Prelims

Half Title Page

Marketing and Design in the Service Sector

Title Page

Marketing and Design in the Service Sector: Enhancing Customer Experience

Edited by

Saloomeh Tabari

Cardiff University, UK

Wei Chen

Sheffield Hallam University, UK

And

Stella Kladou

Hellenic Mediterranean University, Greece

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Emerald Publishing, Floor 5, Northspring, 21-23 Wellington Street, Leeds LS1 4DL

First edition 2024

Editorial matter and selection © 2024 Saloomeh Tabari, Wei Chen and Stella Kladou.

Published under exclusive licence by Emerald Publishing Limited.

Individual chapters © 2024 by Emerald Publishing Limited.

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-83797-277-7 (Print)

ISBN: 978-1-83797-276-0 (Online)

ISBN: 978-1-83797-278-4 (Epub)

Dedication

I dedicate this book with love to my best friends and confidante, Daniel, and my parents Sarah and Mohsen, thank you for your constant love and support. You all have been my inspiration, and my world is a better place because of you all…

Saloomeh Tabari

Thanks to everyone who helped me so much during this very special time in my life. Special thanks to Jinping and the kids; your love makes me strong.

Wei Chen

To Stavros, Eleni, Magda, Murat, Alex Ege and Alina, for making our shared experiences so memorable.

Stella Kladou

List of Figures and Tables

About the Editors

Dr Saloomeh Tabari is a Lecturer in Marketing at Cardiff Business school. She has served as a Senior Lecturer in Huddersfield University prior to joining Cardiff University. Her research mainly centres on consumer behaviour, intercultural communication, cultural intelligence and marketing. She has edited a few books in the area of consumer behaviour and marketing. She has published in prominent academic journals and books and presented at international conferences. She is an Associate Editor for the Journal of Islamic Marketing and is on the scientific and editorial board of international conferences and journals.

Dr Wei Chen is a Senior Lecturer in Strategic Management at Sheffield Hallam University. He has wide experiences in cross-culture management in the hospitality and tourism industry. His book International Hospitality Management with Professor Alan Clarke has been published in English, French and Portuguese, and he has translated books such as Trade Show and Event Marketing into different languages. He is the chief overseas editor for ‘Finance and Economy’, a business magazine, in China. Wei Chen is also a Senior Business Advisor of a renowned sport company in England.

Dr Stella Kladou (PhD, MBA, FHEA) is an Assistant Professor at the Hellenic Mediterranean University (Greece). Her international experience started with her PhD, which involved field research in Greece, Italy and Turkey and was supported by national funding bodies, Istanbul Bilgi University and the University of Rome La Sapienza. Upon its completion, her academic experience first developed in the United Kingdom (Sheffield Hallam University), Turkey (Boğaziçi University) and their international partners. Stella's research revolves around place branding and specifically the heritage-culture and tourism dimensions of the place brand. She has co-edited books, published in prominent academic journals and books of international publishers and presented at well-esteemed international conferences. She is an International Place Brand Specialist for The Place Brand Observer, a jury member for the International Place Brand Impact Story Competition, the Associate Editor for Europe and Africa Region of the Journal of Foodservice Business Research, in the editorial review board of the Annals of Tourism Research, in the editorial board of the Journal of Qualitative Research in Tourism and the Journal of Destination Marketing and Management and in the organising and/or scientific board of international conferences, such as the Advances in Tourism Marketing Conference (ATMC).

About the Contributors

Aleksandra Borowicz is an Assistant Professor at the Department of International Economics and Economic Development at the Faculty of Economics at the University of Gdansk. Aleksandra Borowicz specialises in international economics, with the focus on international trade, foreign direct investment and the economics of European integration. She has experience in applying for and implementing projects co-financed by the European Union. Member of the Team Europe network at the European Commission in Poland. She is a member of the board of Polish European Community Studies Association (PECSA). Aleksandra Borowicz also holds a seat at the editorial boards of two journals Review of European Affairs published by PECSA and European Integration Studies published by Kaunas University of Technology.

Dr Wei Chen is a Senior Lecturer in Strategic Management at Sheffield Hallam University. He has wide experiences in cross-culture management in the hospitality and tourism industry. His book International Hospitality Management with Professor Alan Clarke has been published in English, French and Portuguese, and he has translated books such as Trade Show and Event Marketing into different languages. He is the chief overseas editor for ‘Finance and Economy’, a business magazine, in China. Wei Chen is also a Senior Business Advisor of a renowned sport company in England.

Ashleigh Donald has over 40 years of experience working in the hospitality service industry. Specialising in operations, customer experience, marketing and communications, they have each led teams in luxury hotels around the world, including The Goring, Turnberry Hotel, Shanghai-La at The Shard, Hilton, Luxury Collection and Sheraton. In 2019, they co-founded Halo Business Consulting to support clients around the globe to drive customer loyalty through tailored marketing plans, process improvement and bespoke retention strategies.

