Karim Sidaoui

Towards a data-driven understanding of the customer experience gestalt

University of Manchester
PhD Awarded November 2021

Karim Sidaoui is an Assistant Professor of Marketing at the Nijmegen School of Management at Radboud University in the Netherlands. He received his PhD from the Alliance Manchester Business School, University of Manchester, UK on the topic of developing a better understanding of customer experience using data-driven artificial intelligence in service marketing. Karim was awarded the RADMA doctoral studies award in 2019, aiding to greatly enrich his doctoral journey and research impact. In addition to completing his doctoral program, Karim was awarded the Postgraduate Research Student of the Year 2021 Distinguished Achievement Award for the Faculty of Humanities at the University of Manchester.

Currently, Karim’s research interest expands on his doctoral research and focuses on ways conversational agents (e.g., chatbots) exhibiting data-driven artificial intelligence technology can not only examine and better understand customer experiences, but also provide a more human experience to customers. As a result, Karim aims for his research to aid in restoring the human-touch between firms and customers in an ever-increasing digital world. His recent publications appeared in the Journal of Business Research and the Journal of Service Management.

Karim also serves as a technology advisor on the board of the American Marketing Association Service Special Interest Group (ServSig) and is a founding technology officer at ServCollab, a non-profit organization focused on elevating the human experience by bringing researchers together to collaborate on ways to reduce human suffering and improve wellbeing worldwide.

With regards to teaching, Karim currently delivers master’s level courses on Digital Marketing and Data-driven Analytics for Responsible Business Solutions as well as Marketing at the bachelor level. In addition to his academic experience, he possesses more than 8 years of extensive international industry experience in software development/management, and retail category management and business development.