Marc Becker

Sun, 01 Feb 2026 00:00:00 +0000

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.

Social AI Agents in Service: The New Frontier

Sun, 01 Feb 2026 00:00:00 +0000

Do Robots Serve Brands' Socially Responsible Image? How Mixed Signals Shape Consumers' Brand Preference and Engagement

Wed, 01 Jan 2025 00:00:00 +0000

I Care That You Don’t Share: Confidentiality in Student-Robot Interactions

Tue, 05 Nov 2024 00:00:00 +0000

AI is Changing the World: Achieving the Promise, Minimizing the Peril

Wed, 16 Oct 2024 00:00:00 +0000

The Future of Marketing and Marketing Education

Fri, 06 Sep 2024 00:00:00 +0000

Do we think and feel alike? Field evidence on developing a shared reality when dealing with service robots

Mon, 01 Jul 2024 00:00:00 +0000

Introducing the Service Robot Innovation Canvas

Thu, 14 Mar 2024 00:00:00 +0000

AI is Changing the World: For Better or for Worse?

Mon, 01 Jan 2024 00:00:00 +0000

Eliminating customer experience pain points in complex customer journeys through smart service solutions

Mon, 06 Nov 2023 00:00:00 +0000

Customer comfort during service robot interactions

Mon, 18 Jul 2022 00:00:00 +0000

Emotional communication by service robots: a research agenda

Fri, 29 Apr 2022 00:00:00 +0000