Dr. Yasin Sahhar

Biography

Yasin Sahhar is an Assistant Professor in Marketing and Organization Theory at the University of Twente. His research focuses on understanding customer experience practices through a phenomenological lens. Yasin completed his Ph.D. at the University of Twente in September 2022 with a dissertation titled "Understanding Managing Customer Experience Practice - Phenomenological Inquiry." He is particularly interested in concepts such as value creation and destruction, temporality, service ecosystems, and philosophy. His scholarly work incorporates qualitative methodologies and has been published in leading journals, including the European Journal of Marketing and the Journal of Service Theory and Practice. Yasin has received accolades such as the Emerald Literati Outstanding Paper Award in 2022 and was a finalist for the AMA SERVSIG Dissertation Award in 2023. He actively engages in education, coordinating and lecturing undergraduate and graduate courses in Marketing, often involving practical challenges with stakeholders. Yasin maintains a strong presence in academic citizenship, serving on editorial boards and reviewing for multiple journals. With experience in strategic marketing consultancy prior to his academic career, he helps organizations become customer-centric, shaping their marketing strategies.

Research Interests

Courses