Gian Luca
Marzocchi

Italy Full Professor of Marketing University of Bologna Core Faculty
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BIO

Gian Luca Marzocchi is Full Professor of Marketing at the Department of Business Sciences, University of Bologna. He is a Coordinator of the Master’s degree programme in Statistics, Economics and Business. His research focuses on three areas: the development and application of quality measurement models and customer satisfaction; branding, with particular emphasis on studying the relationship between identification and loyalty in brand communities; intertemporal choices, more specifically as concerns the cognitive representation of the past/future continuum. His scientific research has appeared in numerous international reviews, including the Journal of Applied Psychology, Psychology and Marketing, Journal of Economic Psychology, European Journal of Marketing, International Journal of Service Industry Management, Service Industries Journal, Advances in Service Marketing and Management, Entrepreneurship Theory and Practice, Journal of Operational Research Society, Journal of Management and Governance, International Journal of Market Research. He has been a visiting scholar at the Stern School of Business of New York University.

COURSES

CORE COURSE - In mature markets, characterized by a high competitive intensity, customer satisfaction, as a forerunner of loyalty and profitability, plays a central role in the construction of a successful business model. The aim of the course is to make participants aware of the main approaches and measurement tools for customer satisfaction currently utilized in advanced business contexts, as well as the related implementation procedures, highlighting the strong operational relationship existing between these methods and the marketing decision-making processes.

 



WORKSHOP - In manufacturing companies, the service component is growing. Service management has therefore quickly acquired a new relevancy: in any business it is necessary to analyze the relationship with customers, measure their satisfaction, carefully design the components of the service, and predict the purchasing behavior of the consumer. Moreover, service is "live" and “direct” just like the way we communicate, management and leadership. To design, implement and manage activities in a direct way there is only one solution: people first. The workshop covers the evolution of service management, touching on specific aspects including customer satisfaction and quality systems.

FOCUS SESSION – The component of service is pervasive also within traditional manufacturing chains and is constantly growing. The aim of the workshop is to analyse the main challenges connected to the management of the immaterial component of the business. This will be done analysing the main specificities that the service activities bring to the attention of the management, attributing a specific emphasis to the design of services that are consistent with (the growing) expectations of recipients.