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MARY JO BITNER
Professor of Marketing
Edward M. Carson Chair in Services Marketing
Executive Director, Center for Services Leadership
W.P.CareySchool of Business
ArizonaStateUniversity, Tempe, AZ 85287-4106
480-965-3621;
EDUCATION
Ph.D. in Marketing, University of Washington
MBA, University of Washington
BA in Political Science, University of Washington
ACADEMIC EXPERIENCE
W. P.CareySchool of Business, ArizonaStateUniversity
Professor of Marketing, 1997 to present
Associate Professor of Marketing, 1992-1997
Assistant Professor of Marketing, 1987-1992
ADMINISTRATIVE LEADERSHIP
W.P.CareySchool of Business, ArizonaState University
Executive Director, Center for Services Leadership, 2011-present.
Co-Director and Academic Director, Center for Services Leadership, 2004-2011.
Research Director, Center for Services Leadership, 1994-2004.
Faculty Coordinator, MBA Specialization in Services Marketing and Management, 1996-2000; 2001-2002; 2003-04.
PROFESSIONAL LEADERSHIP
Editor in Chief, Journal of Service Research, appointed to a four-year term, beginning June 2013
American Marketing Association Board Member, elected to a three-year term, beginning July 2011
HONORS AND AWARDS
Marketing Innovator Award, 2014, presented by Marketing Management Association
ISSIP Fellow Award for Lifetime Achievement in Service Science, International Society for Service Innovation Professionals, inaugural award, 2013
Named Edward M. Carson Chair in Services Marketing, 2013
Best Paper Award for the best paper published in the Journal of Service Research in 2010.
2010 Outstanding Professor, Doctoral Programs, W. P.CareySchool of Business. One award given annually.
Named Distinguished Honored Professor, School of Management, FudanUniversity, ShanghaiChina, 2010.
IBM Faculty Fellow Award for Services Science research, 2005
Named PetSmart Chair in Services Leadership, 2003-2013
Received Career Contributions to the Services Discipline award from the American Marketing Association, 2003
Named AT&T Professor of Services Marketing and Management, 1999-2003
Faculty Fellow, AMA Sheth Foundation Doctoral Consortium, 1995, 2001, 2004, 2007, 2010, 2012.
Faculty of the AMA Frontiers in Services Doctoral Consortium, 1994-1997, 1999, 2000, 2003, 2005, 2007, 2010, 2011.
ArizonaStateGovernor's Award for Excellence. Chaired the team that received this award for excellence in the Services Marketing and Management MBA specialization, 1998.
Best Paper Award for Marketing Relationships, Customer Orientation and Alliances Track, AMA Winter Educators' Conference, 1997.
Nominated for Dean's Council of 100 Distinguished Scholars, 1996, 1997.
American Marketing Association Services Group (SERVSIG) Award for the best paper in services marketing and management published in any journal in the preceding year, given for: "Critical Service Encounters: the Employees Viewpoint," Journal of Marketing, 1995.
Best Paper Award from the International Journal of Service Industry Management for "The Internal Service Encounter,” 1995.
International Service Quality Association, Best Paper Award, for "Critical Service Encounters: The Employee Viewpoint," Journal of Marketing, October 1994.
College of BusinessGraduate Teaching Award, 1992.
Faculty Research Development Award. An award recognizing top research proposals in the college for 1991.
Von Nostrand Reinhold Research Award. Awarded by CHRIE, an international organization of the hospitality industries. Award is in recognition of the contribution to the literature and to industry of "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, January 1990.
Edna Benson Fellowship for dissertation research, University of Washington, 1985.
American Marketing Association Doctoral Consortium Fellow, 1985.
Best Paper Award, American Marketing Association, Annual Services Marketing Conference, 1984.
Boeing Fellowship for Doctoral Research, 1984. One award given annually.
RESEARCH AND PUBLICATIONS
Books, Edited Journals, and Monographs
Zeithaml, Valarie, Stephen W. Brown, Mary Jo Bitner, and Jim Salas, Profiting From Services: What Product-Centric Firms Need to Know, Business Expert Press, forthcoming 2014.
