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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Szu-Hsin Wu is a Lecturer in Marketing at the School of Business. Prior to joining Dundee, she worked as a Postdoctoral Research Fellow on an EU 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 and Engineering. 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 international conferences proceedings, including European Marketing Academy Conference (EMAC), American Marketing Association Service Special Interest Group (SERVSIG) Conference and Innovation and Product Development Management Conference (IPDMC).


Summary of research expertise

  • Service marketing
  • Customer experience
  • Value co-creation 
  • Sustainable innovation

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.

Research themes

Entrepreneurship, innovation, and creativity

Impact and Knowledge Exchange

Her PhD research project engaged with hotel managers about service design and understanding customer emotions. Service design guidelines were developed for co-creating positive customer emotions. As part of her involvement in the Dŵr Uisce project, she engaged with practitioners from public, private and non-profit sectors in action learning oriented workshops and offered a set of recommendations for organisation learning in sustainability-oriented innovation (see link, link). She also led research dissemination activities using social media to raise awareness of environmental issues and to prompt behavioural changes, by promoting research findings. For example, she designed an eco-code poster – SaveWater to share water saving tips with the public. The eco-code poster is presented in three languages - English, Welsh and Gaelic, in order to engage with a wider of audiences.

View full research profile and publications