Lecturer (assistant professor) in Marketing

+44 (0) 113 343 3027
Staff, Marketing, Global and Strategic 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

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 and Peter C. Verhoef (2017), “The Impact of Positive and Negative Emotions on Loyalty Intentions and Their Interactions with Customer Equity Drivers,” Journal of Business Research, forthcoming.

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.


Read more about: