Research group Marketing & Customer Experience
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.
Lines of research within the research group
Marketing skills for the circulair transition
ProjectThe transition to a circular economy needs a push—only 6% of Dutch companies actively embrace circularity. This presents an opportunity for marketing!
Digital4Sustainability– re-and upskilling for a digital and sustainable Europe
ProjectDigital4Sustainability is dedicated to accelerating the so called ‘twin transition’ (sustainable & digital).
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.
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Collaboration
Our professors and researchers
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Suzanne de Bakker
Lecturer-researcher Marketing & Customer Experience, Social Interaction in Public Spaces Show profile