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 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

Yi-Chun Ou and Ilias Vlachos. When do the bright and dark sides of cusomter involvement take place in the B2B settings? Working paper.

Yi-Chun Ou and Ilias Vlachos. When to Provide Competitive Prices and How to Avoid Price Competition? 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.

Sha Zhang, Yi-Chun Ou, and Eric Fang. Does Mobile Channel Cannibalize Offline Sales? The Moderating Roles of Store Age, Store Comfort, and Customer Stickness. Working paper.

J. Joko Brakus, Yi-Chun Ou, and Lia Zarantonello. The Role of Value and Well-being in Customer Experience Management. Working paper.

Karen Tejedor Bowen, Yi-Chun Ou, and J. Joko Brakus. The Course of Motivation: Social Context Impact and Consequences. Data analysis stage.

Yi-Chun Ou, Sha Zhang, and Gi Mi Park. Effective Competitive Reactions in Government-Subsidised Environments. Ideation and data collection stage.

Yi-Chun Ou, Sha Zhang, and Gi Mi Park. Effectiveness of Digital Advertising Contents and Moderators. Ideation and data collection stage.

Professional memberships

  • Academy of Marketing Science

Student education

Marketing Research Consultancy Project (Master level): Module Leader

Media Planning and Strategies (Master level): Module Leader

Research groups and institutes

  • Marketing
  • Global and Strategic Marketing Research Centre

Current postgraduate researchers