Dr Lucia Silvestro

Dr Lucia Silvestro is a Lecturer in Digital Marketing in the Marketing and Strategy department at Aston Business School. Lucia teaches on the Understanding Consumer Behaviour for Managers module at undergraduate level and the Marketing Management module at postgraduate level. Previously, she was a part-time visiting lecturer at University of Birmingham. Lucia holds a Ph.D. (2023) in Marketing and an MA in Social Science Research (2019) from the University of Birmingham and a B.Sc. in Management (2017) from Warwick Business School. Her Ph.D. was funded by an Economic and Social Research Council Scholarship.

Her research interests focus on service failure and recovery. Her primary area of interest concerns how firms’ communications strategies can change the outcomes of double deviation situations. Double deviations concern instances of failed service recoveries. Her Ph.D. project focused on how empathy conveyed in the managerial apology could influence customers’ perceptions of apologizers’ motives and customers’ subsequent revenge desires.