Sarah Evans-Howe is a Lecturer in Marketing at Saïd Business School at the University of Oxford. With a doctorate in marketing and extensive teaching experience, including leadership responsibility as a Programme Director, Academic Integrity Lead, and Course Designer, Sarah also has a wealth of practical managerial experience within the hotel and wider service industry. Sarah’s research interests include digital marketing, the role of technology in service delivery, luxury marketing, experiential consumption, services marketing, digital customer behaviour including social media, customer complaint behaviour, temporality and hospitality management. Throughout her career, in whatever context, Sarah’s primary focus is always on optimising customer experience and helping students to discover the joy of learning and critical thinking.