People in transit at Incheon Airport, Seoul, South Korea

Marketing Services marketing

Our research explores frameworks for customer-focused management and strategies for increasing customer satisfaction, engagement and retention through service and customer/visitor experiences.

We contribute to scientific knowledge on value creation through services marketing, online and offline service delivery and customer experience.

Our research covers a broad range of service sectors, including tourism, transportation, hospitality, public services, health, energy and financial/professional services. In addition, many manufacturing companies are differentiating their offerings and creating value through their service support, so we also get involved in research within that area.

Research methodologies include:

  • quantitative surveys
  • qualitative individual & group interviewing techniques
  • observation studies
  • document analysis
  • ethnography
  • netnography

We work with a range of organisations operating in the services and tourism sectors as well as with academics worldwide. In addition to our output in journal articles and books, our research and PhD team also regularly present at many international conferences on services and tourism.

Our key themes

These include:

  • service delivery
  • service branding
  • service quality & customer satisfaction
  • service dominant logic
  • value co-creation
  • customer engagement
  • customer experience management
  • customer experience with technology

We also have expertise within the tourism sector where projects cover ancestral tourism, community based tourism, marketing of hospitality, social media/review sites.

Recent publications

Alexander, M., Bryce, D., & Murdy, S. (2016), Delivering the Past Providing Personalised Ancestral Tourism Experiences. Journal of Travel Research

Jaakkola, E., & Alexander, M. (2014), The Role of Customer Engagement Behaviour in Value Co-Creation, A Service System Perspective. Journal of Service Research, 17(3), 247 to 261

McLean, G & Wilson, A (2016), Evolving the online customer experience … is there a role for online customer support? Computers in Human Behaviour, vol 60, pp 602 to 610

MacGillavry, K & Wilson, A (2014), 'Delivering loyalty via customer experience management at DHL Freight', Global Business & Organisation Excellence, vol 33, no 6, pp 6 to 20

Osei-Frimpong, K, Wilson, A & Lemke, F (2016), 'Patient co-creation activities in healthcare service delivery at the micro level: The influence of online access to healthcare information', Technological Forecasting & Social Change

Editorial roles

Members of the group are on the editorial boards of the following internationally recognised Marketing journals:

  • Journal of Service Research
  • Journal of Business Research
  • International Journal of Market Research
  • Journal of Brand Management
  • Journal of Business & Social Development