Michael Donald has over 40 years of experience working in the hospitality service industry. Specialising in operations, customer experience, marketing and communications, they have each led teams in luxury hotels around the world, including The Goring, Turnberry Hotel, Shanghai-La at The Shard, Hilton, Luxury Collection and Sheraton. In 2019, they co-founded Halo Business Consulting to support clients around the globe to drive customer loyalty through tailored marketing plans, process improvement and bespoke retention strategies.

Manuel Alonso Dos Santos holds a PhD in Marketing and Consumer Behaviour. His areas of interest are family entrepreneurship, entrepreneurship in marketing and sponsorship marketing. He currently works at the Universidad Católica de la Santísima Concepción in Chile, and his research articles have been published in international journals on the subject of entrepreneurship, family firms, education, digital marketing and sport management. To this day, Alonso has worked on more than 50 papers (e.g. Psychology & Marketing, Engineering Economics, Journal of Business Research, Industrial Management and Data System) and has participated in 50 international conferences (e.g. GIKA, AMS).

Dave Egan was a Senior Lecturer in Hospitality Management at Sheffield Hallam University until his recent retirement. He has written extensively in the field of hospitality management and in the field of café research. A recent publication was Egan, H., Elsmore, I. and Egan, D. (2022), ‘Café Tribes: A Typology of Café Customers’, Tabari, S. and Chen, W. (Ed.) Global Strategic Management in the Service Industry: A Perspective of the New Era, Emerald Publishing Limited, Leeds, pp. 153–162. https://doi.org/10.1108/978-1-80117-081-920221012

Helen Egan was a Senior Lecturer in Sheffield Business School until her recent retirement. She has researched into cafes and café culture, and this has been reported in various conferences and the book chapter referenced above.

Serap Özdemir Güzel, Istanbul University-Cerrahpaşa, graduated from Dokuz Eylul University, Faculty of Business, Department of Tourism Management (English) (2010). Received an MA degree from Dokuz Eylül University Institute of Social Sciences, Department of Tourism Management (2013), a PhD degree from Istanbul University, Institute of Social Sciences, Department of Tourism Management. She currently works as an Assoc Prof at Istanbul University-Cerrahpasa, Tourism and Hotel Management programme. She has also been involved in more than one national project. She is currently a Researcher and an Expert of Erasmus + KA227, and in two KA220 projects. She has studied especially on the development of tourism, tourism management, destination marketing, rural development, heritage tourism and sustainability. Also, her recent paper on smart technology received an award.

Hassan Ali Khan is currently serving as the Head of Learning and Development and Group AGM Customer Services at The Monal Group & A-Cube Pvt Ltd, Pakistan. He served as a Senior Lecturer of Hospitality & Business Management and led International Industrial and Academics Linkages at Hashoo School of Hospitality Management (HSHM) Islamabad, Pakistan. A dynamic Hospitality Management Professional and Academician with more than 18 years of managing Hospitality, delivered Corporate Trainings at Yum! Brands, Lola Event Productions UK and globally. Equipped with strong philosophy of Academic Research, Training and Development and Transferring Knowledge to motivate business executives and students to develop their expertise in specific areas of business and hospitality management. Other areas of interests are Value Co-creation, ESG, Sustainability, Ecotourism and Digitisation of hospitality and tourism industry.

Joanna Kuczewska is an Associate Professor at the Department of Finance and Banking at the WSB Merito University in Poznań. She specialises in company competitiveness research, benchmarking method, effects of cooperation in clusters, project management, economics of European integration and international management. A team member of numerous research projects carried out in the Department of International Economics and Economic Development at the Faculty of Economics at the University of Gdańsk. Member of the Polish European Community Studies Association (PECSA) and the Polish Economic Society (PTE). Author of evaluation reports of projects financed from EU funds. Manager of a nationwide project co-financed from the EU funds. Expert in Foundation Future Industry Platform.

Abed Mahmoudian is a PhD of Sport Marketing Management in the Department of Physical Education and Sport Sciences, University of Kurdistan, Sanandaj, Iran. His research interests are focused on consumer behaviour, fan behaviour, branding, team identification and social media. He has authored or co-authored over eight refereed research manuscripts. His studies have been published in top-tier peer-reviewed sport and non-sport management and marketing journals (e.g. European Sport Management Quarterly, Journal of Sport Management, Journal of Business and Industrial Marketing, Corporate Reputation Review and Journal of Science and Technology Policy Management).

Sardar Mohammadi is a PhD of Sport Marketing Management in the Department of Physical Education and Sport Sciences, University of Kurdistan, Sanandaj, Iran. His research interests are focused on consumer behaviour, fan behaviour, branding, team identification and social media. He has authored or co-authored over eight refereed research manuscripts. His studies have been published in top-tier peer-reviewed sport and non-sport management and marketing journals (e.g. European Sport Management Quarterly, Journal of Sport Management, Journal of Business and Industrial Marketing, Corporate Reputation Review and Journal of Science and Technology Policy Management).

