Personal profile


Dr Lucia Silvestro is a Lecturer in Digital Marketing in the Marketing and Strategy department at Aston Business School. 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.

Education/Academic qualification

PhD, Marketing, Birmingham Business School

MA, Social Research, Birmingham Business School

BSc, Management, Warwick Business School