Research group Marketing, Market Research and Innovation
A reliable brand and good customer service are key to creating a positive image, more satisfied customers, higher recommendations and more sales. Organisations are currently investigating the possibilities of using digital technology to optimise the customer journey and experience.
Lines of research within the research group
In this line of research, we study how companies apply social values in building and maintaining their brand and customer relationships. We are also studying how companies in the public sector can successfully launch new products on the market.
The research projects in the field of customer experience focus on the development of sustainable customer relationships and on the possibilities of personalisation and digitalisation to improve customer experience. We study the effects of digitalisation and personalisation on customer experience and relationship with the customer.
Better (legal) assistance with multi-problem situations
The aim of this research project is to improve the services that ‘Het Juridisch Loket’ (HJL) offers to clients in multi-problem situations.
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
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