Hassan Sadeghi Naeini, Associate Prof, Iran University of Science and Technology (IUST), Tehran, Iran. He is an Associate Professor at the Industrial Design Dept, School of Architecture and Environmental Design, Iran University of Science and Technology (IUST). His scientific field is ergonomics in design, and most of his research and didactic are focusing on ergonomics and sustainability. Journal papers publishing, books, book chapters writing and attending several international conferences as a Presenter or Keynote Speaker are some of his scientific works in the field of human-centred design. He is a referee in some international journals and a referee team member in some national industrial design competitions and exhibitions. He has some international experiences in both field of research and didactic in some universities, i.e. School of Design, Politecnico di Milano (POLIMI)-Italy, KTH University-Sweden, UPM University – Malaysia.

Agnieszka Nawrocka is a graduate of Master's degree studies in Economics, with a specialisation in Innovation in Economy from the Department of International Economics and Economic Development at the Faculty of Economics, University of Gdansk. Graduating with a strong grounding in market principles and business mechanisms. Co-Founder of Visioner company and the owner of the LunaSky brand has equipped her with the ability to proficiently manage a business and adeptly execute marketing strategies and innovative solutions. Exploring emerging trends in marketing, new technologies and social media has evolved from a personal passion into a dedicated profession that spans several years. Her expertise has been further honed through participation in various business training programs focused on enterprise management, internet marketing and social media promotion.

Mike Rayner is a Reader (Associate Professor) and Associate Head (Global Engagement and Education Partnerships) in the School of Sport, Health and Exercise Science. Dr Mike Rayner is a National Teaching Fellow of the Higher Education Academy, Fellow of The Institute of Leadership and Management, Fellow of the Chartered Institute for the Management of Sport and Physical Activity, a Senior Fellow of the Higher Education Academy and a registered Practitioner with the Chartered Management Institute and the Chartered Institute of Marketing. Mike is currently the Section Editor for the Sport Section of the Cogent Social Sciences Journal and sits on the editorial boards of Managing Sport and Leisure, Business and Management and The International Journal for Business and Social Science Journals. He is a Reviewer for the Newton Fund, Sports Management Review, Managing Sport and Leisure and The International Journal for Sport and Society.

Mahdiyeh Jafarnejad Shahri, Industrial Design Department, School of Architecture and Environmental Design, Iran University of Science & Technology (IUST), Tehran, Iran. She is a PhD candidate in industrial design. She as a designer has already developed some conceptual designs in both product and service design. She also got some design awards. The main fields of her research and study are sustainable, ergonomics and aesthetics in design for enhancing UX for end users.

Dr Saloomeh Tabari is a Lecturer in Marketing at Cardiff Business school. She has served as a Senior Lecturer in Huddersfield University prior to joining Cardiff University. Her research mainly centres on consumer behaviour, intercultural communication, cultural intelligence and marketing. She has edited a few books in the area of consumer behaviour and marketing. She has published in prominent academic journals and books and presented at international conferences. She is an Associate Editor for the Journal of Islamic Marketing and is on the scientific and editorial board of international conferences and journals.

İsmail Uzut, Istanbul University-Cerrahpaşa, is currently working as a Lecturer at Tourism and Hotel Management Programme at İstanbul University-Cerrahpaşa in Istanbul. His PhD thesis examined gastronomy and the tourism competitiveness of İstanbul. His research interests focus on gastronomy, strategic management, marketing, management and sustainability.

Minhan Wang is a Business Administration Master's student at the University of Amsterdam. She received a Bachelor's degree in Hospitality Business Management from Sheffield Hallam University and completed a Master's degree in International Hotel Management at the University of Surrey. Now she is continuing her studies in the business field, and she is interested in hotel management, sustainability and customer behaviour.

Yuyuan Wu received a Bachelor of Science degree in Hospitality Management from Sheffield Hallam University in 2020 and a Master of Science degree in International Hotel Management from Surrey University in 2021. Her research interest in her Bachelor's degree includes the impact of atmosphere on guest experience in luxury hotels, mainly focusing on one of the varieties – music. For her Master's paper research, the highlight is to investigate the way to promote women employees' career progression in international luxury hotels in China. After finishing her studies, she came back to her hometown, and she is currently working towards Digital Marketing in Rosewood Beijing, China.

Acknowledgements

We would like to thank the contributors to the book for their forbearance in the face of a protracted editorial process; special thanks to the reviewers, especially Professor Hadyn Ingram for their positive and encouraging comments, and the support of Goodfellow Publishing. We are grateful to our future readers for showing interest in our edited book.

Saloomeh, Wei and Stella