Research group Marketing & Customer Experience
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.
Human dimension in digital public services
ProjectThis research seeks, in collaboration with public service providers, scalable, digital, and human-centered solutions for public service delivery.
Responsible AI-marketing
ProjectThis project supports SME marketers in applying AI responsibly, with practical tools addressing four key areas: technology, ethics, legislation, and multiple value creation.
Personalization and Responsibility In Marketing and Ethics
ProjectResearch by McKinsey states that marketing is the field where AI will contribute greatest value, for example with personalization. This radically changes the stakeholder field in which marketers operate when using personalization algorithms, by working together with data scienstis, AI-architects and data engineers more often. This research focuses on the question which guidelines for marketers are required to come to a responsible personalization practice.
Publications
- Aligning perspectives: retailers and Generation Z consumers in the second-hand fashion market
- Enhancing animal care through digital tools: a challenge and hindrance perspective of technology adoption in a zoological institution
- Experience matters: a systematic review and research agenda on predictors to buy sustainable fashion
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.
