zealand. He has also held senior lecturer positions in Malaysia and Australia's reputable AACSB accredited universities. He has practical experience in marketing, contact center market research, academic quality, and general management. His research interests are in Customer Retention, Digital Marketing, the impact of technology implementation on customers in Service Businesses. Abdullateef has successfully supervised 3 Ph.D. and 21 MSc students to completion, and published papers in ABDC, ISI and Scopus indexed journals. He has also served as an examiner for Ph.D. and MSc students in New Zealand, Malaysia, and South Africa.