Research output per year
Research output per year
Personal profile
Professional Information
Guillermo Armelini is an Associate Professor at ESE Business School, Universidad de los Andes (UANDES), Chile. He holds a Ph.D. in Marketing from IESE Business School, University of Navarra (Spain), obtained in 2008. Additionally, he earned an MBA from ESIC Business & Marketing School (Spain) and is a Certified Public Accountant from Universidad Nacional del Litoral (Argentina). With over 20 years of academic experience, he has been a Visiting Professor at various Latin American universities, including Universidad Torcuato Di Tella (Argentina), Universidad Nacional del Litoral (Argentina), IDE Business School (Ecuador), PAD – Universidad de Piura (Peru), and INALDE – Universidad de La Sabana (Colombia). His academic work is complemented by consulting for multinational companies and SMEs in sectors such as finance, industry, automotive, entertainment, and retail
Research interests
My research interest is in Customer Management, Customer experience, social contagion and word of mouth communication.
I’m particularly interested in empirical research that address current business problems in the intersection between customer management and operation management.
I’m the head of marketing department at ESE Business School and the Academic Director of the Advance Management Program (AMP).
Teaching
I am a marketing professor with more than twenty years teaching and doing research in this field of knowledge.
Education/Academic qualification
PhD, Marketing, Universidad de Navarra
External positions
Visiting Professor, Universidad Torcuato Ditella
1 Apr 2008 → …
Keywords
- H Social Sciences (General)
- HG Finance
Open Keywords
- Customer experience
- Marketing
- Customer management
- Loyalty
- Word-of-mouth communication
- Relationship marketing
Research Lines
- Research Lines
- Customer experience marketing
- Customer management and loyalty
- Word-of-mouth communication
- Operations-marketing intersection
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Collaborations and top research areas from the last five years
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Improving incentive policies to salespeople cross-sells: a cost-sensitive uplift modeling approach
Vairetti, C., Vargas, R., Sánchez, C., García, A., Armelini, G. & Maldonado, S., Oct 2024, In: Neural Computing and Applications. 36, 28, p. 17541-17558 18 p.Research output: Contribution to journal › Article › peer-review
2 Scopus citations -
Understanding customer satisfaction via deep learning and natural language processing
Aldunate, Á., Maldonado, S., Vairetti, C. & Armelini, G., 15 Dec 2022, In: Expert Systems with Applications. 209, 118309.Research output: Contribution to journal › Article › peer-review
70 Scopus citations -
The complementary role of advertising and electronic word-of-mouth for blockbusters and low-budget motion pictures
Armelini, G., González, J. & Villanueva, J., 2019, In: International Journal of Internet Marketing and Advertising. 13, 1, p. 1-21 21 p.Research output: Contribution to journal › Article › peer-review
Open Access3 Scopus citations -
Assessing university enrollment and admission efforts via hierarchical classification and feature selection
Maldonado, S., Armelini, G. & Guevara, C. A., 2017, In: Intelligent Data Analysis. 21, 4, p. 945-962 18 p.Research output: Contribution to journal › Article › peer-review
5 Scopus citations -
Diffusion of adoptions on dynamic social networks: A case study of a real-world community of consumers
Herrera, M., Armelini, G. & Salvaj, E., 28 Jul 2017, Data Analytics Applications in Latin America and Emerging Economies. CRC Press, p. 73-89 17 p.Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review