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Arnold Clark 2030: Examining the Customer Experience in the digital era

Project Description

The customer’s experience is critical to business success and this has been recognised by many organisations. The changing demands of customers are resulting in higher expectations. No longer are customers comparing their experience with firms in the same product category, customers are now comparing firms across industries. The experience with a firm such as Amazon is compared with the experience derived from service interactions with a car dealership like Arnold Clark. No business is immune. More so, technology is continuing to advance at an unprecedented pace and proliferation of technology within consumer markets is substantial. However, understanding the impact of new technologies such as extended reality on customer attitudes and behaviours across the varying customer journeys is essential for a firm to stay ahead of competition. This project aims to assess the impact of technology on the customer experience across the varied customer journeys.

The applicant will spend 3 days per week based on the University of Strathclyde John Anderson Campus and 2 days per week at Arnold Clark’s head office in Hillington, Glasgow. The PhD project is part of Arnold Clark and the University of Strathclyde’s strategic research on Arnold Clark 2030 and the future of automotive transportation. Arnold Clark were founded over 60 years ago, they are Europe’s largest independently owned, family-run car retailer, with over 11,500 employees. The Department of Marketing at Strathclyde Business School is one of the oldest and largest marketing departments in Europe. It has an international reputation for the quality of its research and teaching.

Supervisor: Dr Graeme McLean and Professor Alan Wilson
Contact Details:


1st class first degree and/or an excellent Masters-level qualification or overseas equivalent in a relevant marketing discipline from a recognised academic institution. If English is not your first language you will also be required to provide a recent UKVI recognised secure English language test qualification (minimum overall band score of 6.5 with no individual test score below 5.5).

Scholarship Reference

Candidates applying for this scholarship should ensure that they include the scholarship reference “ACMKDigitalExpTopic1” in your application in the ‘Source of Finance’ section for PhD Study within the Department of Marketing.

All candidates for this scholarship should provide a covering letter indicating the candidate's relevant skills/experience and how these fit with the scholarship.
• When sending the above documents please use the following file-naming convention: fullname_coverletter (eg. Johnsmith_coverletter)

Funding Notes

Full fees and annual Stipend of £15,500 for EU and Home students and International students

Related Subjects

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