My research sits at the intersection of AI and service — exploring how AI agents and service robots should behave, what role they play in service encounters, and how they change the dynamics between customers, employees, and organisations. Core questions I pursue include how these systems affect customer experience, how they can work alongside human employees effectively, and what their rise means for business models and organisational design.

I am an Assistant Professor at the Department of Marketing and Supply Chain Management, School of Business and Economics, Maastricht University. My position is funded by the national sector plan on Misinformation and Democracy. Beyond research, I teach Bachelor and Master courses — including Service Management, Marketing Management, and Fundamentals of Supply Chain Management — supervise Master theses, and co-coordinate the SPARK pilot, an initiative rethinking Problem Based Learning at SBE.

If you have questions or want to collaborate, feel free to reach out.