hec.ca > Faculty

Yany Grégoire

Professor,  Department of Marketing

Yany Grégoire

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email : [email protected]
Phone : 514 340-1493
Secretary: 514 340-6413
Fax : n/a
Office : 4.505

Personal page

Other title(s)

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

This publication selection covers the last five years.


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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 (status : 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.

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, 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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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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 (status : 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.


This selection of supervision activities covers the last five years.

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Dissertation direction – PhD in Administration (4)
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Master's thesis direction – MSc in Management (5)
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Supervised project supervision – MSc in Management (8)
Tintin sur les traces de l'expérience client : une amélioration au travers des personas , by Lucas Weber
September 2025

L'expérience client dans les spiritueux de luxe à l'international , by Lucas Morel
September 2025

De la ferme à la table : optimiser l'expérience client chez Ferme des Voltigeurs à travers une approche persona , by Amaryllis Martel
March 2024

La gestion de la relation-client en consultation chez KPMG Québec , by Quentin Offerle
March 2023

Les facteurs de qualité du service en ligne pour les leaders en E-commerce (Le cas Amazon) , by Dia Eddine Berghouti
May 2021

Plan de communication et stratégie de référencement pour RadiologiX St-Jérôme , by Benjamin René
May 2021

Refonte marketing pour Zaïna Numérique , by Rani Gibril Bahiou
March 2021

Implémentation d'une stratégie d'acquisition d'audience pour une application mobile , by Guillaume Alarcon
January 2021