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Personal profile


I am a Lecturer in the School of Business.  I primarily deliver modules in Enterprise, Marketing and Management and teach these modules in the School of Business, School of Humanities and School of Engineering. I also supervise DBA and undergraduate students.

My educational background includes a Master of Business Degree from IT Carlow, a PhD from Waterford Institute of Technology and MII Graduateship (The Marketing institute of Ireland).

I have a strong interest in research, particularly in the area of customer service and customer orientation.

I am leading a Erasmus+ project (DIFUCH) on behalf of SETU and working with colleagues in IPB, Portugal and Hanze, Netherlands, the project runs from Feb 2022 to March 2024.



O’Brien, S., and O’Toole, T (2021). ‘The effectiveness of role autonomy in influencing job pursuit intentions of customer-oriented frontline job seekers’. Psychology & Marketing, 38(3), 512-523.

Conference Papers:

May 2015: Research poster presented at Research Day,  Waterford Institute of Technology: ‘Why and when are customer oriented service employees attracted to service organisations?’

July 2015: Research paper presented at the Doctoral Colloquium at the Academy of Marketing, University of Limerick: ‘Why and when are customer oriented service employees attracted to service organisations’. (ISBN.978.1.905952.64.9).

2016: Research paper preened at the Academy of Marketing, Northumbria University: ‘ Service Organisations – Journey to success: attracting customer oriented service workers (ISBN 978.1.906596.29.3).

May 2017: Paper presented at Waterford Institute of Technology Research Day: ‘Attracting supe-hero employees’. (winner of 2nd prize).

May 2018: Paper presented at Waterford Institute of Technology: ‘Why and when are customer oriented employees attracted to service organisations?’


Research Interests

I am a member of SERNI, the Social Economy Research Network of Ireland.  SERNI is a research network of established academics and graduate students whose goal is to provide a forum for reserachers in the broad social economy, including the ares of social and solidarity economy, social enterprise, social entrepreneurship, social finance and innovation.  


Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 4 - Quality Education
  • SDG 5 - Gender Equality
  • SDG 8 - Decent Work and Economic Growth
  • SDG 10 - Reduced Inequalities
  • SDG 11 - Sustainable Cities and Communities
  • SDG 16 - Peace, Justice and Strong Institutions

Education/Academic qualification

PhD, When and why are customer oriented service workers attracted to service organisations

30 Sep 200604 Nov 2018

Award Date: 04 Nov 2018

Masters Degree, Institute of Technology Carlow


Award Date: 30 Nov 2014

Bachelors Degree, Technological University Dublin


External positions

Lecturer, Institute of Technology Carlow

01 Aug 201801 Jan 2021

Sponsorship Manager, Eircom

01 Aug 199531 Aug 2008


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