Brigitte Auriacombe

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.