Liliana Bove

Liliana Bove is Professor in the Department of Management and Marketing within the Faculty of Business and Economics at the University of Melbourne. She holds a PhD from Monash University. Professor Bove is a passionate service marketer whose research centers on interactions between customers and organizational frontline employees. Her key academic interests include donor research, customer citizenship behaviours, service marketing, relationship marketing, customer relationships with service personnel, customer loyalty to service providers and service workers, service personnel well-being, value co-creation and co-destruction, empathy in service, donor behavior in blood and organ donation, stigma in service work, sustainability and anti-slavery business models, marketing communications in crises, reciprocity in relationships, and service robots.

With over 6,728 citations on Google Scholar, Professor Bove has published extensively in leading journals. Notable publications encompass 'Employees' affective commitment to change: the key to successful CRM implementation' (2008), 'Donating Blood: A Meta-Analytic Review of Self-Reported Motivators and Deterrents' (2011), 'Service-Dominant Orientation: Measurement and Impact on Performance Outcomes' (2015), 'Empathy for Service: Benefits, Unintended Consequences, and Future Research Agenda' (2019), 'Value Co-Destruction: A Typology of Resource Misintegration Manifestations' (2019), 'Shaping Resilient Service Ecosystems in Times of Crises: A Trans-Tasman Perspective' (2022), 'What Kind of Donor Are You? Uncovering Complexity in Donor Identity' (2020), and 'Customers’ Tales: Special-Request Motives and Responses to Frontline Employees’ Denials' (2026). She is an ANZMAC Fellow, has contributed guest editorials, and her research appears in University of Melbourne's Pursuit, including 'Is Empathy Good for Business?' (2019). Professor Bove teaches Customer Experience Management and supervises research students, advancing service-dominant logic and customer engagement in marketing.

Professional Email: lbove@unimelb.edu.au