Professor Moira Clark

Professor of Strategic Marketing

Professor Moira Clark's Photograph

Professor Moira Clark

Director, The Henley Centre for Customer Management
Marketing & Reputation
By subject: 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
By industry: Services, Financial Services, Consumer and Industrial goods manufacturers
By geography: Europe South Africa USA India
Greenlands campus
moira.clark@henley.ac.uk
+44 (0) 1491 571454
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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.

Moira currently holds the following external roles

  • Guest editor Journal of Retailing
  • Freeman of the Worshipful Company of Marketors
  • Fellow of the Chartered Institute of Marketing
  • PhD external examiner

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.

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Programme delivery

Deliver modules on:

  • MBA full-time, Executive and Flexible
  • Modules on the MSC in Strategic marketing Leadership
  • Teach on the Advanced Management Programme
  • Programme Director for an open executive programme on Achieving Excellence in Strategic Customer Management
  • Teach on in-company Executive Programmes

 

Academic activity

Papers:

Canhoto A., and Clark M. “Customer Service 140 Characters at a Time – the users’ perspective”, Journal of Marketing Management, Vol 29, Nos 5-6, pp522-544, (3*)

Canhoto A., Clark M., and Fennemore P. (2013) “Emerging Segmentation Practices in the Age of the Social Customer”, Journal of Strategic Marketing. Vol. 21 Issue 5, pp413-428. (2*)

"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.

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

"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

"Toward a Classification System of Relational Activity in Consumer Electronic Communities: The Moderators' Tale" (with N. Hair and M. Shapiro). Journal of Relationship Marketing, 9: 1, 54-65 2010.

"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.

"Using qualitative repertory grid techniques to explore perceptions of business-to-business online customer experience" (with N. Hair and S. Rose), Journal of Customer Behaviour Special Issue, 8 (1), 2009, 51-65.

Professional Journal articles and white papers

"Understanding the Drivers and Consequences of a Positive Online Customer Experience in the E-Retailing Context" (with S. Rose, P. Samouel and N. Hair), Henley Centre for Customer Management Research Report, May 2011.

"Developing and Social Media Strategy" (with A. Bryan and M. Shapiro), Henley Centre for Customer Management Research Report, May 2011.

"Complaint Management 2.0: Dealing with unhappy customers when everybody has an audience" (with A. Canhoto), Henley Centre for Customer Management Research Report, April 2011.

"How to Implement Best Practice in Strategic Partnerships: An Outsource Supplier and Client Perspective" (with A. Dibley), Henley Centre for Customer Management Research Report, December 2010.

M. Clark and P. Michell "The problem with Customer Service Metrics", MyCustomer.com, 3rd November 2010.

M. Clark and A Bryan "Social Media Success: Mindsets vs Tools", MyCustomer.com, 28th June, 2010.

M. Clark "The Power of the Female Economy", The Malaysian Insider, March 12, 2010

M. Clark "What Women Want: The Power of the Female Economy", Reuters, March 3, 2010

"The Impact of Social Media on Collaborative Innovation" (with E. Kaganer, N. Hair), Henley Centre for Customer Management Research Report, December 2009.

"The Key Influences upon the Perfect Online Customer Experience" (with S. Rose and N. Hair), Henley Centre for Customer Management Research Report, November 2009.

"Best Practice in Customer Relationship Management in the B2G Relationships" (with A. Bryan and T. Harrington), Henley Centre for Customer Management Research Report, November 2009.

"The Commercialisation of Social Media" (with N. Hair and B. Yenicioglu), Henley Centre for Customer Management Research Report, November 2009.

"Best Practice in Managing Relationships with Outsource Partners: An Outsource Supplier and Client Perspective" (with A. Dibley), Henley Centre for Customer Management Research Report, November 2009.

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.

"The Perfect On-line Customer Experience" , Customer Strategy, Forthcoming, April 2009.

"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.

Books: 

Business Success through Service Excellence, (with Susan Baker), London: Butterworth Heinemann, 2004.

Relationship Marketing: Strategy and Implementation (Text and Cases), (with Helen Peck, Martin Christopher and Adrian Payne), London: Butterworth Heinemann, 1999.

