Under the patronage of His Highness Sheikh Hamdan Bin Mohammed Bin Rashid Al Maktoum, Crown Prince of Dubai, and President of Hamdan Bin Mohammed Smart University (HBMSU)

Conference 1 November 23, 2021

Innovation for Quality of Digital Services



Innovation for Quality of Digital Services

November 23, 2021

Conference 1

The widespread availability of digital technologies enabled the development of radically new services that have brought substantial changes in the way we live, learn, socialize, and do business. The introduction of these services expanded access and offered new opportunities to tackle some worldwide challenges and pave the way towards an inclusive and sustainable digital future.

To design and develop innovative digital services, public and private organizations need to embrace digital technologies and integrate them into their strategies, processes, organizational culture, structures, and business models. Organizations need to have effective and agile strategies for digital transformation that facilitate the development of innovative digital services as well as clean, safe, and engaging user experiences. Even when research on the quality of digital services is still in its infancy, it acknowledges the game-changing nature of digital technologies and data-rich environments, the importance of agile co-creation, the need for including service-disadvantaged communities, and the potential of scaling services through the use of cloud-based IT systems.

This conference is designed to discuss the dimensions of the quality of digital services and shed light on innovations, techniques, strategies, and practices that will help organizations in their quest to design, develop, and deliver quality digital services that solve current challenges and create values for different stakeholders in digital societies. The conference will focus not only on presenting innovations but also on generating ideas to foster innovations that support digital transformation and promote the best possible user experiences.

This one-day virtual conference is open for general debate on topics related to service excellence and digital transformation of services. It features a number of exciting activities including: two keynote speeches, panel discussions, a strong line-up of invited and contributed presentations, and interesting workshops, in addition to technical demonstrations and numerous opportunities for informal networking with lead researchers, key players, and decision makers in the area of service quality. Conference attendees will learn from the in-depth analysis, case studies, lively discussions and leave with take-a-ways aligned to their priorities.


  • Service Excellence and Customer Experience Innovations
  • Digital Transformation of Services
  • Quality of Digital Services in Public Sector
  • Quality of Digital Services in Healthcare Sector
  • Quality of Services in Digital Banking
  • Service Excellence in Tourism and Hospitality
  • Quality of Online, Smart, and Technology-enhanced Education
  • Quality and Operations Management, Reshaped by AI
  • The Future of Customer Experience: Personalized, Proactive, Predictive, and Responsive

HE Mohammed Bin Taliah

Chief of Government Services | United Arab Emirates

His Excellency Mohammed Bin Taliah is the Chief of Government Services of the United Arab Emirates Government, where he oversees improving government services and implementing programs to ensure providing high quality services through the Emirates Government Service Excellence Program (EGSEP), which aims to raise the efficiency of government services and improve customer experience. He also oversees other programs including the Global Star Rating System, Khadamati system, and the Best M-Governm [...]

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Colonel Mohamed Saeed

Mr. Colonel Mohamed Saeed Al Shamsi

Director of the Programs and Smart Solutions Directorate in the General Directorate of Smart Services and Digital Security | United Arab Emirates

Col. Mohamed is the Director of the Programs and Smart Solutions Directorate in the General Directorate of Smart Services and Digital Security at the Ministry of Interior, Colonel Mohamed is the Undersecretary of Smart services & Artificial Intelligence council, Government Capabilities Team Leader, and Member of Government Transformations Pioneers. Colonel Mohamed is a holder of a bachelor’s degree in information technology.

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Ms. Moza Suwaidan

Director of Strategy & Innovation | United Arab Emirates

Moza Suwaidan Director of Strategy and Innovation Director General Advisor Dubai Digital Authority - Dubai Government In her position as the Director of Strategy & Innovation, Moza is responsible for managing and delivering Technology Solutions, Strategy and Performance, Quality Management, Excellence, Enterprise Architecture and Portfolio Management functions. She has more than 20 years of rich professional experience in which she also led key city strategic initiatives, the recent [...]

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Dr. Mohammed A. Nasseef

Assistant Professor of Quality and Excellence | Saudi Arabia

DR. MOHAMMED ABDULLAH NASSEEF Dean of Islamic Economic Institute Assistant Professor of Total Quality in the Department of Business Administration at King Abdulaziz University Executive Member of the Saudi Council for Quality, Presenter of several workshops in the Service Excellence System for Governmental Entities, assessor in Sheikh Khalifa Excellence Award, certified Six Sigma and Excellence Management by the American Harrington Institute, Member of the American Society for Quality (ASQ) [...]

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Mr. Mohammed Al Ajmani

Head of Performance Management Section | United Arab Emirates

• UAEU alumni “bachelor’s in law “ • HBMSU alumni “Master of science in organizational excellence “ • Head of performance management section, in Strategy and Future department at Ministry of Human Resources and Emiratisation. • Interested in Public speaking and concepts related to business and customer service. • Winner of the second place in the Minister of Human Resources and Emiratisation Award for the category of the best young citizen in 2019. • Member of the "Med [...]

