Postgraduate research opportunities

Arnold Clark 2030: Examining the Customer Experience in the digital era

This project aims to assess the impact of technology on the customer experience across the varied customer journeys.

Number of places

1 place


Home fee, Stipend


15 November 2019


31 December 2019


36 months


The entry requirements are a 1st class first degree and/or an excellent Masters-level qualification or overseas equivalent in a relevant marketing discipline from a recognised academic institution.

Project Details

The customer’s experience is critical to business success and this has been recognised by many organisations. The changing demands of customers are resulting in higher expectations. No longer are customers comparing their experience with firms in the same product category, customers are now comparing firms across industries. The experience with a firm such as Amazon is compared with the experience derived from service interactions with a car dealership like Arnold Clark. No business is immune. More so, technology is continuing to advance at an unprecedented pace and proliferation of technology within consumer markets is substantial. However, understanding the impact of new technologies such as extended reality on customer attitudes and behaviours across the varying customer journeys is essential for a firm to stay ahead of competition. This project aims to assess the impact of technology on the customer experience across the varied customer journeys.


The applicant will spend 3 days per week based on the University of Strathclyde John Anderson Campus and 2 days per week at Arnold Clark’s head office in Hillington, Glasgow. The PhD project is part of Arnold Clark and the University of Strathclyde’s strategic research on Arnold Clark 2030 and the future of automotive transportation. Arnold Clark were founded over 60 years ago, they are Europe’s largest independently owned, family-run car retailer, with over 11,500 employees. The Department of Marketing at Strathclyde Business School is one of the oldest and largest marketing departments in Europe. It has an international reputation for the quality of its research and teaching. 


Funding Details

Full fees and annual Stipend of £15,500 for EU and Home students and International students


Dr Graeme McLean

Professor Alan Wilson

How to apply

  • At this stage, we are inviting applicants to apply for the scholarship only. The successful candidate will then be asked to complete an application for PhD study at Strathclyde.

    All applications should include:

    • cover letter indicating the candidate's relevant skills/experience and how they can contribute to this research
    • CV
    • transcripts and certificates of all degrees
    • proof of English language proficiency if English isn't your first language – IELTS minimum overall band score of 6.5 (no individual test score below 5.5)
    • two references (please refer to guidance on references here)

    When sending the above documents please use the following file-naming convention: fullname_typeofdocument

    • Johnsmith_coverletter
    • Johnsmith_CV
    • Johnsmith_transcript1
    • Johnsmith_transcript2
    • Johnsmith_certificate1
    • Johnsmith_certificate2
    • Johnsmith_IELTS
    • Johnsmith_reference1
    • Johnsmith_reference2

    Apply now by uploading your documents.