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Dr Richard Nicholls

Senior Lecturer in Marketing

Worcester Business School

Contact Details


tel: 01905 543335

Richard’s main teaching and research interests focus on the management and marketing of services. His specialist areas include interaction between service customers; providing services for older consumers; and customer misbehaviour. Richard has extensive international experience and has taught at a number of European universities, including the European Business School in Frankfurt, Poznan University of Economics and Warsaw University.


Post-doctoral degree (‘Habilitation’) in Service Management
Ph.D. in Management Science
Post-graduate Diploma in Social Sciences
MA in Economics and Politics

Teaching & Research

Teaching & Research


Marketing Management
Services Marketing
International Marketing
Business Strategy

Research interests:

Customer-to-customer interaction (CCI)
Service encounters
Services marketing
Ageing and service consumption

Professional Bodies

Professional Bodies

Member of Academy of Marketing (MAM)

European Institute for Advanced Studies in Management (EIASM)



Nicholls, R. and Gad Mohsen, M. (2015) Other Customer Age – Exploring customer age-difference related CCI. Journal of Services Marketing, 29 (4), 255-267.


Nicholls, R. (2013) Services and service marketing in Central and Eastern Europe. In Fisk, R.P., Russell-Bennett, R. and Harris, L.C. (eds.) Serving Customers: Global Services Marketing Perspectives. Prahran, Australia, Tilde University Press.


Nicholls, R. (2011) Customer-to-customer interaction (CCI): a cross-cultural perspective. International Journal of Contemporary Hospitality Management, 23 (2), 209-223.


Nicholls, R. (2010) New directions for customer-to-customer interaction research. Journal of Services Marketing, 24 (1), 87-97.


Nicholls, R. (2009) Researching Services using the Critical Incident Technique. Service Management, 4, 83-90.


Nicholls, R. (2008) No Longer Cinderella: Two decades of Customer-to-Customer Interaction (CCI) research. In Proceedings of the AMA SERVSIG Services Research Conference, Liverpool, UK.


Nicholls, R. (2007) Value creation in services: A customer-to-customer (C2C) approach. In Starnawska, S. and Werda, W. (eds.) In search for value: selected aspects, Siedlce: University of Podlasie: pp. 79-84.


Nicholls, R. (2006) Service design: incorporating customer B. In Rogozinski, K. (ed.) Knowledge-intensive services [Uslugi bogate w wiedze]. Poznan, Infomila, pp. 210-217.


Nicholls, R. (2005) Interactions between Service Customers: Managing On-site Customer-to-Customer Interactions for Service Advantage, Poznan, The Poznan University of Economics.


External Responsibilities

External Responsibilities

Member of Editorial Advisory Board:
Journal of Services Marketing
International Journal of Contemporary Hospitality Management

Ad hoc reviewer for:
Journal of Retailing and Consumer Services
Managing Service Quality


Current PhD Projects


Services Marketing
Customer-to-Customer interaction
Ageing Service Customers
Customer Misbehaviour