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Moira K Clark

Henley Business School, Marketing and Reputation, Faculty Member

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Moira joined Henley Business School from Cranfield School of Management in 2005. Prior to her academic career, Moira was a successful international marketing consultant based in Munich where she was involved with a wide range of industries. She has also worked as a Marketing Director for an international health food manufacturer and as a marketing manager for the toiletries subsidiary of Dunhill International. She has an MBA and PhD from Cranfield School of Management.
Moira is a leading expert in the area of Strategic Customer Management; her main areas of research and consulting are in Customer Management, Customer Centricity, Customer Experience and the drivers of Customer Retention and Service Excellence. She has worked extensively in the area of culture and climate, its impact on retention and loyalty, and the critical linkages between employee behaviour and customer retention.

She has researched and published widely on Customer Management, Relationship Marketing, Customer Experience and Service Excellence. Publications include, for example, the Academy of Marketing Science, Journal of Retailing, Journal of Business research and International Journal of Management Reviews. She is also co-author of ‘Relationship Marketing for Competitive Advantage: Winning and Keeping Customers’ and ‘Relationship Marketing: Strategy and Implementation’. Her book ‘Business Success through Service Excellence’ examines the crucial factors needed to achieve and maintain service excellence.

Moira sits on a number of advisory boards and is a frequent keynote speaker at many public and in-company seminars and conferences around the world.
Address: Henley Business School, Greenlands, Henley-on-Thames, Oxon, RG9 3AU

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Papers by Moira K Clark

Operational effectiveness

Business Success Through Service Excellence, 2004

From data to dividends: what makes some firms better than others at turning information into value?

Relationship Marketing

Routledge eBooks, Jun 17, 2013

Conduire et mesurer la qualité du service - Pour une approche complète

Décisions Marketing, 1994

... DU SERVICE Pour une approche complète DAVID BALLANTYNE, MARTIN CHRISTOPHER et ADRIAN PAYNE av... more

SWP 33/92 the Changing Face of Service Quality Management

Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network

Industrial Marketing Management, Aug 1, 2007

... a project plan can have flaws as a project justification approach, and we propose the use of ... more

Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation

Organizations and Markets in Emerging Economies

Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluation... more Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluations, the impact of customers’ cultural orientation on the effectiveness of supplier-instigated proactive recovery (i.e., a supplier’s recovery efforts before clients notice/complain) remains tenuous, particularly in emerging (vs. developed) markets. Addressing this gap, we develop a model that examines (a) the moderating role of clients’ cultural orientation on the association of supplier-instigated proactive recovery and client-perceived recovery-related justice, and (b) the impact of customer-perceived justice on relationship quality in the emerging (vs. developed) market context. To test the model, we deploy a cross-cultural scenario-based experiment using 117 Danish industrial clients (i.e., developed market) and 109 Iranian industrial clients (i.e., emerging market). The results suggest that customers’ cultural orientation partially moderates the relationship of suppliers’ proactive r...

Customer Journey Value: A Conceptual Framework

Journal of Creating Value

Though firms are making substantial investments in the customer journey (CJ), the return on these... more Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of ‘customer journey value’ (CJV), defined as the perceived value of a customer’s journey to the customer and the firm, which facilitates the development of accountability in this regard. We also develop a social exchange theory-informed framework of CJV, which proposes customer- and firm-based customer engagement value (CEV) as core CJV antecedents. In turn, CJV is predicted to yield the customer-based consequences of attitudinal and behavioural brand loyalty and the firm-based consequences of enhanced customer lifetime value, as formalized in a set of propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses.

Managing the Customer Intermediaries

Customer Engagement in Emerging Markets: Framework and Propositions

Organizations and Markets in Emerging Economies

Emerging markets are a major contributor to global GDP, thus offering a primary source for econom... more Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer’s resource investment in his/her brand interactions) in emerging markets, thus exposing a pertinent literature-based gap. The development of enhanced insight into customer engagement dynamics in emerging (vs. developed) markets is important, given the idiosyncrasies characterizing these markets (e.g., chronic resource shortages, inadequate infrastructure), thus warranting the undertaking of further research in this integrative area. In response to this gap, this paper develops a framework and an associated set of Propositions of emerging market-based customer engagement, by drawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate that the emerging market tenets of socio-political governance, inadequate infrastructure, market heter...

