Moira Clark
Professor
Marketing & Reputation
Henley Business School University of Reading
United Kingdom
Biography
Moira Clark is Professor of Strategic Marketing at Henley Business School and Director of The Henley Centre for Customer Management. She also serves as a consultant to a number of leading UK and international companies. Her major area of research and consulting is in Customer Management, Social Networking, Customer Retention and Internal Marketing. She has worked extensively in the area of culture and climate, its impact on retention and loyalty and the critical linkages between employee behaviour and customer retention. Moira has researched and published widely on the subject of Relationship Marketing, customer experience and service excellence. Publications include for example, the Academy of Marketing Science, International Journal of Management Reviews and the Journal of Relationship Marketing. She is also co-author of 'Relationship Marketing for Competitive Advantage, Winning and Keeping Customers and Relationship Marketing: Strategy and Implementation'. Her book 'Business Success through Service Excellence' examines the crucial factors needed to achieve and maintain service excellence. She is a frequent keynote speaker at many public and in-company seminars and conferences around the world. Moira joined Henley from Cranfield School of Management in 2005. Prior to her academic career, Moira was an international marketing consultant based in Munich where she was involved with a wide range of industries including service industries, consumer and industrial goods manufacturers. She has also worked as a marketing director for an international health food manufacturer and as a marketing manager for the toiletries subsidiary of Dunhill International.
Research Interest
Customer Management, Customer Relationship Management, Relationship Marketing, Social Media, Internal Marketing, Organisational Culture and Climate and how it drives business performance, Customer Retention, Customer Experience - online and offline, B2B and B2C, Ease of doing business and business performance
Publications
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M. Clark (2009) Achieving Excellence, Customer, August/September. "Client Relationship Management: Top of the Class" (with Kevin Wheeler), Managing Partner Magazine, (www.mpmagazine.com), August 2009.
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"The Perfect On-line Customer Experience" , Customer Strategy, Forthcoming, April 2009.
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"An Exploration of the Impact on Levels of Customer Focus Amongst Non-customer-facing Employees, Resulting from the Communication of Customer Insights, and Recommendations for Practice" (with L. Righton), Henley Centre for Customer Management Research Report, February 2009.
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Relationship Marketing for Competitive Advantage: Winning and Keeping Customers, (editor with Adrian Payne, Martin Christopher and Helen Peck), London: Butterworth-Heinemann, 1995
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Relationship Marketing: Strategy and Implementation (Text and Cases), (with Helen Peck, Martin Christopher and Adrian Payne), London: Butterworth Heinemann, 1999.
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Business Success through Service Excellence, (with Susan Baker), London: Butterworth Heinemann, 2004.
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"Segmentation and Customer Insight in Contemporary Services Marketing Practice: Why Grouping Customers is No Longer Enough", (with C. Bailey, P. Baines and H. Wilson), Journal of Marketing Management, Vol 25, No. 3-4, 2009, 227-252.
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"Online Customer Experience: A Review of the Business-to-Consumer Online Purchase Context" (with S. Rose and N, Hair), International Journal of Management Reviews. July 2010, DOI: 10.1111/j.1468-2370.2010.00280.x
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Customer Experience Quality: an exploration in business and consumer contexts using repertory grid technique" (with F. Lemke and H. Wilson), Journal of the Academy of Management Science. 16th August 2010, DOI 10.1007/s11747-010-0219-0
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"Rose S., Clark M., Samouel P. and Hair N. (2012) Online Customer Experience in E-retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing Vol. 88, Issue 2, pp. 308-322.
