1pm - 2pm GMT
Tuesday 19 October 2021

Moving beyond the T(ouchpoint)-C(ontext)-Q(uality) nomenclature

Join the Department of Marketing and Retail Management at their next research webinar. Dr. Katrien Verleye and Dr. Arne De Keyser will present their research "Moving beyond the T(ouchpoint)-C(ontext)-Q(uality) nomenclature". They will also share insights from their journey of publishing in top-tier academic journals.


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In this seminar, we present the origins of the T(ouchpoint)-C(ontext)-Q(uality) nomenclature, that is a language to make customer experience actionable. Specifically, we elaborate upon its building blocks and the way in which they were constructed. After detailing our journey to get this research published in Journal of Service Research, we elaborate on the way in which the TCQ nomenclature conceptually and methodologically impacted our research by discussing ongoing research endeavours related to customer value and personalisation.

Katrien Verleye


Katrien Verleye is Assistant Professor of Service Innovation and Research Coordinator at the Service Design & Innovation Group at Ghent University (UGent) and – together with Bart Larivière (KU Leuven – UGent) – running the Center for Service Intelligence (www.ugent.be/eb/mio/csi/en). Within the domain of service innovation, her main research interests relate to value co-creation, multi-actor engagement and experience management, and governance strategies in complex networks/ecosystems. Her research is published in—among others—the Journal of Service Research, Journal of Product Innovation Management, Journal of Service Management, International Journal of Research in Marketing, Journal of Business Research, and Journal of Service Theory and Practice. She serves on the editorial boards of the Journal of Service Research, Journal of Service Management, and the Journal of Service Theory and Practice.

Arne De Keyser


Arne De Keyser is Associate Professor of Marketing at EDHEC Business School (France). His research focuses on customer experience, service recovery and frontline service technology. Arne has published articles in the Journal of Service Research, International Journal of Research in MarketingJournal of Business Research, and the Journal of Service Management among others. He has won numerous research and teaching awards, including the SERVSIG Best Dissertation Award (2015) and the Journal of Service Research best paper award (2019). Arne serves on the editorial boards of the Journal of Service ResearchJournal of Business ResearchJournal of Service Management and the Journal of Service Theory and Practice.