Dr David Longbottom

Position: Reader in Marketing, Senior Lecturer in Marketing

College: College of Business

Department: Derby Business School

Subject area: Marketing and Operations

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About

Supporting the Faculty and School vision:

I maintain a profile of external research and publication within the areas of marketing, internal marketing, services, and particularly financial services. I believe that it is important to maintain an external profile of research in order to continually inform and enhance teaching materials and enhance the overall reputation of the University.

Teaching responsibilities

I am Director of Studies for several PhD Research Students (in Marketing, Internal Marketing, Systems Thinking, Services, and Quality). Over the past few years I have supervised 5 PhD students through to successful completion, and have acted as examiner on several occasions. I teach Research Methods on the Doctoral Seminar Programme. At Post Graduate level I teach Marketing Metrics, and Marketing Research. At Undergraduate level I teach Marketing Research, and Marketing Strategy. 

Research interests

  • Banks (Retail and Operations) and Financial Services.
  • Service Improvement.
  • Internal Marketing.
  • Systems Thinking, Quality and Performance Improvement

Membership of professional bodies

  • Fellow Chartered Institute of Bankers, Associate Chartered Institute of Secretaries.
  • Associate Editor for International Journal of Quality and Service Sciences. Editorial Panel and Reviewer for several academic journals. External examiner for IFS and have acted as external examiner to five Universities.

Qualifications

Postgraduate qualifications

  • PhD Reader in Marketing, Bradford
  • MBA, Bradford
  • ACIS
  • FCIB

Recent publications

  • Longbottom, D., and Hilton, J. (2008) 'Real Service Quality: examining the links between value adding and service quality, and the implications for service improvement'. 11th. Toulon Verona Conference on Quality Management in Services, Florence, Italy, (July).
  • Longbottom, D. (2008) 'Real Quality: a new strategic approach for adding value, innovation, and competitiveness in services'. 13th. International Conference on ISO and Total Quality Management (ICIT), Malaysia (April).
  • Zheng, V., Longbottom, D., and Brindley, C. (2009). 'The Value Proposition of Adopting MCRM Strategy in UK SME Service Firms'. Published proceedings of the International Conference for Small and Medium Enterprises, November.
  • Longbottom, D., and Hilton, J. (2009) 'Real Service Quality: examining the links between value adding and service quality, and the implications for service improvement'. Sinergie: International Journal of Excellence in Services, no.78, pp. 29-42, April.
  • Longbottom, D., Hilton, J., and Zheng, V (2009) 'Real Service Improvement: The Implications for Value Adding Strategy'. Published proceedings of the Academy of Marketing Conference, Leeds, July.
  • Zheng, V., and Longbottom, D. (2009) 'Mobile Customer Relationship Marketing: Critical Success Factors for Best Practice'. Published proceedings of the Academy of Marketing Conference, Leeds, July.
  • Longbottom, D., Hilton, J., and Lawson, A. (2011) 'The Role of Deep Emotions in Service Re-design: a review of literature and a survey of critical factors'. Published Proceedings, Academy of Marketing Conference, Liverpool, July 2011.                               
  • Longbottom, D., Hilton, J., and Zheng, V (2011) 'Real Service Improvement: Lessons from the UK Banking Sector'.  In Seddon, J., (editor), Systems Thinking: From Heresy to Practice, pp. 177-199.  Palgrave Macmillan: Basingstoke.                     
  • Longbottom, D., and Hilton, J. (2011) 'Service Improvement: lessons from the UK Financial Services Sector. International Journal of Quality and Service Sciences, vol.3., no.1., pp. 39-60.                                   

Additional interests and activities

To maintain a research and external profile that enables enhancement to teaching and learning, and University reputation.

Experience in industry

I have a long affiliation within the financial services sector in the UK, with over 20 years senior management experience, and Fellowship of the Financial Services Institute (for which he also acts as tutor and external examiner). I am currently involved in research investigating how services can be improved within the branch retail network of a major institution.

My current work involves investigating the role that value adding and deep emotional feelings play in relation to process / service re-design, and process / service improvement. It suggests that attention to these dimensions may be vital for successful and sustainable outcomes. It finds however that these dimensions are not well accommodated within popular change methods such as The European Business Excellence Model, Lean and Six Sigma, and the Balanced Scorecard (commonly used within the banking sector and in our case organisation). Consequently many change initiatives are failing to meet expectations with consequences of poor performance, increased complaint levels, lower customer retention and loyalty, and lower staff morale.

In the media

I am an associate editor for the International Journal of Quality and Service Sciences, and a panel paper reviewer for several international journals.

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