Ostrom, Amy L., Mary Jo Bitner, and Kevin A. Burkhard, “Leveraging Service Blueprinting to Re-Think Higher Education,” white paper commissioned by the Center for American Progress, Washington, D.C., 2011.
Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, New York: McGraw-Hill, 1996 (Zeithaml and Bitner); second edition, 2000 (Zeithaml and Bitner); third edition, 2003 (Zeithaml and Bitner); fourth edition, 2006 (Zeithaml, Bitner, and Gremler);fifth edition 2009 (Zeithaml, Bitner, and Gremler); sixth edition 2013 (Ziethaml, Bitner, and Gremler). This is one of two leading texts in services marketing worldwide; currently translated into Spanish, Chinese, Italian, Portuguese, Korean.
Morgan, Felicia, Gremler, Dwayne, Mary Jo Bitner and Valarie A. Zeithaml, Services Marketing: An Active Learning Resource Guide, New York: McGraw-Hill, 2013 (fifth edition).
Gremler, Dwayne, Mary Jo Bitner and Valarie A. Zeithaml, Services Marketing: An Active Learning Resource Guide, New York: McGraw-Hill, 2000; 2003 (second edition); 2006 (third edition); 2009 (fourth edition).
Bitner, Mary Jo (editor), Journal of Retailing, Special Issues: Services Marketing, Volume 73 (1) and Volume 73 (3), 1997.
Wright, Lauren K., Mary Jo Bitner and Valarie A. Zeithaml, Services Marketing: An Active Learning Resource Guide, New York: McGraw-Hill, 1996.
Bitner, Mary Jo and Lawrence A. Crosby (eds.), Designing a Winning Service Strategy, Chicago: American Marketing Association, 1989.
Articles in Refereed Journals
Sirianni, Nancy J., Mary Jo Bitner, Stephen W. Brown, and Naomi Mandel, “Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning,” Journal of Marketing, Vol. 77, No. 6, November 2013, 108-123.
Gallan, Andrew, Cheryl Burke Jarvis, Stephen W. Brown and Mary Jo Bitner, “Customer Positivity and Participation in Services: An Empirical Test in a Healthcare Context,” Journal of the Academy of Marketing Science, Vol. 41, No 3, May 2013, 338-356.
Mende, Martin, Ruth N. Bolton and Mary Jo Bitner, “Decoding Customer-Firm Relationships: How
Attachment Styles Help Explain Customers’ Preferences for Closeness, Repurchase Intentions, and
Changes in Relationship Breadth,” Journal of Marketing Research, Vol. 50, No. 1, February 2013,125-
142.
Wunderlich, Nancy, Florian von Wangenheim, and Mary Jo Bitner, “High Tech and High Tough: A Framework for Understanding User Attitudes and Behaviors Related to Smart Interactive Services,” Journal of Service Research, lead article, Vol. 16, No. 1, February 2013, 3-20.
Cadwallader, Susan, Cheryl Burke Jarvis, Amy L. Ostrom and Mary Jo Bitner, “Frontline Employee
Motivation to Participate in Service Innovation Implementation,”Journal of the Academy of Marketing
Science, Vol. 38, No. 2, 251-, 2010.
Ostrom, Amy L., Mary Jo Bitner, Stephen W. Brown, Kevin A. Burkhard, Michael Goul, Vicki Smith-Daniels, Haluk Demirkan, and Elliot Rabinovich, “Moving Forward and Making a Difference: Research Priorities for the Science of Service,” Journal of Service Research, 13 (1), February 2010, 4-36. This paper received the Best Paper Award for best paper published in JSR in 2010.
Bitner, Mary Jo, Amy L. Ostrom and Felicia N. Morgan, “Service Blueprinting: A Practical Technique for
Service Innovation,” California Management Review, Spring 2008, 66-94.
Bitner, Mary Jo, and Stephen W. Brown, “The Service Imperative,” Business Horizons50th Anniversary
Issue, January-February 2008.
Bitner, Mary Jo and Stephen W. Brown, “Services Science in Business Schools: Evolution and
Discovery,” CACM Journal, Special Issue on Services Science, July 2006, 73-78.
