Marketing & Service Innovation

PRESENTATION


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.

 

Marketing HEC LIEGE

 

RESEARCH CENTERS & PARTNERS INVOLVED


Chair in Digital Media & e-Commerce

Website - Marketing at HEC

Partners : Rossel Group, PFS Web, Selligent, AG Insurance, Universem, Agence du Numérique et Google.

 

MEMBERS OF THE FIELD


FACULTY
 

DELCOURT CécileAssociate Professor, PhD

 

JUNIOR RESEARCHERS
 

HAZEE Simon, Teaching & Research Assistant, PhD Student

LARA-QUINTANILLA Marta, Researcher, PhD Student

MARTENS Carmen, Researcher, PhD Student

 

Last update :26/03/2018