Joint PhD position on GenAI implementation in customer service (KU Leuven & University of Melbourne)

The Department of Marketing is an internationally recognized research group, committed to excellence in research and teaching. Our group conducts rigorous and managerially relevant research across the entire spectrum of marketing, including marketing modeling, marketing management & strategy and consumer behavior. Members of the Department of Marketing are located on three different campuses: Antwerp, Brussels, and Leuven.
 
Members of our department have published in the leading journals in marketing, including the Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, and Journal of Service Research. Our department is also home to co-editors and associate editors at leading journals.
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Project

Generative AI (GenAI)-based technologies, implemented in customer interfaces like chatbots and virtual agents, are transforming customer service. While some organizations use these GenAI-based interfaces to replace frontline employees, others invest in reskilling and upskilling their workforce to enable effective human–AI collaboration. Despite the strategic importance of these decisions, little empirical evidence exists regarding their impact on organizational performance, employee roles, and customer outcomes.
 
As a fully funded PhD researcher, you will contribute to an internationally funded research project between KU Leuven (Belgium) and the University of Melbourne (Australia). The project investigates how organizations can successfully implement GenAI in customer service while creating value for customers, employees, and firms.
 
The research combines multiple methodologies, including event studies, field studies, and advanced statistical analyses. Depending on the final research plan, your work will address questions such as: “How does GenAI implementation affect firm value?”, “What new roles and competencies emerge for frontline employees in AI-enabled customer service?”, and “How do reskilling and human-centered service programs influence customer, employee, and organizational performance?”
 
The successful candidate will become part of the Department of Marketing at KU Leuven and will work under the supervision of Professors Yves Van Vaerenbergh and Bart Larivière, in close collaboration with Professor Liliana Bove (University of Melbourne). 
 
The candidate will spend a minimum of one year and a maximum of two years at the University of Melbourne. The first and last year of the PhD will be based at KU Leuven. Upon successful completion of the PhD program, the candidate will receive a PhD degree from both KU Leuven and the University of Melbourne.

Profile

We are looking for an enthusiastic and ambitious candidate who:
 

• Holds (or will obtain before the start of the appointment) a Master's degree in Business Engineering, (Business) Economics, Econometrics, Statistics, Quantative Analysis, Data Science, Information Systems, or a related discipline, with a strong affinity to marketing strategy and/or customer service. 
• Has an excellent academic record. Excellent (on average distinction level or higher) results in prior studies are a requirement.
• Demonstrates strong interest in GenAI and customer service. 
• Possesses strong analytical and quantitative research skills. Successful candidates need to be able to work with large datasets and to execute advanced statistical analyses. Affinity with qualitative research methods, beyond strong quantitative skills, is considered a plus.
• Has excellent written and spoken English. 
• Participates in seminars and conferences and enrolls in the PhD program of the Faculty of Economics and Business at KU Leuven. 
• Assists in educational activities, such as supervising bachelor’s or master’s theses or exam supervision.
• Is motivated to publish in leading international academic journals and present research at international conferences. 
• Enjoys working independently while also collaborating in an international research team. 
• Is willing to spend an extended research stay of at least one year at the University of Melbourne as part of the joint PhD trajectory.

Offer

We offer:
 

• A full-time funded PhD position (4 years, upon successful yearly evaluation) at the Department of Marketing, Faculty of Economics and Business, KU Leuven. 
• An internationally oriented doctoral project in collaboration with the University of Melbourne. 
• Joint supervision by internationally recognized researchers with extensive publication and editorial experience in top journals. 
• A dynamic and stimulating research environment.
• A research stay of at least one year at the University of Melbourne. 
• Access to an extensive international academic network and collaborations with leading service organizations. 
• Access to world-class doctoral training, research seminars, and international conferences;
• The opportunity to publish in leading international journals and develop a strong academic profile for a future career in academia or industry. 
• A competitive salary and benefits in accordance with KU Leuven regulations for doctoral researchers. 

The intended starting date is December 1, 2026, or as soon as possible.

Interested?

KU Leuven strives for an inclusive, respectful and socially safe environment. We embrace diversity among individuals and groups as an asset. Open dialogue and differences in perspective are essential for an ambitious research and educational environment. In our commitment to equal opportunity, we recognize the consequences of historical inequalities. We do not accept any form of discrimination based on, but not limited to, gender identity and expression, sexual orientation, age, ethnic or national background, skin colour, religious and philosophical diversity, neurodivergence, employment disability, health, or socioeconomic status. For questions about accessibility or support offered, we are happy to assist you at this email address.