Consumer Engagement with Self-Driving Cars: A Theory of Planned Behavior-Informed Perspective

Social Science Research Network, 2022

Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationshi... more Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach-To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM). Findings-The findings reveal that consumers&#39; SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/ engagement. Originality/value-While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers&#39; SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers&#39; SDC engagement visa -vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).

An investigation of existing and emerging segmentation practices in Online Social Media Networks

From Data to Dividends: What Better than Others at Turning Information into Value?

Call centres and the use of mobile phones have become a central part of our daily lives. In the e... more Call centres and the use of mobile phones have become a central part of our daily lives. In the early 2000’s, there was a rush by organisations to outsource and offshore many of these call centres because of the significant cost savings that could be achieved. Unfortunately, where offshoring has been used, it has often led to a reduction in customer satisfaction with the result that organisations are increasingly looking at bringing their critical customer service call centre operations back ‘onshore’. At the same time, developments in local communications technology such as the increased availability of high performance broadband has opened up new possibilities when considering where call centre operators should be located. This has led to the introduction of a new approach – homeshoring or homeworking – where agents can work from their own homes. This approach has provided benefits both in cost savings and in customer satisfaction and is becoming more widespread. This research rep...

Co-creation and the customer experience

Customer experience and online shopping - measuring success

An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context

The Henley Centre for Customer Management views the development of our understanding of online cu... more The Henley Centre for Customer Management views the development of our understanding of online customer behaviour as a strategically important component of a retailer’s performance. It has previously studied the drivers of online customer experience (OCE). This report continues this work and develops our understanding of OCE by investigating both the antecedent (pre-conditions) and consequences of a positive OCE. The study builds a model of OCE that views it as being composed of two experiential states: the cognitive (thinking/rational part of the customer) and the emotional (the feelings of the customer). The model contains a series of 10 antecedent conditions that influence the cognitive and emotional states. Three outcome variables are linked to OCE. These are the customer behaviours that result from a positive OCE and include Satisfaction, Trust and Repurchase Intention. The model is developed from previous HCCM studies and current thinking in marketing and customer management l...

Multichannel integration evidence from the States and a review of the field

Members of the Henley Centre for Customer Management requested a report on the status of multicha... more Members of the Henley Centre for Customer Management requested a report on the status of multichannel marketing. The focus of the research examines best practice examples from the United States and a detailed review of the field. The research was conducted over the summer of 2012 and identified over 240 quality articles for inclusion in the review. Using systematic review methodology a number of key themes and respective indicators emerged from the field. Results of the study identified common multichannel platforms, tools that assist management in determining high-quality multichannel decisions, features of consumer behaviour, successful investment decision-making processes, channel optimisation and a review of consumer expectations of a multichannel marketing world.

Multichannel in a complex world

The proliferation of devices and channels has brought new challenges to just about every organisa... more The proliferation of devices and channels has brought new challenges to just about every organisation in delivering consistently good customer experiences and effectively joining up service provision with marketing activity, data and content. A good multichannel strategy and execution is increasingly becoming essential to marketers and customer experience professionals from every sector. This report seeks to identify the key issues, challenges and opportunities that surround multichannel and provide some best practice insight and principles on the elements that are key to multichannel success. As part of the research for this report, we spoke to six experienced customer experience and marketing practitioners from large organisations across different sectors. In Multichannel Marketing: Metrics and Methods for On and Offline Success, Akin Arikan (2008) said: ‘Because customers are multichannel beings and demand relevant, consistent experiences across all channels, businesses need to a...

Operational effectiveness

Business Success Through Service Excellence, 2004

From data to dividends: what makes some firms better than others at turning information into value?

Relationship Marketing

Routledge eBooks, Jun 17, 2013

Conduire et mesurer la qualité du service - Pour une approche complète

Décisions Marketing, 1994

... DU SERVICE Pour une approche complète DAVID BALLANTYNE, MARTIN CHRISTOPHER et ADRIAN PAYNE av... more

SWP 33/92 the Changing Face of Service Quality Management

Justifying CRM projects in a business-to-business context: The potential of the Benefits Dependency Network

Industrial Marketing Management, Aug 1, 2007

... a project plan can have flaws as a project justification approach, and we propose the use of ... more

Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation

Organizations and Markets in Emerging Economies

Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluation... more Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluations, the impact of customers’ cultural orientation on the effectiveness of supplier-instigated proactive recovery (i.e., a supplier’s recovery efforts before clients notice/complain) remains tenuous, particularly in emerging (vs. developed) markets. Addressing this gap, we develop a model that examines (a) the moderating role of clients’ cultural orientation on the association of supplier-instigated proactive recovery and client-perceived recovery-related justice, and (b) the impact of customer-perceived justice on relationship quality in the emerging (vs. developed) market context. To test the model, we deploy a cross-cultural scenario-based experiment using 117 Danish industrial clients (i.e., developed market) and 109 Iranian industrial clients (i.e., emerging market). The results suggest that customers’ cultural orientation partially moderates the relationship of suppliers’ proactive r...

