Candice Marti's Research Interests

As a researcher, Candice is driven by a passion to contribute meaningfully to the discourse surrounding service, customer engagement, and frontline employee dynamics. She pursued a doctoral degree because she wanted to conduct research that addressed marketing problems she was encountering as a practitioner and find answers to marketing-related questions that would help firms, managers, and customers. Candice bases her research ideas on her work experience and problems she has seen in marketing strategies and customer outcomes. Her goal is to find ways to address these questions and provide actionable recommendations for all stakeholders.

Candice's research interests broadly include service marketing and the organizational frontline, with her primary areas of interest centering around exploring the intersections of service, marketing strategy, and consumer behavior research, including:  

· Frontline employee-customer interactions

· Consumer and societal well-being

· Service failure and recovery

· Service management

· Retailing

· Firm strategy at the sales-service interface 

· Customer and stakeholder engagement

· Artificial intelligence in enhancing service management and customer behaviors