A strong brand and good customer service are key to create a positive image, satisfied customers, higher recommendations intentions and long-term sales. Currently organizations discover the possibilities of digital technology to optimize the customer journey and customer experience on the one hand, and on the other hand to add meaningful and sustainable value to human and society.

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 focusses 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.

Publications


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.

Two people looking at a laptop screen Eddo Wesselink

“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

Our professors and researchers

Professor Tijs Timmerman

Tijs Timmerman

Professor Marketing & Customer Experience Show profile
Gerrita van der Veen

Gerrita van der Veen

Professor Marketing & Customer Experience Show profile
Wilke van Beest | Researcher | Research groups Methodology of Practice-Based Research and Marketing, Market Research and Innovation

Wilke van Beest

Researcher Marketing & Customer Experience, Methodology of Practice-Based Research Show profile
Renate van der Meer | Researcher | Marketing, Market Research and Innovation

Renate van der Meer

Researcher Marketing & Customer Experience Show profile

Would you like to collaborate or do you have any questions?

Professor Tijs Timmerman

Tijs Timmerman

  • Professor
  • Research group: Marketing & Customer Experience