Professor Kim Cassidy

Professor of Services Marketing



  • PhD Manchester Metropolitan University (June 2002)
  • M.A. Marketing. Manchester Metropolitan University (1997)
  • BSc (Hons) First Class Business Administration and Society and Government. Aston University. Birmingham (1986) (Awarded Management Centre prize)
  • HEA Associate Teaching Fellow


Kim Cassidy is Professor of Services Marketing at Edge Hill University. Prior to joining Edge Hill, Kim has held academic positions at the Universities of Durham, Liverpool, Nottingham Trent, Sheffield, Lincoln and Manchester Metropolitan University. Before becoming an academic, she worked in retailing for Marks and Spencer and Pedigree Petfoods. Kim is passionate about encouraging knowledge exchange activities which maximise the impact of academic research on retailing and has worked closely with the Economic and Social Research Council on this agenda. Kim has published widely on all aspects of the customer engagement and is a frequent keynote speaker at international practitioner conferences. She has presented on customer loyalty and satisfaction, customer engagement, customer communities, customers as co-creators of value and all aspects of retail and service theatre.


Kim’s research explores aspects of customer behaviour, participation and engagement in the service experience. She has published and presented research on customer-to-customer interactions in service delivery, customer engagement with self- service technologies, retail high street regeneration and retail theatre. Kim has publications in the Journal of Service Research, the Journal of Business Research, the Journal of Marketing Management and the Journal of Service Management.

Kim has supervised 7 PhD/DBA candidates to completion and undertaken 7 PhD/DBA examinations


The following selection of publications reflects her main areas of research interest:


  • 2016 (with Xiaoming Lu and S. Baron)  ‘How Consumers ‘learn’ to work for Retailers’ Journal of Marketing Management vol.31, Nos 17-18, 1747-1772
  • 2013 (with Baron, S, Elliott, D and Efstathiadis, G) ‘Marketing managers’ perceptions of value co-creation’ Service Science, 5 (1). pp. 4-16.
  • 2011 (with, Harris R, Elliott D and Baron, S), ‘A Theatrical Perspective on Service Performance Evaluation: The Customer Critic Approach. Journal of Marketing Management vol 27 issue 5-6 pp 477-502
  • 2006 (with Baron S and Patterson, A), “Beyond technology acceptance: understanding Consumer practice” International Journal of Service industry Management Vol 17 issue 2
  • 2004 (with Baron S). ‘Consumer-to-consumer Conversations in Service Settings’ Journal of Service Research 6 (3) pp.287-303


  • 2009 (with S. Baron and T. Hilton) Services Marketing: Text and cases (3rd edition) Palgrave ISBN 978-0-230-52093-6
  • 1989 (with G. Davies) Small business: The Independent Retailer, Macmillan Press: Basingstoke. ISBN 0 333 48836 9

Professional Interests

Kim holds the following Professional roles.

  • External Director of the National Retail Research Knowledge Exchange Centre (NRRKEC) at Nottingham Business School
  • Chair of the ESRC Consumer Data Research Centre research approvals group.
  • A member of the Editorial Board of the Journal of Services Marketing.
  • Kim Has worked on two ESRC funded projects designed to enhance the impact of academic research on the Retail Sector Between 2013-2015 she was PI and Co-ordinator for the ESRC Retail Sector Research Initiative and between 2011-20 PI on the ESRC Retail Knowledge Navigator Service’
  • Kim is currently a member of the team undertaking an update of the Grimsey Review ‘An Alternative Future for the High Street’ first presented in Westminster in 2013.
  • Kim has been a member of the ESRC peer Review panel since 2012
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