Meuter, Matthew L., Mary Jo Bitner, Amy L. Ostrom and Stephen W. Brown, “Choosing Among Alternative Delivery Modes: An Investigation of Customer Trial of Self-Service Technologies,” Journal of Marketing,April 2005, 61-83.
Gwinner, Kevin, Mary Jo Bitner, Stephen W. Brown and Ajith Kumar, “Service Customization Through Employee Adaptiveness,” Journal of Service Research, November 2005, 131-148.This paper received the Best Paper Award for JSR for 2005.
Sandler, Irwin, Amy Ostrom, Mary Jo Bitner, Tim Ayers, Sharlene Wolchik and Vicki Smith-Daniels, “Developing Prevention Services for the Real World: A Prevention Service Development Model,” American Journal of Community Psychology, Vol. 35, Nos. 3-4, March 2005, 127-42..
Meuter, Matthew L., Amy L. Ostrom, Mary Jo Bitner and Robert Roundtree, “The Influence of Technology Anxiety on Consumer Use and Experiences with Self-Service Technologies” Journal of Business Research, 2003, 56 (11), 899-906.
Bitner, Mary Jo, Amy L. Ostrom and Matthew L. Meuter, “Implementing Successful Self-Service Technologies,” Academy of Management Executive,November 2002, Vol. 16, No. 4, 96-109.
Meuter, Matthew L., Amy L. Ostrom, Robert Roundtree, and Mary Jo Bitner, "Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, Vol. 64, July 2000, 50-64.
Bitner, Mary Jo, Stephen W. Brown and Matthew L. Meuter, "Technology Infusion in Service Encounters," Journal of the Academy of Marketing Science, Special Issue on Customers and Consumers in the 21st Century, Winter 2000, 138-149.
Gwinner, Kevin, Dwayne Gremler and Mary Jo Bitner, "Relational Benefits in Service Industries: A View from the Consumer's Perspective," Journal of the Academy of Marketing Science, Vol 26, Spring 1998, 101-114.
Bitner, Mary Jo, "Perspectives on Service Excellence," Journal of Retailing, Introduction to the Second Special Issue on Services Marketing (Mary Jo Bitner, editor), Vol. 73, Fall 1997, 299-302.
Bitner, Mary Jo, "Services Marketing: Perspectives on Service Excellence," Journal of Retailing, Introduction to the First Special Issue on Services Marketing (Mary Jo Bitner, editor), Vol. 73, Spring 1997, 3-6.
Bitner, Mary Jo, William T. Faranda, Amy R. Hubbert and Valarie A. Zeithaml, "Customer Contributions and Roles in Service Delivery," International Journal of Service Industry Management, Vol. 8, No. 3, 1997, p. 193-205.
Bitner, Mary Jo, invited commentary on "The Quality Improvement Customers Didn't Want," by Dawn Iacobucci, Harvard Business Review, Vol 74, January-February 1996, 28.
Bitner, Mary Jo, "Building Service Relationships: It's All About Promises," Journal of the Academy of Marketing Science, special issue on Relationship Marketing, 1995, Vol. 23, No. 4 (Fall), 246-251.
Mohr, Lois A. and Mary Jo Bitner, "The Role of Employee Effort in Satisfaction with Service Transactions," Journal of Business Research, 32 (March) 1995, 239-252.
Bitner, Mary Jo, Bernard H. Booms and Lois A. Mohr, "Critical Service Encounters: The Employee's Viewpoint," Journalof Marketing, October 1994, 95-106. This paper received two Best Paper awards.
Wright, Lauren K., Mary Jo Bitner, and Valarie A. Zeithaml, "Paradigm Shifts in Marketing Education: Using Active Learning to Deliver Services Marketing Content," Journal of Marketing Education, Vol 16, Fall 1994, 5-19.
Gremler, Dwayne, Mary Jo Bitner and Kenneth R. Evans, "The Internal Service Encounter," International Journal of Service Industry Management, 1994, Vol. 5, No. 2, 34-56, re-published in Logistics Information Management, August 1995. This paper received a Best Paper award.
