Ying has an academic background in economics and business management. She holds a Master’s degree in Management from Cass Business School (UK), and a Bachelor’s degree in Economics from Chulalongkorn University (Thailand).
Ying’s research interests revolve around customer journey, customer experience, customer support and multi-channel business environment. The research project that Ying is currently undertaking is focused on the multi-channel post-purchase phase of the customer journey. The research aims to examine the dynamic usage and preference of customers in their post-purchase journey and investigate the influences of their choices on the overall customer experience. The effectiveness of each channel will also be compared in term of their contributions to the brand experience. In addition, customer knowledge will also be considered and explored for its potential impacts on customer channel selection and the overall experience.
- Customer Journey
- Customer Experience
- Customer Support
- Multi-Channel Management
- Customer Knowledge
- Customer Behaviours
Supervisors: Dr Eleftherios Alamanos , Prof Savvas Papagiannidis
- British Academy of Management