Customer Journey Value: A Conceptual Framework

Journal of Creating Value

Though firms are making substantial investments in the customer journey (CJ), the return on these... more Though firms are making substantial investments in the customer journey (CJ), the return on these investments remains tenuous, yielding a critical need for enhanced CJ-related accountability. Addressing this gap, we develop the concept of ‘customer journey value’ (CJV), defined as the perceived value of a customer’s journey to the customer and the firm, which facilitates the development of accountability in this regard. We also develop a social exchange theory-informed framework of CJV, which proposes customer- and firm-based customer engagement value (CEV) as core CJV antecedents. In turn, CJV is predicted to yield the customer-based consequences of attitudinal and behavioural brand loyalty and the firm-based consequences of enhanced customer lifetime value, as formalized in a set of propositions based on the framework. We conclude by outlining pertinent implications that arise from our analyses.

Managing the Customer Intermediaries

Customer Engagement in Emerging Markets: Framework and Propositions

Organizations and Markets in Emerging Economies

Emerging markets are a major contributor to global GDP, thus offering a primary source for econom... more Emerging markets are a major contributor to global GDP, thus offering a primary source for economic growth. However, despite these acclaimed benefits, little remains known regarding customer engagement (i.e., a customer’s resource investment in his/her brand interactions) in emerging markets, thus exposing a pertinent literature-based gap. The development of enhanced insight into customer engagement dynamics in emerging (vs. developed) markets is important, given the idiosyncrasies characterizing these markets (e.g., chronic resource shortages, inadequate infrastructure), thus warranting the undertaking of further research in this integrative area. In response to this gap, this paper develops a framework and an associated set of Propositions of emerging market-based customer engagement, by drawing on Sheth’s (2011) emerging market hallmarks. Specifically, our Propositions postulate that the emerging market tenets of socio-political governance, inadequate infrastructure, market heter...

Consumer Engagement with Self-Driving Cars: A Theory of Planned Behavior-Informed Perspective

Social Science Research Network, 2022

Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationshi... more Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach-To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM). Findings-The findings reveal that consumers&#39; SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/ engagement. Originality/value-While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers&#39; SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers&#39; SDC engagement visa -vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).

An investigation of existing and emerging segmentation practices in Online Social Media Networks

From Data to Dividends: What Better than Others at Turning Information into Value?

Call centres and the use of mobile phones have become a central part of our daily lives. In the e... more Call centres and the use of mobile phones have become a central part of our daily lives. In the early 2000’s, there was a rush by organisations to outsource and offshore many of these call centres because of the significant cost savings that could be achieved. Unfortunately, where offshoring has been used, it has often led to a reduction in customer satisfaction with the result that organisations are increasingly looking at bringing their critical customer service call centre operations back ‘onshore’. At the same time, developments in local communications technology such as the increased availability of high performance broadband has opened up new possibilities when considering where call centre operators should be located. This has led to the introduction of a new approach – homeshoring or homeworking – where agents can work from their own homes. This approach has provided benefits both in cost savings and in customer satisfaction and is becoming more widespread. This research rep...

Co-creation and the customer experience

Customer experience and online shopping - measuring success

An investigation of online customer experience: understanding the drivers and consequences of a positive online customer experience in the e-retailing context

The Henley Centre for Customer Management views the development of our understanding of online cu... more The Henley Centre for Customer Management views the development of our understanding of online customer behaviour as a strategically important component of a retailer’s performance. It has previously studied the drivers of online customer experience (OCE). This report continues this work and develops our understanding of OCE by investigating both the antecedent (pre-conditions) and consequences of a positive OCE. The study builds a model of OCE that views it as being composed of two experiential states: the cognitive (thinking/rational part of the customer) and the emotional (the feelings of the customer). The model contains a series of 10 antecedent conditions that influence the cognitive and emotional states. Three outcome variables are linked to OCE. These are the customer behaviours that result from a positive OCE and include Satisfaction, Trust and Repurchase Intention. The model is developed from previous HCCM studies and current thinking in marketing and customer management l...

