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Strategy

With the strategic marketing theme research executed in the department mainly focuses on the impact of marketing strategies on customer- and firm performance. Specific topics we study concern for example, the impact of the marketing function and customer centric management on firm performance, the impact of specific loyalty strategies on customer performance (i.e. customer loyalty), the effect of corporate social responsibility on brand- and customer performance, the impact of the use of new media on customers and firms.  and the measurement of customer performance (i.e. Net Promoter Score vs. other customer metrics). Within this research we also frequently consider boundary conditions (i.e. under which environmental conditions which strategies are more effective). A specific theme that is gaining is customer engagement, which has gained more importance due to increasing importance of social media. In our studies we mainly use a quantitative approach and frequently cooperate with researchers in the marketing research theme. We also aim to benefit from consumer behaviour theories developed in the consumer research theme. Active members of this theme are:

and PhD students:

Publications have appeared in leading marketing journals, such as Journal of Marketing, International Journal of Research in Marketing and Journal of Retailing. Members of this group are also actively involved as board members of leading journals.

Laatst gewijzigd:04 maart 2014 08:50