Dwayne D. Gremler
Professional Information

 Dwayne D. Gremler
 Professor, Bowling Green State University
 Ph.D., Arizona State University (1995)
 Phone: (419) 372-0226
 Office: BA 224
 Email: gremler@bgsu.edu

 Personal Information (click here)

Background:

Professor Gremler joined the Bowling Green State University faculty in 2000.  Prior to that he taught at the University of Idaho and was a software engineer and project leader for 10 years with Honeywell Information Systems (later known as Bull Worldwide Information Systems).

Current Research Interests:

Services marketing and management, particularly the areas of customer loyalty and retention, relationship marketing, service guarantees, and word-of-mouth communication.

Recent Research and Publication Activities:

In the spring of 2006 Dr. Gremler received a Fulbright Scholarship to teach at the University of Maastricht.  (Click here for additional information.)

Dr. Gremler researches in the field of services marketing and management.  He has published in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Service Research, International Journal of Service Industry Management, Advances in Services Marketing and Management, Journal of Interactive Marketing, Journal of Business Research, Journal of Marketing Education, Marketing Education Review, and numerous international and national marketing conferences. 

Dr. Gremler's research (with Kevin P. Gwinner of Kansas State University) on customer-employee rapport in services has been published in the Journal of Retailing and Journal of Service Research.  Four presentations of various aspects of this research have been made in the United States.  This research also led to invited presentations in England, Spain, Germany, Switzerland, Italy, New Zealand, Australia, The Netherlands, and France.

Two more recent projects include one with Michael Paul, Thorsten Hennig-Thurau, Kevin P. Gwinner, and Caroline Wiertz which investigates the extent to which customer relational benefits are consistent across cultures and develops a theoretical framework for understanding the motivations behind customers’ relationships with service providers, and another one with Elisabeth Brüggen-Deutskens and Bram Foubert which examines the return of a significant investment in the servicescape by examining both financial and non-financial performance metrics.

Services Marketing Textbook:

Dr. Gremler joined Valarie Zeithaml and Mary Jo Bitner to publish the fourth and fifth editions of the textbook, "Services Marketing: Integrating Customer Focus Across the Firm."  (Click here for a flier of the book.)  You can obtain a copy of the book through most university bookstores, or on Amazon.com.  (Click here for a link to it on Amazon or here for a link to it on the McGraw-Hill web site.)  There is also a Canadian version of the book available (click here for more details) as well as a Korean version and an Italian version; a Chinese version and a Portuguese version will be printed soon.  For instructors, click here for access to teaching materials through the McGraw-Hill web site.

Professional Service Activities:

Dr. Gremler serves on the editorial review board of five journals (Journal of Service Research, International Journal of Service Industry Management, Journal of Business Research, Managing Service Quality, and the Journal of Marketing Education.).  He also serves as a regular reviewer for the Journal of Marketing.

Dr. Gremler has been very active in the American Marketing Association.  He served as the chair of the AMA's Services Marketing Special Interest Group for 2002-2003.  He has served as the Mentoring Coordinator for SERVSIG and helped to organize the annual Services Marketing Consortium in 2000 and 2001.  Dr. Gremler has served as Program Co-Chair for the 2006 International Research Seminar in Service Management at La Londe les Maures (France), the 2003 AMA SERVSIG Frontiers in Services Conference at the University of Maryland, the 2002 Frontiers Conference at the University of Maastricht (The Netherlands), and the 2003 SERVSIG Services Research Conference at the Reims (France) Management School.  In addition, he served as a Track Co-Chair for the AMA 2001 Summer Educators’ Conference and the AMA SERVSIG 2001 Conference "New Horizons in Services Marketing" in Sydney, Australia.

Teaching:

Dr. Gremler teaches Services Marketing, Servicescape Design, Consumer Behavior, and Principles of Marketing.

International Seminars:

Dr. Gremler has conducted graduate seminars or courses on Services Marketing topics (such as relationship marketing, service recovery, service guarantees, the role of servicescapes on the service experience, employee influence on the service experience, customer influence on the service experience, service design, and the Critical Incident Technique) at universities in a variety of countries, including:

Curriculum Vitae:

(click here for fairly recent PDF copy of vita)

Publications:

Journal Articles

Gremler, Dwayne D. and Kevin P. Gwinner (2008), "Rapport-Building Strategies Used by Retail Employees," Journal of Retailing, (forthcoming).  (click here for PDF copy of accepted paper)

Ruiz, David Martín, Dwayne D. Gremler, Judith H. Washburn, and Gabriel Cepeda Carrión (2008), "Service Value Revisited: Specifying a Higher-Order, Formative Measure," Journal of Business Research - Special Issue on Formative Measures, (forthcoming). (click here for PDF copy of page proofs)

Hennig-Thurau, Thorsten, Markus Groth, Michael Paul, and Dwayne D. Gremler (2006), "Are All Smiles Created Equal? How Employee-Customer Emotional Contagion and Emotional Labor Impact Service Relationships," Journal of Marketing 70 (July), 58-73.  (click here for PDF copy)

Gremler, Dwayne D. (2004), "The Critical Incident Technique in Service Research," Journal of Service Research, 7 (August), 65-89.  (click here for PDF copy) (Nominated for the Excellence in Service Research Award as one of the best four articles in Volume 7 of JSR.) 

Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), "Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?" Journal of Interactive Marketing, 18 (1), 38-52.  (click here for PDF copy)

McCollough, Michael A. and Dwayne D. Gremler (2004), "A Conceptual Model and Empirical Examination of the Effect of Service Guarantees on Post-purchase Consumption Evaluations," Managing Service Quality, 14 (1), 58-74.  (Received a Highly Commended Award as one of the top four papers in MSQ in 2004.)  (click here for PDF copy)

Gremler, Dwayne D. and Michael A. McCollough (2002), "Student Satisfaction Guarantees: An Empirical Examination of Attitudes, Antecedents, and Consequences," Journal of Marketing Education, 24 (August), 150-160. (click here for PDF copy)

Evans, Kenneth R., John L. Schlacter, Roberta J. Schultz, Dwayne D. Gremler, Michael Pass, and William G. Wolfe (2002), "Salesperson and Sales Manager Perceptions of Salesperson Job Characteristics and Job Outcomes: A Perceptual Congruence Approach," Journal of Marketing Theory and Practice, 10 (Fall), 30-44. (click here for PDF copy)

Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler (2002), "Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality," Journal of Service Research, 4 (February), 230-247.  (Received the Excellence in Service Research Award as the best article in Volume 4 of JSR.) (click here for PDF copy)

Gremler, Dwayne D., Kevin P. Gwinner, and Stephen W. Brown (2001), "Generating Positive Word-of-Mouth Communication Through Customer-Employee Relationships," International Journal of Service Industry Management, 12 (1), 44-59. (click here for PDF copy)

Bailey, Jeff, Dwayne D. Gremler, and Michael A. McCollough (2001), "The Dyadic Influence of Emotions in the Service Encounter," Services Marketing Quarterly, 23 (1), 1-25. (click here for PDF copy)  (or, click here for Word version)

Gremler, Dwayne D. and Kevin P. Gwinner (2000), "Customer-Employee Rapport in Service Relationships," Journal of Service Research, 3 (August), 82-104. (click here for PDF copy)

Gremler, Dwayne D., K. Douglas Hoffman, Susan M. Keaveney, and Lauren K. Wright (2000), "Experiential Learning Exercises in Services Marketing Courses," Journal of Marketing Education, 22 (April), 35-44. (click here for PDF copy)

Gremler, Dwayne D. and Stephen W. Brown (1999), "The Loyalty Ripple Effect: Appreciating the Full Value of Customers," International Journal of Service Industry Management, 10 (3), 271-291. (Received a Highly Commended Award as one of the top three papers in IJSIM in 1999.) (click here for PDF copy)

McCollough, Michael A. and Dwayne D. Gremler (1999), "Student Satisfaction Guarantees: An Empirical Investigation of Student and Faculty Attitudes," Marketing Education Review, 9 (Summer), 1-12.  (click here for PDF copy)

McCollough, Michael A. and Dwayne D. Gremler (1999), "Guaranteeing Student Satisfaction: An Exercise in Treating Students as Customers," Journal of Marketing Education, 21 (August), 118-130. (click here for PDF copy)

Gwinner, Kevin, Dwayne D. Gremler, and Mary Jo Bitner (1998), "Relational Benefits in Services Industries: The Customer’s Perspective," Journal of the Academy of Marketing Science, 26 (Spring), 101-114. (click here for PDF copy)

Gremler, Dwayne D., Mary Jo Bitner, and Kenneth R. Evans (1995), "The Internal Service Encounter," Logistics Information Management, 8 (4), 28-34. (Adapted from 1994 IJSIM article.) (click here for PDF copy)

Evans, Kenneth R., Dwayne D. Gremler, John L. Schlacter, and William G. Wolfe (1995), "The Impact of Salesperson Socialization on Organizational Commitment, Satisfaction, and Performance in a Professional Service Organization," Journal of Professional Services Marketing, 11 (2), 139-156. (click here for PDF copy)

Gremler, Dwayne D., Mary Jo Bitner, and Kenneth R. Evans (1994), "The Internal Service Encounter," International Journal of Service Industry Management, 5 (2), 34-55. (Received an award as the Outstanding Paper in IJSIM for 1994.) (click here for PDF copy)
Other Publications

Hennig-Thurau, Thorsten, Kevin P. Gwinner, Dwayne D. Gremler, and Michael Paul (2005), "Managing Service Relationships in a Global Economy: Exploring the Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers," Advances in International Marketing, 15, 11-31.  (click here for PDF copy)

Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler (2000), "Why Customers Build Relationships With Companies--And Why Not," in Relationship Marketing: Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention, Thorsten Hennig-Thurau and Ursula Hansen, Eds. Berlin: Springer, 369-91. (click here for PDF copy)

Gremler, Dwayne D., Kevin P. Gwinner, and Stephen W. Brown (2000), "Cultivating Positive Word-of-Mouth Communication Through Customer-Employee Bonds," in Service Quality in the New Economy: Interdisciplinary and International Dimensions, B. Edvardsson, S. W. Brown, R. Johnston, and E. E. Scheuing, eds. International Service Quality Association, 183-192. (click here for PDF copy)

Gremler, Dwayne D. and Stephen W. Brown (1998), "Worth Beyond Revenue: The Full Value of a Loyal Customer" in Pursuing Service Excellence: Practices and Insights. E. E. Scheuing, S. W. Brown, B. Edvardsson, et al., eds. International Service Quality Association, 119-128. (click here for PDF copy)

Goodwin, Cathy and Dwayne D. Gremler (1996), “Friendship Over the Counter: How Social Aspects of Service Encounters Influence Consumer Service Loyalty,” in Advances in Services Marketing and Management, Vol. 5, T. A. Swartz, D. E. Bowen, and S. W. Brown, eds. Greenwich, Connecticut: JAI Press Inc., 247-282.  (click here for PDF copy)

Gremler, Dwayne D. and Stephen W. Brown (1996), "Service Loyalty: Its Nature, Importance, and Implications," in Advancing Service Quality: A Global Perspective, B. Edvardsson, S. W. Brown, R. Johnston, et al., eds. International Service Quality Association, 171-180. (click here for PDF copy)

 

This page was last updated on 06/24/08.

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