Brown, Stephen W., Raymond P. Fisk and Mary Jo Bitner, "The Development and Emergence of Service Marketing Thought," (an adaptation of "Tracking the Evolution of the Services Marketing Literature" by Fisk, Brown and Bitner), International Journal of Service Industry Management, 1994, 5 (1), 21-48.
Fisk, Raymond P., Stephen W. Brown and Mary Jo Bitner, "Tracking the Evolution of the Services Marketing Literature," Journal of Retailing, Vol. 69, No. 1, 1993, 61-103.
Bitner, Mary Jo, "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, April 1992, 57-71.
Ward, James C., Mary Jo Bitner and John Barnes, "Measuring the Prototypicality and Meaning of Retail Environments," Journal of Retailing, Vol. 69, No. 2, 1992, 194-220.
Ward, James C., Mary Jo Bitner and David Gourley: "The Outcomes of Life in Academe: Career Tracking of Marketing Ph.D. Students," Journal of Marketing Education, Spring 1991, 31-39.
Bitner, Mary Jo, "Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses," Journal of Marketing, April 1990, 69-82.This paper is among the Top 20 most cited marketing journal publications across the top 5 journals in the field from 1990-2002.
Bitner, Mary Jo, Bernard H. Booms and Mary Stanfield Tetreault, "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, January 1990, 71-84. This paper received an award.
Crosby, Lawrence A., James D. Gill and Mary Jo Bitner, "The Organizational Structure of Values," Journal of Business Research, March 1990, 123-134.
Bitner, Mary Jo and Bernard H. Booms, "Trends in Travel and Tourism Marketing: The Changing Structure of Distribution Channels," Journal of Travel Research, Vol. XX, Number 4, Spring 1982, 3944. Reprinted in Tourism, 4th edition, by Robert McIntyre and Charles Goeldner, 1983, 283293. Unsolicited abstract in Journal of Marketing, Winter 1983, 139.
Booms, Bernard H. and Mary Jo Bitner, "Marketing Services by Managing the Environment," Cornell Hotel and Restaurant Administration Quarterly, Vol. 23, No. 1, May 1982, 3539. Reprinted in Strategic Marketing Planning in the Hospitality Industry, Robert L. Blomstrom (ed.), East Lansing, MI: The Educational Institute of the American Hotel and Motel Association, 1983, 222-226.
Bitner, Mary Jo and Bernard H. Booms, "Deregulation and the Future of the U.S. Travel Agent Industry," Journal of Travel Research, Vol XX, Fall 1981, 27.
Booms, Bernard H. and Mary Jo Bitner, "New Management Tools for the Successful Tourism Manager," in Annals of Tourism Research, Vol. III, No. 3, 1980, 337352.
Articles/Chapters in Books
Bitner, Mary Jo and Helen Si Wang, “Service Encounters in Service Marketing Research,” in
Handbook on Reesarch in Service Marketing, Roland T. Rust and Ming-Hui Huang (eds), Edward
Elgar Publishing Ltd., forthcoming 2014.
Bitner, Mary Jo, “Christian Gronroos: Services Marketing Pioneer, Thought Leader and Legend,”
Raymond P. Fisk (ed), Legends in Marketing book series, Sage Publications, 2012.
Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler, “Services Marketing Strategy,” in
Marketing Strategy, Robert A. Peterson and Roger A. Kerin, eds., Vol. 1 in Wiley International
Encyclopedia of Marketing, Jagdish Sheth and Naresh Malhotra, eds. Chichester, England:
John Wiley & Sons, 2011, 208-218.
Bitner, Mary Jo, Valarie A. Zeithaml, and Dwayne Gremler, “Technology’s Impact on the Gaps
Model of Service Quality,” in The Handbook of Service Science,P. P. Maglio, C. A. Kieliszewski, and J. C. Spohrer (editors), New York: Springer, 2010, 197-218.
Brown, Stephen W. and Mary Jo Bitner, “Mandating a Services Revolution for Marketing,” in Toward Service
Dominant Logic of Marketing: Dialog, Debate, and Directions,” edited byRobert Lusch and Stephen
Vargo, M.E. Sharpe, publisher, 2006, 393-405.
