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Professor Kim Cassidy

Professor of Marketing

Business School

Kim Cassidy

Department: Business School

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Kim Cassidy is the Professor of Services Marketing at Edge Hill University Business School. Kim has published widely on all aspects of customer engagement in retail environments with particular interests in customer value co-creation, loyalty and satisfaction, customer communities, and retail and service theatre. Her most recent work explores consumer involvement in Town Centre/High street Regeneration and is a collaboration with ex retail CEO and commentator Bill Grimsey.

Her interest in retail research has generated research income from two ESRC awards ESRC Jes-1296898 (£120,000) and ESRC Retail Sector Research Initiative ESRC PS110021 (£96,000). Both focused on research and activities designed to increase the impact of academic research on the retail sector. She has published in the Journal of Service Research, the Journal of Services Marketing, Studies in Higher Education, European Journal of Marketing and the Journal of Marketing Management.

Externally, she is a Senior Fellow of the Institute of Place Management and a member of the Professional, Research and Data Group of the Government High Streets Task force. She is on the editorial board of the Journal of Services Marketing.

Kim is the Chair of ESRC Consumer Data Research Centre (CDRC) Research Approvals Group (RAG) and Senior College member of the ESRC Peer Review panel. She is a regular keynote speaker at practitioner conferences exploring issues related to High street/Town Centre regeneration. She also leads local and regional workshops on related themes between academia and public, private and third sector organisations.

Internally, Kim is a member of the University Research applications approval Steering group and the University Knowledge Exchange and HEIF Steering Group. She is currently also involved in developing and implementing the University International Marketing and recruitment strategy.

Research Interests

  • Retailing
  • Consumer behaviour
  • Services marketing
  • Town Centre/High street regeneration


  • Consumer Behaviour
  • Dissertation supervision
  • Marketing in Practice