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Prof. Phil Klaus

Prof. Dr. Phil Klaus, MBA, MRes Professor of Customer Experience Strategy and Management | Monaco

Prof. Dr. Phil Klaus MBA, MRes Professor of Customer Experience Strategy and Management Prof. Dr. Phil’ Klaus is widely considered one of the leading global Customer Experience Strategists. He is the founder of Dr. Phil Klaus & Associates Consulting, Professor of Customer Experience and Marketing Strategy at the International University of Monaco, bestselling author of “Measuring Customer Experience – How to Develop and Execute the Most Profitable Customer Experience Strategies,” C [...]

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Mr. Sayed Ahmad Almoosawi

Chief Executive Officer | United Arab Emirates

• Sayed Ahmad is an entrepreneur and has established his own business brand called Freez. • Freez is a UAE brand established in Dubai in year 2016 in a small hidden location. From this location, freez carried on its expansion to have 17 branches across UAE and 4 branches in KSA and 2 branches in Oman. • He is currently working in RTA as a Chief IT Auditor and he has more than 20 years of experience in IT Audit, IT Security fields and System Management. Before that he was a Senior IT Aud [...]

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Prof. A. Parasuraman

Emeritus Professor of Marketing & James W. McLamore Chair Emeritus | USA

Professor A. Parasuraman ("Parsu") is Emeritus Professor of Marketing and James W. McLamore Chair Emeritus at the Miami Herbert Business School, University of Miami (USA). He currently serves as Mentor of the AIM-Parasuraman Center for Service Excellence at the Jagdish Sheth School of Management (JAGSOM) in Bengaluru (India) and Pro-Chancellor (Academics) of Vijaybhoomi University in Karjat (Greater Mumbai, India). He is renowned globally as a leading expert in service quality and customer servi [...]

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Ms. Maryam Al Zarooni

Learner | United Arab Emirates

An ambitious and passionate Alumni from HBMSU, with a bachelor’s degree in business & Human Resources. Previous Learner Council president of year 2019 and a current Postgraduate Learner in Innovation and Change Management. Aiming to grow in an environment that motivates excellence, passion for work, and loyalty towards the committee; that will strengthen my personal character and support my career growth.

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Mrs. Nasra Alhebsi

Learner | United Arab Emirates

Mrs.Nasra Alhebsi is self-motivated learner at HBMSU, Human and Resources Management department Certified ACHOLOGY LIFE COACH and CBT PRACTITIONER . Mrs.Nasra aim to develop her skills in the training and development area achieving sustainability in learning

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Mr. Ahmad Al Nashash

Executive Contract Officer | United Arab Emirates

• HBMSU alumni “Bachelor Business management in Accounting”. • Learner council member 3 years “2016-2018”. • Executive Contract officer at “Al Wahda Sports Cultural Club”. • Interested in managing and studying new business projects.

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Saad E.

Mr. Saad E. Abbas

Smart Training Manager | United Arab Emirates

Saad personally conducts several training programs such as Human Capital Development, Leadership, Strategic Planning and Entrepreneurship Saad Has had a long and diverse career that led him to work in several organisations and different positions during his Thirty Seven years Including the post of Smart Training Manager Hamdan Bin Mohammed Smart University Director Human Capital Development Mohammed Bin Rashid Foundation Coordinator General Dubai Human Development Award, Head of Trade Industria [...]

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Dr. Fahad Al Saadi

Vice Chancellor for Learners Development | United Arab Emirates

Dr. Fahad Alsaadi has 20 years of experience in business administration and management. He holds a Ph.D. degree with distinction in Total Quality Management. His research focuses on e-service quality in higher education in the United Arab Emirates. Dr. Fahad Alsaadi earned his master’s degree in Business Administration (MBA) from the American University of Sharjah (UAE), and Bachelor of Applied Science in Business Admin (Distinction with Honors) from Higher Colleges of Technology in Dubai. [...]

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Dr. Souma Alhaj Ali

Director of Excellence and Governance | United Arab Emirates

Dr. Souma Alhaj Ali is an Associate Professor in Industrial Engineering-Artificial Neural Network and Robotics; she is currently the Director for Excellence and Governance at Hamdan Bin Mohammed Smart University. She has a strong record of achievement combining skills in diverse areas of Industrial Engineering, Artificial Intelligence, and Quality and Excellence. She’s held many positions in public and private sectors, including the Director of the Center of Academic Quality Assurance at Hashe [...]

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Prof. Ebrahim Soltani

Professor of Quality Management | United Arab Emirates

Ebrahim Soltani (PhD – University of Strathclyde, UK) is a professor of Quality Management at Hamdan Bin Mohammed Smart University (HBMSU), Dubai, United Arab Emirates (UAE). Prior to his appointment, he was a professor of Operations Management at the University of Kent Business School, UK. Ebrahim’s recent research focuses on global supply chain and how the nature of upstream and downstream supply chain relationships influence the level of product quality

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Dr. Bostjan Gomiscek

Faculty Members, School of Business and Quality Management | United Arab Emirates

Prior to his appointment to Hamdan Bin Mohammed Smart University Boštjan Gomišček (PhD - University of Technology Vienna, Austria) was working with different universities and research institutions: University of Wollongong in Dubai (UAE), University of Maribor and University of Ljubljana (Slovenia), University of Technology Vienna and Austrian Academy of Science (Austria). While working at this institutions he was occupying different positions (Associate Dean Research, Head of Quality Managem [...]

