Yi Chun

Lecturer (assistant professor) in Marketing

+44 (0) 113 343 3027
Staff, Marketing, Global and Research Marketing Research Centre (GLOSMARC)
Room G.06, 18 Lyddon Terrace

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


Research interest

Marketing strategies (particularly in customer management) with quantitative data analysis

Work in Progress

“On consumer emotions and loyalty strategies,” with Peter C. Verhoef
“The contingencies of customer loyalty drivers for international third-party logistics service providers,” with Ilias Vlachos
“The cross-culture study of continued use of wearable devices for healthcare,” project leader: Fu-Ren Lin, Institute of Service Science, National Tsing Hua University, Taiwan
“The impact of consumption emotions on customer decisions across countries,” with Jing Yang Zhong



Ou, Yi-Chun, Peter C. Verhoef, & Thorsten Wiesel (2016). The effects of customer equity drivers on loyalty across services industries and firms. Journal of the Academy of Marketing Science, forthcoming.

Ou, Yi-Chun, Lisette de Vries, Thorsten Wiesel, & Peter C. Verhoef (2014). The role of consumer confidence in creating customer loyalty. Journal of Service Research, 17(3), 339-354.

Wiesel, Thorsten, Evert de Haan, & Yi-Chun Ou (2012). Customer performance trends: resultaten van drie jaar DCPI-ondersozoek (results of the three-year DCPI-survey). Groningen: Customer Insight Center.

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