Richard Nicholls
مدرس ارشد · Customer-to-Customer Interaction (CCI)
University of Worcesterمعرفی
Dr. Richard Nicholls holds dual roles at the University of Worcester: as Senior Lecturer in Marketing in the Department of Marketing and Enterprise, and as a Lecturer in the Centre for Academic English and Skills. His primary affiliations include these departments, alongside international teaching experience at institutions such as the European Business School (Frankfurt), Poznan University of Economics, and Warsaw University.
- Education:
- DSc in Service Management
- PhD in Management Science
- Post-graduate Diploma in Social Sciences
- MA in Economics and Politics
Richard’s research focuses on customer-to-customer interactions (CCI), including their conceptualization, typologies, and management in service environments. He also explores service encounters, services marketing, ageing and service consumption patterns, and the role of customer diversity. His work is widely cited in CCI literature, emphasizing practical management strategies and theoretical frameworks for understanding customer dynamics.
His publications address CCI’s implications for service industries, with contributions to international journals in marketing and management disciplines. While no specific awards are listed, his extensive research output highlights a strong academic focus. Recent doctoral supervisions include topics such as CCI management in supermarkets, intergenerational festive consumption motives, and the impact of national culture on market entry decisions.
In addition to his marketing role, he contributes to academic English and skills development through the Centre for Academic English and Skills, teaching modules related to language support for academic contexts.
