Yany Grégoire

Professor,
Department of Marketing

Presentation

Contact information

Email :
[email protected]

Phone :
514 340-1493

Secretary :
514 340-6427

Office :
4.505

Lise‑et‑Giuseppe‑Racanelli Building

3000, Côte-Sainte-Catherine Road
Montréal, Québec, Canada
H3T 2A7

Other title(s)

Chair Holder, Omer DeSerres Chair of Retailing

Education

Ph. D. (Marketing), University of Western Ontario
M. Sc. (marketing), HEC Montréal
B.A.A., UQTR

Expertise

Customer revenge and betrayal
Online public complaining
Relationship marketing
Service failure and recovery
Teaching: marketing strategy

Summer 2026

MARK 60120 Recherche en expérience utilisateur

MARK 60120A User Experience Research

Winter 2026

MARK 60132 Recherche avancée en UX

MARK 60132A Advanced UX Research

Winter 2025

MARK 60132 Recherche avancée en UX

MARK 60132A Advanced UX Research

Fall 2024

MARK 80131A Service Marketing and Relationship Marketing

MARK 60115 Marketing des services et de l'expérience-client

This publication selection covers the last five years.

Journal articles (18)

BOISSONNEAULT, Simon, GRÉGOIRE, Yany, LUSSIER, Bruno, VANDENBERGHE, Christian ; « Frontline Employee Creativity and Sales Performance: A Multilevel and Dyadic Investigation », Journal of Service Research, 2027 (statut : accepted) .

TRAN, Hai-Anh, EVANSCHITZKY, Heiner, GRÉGOIRE, Yany, NGUYEN, Bach, GUSTAFSSON, Anders, LUDWIG, Stephan ; « The role of empathy in providers’ online customer complaints management », Journal of the Academy of Marketing Science,vol. 54, no 1, 2026, p. 164-184 .

GRÉGOIRE, Yany, LAUFER, Daniel ; « Advancing toward the development of a discipline of negative events in marketing: A managerial perspective », Business Horizons,vol. 68, no 2, 2025, p. 129-137 .

MIRZA, Jeeshan, GRÉGOIRE, Yany, RANAWEERA, Chatura, NGUYEN, Chau Minh ; « Boundary-breaking opportunities in service failure and recovery », Journal of Service Management,vol. 36, no 1, 2025, p. 100-132 .

GRÉGOIRE, Yany, GELBRICH, Katja, ORSINGHER, Chiara, VAN VAERENBERGH, Yves ; « Breaking The Mold: Redefining Service Failure and Recovery », Journal of Service Research,vol. 28, no 3, 2025, p. 375-381 .

GRÉGOIRE, Yany, KHAMITOV, Mansur, CARRILLAT, François, ROHANI, Mina ; « The attenuation effects of time and “sensemaking” surveys on customer revenge », Journal of the Academy of Marketing Science,vol. 53, no 1, 2025, p. 172-196 .

DE KEYSER, Arne, ANTONETTI, Paolo, ROUZIOU, Maria, BÉAL, Mathieu, WANG, Zih-Hsiang, GRÉGOIRE, Yany, LUSSIER, Bruno ; « Understanding the B2B customer experience and journey: A convergence-based lens », Journal of Business Research,vol. 198, 2025, p. 1-13 .

NGUYEN, Chau Minh, NEPOMUCENO, Marcelo Vinhal, GRÉGOIRE, Yany, LEGOUX, Renaud ; « Striking the Right Notes: Long- and Short-Term Financial Impacts of Musicians’ Charity Advocacy Versus Other Signaling Types », Journal of Business Ethics,vol. 193, no 1, 2024, p. 217-233 .

BÉAL, Mathieu, GRÉGOIRE, Yany, CARRILLAT, François ; « Let's Laugh About It! Using Humor to Address Complainers' Online Incivility », Journal of Interactive Marketing,vol. 58, no 1, 2023, p. 34-51 .

