Wu, Szu-Hsin


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Personal profile


Szu-Hsin Wu is a Lecturer in Marketing within the School of Business at the University of Dundee. Prior to joining Dundee, she worked as a Postdoctoral Research fellow on an EU Interreg funded project - Dŵr Uisce which is led by a multidisciplinary research team from Trinity College Dublin in Ireland and Bangor University in Wales. Szu-Hsin holds an M.A. in Design Management from the University of Southampton (UK) and Ph.D in Marketing from Dublin City University (Ireland).

Given her multidisciplinary background, she has been involved in different international research projects and worked with multi-national researchers from Human Resources, Operations Management, Business Ethics, Engineering, and Environmental Science. Her research has been published in the International Journal of Contemporary Hospitality Management and International Journal of Human Resource Development: Practice, Policy and Research. She has also presented and published her work in leading national and international conferences proceedings, including the Irish Academy of Management (IAM) Conference, European Marketing Academy Conference (EMAC), American Marketing Association Service Special Interest Group (SERVSIG) Conference, European Academy of Management (EURAM), Innovation and Product Development Management Conference (IPDMC) and European Operations Management Association (EurOMA) Conference.

Her research focuses on applying service marketing strategies to help businesses improve their services and customer experience. Her three key areas of research include customer experience and engagement, value co-creation between customers and service providers, and service design. She is also interested in exploring means to assist organisations in achieving sustainable innovation. Szu-Hsin is currently seeking research collaborators and PhD students who are interested in related research topics. If you are interested, please don’t hesitate to contact her.

External Affiliations

Research interests

  • Service Marketing
  • Customer Experience and Engagement
  • Value Co-creation
  • Sustainable Innovation


  • BU51017 Customer Experience Design (Module Leader)
  • BU52025 Digital Marketing (Module Leader)
  • BU52039 Brand Management and Strategy (Module Leader)

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 6 - Clean Water and Sanitation
  • SDG 7 - Affordable and Clean Energy
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 13 - Climate Action


Dive into the research topics where Szu-Hsin Wu is active. These topic labels come from the works of this person. Together they form a unique fingerprint.
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Collaborations and top research areas from the last five years

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