Dr Szu-Hsin Wu


University of Dundee School of Business, School of Business

Marketing & Management, School of Business

Portrait photo of Szu-Hsin Wu
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1-3 Perth Road


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.


Summary of research expertise

  • Service marketing
  • Customer experience
  • Value co-creation 
  • Sustainable innovation
View full research profile and publications


  • BU51017 Customer Experience Design
  • BU52025 Digital Marketing
  • BU52039 Brand Management and Strategy
  • BU12006 Fundamentals of Marketing