Daniela Buzova

Daniela Buzova is an Associate Professor in the Department of Marketing and Market Research at the Faculty of Economics, Universitat de València. She is affiliated with the SIV (Service, Innovation, Value) research group, focusing on service marketing, innovation, and experiential value creation in consumer contexts.

Research Interests: Her work centers on understanding consumer experience, particularly in tourism and service environments. Key areas include sense of place, customer engagement, service quality, innovation in service delivery, and value co-creation between firms and consumers. Her research applies behavioral and experiential frameworks to marketing challenges in the travel and service industries.

The analysis of her research focus—based on her thesis and research group—reveals a strong orientation toward experiential marketing, tourism behavior, and service innovation. While no publications are listed in the provided text, the thematic consistency suggests ongoing contributions to marketing theory in service-dominant logic and customer journey modeling.

Academic Background:

• PhD in Marketing, Universitat de València, 2019

Supervision and Collaboration: She was supervised by Dr. Silvia Sanz Blas and Dr. Amparo Cervera Taulet during her doctoral studies. There is no mention of advisees or grants in the provided information.

Research Group: Member of SIV (Service, Innovation, Value), which promotes interdisciplinary research in service ecosystems, innovation strategies, and customer value dynamics.