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Ying Ying

Dr. Ying Ying Liao

Faculty Members, School of Business and Quality Management | United Arab Emirates

Dr. Ying Ying Liao is an Associate Professor at Hamdan Bin Mohammed Smart University and a fellow of the Higher Education Academy (HEA) UK. Prior to her current appointment, she was an assistant professor and acted as programme director at the University of Liverpool (China Campus). She received her PhD degree and served as post-doctoral researcher in the University of Kent, UK. She has been actively involved in several research activities internationally including joint PhD supervision, EMBA ex [...]

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Prof. Hamdy Abdelaziz

Dean of School of e-Education | United Arab Emirates

The winner of Khalifa Award for Education (Cycle # 7, 2014); Distinguished University Professor in the Field of Teaching in the Arab World. Professor of Curriculum and Instructional Design, Tanta University, Egypt. Professor of Distance Learning, School of e-Education, Hamdan Bin Mohamed Smart University, UAE. Prof. Abdelaziz holds a Ph.D. from University of Arkansas, USA, 2004, with first class honors (4 out of 4). Former supervisor of the National Smart Learning Center in Egypt. Former directo [...]

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Prof. Ahmed Ankit

Chair of the Scientific Program | United Arab Emirates

Ahmed Ankit’s areas of interest for research include Applied Linguistics, Communication, e-learning and Education Leadership. He is the Dean of Research and Doctoral Studies at Hamdan Bin Mohammed Smart University, Dubai, United Arab Emirates. He was the Dean of Education at the American University in the Emirates and previously the Vice President for External Relations and Cultural Affairs at Ajman University, UAE, where he supervised collaborative projects with international organizations an [...]

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Mr. David Qu

Vice President of Global Publications, Education, Electronic Products | United Arab Emirates

Vice President of Global Publications, Education, Electronic Products

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Prof. Awoniyi Awofeso

Associate | United Arab Emirates


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Dr. Khedidja Hedna HadjKali

Associate | United Arab Emirates


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Ms. Maram Youssef

Learner | United Arab Emirates


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Mrs. Alaa Ahmed

Learner | United Arab Emirates


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Ms. Farah Abu jadallah

Learner | United Arab Emirates


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Ms. Fatema Al Hammadi

leaner | United Arab Emirates


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Mrs. Shaima Hajji

Student | United Arab Emirates


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Dr. Ahmed Al Nakeeb

Program Chair – School of Business and Quality Management | United Arab Emirates

Dr. Ahmed Al-Nakeeb is an Assistant Professor of Management at the School of Quality and Business Management at Hamdan Bin Mohammed Smart University. Dr. Al-Nakeeb received his Ph.D. in Quality Management from the University of Glamorgan in Wales, United Kingdom. He also completed a Master in Business Administration, a Diploma in Business Administration, and a B.Eng. in Civil Engineering all from reputable Universities in the United Kingdom. He taught various courses in Management and Marketing [...]

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Prof. Samer Hamidi

Dean of School of Health and Environmental Studies | United Arab Emirates

Professor Samer Hamidi is a professor at School of Health and Environmental Studies. He has 20 years of teaching and research experience in the fields of public health, health management, and online learning. He designed, developed, and delivered courses at the bachelor, master, and doctoral levels. He also led the accreditation of public health and health management programs. He is locally and internationally recognized scholar, an associate editor, editorial board member, and peer reviewer for [...]

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Prof. Nabil Baydoun

Vice Chancellor for Academic Affairs | United Arab Emirates

Professor Baydoun is an internationally recognized authority on the impact of culture and religion on accounting and financial systems. He is currently the Vice Chancellor for Academic Affairs at HBMSU in Dubai. He also held senior academic positions and staffed key board committees at various institutions in Australia, Honk Kong, New Zealand and the United Arab Emirates. Professor Baydoun has a record of accomplishment of launching innovative initiatives and building effective teams in large a [...]

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Ms. Khezna Al Sadi

Senior Executive of Learners Experience and Community Engagement | United Arab Emirates

Khezna Alsadi is a Senior Executive of Learners Experience and Community Engagement at Hamdan Bin Mohamed Smart University. Currently she is doing her Master in Entrepreneurial Leadership Program and holds a Bachelor of Business and Quality Management (Distinction with Honors). Her key strength is in her capability of being customer-driven and oriented; with 12 years’ experience in fields focusing on customer services and partnership management. Khezna has a talent as a voice-over specialist w [...]

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Innovation for Quality of Digital Services

November 23, 2021

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