Research
Supported Research
We’re interested in exploring innovations and opportunities in travel, especially airlines and hotels. We’re also interested in retail, where we expect customer engagement programs to grow and expand.We offer grants and support with company participation for the right projects.
Contact us if you’re a professor with a passion for customer engagement and a paper or project you’d like to submit.
Topical Research
- What is the importance of “membership”?
- How far will a customer go to obtain loyalty status?
- What are the impacts of losing loyalty (or preferred) status or rewards?
- How can brands be more empathetic?
- How do a program component’s positioning and messaging impact enrollment?
Spotlight: The Professors Institute
The annual Professors Institute for Customer Engagement gathers together a select group of faculty peers from top academic institutions and C-suite practitioners from well-known corporations. In a rich, collaborative environment, they exchange ideas and insights to advance research agendas, improve curricula, and solve today's pressing business challenges in the field of customer engagement.
Spotlight: Incentivization of Customer Reviews
A chance discovery of shared interests at the 2019 Professors Institute lead Choaqun Chen and her co-author to propose a collaborative research project to the Brierley Institute. With the Institute's support, they're currently in preliminary studies.
COVID-19 Research
In 2020, the Brierley Institute partnered with Dynata on a national research initiative, seeking to understand evolving consumer sentiment about business’s responses to the COVID-19 pandemic and how customer engagement makes a difference. Over time, the team tracked trends in consumer sentiment, purchase intent and behavior during and after the pandemic.If you wish to receive a copy of the national research reports, please complete the form below.
