Juan Carlos Bustamante Urbina
Marketing Service Management
Director of the Master in Strategic Marketing

Juan Carlos Bustamante Urbina is Director of the Master in Strategic Marketing and Research Professor in the Marketing and Business Intelligence Department of EGADE Business School at Tecnológico de Monterrey. He previously taught in graduate programs at ESPAE Graduate School of Management (Ecuador) and Pontificia Universidad Javeriana, Cali (Colombia), and in undergraduate programs at the Universidad de Los Andes (Venezuela).

His research work focuses on the consumer experience, especially in the development of models that allow identifying the points of contact that best outline a purchase experience throughout their journey through the purchase decision process. His research interests also span service design, transformative services and their long-term effect on vulnerable populations, and how emerging digital technologies affect consumer behavior throughout the customer journey. His research has been published in the Journal of Services Marketing, Journal of Service Management, Statistical Methodology, International Journal of Entrepreneurial Venturing, and Journal of Management and Economics for Iberoamerica, among others. He is also the author of case studies and technical teaching notes.

He has been a consultant on various projects, including market research, customer segmentation, brand positioning recommendations, marketing digitization, and implementation of digital transformation programs.

    • Ph.D. in Research and Marketing Techniques
      Autonomous University of Madrid

Accésit from the Spanish Association of Shopping Centers and Parks (AECC) for the doctoral thesis: “The consumer experience in the establishment: Measurement and economic-relational effects for the retailer”, XV Spanish Congress of Shopping Centers and Parks, September, Alicante, Spain. Sixth edition of the award for the best doctoral thesis in business read between January 1, 2014 and December 31, 2015.

  1. Bustamante, J and Rubio, N. (2017). “Measuring Customer Experience within Physical Retail Environments”, Journal of Service Management, 28 (5), pp. 884-913
  2. Bustamante, J and Amaya, R. (2019). “A transformative perspective of financial services for the unbanked”, Journal of Services Marketing, 34 (2), pp. 193-205
  3. Kuffó, L., Vaca, C., Izquierdo, E., and Bustamante, J., (2018). “Know your customer: Detection of customer experience in social platforms using text categorization”, Proceedings of International Conference on Big Data (IEEE), Seattle, WA, USA.
  4. Bustamante, J., Puente, R., and Izquierdo, E. (2022). “From Entrepreneurial Intention to Behaviour: The Influence of a Cross-Cultural Factor”, International Journal of Entrepreneurial Venturing, 14 (4).
  5. Bustamante, J y Chacón, E. (2016). “Estimation and Goodness-of-Fit in Latent Trait Models: A comparison among theoretical approaches”, Statistical Methodology, 33 (December), pp. 83-95.
  6. Bustamante, J. (2015). “Use of mediating and moderating variables in exploring customer loyalty in service environments”, Journal of Management and Economics for Iberoamerica, 33 (136), pp. 252-262