Ilias Danatzis


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Personal profile

Biographical details

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.

He graduated from Freie Universität Berlin with an MSc in Management and Marketing, holds a BSc in European Business Studies and Management from Otto-Friedrich-Universität Bamberg, and has previously worked as an IT business consultant in Germany. At King's, Ilias teaches a range of undergraduate, postgraduate, and executive-level modules, including marketing analytics, services marketing, and brand management.

Research interests

Ilias’ areas of expertise include services marketing and management. Taking a data-driven approach, his research investigates how customers and organisations create value collaboratively in service settings. This involves understanding the underlying psychological, organisational, and technological aspects that drive (dys)functional customer and frontline employee behaviour and how these aspects promote (or hinder) innovation, productivity, and organisational performance across service sectors.

Ilias has published in leading academic journals such as the Journal of Service Research, Journal of Business Research, and Industrial Marketing Management. He also acts as an ad-hoc reviewer for a number of academic marketing and business journals and conferences.

Ilias' work has been recognised by several awards and prizes, including from the SERVSIG and OFR Interest Groups of the American Marketing Association and the Körber Foundation. In 2023, Ilias 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.

Research interests (short)

services marketing, digital platforms, customer readiness, customer misbehaviour, service innovation, service productivity, service ecosystems, value cocreation, marketing analytics

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 9 - Industry, Innovation, and Infrastructure
  • SDG 10 - Reduced Inequalities
  • SDG 12 - Responsible Consumption and Production


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Collaborations and top research areas from the last five years

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