現職 Employment 

清華大學服務科學研究所副教授

Associate Professor, Institute of Service Science, National Tsing Hua University, Taiwan

學歷 Education 

• Ph.D. in Marketing, University of Groningen, the Netherlands

• Research Master in Sociology, University of Groningen, the Netherlands

• Master in Adult Education, National Kaohsiung Normal University, Taiwan

• Bachelor in Business Administration, National Cheng-Kung University, Taiwan

經歷Work Experience

• Assistant Professor, Marketing, University of Leeds, United Kingdom

• Assistant Professor, Marketing & Retail Management, University of Surrey, United Kingdom

研究興趣 Research Interests 

• Marketing strategies

• Multi-channel & advertising effectiveness

• Nudges

Peer-Reviewed Publications

Vieira, Valter A., Diego Nogueira Rafael, and Yi-Chun Ou (2024), "Relative Importance of Competing Marketing Strategies on Different Customer Metrics," European Journal of Marketing, upcoming.

Bowen, Karen T., Giuseppe Musarra, and Yi-Chun Ou (2022), "How and When Narcissism and Faith in Humanity Drive Sustainable Consumption," Psychology & Marketing, 39(9), 1706-1724.

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.

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.

Other Publications

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.

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