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.

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

Gerrita van der Veen | Professor | Marketing, Market Research and Innovation

Gerrita van der Veen

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

Wilke van Beest

Researcher Marketing, Market Research and Innovation, Methodology of Practice-Based Research Show profile
Anita Cox | Researcher | Marketing, Market Research and Innovation

Anita Cox

Researcher Marketing, Market Research and Innovation Show profile
Eveline van der Herberg | Researcher | Marketing, Market Research and Innovation

Eveline van der Herberg

Researcher Marketing, Market Research and Innovation Show profile

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

Gerrita van der Veen | Professor | Marketing, Market Research and Innovation

Gerrita van der Veen

  • Professor
  • Research group: Marketing, Market Research and Innovation