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Dr Cristiana Raquel Lages

Principal Visiting Research Fellow

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  • Services - Service Failure and Recovery; Creativity in Services; Service Innovation; Individual Learning & Front-line Employee Behaviours; Well-being; Healthcare, 
  • Digital Marketing - Social media; E-WOM; Artificial Intelligence; Marketing Metrics & Measurement of Intangibles, 
  • International Marketing - Export Performance; Marketing Strategy Adaptation/Standardisation



Cristiana Raquel Lages is Principal Visiting Research Fellow in the Marketing & Reputation Department of Henley Business School at the University of Reading, and Scholar of the Advanced Institute of Management (U.K.).

Previously, Cristiana was Associate Professor in Marketing & Service Management at Henley Business School, Senior Lecturer in the faculty of Loughborough University School of Business and Economics and a Lecturer at Leeds University Business School. Cristiana has held visiting positions at National University of Singapore, Boston College, University of Cambridge, Nottingham University Business School China, and Hanken School of Economics. She holds a PhD in Marketing from the University of Warwick (UK).

Cristiana has published papers in the Journal of Service Research, Journal of International Marketing, Journal of Business Research, European Journal of Marketing, International Marketing Review, International Journal of Human Resource Management, among others. She is also an ad-hoc reviewer for the Journal of Management Studies, British Journal of Management, European Journal of Marketing, Journal of Service Research, International Marketing Review, among others. She serves on the editorial board of the Journal of Service Management.

Her research has received financial support from several bodies, namely EUDOKMA Marie Curie, Banco Santander, Fundação para a Ciência e a Tecnologia, European Institute for Advanced Studies in Management (EIASM), Calouste Gulbenkian Foundation, Warwick Business School, The University of Warwick, Loughborough School of Business and Economics, among others. Overall, this research funding amounts to over £100,000.

In terms of leadership, Cristiana has been the Research Division Lead in the Marketing & Reputation department. She is also the Henley Business School academic staff representative in the Diversity & Inclusion Committee and has been a member of the Athena SWAN application panel for Henley Business School.

On the teaching front, Cristiana has taught and convened several modules at Henley, at the Masters level, on the Full Time MBA, and at the UG level:

Cristiana was nominated by her students for the Henley Business School Teaching Excellence Award.

In terms of engagement, Cristiana has established links and engaged with industry over time, namely through the Henley Centre for Customer Management. She has engaged with NHS Blood & Transplant (at John Radcliffe Hospital, Oxford), Lloyds Banking Group and British Airways. Currently, she is part of a team working with Resolver.

Reference: Lages, C. R. , Piercy, N. F., Malhotra, N. and Simões, C. (2020) Understanding the mechanisms of the relationship between shared values and service delivery performance of frontline employees. The International Journal of Human Resource Management, 31 (21). pp. 2737-2760. ISSN 1466-4399 doi:
Reference: Clark, M. K. , Lages, C. R. and Hollebeek, L. D. (2020) Friend or foe? Customer engagement’s value-based effects on fellow customers and the firm. Journal of Business Research, 121. pp. 549-556. ISSN 0148-2963 doi:
Reference: Perez Vega, R. , Kaartemo, V., Lages, C. R. , Borghei Razavi, N. and Männistö, J. (2020) Reshaping the contexts of online customer engagement behavior via artificial intelligence: a conceptual framework. Journal of Business Research. ISSN 0148-2963 doi:
Reference: Marbach, J., Borghei Razavi, N., Lages, C. R. and Hollebeek, L. D. (2019) Positively and negatively valenced customer engagement: the constructs and their organizational consequences. In: Hollebeek, L. D. and Sprott, D. E. (eds.) The Handbook of Research on Customer Engagement. Edward Elgar. ISBN 9781788114882
Reference: Marbach, J., Lages, C. , Nunan, D. and Ekinci, Y. (2019) Consumer engagement in online brand communities: the moderating role of personal values. European Journal of Marketing, 53 (9). pp. 1671-1700. ISSN 0309-0566 doi:
Reference: Coelho, F. J., Lages, C. R. and Sousa, C. M. P. (2018) Personality and the creativity of frontline service employees: linear and curvilinear effects. The International Journal of Human Resource Management, 29 (17). pp. 2580-2607. ISSN 1466-4399 doi:
Reference: Marbach, J., Lages, C. R. and Nunan, D. (2016) Who are you and what do you value? Investigating the role of personality traits and customer-perceived value in online customer engagement. Journal of Marketing Management, 32 (5-6). pp. 502-525. ISSN 1472-1376 doi:
Reference: Mostafa, R. B., Lages, C. , Shabbir, H. A. and Thwaites, D. (2015) Corporate image: a service recovery perspective. Journal of Service Research, 18 (4). pp. 468-483. ISSN 1552-7379 doi:
Reference: Lages, C. , Pfajfar, G. and Shoham, A. (2015) Challenges in conducting and publishing research on the Middle East and Africa in leading journals. International Marketing Review, 32 (1). pp. 52-77. ISSN 0265-1335 doi:
Reference: Mostafa, R., Lages, C. R. and Sääksjärvi, M. (2014) The CURE scale: a multidimensional measure of service recovery strategy. Journal of Services Marketing, 28 (4). pp. 300-310. ISSN 0887-6045 doi:
Reference: Lages, C. R. , Simões, C. M. N., Fisk, R. P. and Kunz, W. H. (2013) Knowledge dissemination in the global service marketing community. Managing Service Quality, 23 (4). 272- 290. ISSN 0960-4529 doi:
Reference: Abrantes, J. L., Seabra, C., Lages, C. R. and Jayawardhena, C. (2013) Drivers of in-group and out-of-group electronic word-of-mouth (eWOM). European Journal of Marketing, 47 (7). pp. 1067-1088. ISSN 0309-0566 doi:
Reference: Lages, C. R. and Piercy, N. F. (2012) Key drivers of frontline employee generation of ideas for customer service improvement. Journal of Service Research, 15 (2). pp. 215-230. ISSN 1552-7379 doi:
Reference: Lages, C. R. (2012) Employees' external representation of their workplace: key antecedents. Journal of Business Research, 65 (9). pp. 1264-1272. ISSN 0148-2963 doi:
Reference: Lages, L. F., Abrantes, J. L. and Lages, C. R. (2008) The STRATADAPT scale: a measure of marketing strategy adaptation to international business markets. International Marketing Review, 25 (5). pp. 584-600. ISSN 0265-1335 doi:
Reference: Lages, L. F., Lages, C. and Lages, C. R. (2005) Bringing export performance metrics into Annual Reports: the APEV scale and the PERFEX scorecard. Journal of International Marketing, 13 (3). ISSN 1069-031X doi:
Reference: Lages, C., Lages, C. and Lages, L.F. (2005) The RELQUAL scale: a measure of relationship quality in export market ventures. Journal of Business Research, 58 (8). pp. 1040-1048. ISSN 0148-2963 doi:
Reference: Lages, L.F. and Lages, C. (2004) The STEP scale: a measure of short-term export performance improvement. Journal of International Marketing, 12 (1). pp. 36-56. ISSN 1069-031X doi: