Raymond Loohuis obtained professional experience as strategic marketing and business development manager at various corporations active in the European automotive industry. He holds a PhD in social sciences and currently is management team member of the Entrepreneurship & Technology Management group (Faculty Behavioral, Management and Social science -BMS-) at the University of Twente, The Netherlands.

In this role, he can fruitfully combine prior business experience with his academic career as senior lecturer in the areas strategic marketing management and business service innovation with a focus on SMEs (Small Medium Sized) companies.

As holder of a Senior University Teaching Qualification (SUTQ) he is also strongly committed to innovate educational systems by implementing challenge-based learning and research frameworks to boost the development of student’s enterprise skills and meaningful research impact for practice.

He recently received the BMS faculty’s external affairs award for his achievements. Raymond has published in the Journal of Supply Chain Management, Journal of Service Theory and Practice as well as book chapters in volumes on Regional sustainable entrepreneurship, the Sociology of organizations and Strategic alliance design & management


  • Psychology

    • Research
    • Journey
    • Resources
  • Social Sciences

    • Process
    • Experience
    • Perspective
    • Customer
  • Computer Science

    • Service



Understanding and Managing Customer Experience in Practice: A Phenomenological Inquiry. University of Twente. Sahhar, Y.https://doi.org/10.3990/1.9789036554053Calling on autohermeneutic phenomenology to delve into the deeper levels of experienceIn Contemporary approaches Studying Customer Experience in Tourism Research: This book will present the contemporary approaches applied to the tourism research, to study the consumer experience by discussing first, the theoretical part, which will be based mainly on behavioral sciences. To this regard, main paradigms and their related approaches studying CX will be stressed. Second, the book will develop a methodological part highlighting the holistic and dynamic nature of the customer experience, by capturing it along the customer journey; into the pre-, during, and post consumption through a combination of techniques including the innovative ones. Keywords – Customer experience, tourism management, ethno marketing, phenomenology, psychoanalytic, philosophical orientation, facet theory, customer journey, emotions, sensory experience, CX measure.. Emerald. Sahhar, Y., Loohuis, R. & Henseler, J.Characterizing the spaces of consumer value experience in value co-creation and value co-destructionEuropean journal of marketing, 56(13), 105-136. Sahhar, Y. & Loohuis, R.https://doi.org/10.1108/EJM-04-2020-0313
Personal Branding of Top Managers. University of Twente. Scheidt, S.https://doi.org/10.3990/1.9789036552912Illuminating Experience’s Inception and Evolvement: An Autohermeneutic Phenomenological InquiryIn The 2021 Naples Forum on Service: A Service Lens on Changing Business and Society. Sahhar, Y., Loohuis, R. & Henseler, J.Mobilizing Values and Action through Framing Strategies in Creating a Regional Bio-energy NicheIn Values-driven Entrepreneurship and Societal Impact: Setting the Agenda for Entrepreneuring Across (Southern) Africa (pp. 65-78). Loohuis, R., Ehrenhard, M. & Millar, C.

Research profiles


University of Twente

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