Relationship Marketing for Competitive Advantage: Winning and Keeping Customers, (editor with Adrian Payne, Martin Christopher and Helen Peck), London: Butterworth-Heinemann, 1995

Conferences:

M. Clark and S. Rose (2014) "Effortless Engagement: An exploration of Ease of Diing Business in B2C and B2B Contexts" The 22nd International Colloquium in Relationshop Marketing, Newcastle, UK, September 2014

S. Mitchell and M.Clark "Exploring the role that brand and social context plays in the choice of charity by UK volunteers” Academy of Marketing, Bournemouth, July 2014

C. Wongworawit and M. Clark “The Relationship between Employee Engagement and Service Performance Quality: The Moderating Role of Collective Productive Energy” Australia and New Zealand Academy of Marketing Conference.  University of Auckland, Auckland, December 2013

S. Rose and M. Clark  (2013) “The Application of the Concept of Customer Effort to Online Shopping:  Making E-Retail Websites Truly Easy to Use”  Australia and New Zealand Academy of Marketing Conference.  University of Auckland, Auckland,  December 2013

M. Clark and S. Rose “Delight Your Customers, But Only Where They Value It! The Importance of the Customer Easy Score”. The 21st International Colloquium in Relationship Marketing. Rennes, France. September 2013

K. Le Meunier-Fitzhugh, L. Le Meunier-Fitzhugh, R. Palmer, M. Clark and N. Hair “Service Dominant Logic: An Example of Competitive Advantage”. Academy of Marketing Science, World Marketing Congress, Melbourne, Australia, July 2013

Canhoto, A. I., Clark, M. and Fennemore, P. (2012) “An Investigation of Emerging Segmentation Practices in the Age of the Social Customer”, Academy of Marketing – CRM and Segmentation SIG workshop, 1 November, Oxford, UK

Canhoto, A. I., and M. Clark (2012) “Customer Service 140 Characters at a Time – the users’ perspective”, Academy of Marketing Conference, 3-5 July, Southampton, UK

M. Shapiro, M. Clark and N. Hair “Moving Towards a Conceptual Means-end Framework of Active Participation in Firm-hosted Online Brand Communities”, AMA conference

S. Rose, M. Clark, P. Samoeul and N. Hair (2011) “A Generational View of Online Customer Experience: A Study of Generation Y”. The 19th International Colloquium in Relationship Marketing. Rochester Institute of Technology, New York. September 2011

A. Canhoto and M. Clark, “The State of Complaint Management Research - Review and Research Directions”, Academy of Marketing Conference, Liverpool, UK, 5-7 July 2011

A. Dibley and M. Clark, “Value Co-Creation in Strategic Partnerships: An Outsourcing Perspective”, The 2011 Naples Forum on Services. Service Dominant Logic, Network & 

H. Wilson, E. Macdonald, F. Lemke and M. Clark, “Service Quality, Usage Process Quality and Value-in-use”, European Marketing Academy Conference, Ljubljiana, Slovenia, May 2011

H. Wilson, F. Lemke and M. Clark “What is Customer Experience? Empirical Evidence from Business and Consumer Sectors”, 18th International Colloquium in Relationship Marketing, Henley Business School.  September 2010.

B. Yenicioglu, M. Clark and N. Hair “Relationship Marketing in Social Media: A Study of Antecedents, Features and Consequences”, (with Baskin Yenicioglu and Neil Hair), 18th International Colloquium in Relationship Marketing, Henley Business School.  September 2010

 

Research collaboration:

Examples include:

  • Research with SAS UK and Ireland into mass customisation in retail banking
  • Research with Cisco into using social media for innovation and collaboration
  • Research with Professor Hugh Wilson at Cranfield School of Management into Customer Experience Quality
  • Research with Dr Neil Hair at Rochester Institute of Technology (USA) into social media and online communities

Research supervision:

Melanie Shapiro: “Exploring the Motives of Active Participation in a Firm-Hosted Brand Community: A Means-end Chain Approach”

Hana Alrajhi Hamad: “The importance of retail store environments and their influence on consumer behaviour”

Moza al Darmaki: “Customer Experience Quality in Higher Education”

Sarah Mitchell: "The role of brand in the choice of charitable organisation by volunteers"

Rasha El Gendi: "Climate for Innovation"

Donna Smith: "Multi-Channel Management"

Cherry Wongworawit: "Organisational Climate"

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Corporate activity

The Henley Centre for Customer Management is a joint initiative between Henley Business School and a consortium of organisations that are interested in undertaking leading-edge research to gain knowledge and understanding into Customer Management topics that are relevant for industry. This research is used for academic publications and also to produce white papers which are used by the membership. The research generated by the centres is used on in-company and qualification programmes in the Business School. There are approximately 5 workshops per year run by the Centre and conferences are also held each year. When the research is completed the findings are shared with the consortium members.

Members of the Henley Centre for Customer Management

Bank of Ireland, BOC, Global Payments, Heathrow Airport Ltd, L&Q, Lloyds Banking Group, Make It Cheaper, Mercedes-Benz Financial Services, Microsoft, Scottish Water

For further information about the Henley Centre for Customer Management please refer to www.hccmsite.co.uk.