RADANIELINA HITA, Marie Louise, GRÉGOIRE, Yany ; « Marketing to Prevent Radicalization: A First Attempt at Delimiting the Field », Journal of Public Policy & Marketing,vol. 42, no 1, 2023, p. 1-10 .

RASOULIAN, Shahin, GRÉGOIRE, Yany, LEGOUX, Renaud, SÉNÉCAL, Sylvain ; « The Effects of Service Crises and Recovery Resources on Market Reactions: An Event Study Analysis on Data Breach Announcements », Journal of Service Research,vol. 26, no 1, 2023, p. 44-63 .

RADANIELINA HITA, Marie Louise, GRÉGOIRE, Yany, LUSSIER, Bruno, BOISSONNEAULT, Simon, VANDENBERGHE, Christian, SÉNÉCAL, Sylvain ; « An extended health belief model for COVID-19: understanding the media-based processes leading to social distancing and panic buying », Journal of the Academy of Marketing Science,vol. 51, no 1, 2023, p. 132-152 .

BÉAL, Mathieu, GRÉGOIRE, Yany ; « How Do Observers React to Companies’ Humorous Responses to Online Public Complaints? », Journal of Service Research,vol. 25, no 2, 2022, p. 242-259 .

BÉAL, Mathieu, SURI, Anshu Pradeep, NGUYEN, Thi Khanh Nguyen, GRÉGOIRE, Yany, SÉNÉCAL, Sylvain ; « Is service recovery of equal importance for private vs public complainers? », Journal of Business Research,vol. 153, 2022, p. 392-400 .

SHAKER, Hamid, SÉNÉCAL, Sylvain, GRÉGOIRE, Yany, TABOUBI, Sihem ; « The Effect of Incidental Prices in Online Display Ads on Consumer Internal Reference Price », International Journal of Electronic Commerce,vol. 26, no 3, 2022, p. 279-310 .

ROHANI, Mina, SHAHRASBI, Nasser, GRÉGOIRE, Yany ; « Dynamic capabilities and firm performance: the rise and fall of Charles Schwab », Journal of Financial Services Marketing,vol. 26, no 3, 2021, p. 144-159 .

GRÉGOIRE, Yany, MATTILA, Anna ; « Service Failure and Recovery at the Crossroads: Recommendations to Revitalize the Field and its Influence », Journal of Service Research,vol. 24, no 3, 2021, p. 323-328 .

NAZIFI, Amin, GELBRICH, Katja, GRÉGOIRE, Yany, KOCH, Sebastian, EL-MANSTRLY, Dahlia, WIRTZ, Jochen ; « Proactive Handling of Flight Overbooking: How to Reduce Negative eWOM and the Costs of Bumping Customers », Journal of Service Research,vol. 24, no 2, 2021, p. 206-225 .

Book chapters (3)

RADANIELINA HITA, Marie Louise, GRÉGOIRE, Yany, SÉNÉCAL, Sylvain ; « Understanding Consumers’ Polarized Responses toward Anti-Racism Movements: Marketing and Public Implications to Reduce Extremist Responses », Handbook of Marketing and Public Policy, Edward Elgar Publishing, 2026 (statut : accepted) .

NGUYEN, Chau Minh, NEPOMUCENO, Marcelo Vinhal, ABOELENIEN, Aya, GRÉGOIRE, Yany ; « Consumer Resistance and Revenge in the Marketplace », Elgar Encyclopedia of Retailing, Edward Elgar Publishing, 2025, p. 633-636 .

ABOELENIEN, Aya, NGUYEN, Chau Minh, NEPOMUCENO, Marcelo Vinhal, GRÉGOIRE, Yany ; « Consumer alternative consumption », Elgar Encyclopedia of Retailing, Edward Elgar Publishing, 2025, p. 623-625 .

Peer-reviewed teaching cases (1)

Normand Turgeon, Yany Grégoire ; « The Modern Ticketing Industry: Ticketmaster’s Past, Present, and Beyond », Revue internationale de cas en gestion, .

This selection of supervision activities covers the last five years.

Thesis direction – Doctorate in Administration (4)