Christian Reich LópezPhD
I study why customers come back, and I build tools that help restaurants find out.
Marketing professor at EGADE Business School, doctoral faculty at UANL, and co-founder of Kindorse, a customer-experience platform used daily by restaurants across Mexico.
Teaching by doing: understand in order to repeat, repeat in order to scale.
Christian Reich López
Marketing Professor & Founder
Monterrey, Nuevo León, México
Currently
EGADE Business School, MBA
UANL, Doctorado en Negocios Internacionales
Kindorse, commercial lead
- Customer
experience - Consumer
behavior - Restaurants
- AI in
education - Kindorse
- MBA & PhD
teaching - Loyalty
About
Christian Reich López, PhD, is a marketing academic and entrepreneur with more than fifteen years of combined experience in higher education and industry.
He is Profesor de Cátedra at EGADE Business School, teaches a doctoral seminar at UANL, and in 2026 began a research fellowship at EGADE with Dr. Claudia Quintanilla. From 2024 to 2026 he was Assistant Professor at University Canada West in Vancouver.
He has consulted for FEMSA and Sally Beauty México. His first startup was Lavamiropa, a digital laundry service.
Education
PhD in Business Administration, UANL, Summa Cum Laude, 2022
MBA, EGADE Business School, 2013
Licenciatura in Marketing, Tec de Monterrey, 2008
Expertise
Consumer behavior, customer experience, restaurant management, word-of-mouth and loyalty, digital marketing, AI in business education
Where I work
Three fields, three roles. Marketing and entrepreneurship meet in Kindorse, where AI does the heavy lifting. Marketing and education meet in the MBA and doctoral classroom. Entrepreneurship and education meet in my research on how people learn and decide with AI.
Research
How customers judge a service experience and what they do next: recommend, return, or leave quietly.
A second line studies how students and managers reason when they work with generative AI.
Also published as Christian Reich-López, C. Reich-López and C. Reich. Best Track Paper Award, ICIMMR 2023.
- 2026Reich-López, C., & Zinnoury, V. Dixy Chicken at crossroads. Journal of Hospitality & Tourism Cases. Accepted, teaching case.
- 2026Reich-López, C., & Trevino-Martinez, S. Website appeal’s impact on brand outcomes, a case in a quick-service restaurant context in the north of Mexico. Innovaciones de Negocios, 23(45), 146–165. doi:10.29105/in23.45-495
- 2024Quintanilla Domínguez, C. M., & Reich-López, C. Beyond the hype: Analyzing social media’s true influence on leading global brands’ website visits. In Social Networking: Perspectives, Opportunities and Future Directions. Nova Science.
- 2024González-Flores, E. M., & Reich-López, C. Variables que inciden en la retención de talento de la generación Millennial. Innovaciones de Negocios, 21(42), 52–71.
- 2023Cortez, K., Rodríguez-García, M. D. P., & Reich, C. Consumers’ purchase intention of rapid COVID-19 tests. Journal of Economics, Finance and Administrative Science, 28(55), 79–95. doi:10.1108/JEFAS-11-2021-0245
- 2022Reich-López, C., Terán-Cázares, M. M., & López Pérez, J. F. Factors that impact the word-of-mouth intention (WOM) in the full-service restaurant industry: A stimuli-organism-response approach. Contaduría y Administración, 67(4), 28–47. doi:10.22201/fca.24488410e.2022.3183
- 2022Reich López, C., & Terán Cázares, M. M. Word-of-mouth intent in the restaurant industry of Mexico. Innovaciones de Negocios, 19(37), 89–106.
- 2021Reich López, C., & Terán Cázares, M. M. Factors influencing intention to revisit restaurants in a pandemic context. Vinculatégica, 7(1), 235–256.
- 2021Rodríguez Minor, R., & Reich López, C. El neoliberalismo en Argentina: Percepciones ciudadanas de una crónica fatalista. El Trimestre Económico, 88(350), 483–522.
Conference presentations (6)
- 2026, ICHRIE Global Conference, Las VegasTaxonomical classification of the restaurant industry in the country of Mexico: A management perspective.
- 2026, BALAS Conference, BogotáThe impact of AI use on reflective thinking in business school students: A Latin American case study.
- 2024, CLADEA International Conference, ArequipaInfluence of nearshoring on customers’ perceived quality and purchase intention in the automotive sector in Nuevo León. With Atilano Martínez Alvarado, E., Vásquez Treviño, D. M., Blanco Jiménez, M.
- 2024, International Conference on Research in Administrative Sciences, MexicoBeyond the hype: Analyzing social media influence on global brands’ website traffic. With Quintanilla Domínguez, C. M.
- 2023, ICIMMR, VancouverWebsite appeal impact on brand outcomes. Best Track Paper Award. With Trevino-Martinez, S.
- 2021, IEOM, MonterreyNet Promoter Score scale transformed into a logit model, a full-service restaurant approach. Proceedings of the International Conference on Industrial Engineering and Operations Management, 492–498. With Terán Cázares, M. M., López Pérez, J. F., Blanco Jiménez, M.
Teaching
Classes built on live cases, real data and hands-on use of AI tools, for MBA and doctoral students.
EGADE Business School
Profesor de Cátedra, 2026 to present
Negocios Digitales y Tecnologías Emergentes, MBA
UANL, FACPYA
Doctoral faculty, 2024 to present
International Marketing and Research Methodology, Doctorado en Negocios Internacionales
University Canada West, Vancouver
Assistant Professor, 2024 to 2026
MBA Marketing Management, Digital Marketing and International Marketing: 15 sections, 93.5% student evaluation score across 286 respondents
Kindorse
A B2B SaaS customer-experience platform for restaurants, founded in 2015. Guests answer a short survey after their visit; owners see what is going wrong, by branch and by shift, and recover unhappy customers before they leave for good.
It began as an advertising idea that failed its first test. The restaurant owner kept the survey data and became the first client.
Quick answers
Who is Christian Reich López?
A marketing academic and entrepreneur in Monterrey, Mexico. He teaches at EGADE Business School and UANL and co-founded Kindorse, a customer-experience platform for restaurants.
What does he research?
Consumer behavior, word-of-mouth and loyalty in restaurants, digital marketing, and AI in management education.
Is he the same person as “C. Reich-López” in journal articles?
Yes. His work appears under Christian Reich López, Christian Reich-López, C. Reich-López and C. Reich.
Does he give talks or consult?
Yes, on customer experience, restaurant marketing and AI in business education, in Spanish or English.
Contact
For talks, academic collaboration or restaurant customer-experience work, in Spanish or English.