Ph.D. in Marketing, University of Groningen, the Netherlands
Research Master in Sociology, University of Groningen, the Netherlands
MSc. in Adult Education, National Kaohsiung Normal University, Taiwan
Bachelor of Business Administration, National Cheng-Kung University, Taiwan
2014-2015: Lecturer (assistant professor) in Marketing, Retail and International Business, University of Surrey, United Kingdom
2013-2014: Teaching/ Research fellow in Marketing, University of Groningen, the Netherlands
Marketing strategies (particularly in customer management) with quantitative data analysis
Work in Progress
Ou, Yi-Chun and Peter C. Verhoef, “The impact of positive and negative emotion on loyalty intentions.”
Yi-Chun Ou and Ilias Vlachos “When to Provide Competitive Prices and How to Avoid Price Competition.”
J. Joško Brakus, Yi-Chun Ou, and Lia Zarantonello, “Antecedents and Consequences of Consumer Happiness and its Role in Customer Experience Management.”
Karen Tejedor Bowen, Yi-Chun Ou, and J. Joško Brakus, “The Course of Motivation: Social Context Impact and Consequences.”
Yi-Chun Ou and Jing Yang, “The Impact of Consumption Emotion on Customer Decisions across Countries.”
2013 Liam Glynn Travel Scholarship, SERVSIG, Arizona State University
2016 MSI Funds (Marketing Science Institute), “Antecedents and Consequences of Consumer Happiness and its Role in Customer Experience Management,” with J. Joško Brakus and Lia Zarantonello.
Marketing Research (Undergraduate level)
Marketing Research Consultancy Project (Master level)
Ou, Yi-Chun, Peter C. Verhoef, and Thorsten Wiesel (2017), “The Effects of Customer Equity Drivers on Loyalty across Services Industries and Firms,” Journal of the Academy of Marketing Science, 45 (3), 336-356.
Ou, Yi-Chun, Lisette de Vries, Thorsten Wiesel, and Peter C. Verhoef (2014), “The Role of Consumer Confidence in Creating Customer Loyalty,” Journal of Service Research, 17 (3), 339-354.
Thorsten, Wiesel, Evert de Haan, and Yi-Chun Ou (2012), Customer Performance Trend: Resultaten van Drie Jaar DCPI-Onderzoek (Results of the Three-Year DCPI Survey). Groningen: Customer Insight Center.