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Dr Graeme McLean



Personal statement

My research and teaching interests lie within services marketing, customer experience and digital technologies. In particuar I am interested in exploring the online customer experience. I actively explore the role of new technology and its implications for marketing (digital marketing) and in particular how technology influences services.

Before joining the department of marketing, I studied at both undergraduate and postgraduate level at The University of Strathclyde where I obtained my PhD. I have worked in numerous marketing and consultancy roles and was previously a Lecturer in Marketing at The University of the West of Scotland. 

I have presented at a number of international academic conferences in countries such as China, Italy, Denmark and Portugal. 



Has expertise in:

    Customer Service, Customer Experience, Digital Marketing


Developing a mobile application customer experience model (MACE) - implications for retailers
McLean Graeme, Al-Nabhani Khalid , Wilson Alan
Journal of Business Research Vol 85, pp. 325-336, (2018)
Examining satisfaction with the experience during a live chat service encounter- implications for website providers
McLean Graeme, Osei-Frimpong Kofi
Computers in Human Behaviour Vol 76, pp. 494-508, (2017)
Examining online social brand engagement : a social presence theory perspective
Osei-Frimpong Kofi, McLean Graeme
Technological Forecasting and Social Change, pp. 1-13, (2017)
Examining the moderating effects of firm generated content on online social brand engagement
Osei-Frimpong Kofi, McLean Graeme
27th Annual RESER Conference, (2017)
Investigating the online customer experience – a B2B perspective
McLean Graeme J.
Marketing Intelligence and Planning Vol 35, pp. 657-672, (2017)
It’s time to chat…examining the customer experience during an online live chat service encounter
McLean Graeme, Osei-Frimpong Kofi, Al-Nabhani Khalid
15th International Research Symposium on Service Excellence in Management, (2017)

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