Research group Marketing & Customer Experience

A strong brand and good customer service are key to create a positive image, satisfied customers, higher recommendations intentions and long-term sales. Currently organizations discover the possibilities of digital technology to optimize the customer journey and customer experience on the one hand, and on the other hand to add meaningful and sustainable value to human and society.

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Digital4Sustainability– re-and upskilling for a digital and sustainable Europe

Digital4Sustainability is dedicated to accelerating the so called ‘twin transition’ (sustainable & digital).

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Reducing the perceived price barrier for organic food among consumers

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Proactive government - developing public services from a customer perspective

Brand orientation as a marketing perspective for primary healthcare organizations
- Harald Pol, Eveline van der Herberg, Di-Janne Barten, Judith Tielen, Gerrita van der Veen
- Research.Lectorate: Marketing & Customer Experience
- Article
- 2023
Brands, Values and Consumers. The importance of values in consumer behaviour
- Ronald Voorn
- Research.Lectorate: Marketing & Customer Experience
- Doctoral Thesis
- 2023
Can Marketing Increase Willingness to Pay for Welfare-Enhanced Chicken Meat? Evidence from Experimental Auctions
- Lenka van Riemsdijk, Paul T.M. Ingenbleek, Hans C.M. van Trijp, Gerrita van der Veen
- Research.Lectorate: Marketing & Customer Experience
- Article
- 2023

The research group strives to actively contribute to the development of education in the field of marketing and customer experience. In recent years, we have contributed to the development of the bachelor’s degree programme in Commercial Economics and the master’s degree programme in Data Driven Business.