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 : yany.gregoire@hec.ca
Phone : 514 340-1493
Secretary: 514 340-6427
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)

GRÉGOIRE, Yany et al.; « Advancing toward the development of a discipline of negative events in marketing: A managerial perspective », Business Horizons, 2025 (status : in press).

GRÉGOIRE, Yany, KHAMITOV, Mansur, CARRILLAT, François, ROHANI, Mina; « The attenuation effects of time and “sensemaking” surveys on customer revenge », Journal of Global Academy of Marketing Science, 2025 (status : online).

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.

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, 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.

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.

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.

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.

KHAMITOV, Mansur, GRÉGOIRE, Yany, SURI, Anshu Pradeep; « A systematic review of brand transgression, service failure recovery and product-harm crisis: integration and guiding insights », Journal of the Academy of Marketing Science, vol. 48, no 3, 2020, p. 519-542.

JOIREMAN, Jeffrey, MULDER, Mark, GRÉGOIRE, Yany, SPROTT, David, MUNAGANTI, Pavan; « You Did What with My Donation?! Betrayal of Moral Mandates Increases Negative Responses to Redirected Donations to Donor-to-Recipient Charities », Journal of the Association for Consumer Research, vol. 5, no 1, 2020, p. 83-94.

BÉAL, Mathieu, SABADIE, William, GRÉGOIRE, Yany; « The effects of relationship length on customer profitability after a service recovery », Marketing Letters: A Journal of Research in Marketing, vol. 30, no 3/4, 2019, p. 293-305.

GRÉGOIRE, Yany, LEGOUX, Renaud, TRIPP, Thomas M., RADANIELINA HITA, Marie Louise, JOIREMAN, Jeffrey, ROTMAN, Jeffrey; « What Do Online Complainers Want? An Examination of the Justice Motivations and the Moral Implications of Vigilante and Reparation Schemas », Journal of Business Ethics, vol. 160, no 1, 2019, p. 167-188.

GRÉGOIRE, Yany, GHADAMI, Fateme, LAPORTE, Sandra, SÉNÉCAL, Sylvain, LAROCQUE, Denis; « How can firms stop customer revenge? The effects of direct and indirect revenge on post-complaint responses », Journal of the Academy of Marketing Science, vol. 46, no 6, 2018, p. 1052-1071.


This award and honor selection covers the last five years.


GRÉGOIRE, Yany, KANURI, Vamsi, STEINHOFF, Lena, STEWART, David W., TANG, Elina
Best reviewer award for the Journal of the Academy of Marketing Science, Journal of the Academy of Marketing Science, 2020

GRÉGOIRE, Yany
Prix de recherche Chenelière Éducation/Gaëtan Morin 2018, Ce prix souligne l'excellence en ce qui a trait aux publications scientifiques et professionnelles d'un professeur agrégé de HEC Montréal, au cours des trois dernières années., HEC Montréal, 2018

This selection of supervision activities covers the last five years.

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Dissertation direction – PhD in Administration (1)
In codirection with : SÉNÉCAL, Sylvain
Three Essays on Choice Overload, Recommendation Systems and Failures (Trangesssions in AI-based Recommendations Systems), by Anshu Pradeep Suri
September 2021

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Master's thesis direction – MSc in Management (4)
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Supervised project supervision – MSc in Management (12)
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

Conception et implémentation d'une stratégie média social dans le contexte du lancement d'une application mobile , by Charles Brau
March 2020

Création d'une stratégie de marketing digital avec l'approche de Design Thinking pour une firme de consultation , by Gabriel Coulet
September 2019

Quels moyens de communication utiliser pour répondre aux plaintes en ligne? Une comparaison des réponses comportementales des justiciers et des conciliateurs sur la plateforme Yelp. , by Lydia Astouati
March 2019

Analyse de l'expérience client en fonction des persona chez DeSerres , by Philippe C.Babineau
March 2019

Analyse et recommandations du programme de reconnaissance les Avantages membre Desjardins , by Judith Dufresne
November 2018

Le renouvellement de l'identité visuelle du Festival International de Jazz de Montréal: un cas chez Bleublancrouge , by Catherine Blouin-Mainville
September 2018