Yi-Chun Ou

Yi-Chun Ou


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

Academic career

2014 - 2015: Lecturer (assistant professor) in Marketing, Retail and International Business, University of Surrey, United Kingdom
2013 - 2014: Research fellow in Marketing, University of Groningen, the Netherlands

Awards & Fundings

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. Joko Brakus and Lia Zarantonello.
2019    Challenge Funds (Leeds University Business School), Stimulating Virtuous Behaviors, with J. Joko Brakus.


Research interests

Research Interests

Marketing strategies (particularly in customer management in B2C and B2B) with quantitative data analysis

Advertising and channel effectiveness

Publication Outputs

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, 80, 106-115.

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.

Keiningham, Timothy, Joan Ball, Sabine Benoit, Helen L. Bruce, Alexander Buoye, Julija Dzenkovska, Linda Nasr, Yi-Chun Ou, and Mohamed Zaki (2017). "The interplay of customer experience and commitment." Journal of Services Marketing, 31(2), 148-160. (Highly Commended Award from Journal of Services Marketing)  

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."

Work in Progress

J. Joko Brakus, Yi-Chun Ou, Lia Zarantonello, and Costas Katsikeas. How Customer Experience Leads to Favorable Customer Outcomes: The Mediating Roles of Perceived Value and Customer Well-Being. Working paper.

Sha Zhang, Yi-Chun Ou, and Scott Neslin. Feeding Off Each Other: Physical Stores vs. Platform Apps. Working paper.

Yi-Chun Ou and Ilias Vlachos. How Do Business Customers React to Suppliers’ Resources, and What Are the Consequences? Supplier Integration as a Mechanism. Working paper.

Sha Zhang and Yi-Chun Ou. Effectiveness of Mobile Social Media Advertising on Online and Offline Sales and the Moderating Role of Store Characteristics. Working paper.

Karen Tejedor Bowen, Yi-Chun Ou, and J. Joko Brakus. Strengthening the Weak Link in Groups: Performance and Happiness. Working paper.


Professional memberships

  • Academy of Marketing Science

Student education

Marketing Research Consultancy Project (Master level): Module Leader

Media Planning and Strategy (Master level): Module Leader

Research groups and institutes

  • Marketing
  • Global and Strategic Marketing Research Centre