Ruud Wetzels

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About

Ruud Wetzels is a leading scholar in the fields of technology-infused retailing, service management, and consumer behavior. His research explores how emerging technologies reshape retail environments, customer experiences, and organizational strategies. Wetzels’ most-cited work, "A new era of technology-infused retailing" (2024), with 17 citations, synthesizes the transformative impact of digital tools—such as AI, augmented reality, and smart devices—on retail operations and consumer engagement. This paper has quickly become a foundational reference for understanding the intersection of technology and retail, offering a framework for practitioners and academics alike. Beyond this, Wetzels has contributed extensively to service science, examining how technology enhances service delivery and customer satisfaction. His work is widely recognized for bridging theoretical insights with practical applications, influencing both academic discourse and industry practices. With a career marked by high-impact publications and collaborations, Wetzels continues to shape the future of retail and service innovation, making him a pivotal figure for students and researchers interested in the evolving digital marketplace.