Full Professor
Ph.D. in Management sciences - Louvain School of Management - UCLouvain-Mons
Academic Director
Track: Marketing
LEM Member
  • 2013 : HDR, Marketing, IAE of Lille, France
  • 2001 : Ph.D. in Management sciences, Louvain School of Management - UCLouvain-Mons, Belgium
  • 1993 : Master, Management Sciences, Management, Louvain School of Management - UCLouvain-Mons, Belgium
Professional Experiences
Academic Experience
  • 2018 - present, Academic director of the Master Retail Management & Business development, IÉSEG School of Management, , France
  • 2010 - 2013, Marketing track coordinator, IÉSEG School of Management, Paris, France
  • 2002 - 2010, Coordinator of Master theses and Consulting Projects, IÉSEG School of Management, Paris, France
Professional Experience :
  • 2008 - 2008, Consultant, C2C Financement, , France
  • 2004 - 2004, Consultant, Mestdagh S.A., , Belgium
Published Papers in Refereed Journals
  • Cocco H., Demoulin N., (2022). Designing a seamless shopping journey through omnichannel retailer integration, Journal of Business Research, 150 (November) 461-475.
  • Swaen V., Demoulin N., Pauwels-Delassus V., (2021). Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation, Journal of Business Research, 131 (July) 709-721.
  • Demoulin N., Coussement K., (2020). Acceptance of Text-Mining Systems: The Signaling Role of Information Quality, Information and Management, 57 (1) 1-11.
Show all
  • Demoulin N., Willem Kim, (2019). Servicescape Irritants and Customer Satisfaction: The Moderating Role of Shopping Motives and Involvement, Journal of Business Research, 104 (November) 295–306.
  • Demoulin N., Djelassi S., (2016). An Integrated Model of Self-Service Technology (SST) Usage in a Retail Context, International Journal of Retail & Distribution Management, 44 (5) 540-559.
  • De Kerviler G., Demoulin N., Zidda P., (2016). Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?, Journal of Retailing and Consumer Services, 31 334-344.
  • Charry K., Demoulin N., (2014). Children’s response to co-branded products: The facilitating role of fit, International Journal of Retail & Distribution Management, 42 (11/12) 1032-1052.
  • Demoulin N., Djelassi S., (2013). Customer responses to waits for online banking service delivery, International Journal of Retail & Distribution Management, 41 (6) 442-460.
  • Charry K., Demoulin N., (2012). Behavioural evidence for the effectiveness of threat appeals in the promotion of healthy food to children, International Journal of Advertising, 31 (4) 773-794.
  • Demoulin N., (2011). Music congruency in a service setting: the mediating role of emotional and cognitive responses, Journal of Retailing and Consumer Services, 18 (1) 10-18.
  • Demoulin N., Zidda P., (2009). Drivers of Customers’ Adoption and Adoption Timing of a New Loyalty Card in the Grocery Retail Market, Journal of Retailing, 85 (3) 391-405.
  • Demoulin N., Zidda P., (2008). On the impact of loyalty cards on store loyalty: Does the customers’ satisfaction with the reward scheme matter?, Journal of Retailing and Consumer Services, 15 (5) 368-398.
  • Demoulin N., Zidda P., (2008). Les cartes de fidélité fidélisent-elles la clientèle?, Reflets et perspectives de la vie économique, 2 (47) 35-41.
  • Bielen F., Demoulin N., (2007). Waiting Time Influence on Satisfaction-Loyalty Relationship, Managing Service Quality, 17 (2) 174-193.
  • Demoulin N., (2007). Marketing Decision Support System Openness: A Means of Improving Managers' Understanding of Marketing Phenomena, Decision Support Systems, 44 (1) 79-92.
  • Demoulin N., (2004). Evaluation du Succès des Systèmes d’Aide à la Gestion Marketing (SAGM): Cadre Conceptuel et Voies de Recherches Futures, Systèmes d'Information et Management, 3 (9) 61-85.
  • Carugati A., Demoulin N., (2004). On the Use of Churchman's Inquiring Systems in Information Systems Development, Issues in Information Systems, 5 (1) 56-62.
  • Charry K., Coussement K., Demoulin N., Heuvinck N., (2016) Marketing Research with IBM SPSS Statistics, Routledge, London.
  • Coussement K., Demoulin N., Charry K., (2011) Marketing Research with SAS Enterprise Guide , Gower Publishing, Farnham.
Peer Review Proceedings
  • De Kerviler G., Demoulin N., Zidda Pietro, (2017), Adoption of Proximity M-Payment Services: Perceived Value and Experience Effect, in: Rossi P. (eds) Marketing at the Confluence between Entertainment and Analytics. Developments in Marketing Science: Proceedings of the Academy of Marketing Science Springer, pp.275.
Research field
  • Marketing
Grande Ecole (Master cycle) :
  • Strategie
  • Marketing strategy simulation game
  • Marketing strategy and company observation
  • Gestion de la relation client 1
MSc in Digital Marketing and CRM :
  • Relationship management & crm
  • Loyalty programme & crm