Research group Marketing & Customer Experience
This research group researches the possibilities of organizations to create meaningful and sustainable brands and customer experiences in a growing digital environment. The human perspective plays a central role within the research projects.
Lines of research within the research group
Businesses and organizations look for ways to develop products and services that make profit, but at the same time adds value to society. This research line researches how brands can find a good balance between value for humans (customer value), value for the brand (brand value) and value for society (public value).
This research line focuses on ways that organizations can optimize their digitalization process, so that this will add value for their commercial and/or operational goals, as well as the customer experience and the development of sustainable customer relationships.
Successfully launching animal-friendly products
This research studies the launching of animal-friendly products and the influence of media on the effectiveness of marketing strategies
Is there a future for marketing
Development of a tool to map trends and scenarios that can give better direction to educational programs and research projects relevant to practice
Publications
- A Research Pathway Model for evaluating the implementation of practice-based research The case of self-management health innovations
- Customer journey from practice to theory
- Human values as added value (s) in consumer brand congruence a comparison with traits and functional requirements
Education
The research group strives to actively contribute to the development of education in the field of marketing and customer experience. In recent years, we have contributed to the development of the bachelor’s degree programme in Commercial Economics and the master’s degree programme in Data Driven Business.
“The Moves project helps us to think about our position and the way we present what we do in the neighbourhood. That is a completely different way for physical therapists to be professionally active”
Eddo Wesselink Physiotherapist, Fytac
