The research domain in « Marketing & Service Innovation » at HEC Liège is organized around two major research streams, considered as key research priorities by both scholars and practitioners.
Customer centricity and experience management. Elaborating customer-centric strategies is crucial for companies in order to develop and sustain a competitive advantage. To do so, we must understand how to manage customer experience, and how customer behavior is changing in an increasingly complex environment. The research domain accordingly seeks to meet these challenges by examining, among others:
- how contact employees and other customers influence customer experience
- the management of the experience of vulnerable customers in a healthcare context
Management and diffusion of service innovations. More and more organizations embrace new technologies to develop new business models and remain competitive. In this context, the research domain examines consumer adoption (and rejection) of disruptive digital service innovations—especially in the field of the sharing economy and the internet of things— and aims to develop new strategies to help organizations increase the adoption rate of their innovations.
RESEARCH CENTERS & PARTNERS INVOLVED
Partners : Rossel Group, PFS Web, Selligent, AG Insurance, Universem, Agence du Numérique et Google.
MEMBERS OF THE FIELD
DELCOURT Cécile, Associate Professor, PhD
HAZEE Simon, Teaching & Research Assistant, PhD Student
LARA-QUINTANILLA Marta, Researcher, PhD Student
MARTENS Carmen, Researcher, PhD Student