Brigitte Auriacombe
ASSOCIATE PROFESSOR OF SERVICES MARKETING at EMLYON Business School
Biography
EMLYON Business School
Markets and innovation
After spending close to 15 years in the Accor Group as Marketing Manager, she reoriented her career towards teaching and research by completing a doctoral dissertation on management. She is currently a Professor of Marketing, specialised in services, and Head of the Specialised Master Programme in Services Marketing and Management.
EDUCATION
- 2010 Ph.D. in Management, first class honours and unanimous commendation of the jury – Université Paul Cézanne, Aix-Marseille 3
- 2001 Master's degree (DEA) in Strategy and Management – Lyon 3/EMLYON Business School, Lyon, France
- 1984 Ecole Supérieure de Commerce de Lyon – EMLYON Business School, Lyon, France
EXPERIENCE
- 2011 Associate Professor, Services Marketing - EMLYON Business School, Lyon, France
- 2006 Head of the Specialised Master Programme in Services Marketing and Management - EMLYON Business School, Lyon, France
- 2001 Affiliate Professor of Services Marketing - EMLYON Business School, Lyon, France
1985 to 1998 - ACCOR Group:
April 1996 to June 1998: Marketing Director of Contracted Catering for the ACCOR Group
January 1993 to April 1996: Regional Director – ACCOR Autoroutes
January 1993 to April 1996: Marketing Director – ACCOR Autoroutes
January 1985 to January 1993: within ACCOR Autoroutes, successively: Assistant Product Manager, Communication Manager, Product Leader
EXPERTISE
- Services marketing
- Service quality, customer satisfaction, processing of claims and service relations
- Relationship marketing and customer loyalty
- The various service sectors
- Different service agreements between commercial and public sectors
COURSES TAUGHT
All classes are taught in French and English.
Courses taught in the Business School programmes:
- M.S. Services Marketing and Management and MSc programme - Services Marketing
- M.S. Services Marketing and Management and MSc programme - Internal Marketing
- M.S. Services Marketing and Management and MSc programme - Service Economics
- M.S. Services Marketing and Management, MSc programme and Executive MBA - Service Quality and Service Relations
- M.S. Services Marketing and Management, MSc programme and Executive MBA - Relationship Marketing and Customer Loyalty
Development of tailor-made training programmes:
- Accor
- Adecco
- Bouygues Immobilier
- Bouygues Telecom
- Crédit Agricole
- City of Lyon: Ecole des Cadres
PUBLICATIONS
ACADEMIC ARTICLES (5)
‑ Auriacombe, Brigitte, Cova, Véronique. 2017. Le pourboire: ce qu’en pensent les acteurs.Décisions Marketing, 86: 107-122 p.
‑ Auriacombe, Brigitte. 2015. L' utilité d'une garantie de service: Le point de vue du personnel en contact.Décisions Marketing, 77: 31-45 P.
‑ Auriacombe, Brigitte. 2005. Les manifestations de la fidélité du spectateur dans le spectacle vivant : quand on aime, on ne discute pas !.Management et Avenir, 3 (5): 119-132 P.
‑ Auriacombe, Brigitte, Fabien, Louis, , Mayaux, François. 2004. Garanties de service: la théorie à l'épreuve de la pratique.Revue française du marketing, 197 (2/5): 119-130 P.
‑ Auriacombe, Brigitte, Fabien, Louis, , Mayaux, François. 2004. Les garanties de service: une analyse rétrospective des pratiques d'affaires.Gestion, revue Internationale de gestion, 28 (4): 19-25 P.
BOOKS (1)
‑ Mayaux, François, Vogler, Eric, , Auriacombe, Brigitte, , Dontenwill, Emmanuelle. 2005. Ce que manager dans les services veut dire. Paris: Editions d'Organisation 307 + VIII p.
BOOK CHAPTERS (3)
‑ Auriacombe, Brigitte, Sitz, Lionel, , GUERS, Rémi. 2015. Stratégie de marque dans les services de transport., Le cas des services : Recueil de cas en management et marketing des services. : EMS
‑ Auriacombe, Brigitte. 2005. La qualité du service et la relation client., Ce que manager dans les services veut dire. : Editions d'Organisation, 49-73 P.
‑ Auriacombe, Brigitte. 2005. Le marketing des services: une perspective “globale”., Ce que manager dans les services veut dire. : Les Editions d'Organisation, 19-48 P.
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