Dr. Susan Stead



Susan Stead

Institute for Technology and Innovation Management (TIM/ISO)

Assistant Professor


Building: 3011

Room: B 318.1

Kackertstr. 7, 3. Floor

52072 Aachen


Phone: +49 241 80 99181

Office hours

On appointment


  • Managing Director Healthcare Innovation Lab
  • Project management in the area Healthcare Innovation
  • Public image and social media communication TIM institute
  • Project management and participation in diverse research projects


  • Assistant Professor at the Institute for Technology- und Innovation Management (TIM) since November 2020
  • PhD candidate until August 2020 at Maastricht University with a research focus on: Service design and innovation and the role of senses in customer experiences
  • Dissertation title: The Power of Senses – Unraveling Multisensory Customer Service Experiences
  • Study Background: International Business with a strategtic marketing focus; M.Sc. (Maastricht University) und B.BA. (Zuyd University of Applied Science)
  • Exchange semester Bishop’s University Quebec, Canada
  • Internship abroad: NorthSouth GIS Wellington, New Zealand (6 months)
  • Project Leader and Project Management Assistant at the Service Science Factory, Maastricht University (2014 – 2020)
  • Project Mentoring of the Premium Honours Programme; consultancy and research projects, bridging regional enterprises and organizations with highly skilled master students (2015 – 2020)
  • Master course coordination and tutoring in the areas of Service Design, Marketing Innovation Management, Research for Marketing Decision Making, und Business Intelligence and Smart Services (2015 – 2020)

Research interests:

  • Customer (patient) experiences
  • Service design
  • Service innovation
  • Digital service transformation
  • Healthcare innovation

Research methods:

  • Quantitative and qualitative analysis of large data sets
  • Software: SPSS, SmartPLS, Leximancer 4.0
  • Databases in use: Web of Science, PubMed, collection of primary data through: Interviews, Questionnaires, Observation techniques, Dairies, and Co-creation workshops


  • Cicuchita, R., Heller, J., Köcher, S., Köcher, S., Leclercq, T., Sidaoui, K., Stead, S. (2022), “It is Really Not a Game: An Integrative Review of Gamification for Service Research,” Journal of Service Research, April, doi: 10.1177/10946705221076272.
  • Stead, S., Wetzels, R., Wetzels, M., Odekerken-Schröder, G., Mahr, D. (2022), “Toward Multisensory Customer Experiences: A Cross-Disciplinary Bibliometric Review and Future Research Directions,” Journal of Service Research, March, doi: 10.1177/10946705221079941.
  • Stead, S., Odekerken-Schröder, G., and Mahr, D. (2020), “Unraveling Customer Experiences in a New Servicescape: An Ethnographic Schema Elicitation Technique,” Journal of Service Management, Vol. 32 No. 4, pp. 612-641.
  • Mahr, D., Stead, S., and Odekerken-Schröder G. (2019), “Making Sense of Customer Service Experiences: A Text Mining Review,” Journal of Services Marketing, Vol. 33 No. 1, pp. 88–103.
  • Stead, S., Odekereken-Schröder, G., and Mahr, D. (2018): Towards the Crux of Customer Service Experiences: Opening the Blackbox of Multisensory Processing, Frontiers in Service Conference, Austin, United States.
  • Stead, S., Odekerken-Schröder, G., and Mahr, D. (2018) Towards the Crux of Customer Service Experiences: Taking a Multisensory Processing Perspective, 15th International Research Conference in Service Management, La Londe les Mares, Frankreich.
  • Stead, S., Odekerken-Schröder, G. & Mahr, D. (2017): Towards a Multisensory Customer Experience: An Investigation Through Sensory Ethnography, New York: Frontiers in Service Conference, p. 74.
  • Stead, S., Odekerken-Schröder, G. & Mahr, D. (2017): Towards Multi-Sensory Customer Service Experience, Porto: QUIS15 Portugal, pp. 808–810.