Projects per year
Personal profile
Overview
Alex is currently a Senior Lecturer in Sports Management at Hartpury University and is experienced in dealing with online media creation and customer engagement. Prior to academia Alex worked for a major retail organisation focusing on customer service and experience management. Having moved into academia, Alex has been at a wide range of Universities across the U.K. developing partnerships at Northampton, Birmingham, and Worcester University, with an interest in digital media and customer-to-customer interactions (CCI). He has co-facilitated many commercial partnerships such as Silverstone, Bream RFC, British Motor Racing, Digital Marketing Institute and Milton Keynes Dons F.C. Alex is the lead of the Hartpury Sports Business Hub, is a member of the Customer Interactions Research Group (Worcester University) and former governor at Severn Academy trust. Recently published research led to the development and policy change for 110,000 front-line retail workers during the COVID-19 pandemic.
Research interests
Current research interests are:
- Consumer behaviour in the retail environment
- Digitisation of human interactions
- Management of customer-to-customer interactions
- e-CCI and community development
- Front-line employee wellbeing
Current teaching
- Introduction to the Principles of Marketing (level 4)
- Research in Professional Practice (level 5)
- Sports Facilities and Hospitality Management (level 5)
- Professional Development in Sport (level 6)
- Sport and Social Media (level 6)
- Project Management (level 6)
- Digital Media and Marketing in Sport (level 7)
- Real World Issues (level 7)
- Sports Business Consultancy Project (level 7)
Previous positions
September 2015 – January 2017
Sports Marketing Programme Manager
Marketing and Sports Management Lecturer
Northampton University
Publications
Book Review(s)
Helen, K. and Salmon, J (2018) Publishing your Doctoral Research: Create and Use a Publication strategy (Insider Guides to Success in Academia) Routledge, Taylor and Francis Group.
Education/Academic qualification
Sports Management, BA (Hons), University College Birmingham
Marketing, PhD, University of Worcester
Marketing Management, MSc, University of Worcester
Research Methods, PGCert, University of Worcester
External positions
External Reviewer, University College Birmingham
Fingerprint
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Network
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EDI HSBH : A review of Hockey Wales internal Equality, Diversity and Inclusion structures.
Kay, A. & Maloney-Danvers, E.
31/1/22 → 22/7/22
Project: Consultancy project
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Active Essex deep dive realist systems evaluation.
Harris, K., Ryan, L., Russell, C. & Kay, A., 2023Research output: Book/Report › Commissioned report
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Developing Front-Line Employees to Manage Negative Customer to Customer Interactions in the Retail Industry: Lessons for Human Resource Development in responding to COVID-19,
Kay, A. & Ross, C., 1 Oct 2021, In: The International Journal of HRD: Practice Policy and Research. 5, 2, p. 19 30 p.Research output: Contribution to journal › Journal Article › peer-review
Open AccessFile7 Downloads (Pure) -
Management of customer-to-customer interaction (CCI) by the front-line employee (FLE) in the supermarket industry
Kay, A., 2020Research output: Thesis › Doctoral Thesis
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Understanding the Scope of In-Store C2C Influence in Retailing.
Kay, A. & Nicholls, R., 2019.Research output: Contribution to conference › Abstract
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The role and utility of the Critical Incident Technique in qualitative research.
Kay, A., 10 Jun 2017.Research output: Contribution to conference › Poster › peer-review
Activities
- 6 Oral presentation at Conference
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A review of Hockey Wales internal Equality, Diversity and Inclusion structures.
Estella Maloney-Danvers (Speaker) & Alex Kay (Supervisor)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
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The impact of fellow shoppers on the customer experience in the retail environment: from the front-line employee perspective
Alex Kay (Speaker)
15 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
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Launch, vision and the Hartpury Sport Business Hub offer
Alex Kay (Speaker) & Thomas Legge (Speaker)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
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Reflecting on the Research in Professional Practice module: Three points of view
Verity Postlethwaite (Speaker), Alex Kay (Speaker) & Michael Green (Speaker)
17 Jun 2022Activity: Talk or presentation types › Oral presentation at Conference
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Social Media for organisations: Lessons learned
Alex Kay (Keynote speaker)
22 Jul 2022Activity: Talk or presentation types › Oral presentation at Conference
Press/Media
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Digital marketing institute gives stamp of approval for new sports management master’s degree
17/11/21
1 item of Media coverage
Press/Media: Press / Media