Ilias Danatzis is an Associate Professor (Senior Lecturer) of Marketing Analytics at King’s Business School. 

Prior to joining King’s, Ilias was a Postdoctoral Research Associate at Freie Universität Berlin, Germany, where he also received his PhD degree in Marketing (Summa cum laude). He holds a Master of Science in Management and Marketing from Freie Universität Berlin and a Bachelor of Science in European Business Studies and Management from Otto-Friedrich-Universität Bamberg. Before entering academia, Ilias worked as a business consultant in Germany.

At King’s, Ilias leads and designs modules across undergraduate, postgraduate, and executive levels, including Marketing Analytics, Service Experience Management, and Text Mining. His teaching integrates real-world data and industry collaboration, earning consistent recognition, including nominations for the King’s Education Award. Ilias also serves as the PhD Lead for the Marketing Department, overseeing doctoral initiatives and supporting PhD students throughout their doctoral journey.

Dr Ilias Danatzis is a leading expert in services marketing and management. His research focuses on 1) designing inclusive marketplaces, 2) managing toxic customer behaviours, and 3) building resilient service frontlines.

Using both quantitative and qualitative methods, Ilias investigates how digital and physical marketplaces can foster inclusion and equitable participation, reduce harmful customer behaviours by addressing spillover effects and brand safety risks, and enhance readiness in customers and frontline employees to collaborate effectively in complex service settings and with AI systems.

Ilias’ research has been published in top-tier academic journals, including the Journal of Marketing, MIS Quarterly, Journal of Service Research, and International Journal of Research in Marketing, and has directly impacted industry practices through collaborations with leading organisations in transportation, technology, and consumer services sectors.

He received the 2023 American Marketing Association (AMA) SERVSIG Best Service Article Award for his research on customer readiness and won the AMA’s OFR 2021 Frontline-in-Crisis Research Competition for his work on customer misbehaviour and its relevance to addressing COVID-19 challenges. In 2023, he was recognised as one of the top 7 most prolific authors in the Journal of Service Research, the world's leading academic outlet for service research. He has delivered invited academic talks in the United Kingdom, Europe, the United States, and Australia.

services marketing, digital platforms, customer readiness, customer misbehaviour, organisational frontlines, human-AI collaboration, social atmospheres