Staff profile

Dr David Longbottom


Reader in Marketing, Senior Lecturer in Marketing

Subject

Marketing

College

College of Business, Law and Social Sciences

Department

Derby Business School

Campus

Kedleston Road, Derby Campus

Email

d.longbottom@derby.ac.uk

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

Membership of professional bodies

Qualifications

Postgraduate qualifications

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.

Additional interests and activities

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

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.

Recent publications