Multichannel integration evidence from the States and a review of the field

Members of the Henley Centre for Customer Management requested a report on the status of multicha... more Members of the Henley Centre for Customer Management requested a report on the status of multichannel marketing. The focus of the research examines best practice examples from the United States and a detailed review of the field. The research was conducted over the summer of 2012 and identified over 240 quality articles for inclusion in the review. Using systematic review methodology a number of key themes and respective indicators emerged from the field. Results of the study identified common multichannel platforms, tools that assist management in determining high-quality multichannel decisions, features of consumer behaviour, successful investment decision-making processes, channel optimisation and a review of consumer expectations of a multichannel marketing world.

Multichannel in a complex world

The proliferation of devices and channels has brought new challenges to just about every organisa... more The proliferation of devices and channels has brought new challenges to just about every organisation in delivering consistently good customer experiences and effectively joining up service provision with marketing activity, data and content. A good multichannel strategy and execution is increasingly becoming essential to marketers and customer experience professionals from every sector. This report seeks to identify the key issues, challenges and opportunities that surround multichannel and provide some best practice insight and principles on the elements that are key to multichannel success. As part of the research for this report, we spoke to six experienced customer experience and marketing practitioners from large organisations across different sectors. In Multichannel Marketing: Metrics and Methods for On and Offline Success, Akin Arikan (2008) said: ‘Because customers are multichannel beings and demand relevant, consistent experiences across all channels, businesses need to a...

Consumer Engagement with Self-Driving Cars: A Theory of Planned Behavior-Informed Perspective

by Linda D Hollebeek and Moira K Clark

Asia Pacific Journal of Marketing & Logistics , 2022

Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationshi... more Purpose-This study investigates the mediating role of consumer engagement (CE) in the relationship between perceived behavioral control (PBC) and purchase intent and the moderating role of perceived safety in the relationship between PBC and CE in the self-driving car (SDC) context. Design/methodology/approach-To test the model, a sample of 368 consumers was deployed using partial least-squares structural equation modeling (PLS-SEM). Findings-The findings reveal that consumers' SDC engagement mediates the relationship between PBC and their intent to purchase an SDC. Consumer-perceived SDC safety also moderates the association of PBC/engagement. Originality/value-While prior research has examined consumer-based drivers of SDC adoption, understanding of consumers' SDC engagement-related dynamics and outcomes lags behind. Addressing this gap, we propose and test a model that explores consumers' SDC engagement visà-vis its drivers (perceived SDC safety/behavioral control) and outcomes (SDC purchase intent).

Beyond the Big Five: The effect of machiavellian, narcissistic, and psychopathic personality traits on stakeholder engagement

by Linda D Hollebeek and Moira K Clark

Psychology & Marketing , 2022

Prior research has established the key impact of customers' Big Five personality traits (e.g., ag... more Prior research has established the key impact of customers' Big Five personality traits (e.g., agreeableness/conscientiousness) on their brand engagement, suggesting that individuals exhibiting differing personality traits engage differently with brands. In parallel, extending influential customer engagement research, stakeholder engagement, which covers any stakeholder's (e.g., a customer's, supplier's, employee's, or competitor's) engagement in his/her role-related interactions, activities, and relationships, is rapidly gaining momentum. However, despite existing acumen in both areas, little remains known regarding the effect of stakeholders' antisocial or maladaptive dark triad-based personality traits, including machiavellianism, narcissism, and psychopathy, on the focal antisocial stakeholder's, and his/her interactee', role-related engagement, as therefore explored in this paper. To address these issues, we develop a conceptual model and an associated set of propositions that outline the nature of a stakeholder's machiavellian, narcissistic, and psychopathic role-related engagement and its effect on his/her interactee's engagement. We conclude by outlining pertinent theoretical and managerial implications that arise from our analyses.

Customer brand engagement during service lockdown

by Linda D Hollebeek, hammedi wafa, Edward Kasabov, and Moira K Clark

Journal of Services Marketing, 2020

Purpose-While the customer brand engagement (CBE) research has advanced important insight, most s... more Purpose-While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/ pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown. Design/methodology/approach-Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow's hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions. Findings-The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers' regulatory focus (i.e. promotion/prevention), as formalized in the propositions. Research limitations/implications-Given the authors' focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined. Practical implications-This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers' brand engagement during lockdown. Originality/value-By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers' brand engagement, this paper adds novel insight.