Ostrom, Amy L., Mary Jo Bitner and Matthew L. Meuter, “Self-Service Technologies,” in E-Service, edited by Roland Rust and P.K. Kannan, M.E. Sharpe, publisher, 2002, 45-64.
Bitner, Mary Jo, “Mary Jo Bitner: Arizona State University,” chapter in Services Marketing Self-Portraits, Raymond P. Fisk, Stephen J. Grove, and Joby John (eds), Chicago: American Marketing Association, 2000, 19-36.
Bitner, Mary Jo, "The Servicescape," in Handbook of Services Marketing & Management, Teresa A. Swartz and Dawn Iacobucci (eds), Thousand Oaks, CA: Sage Publications, 2000, 37-50.
Mohr, Lois A. and Mary Jo Bitner, "Process Factors in Service Delivery: What Employee Effort Means to Customers," in Advances in Services Marketing and Management, Vol. 4, Teresa A. Swartz, David E. Bowen and Stephen W. Brown (eds.), 1995, JAI Press, 91-118.
Brown, Stephen W. and Mary Jo Bitner, "Services Marketing," in American Management Association Management Handbook(Third Edition), John J. Hampton (ed), AMACOM Books, NY, 1994, Section 5, 5-15.
Bitner, Mary Jo and Amy R. Hubbert, "Encounter Satisfaction vs. Overall Satisfaction vs. Quality: The Customer's Voice," Roland T. Rust and Richard L. Oliver (eds.), Service Quality: New Directions in Theory and Practice, Sage Publications, 1994, 72-94.
Bitner, Mary Jo, "Managing the Evidence of Service," The Service Quality Handbook, Eberhard Sheuing and William Christopher (eds.), NY: AMACOM Press, 1993, 358-70.
Grove, Stephen J., Raymond P. Fisk and Mary Jo Bitner, "Dramatizing the Service Experience: A Managerial Approach," in Advances in Services Marketing and Management: Research and Practice, Vol. I., Teresa A. Swartz, David E. Bowen and Stephen W. Brown (eds.), JAI Press Inc., 1992. 91-122.
Bitner, Mary Jo, "The Evolution of the Services Marketing Mix and Its Relationship to Service Quality," in Service Quality: Multi-Disciplinary and Multi-National Perspectives, Stephen W. Brown, Evert Gummesson, Bo Edvardsson and BengtOve Gustavsson (eds.), Lexington Books, 1991, 23-38.
Bitner, Mary Jo and Bernard H. Booms, "A Model of the Hotel Selection Process and Preliminary Analysis of the Travel Agent's Influence," in The Practice of Hospitality Management II, Robert C. Lewis, Thomas J. Beggs, Margaret Shaw and Steven A. Croffoot (eds.), Westport, Connecticut: AVI Publishing, Co., Inc., 1986, 473488.
Nyquist, Jody D., Mary Jo Bitner, and Bernard H. Booms, "Identifying Communication Difficulties in the Service Encounter: A Critical Incidents Approach," in The Service Encounter, John Czepiel, Michael Solomon and Carol Surprenant (eds.), Lexington Books, 1985, 195212.
Published Magazine Articles and Columns
Bitner, Mary Jo, Amy L. Ostrom, and Kevin A. Burkhard, “Service Blueprinting: Transforming the Student
Experience,” Educause Review, November/December 2012, 38-50.
Bitner, Mary Jo, “Service Excellence – Eye of the Beholder,” REALTOR Magazine, March 2005,
46-50.
Bitner, Mary Jo, “Self-Service Technologies: What Do Customers Expect?” Marketing Management,
Spring 2001, 10-11.
Bitner, Mary Jo, “Service and Technology: Opportunities and Paradoxes,” Managing Service Quality,
MCBUniversityPress, England, Vol. 11, No. 6, 2001, 375-379.
Published Conference Proceedings
Wang, Helen, Mary Jo Bitner, and Amy L. Ostrom, “Customer Participation in Context,” Frontiers in Service
Conference, Ohio State University, June 2011 (abstract only).
Zeithaml, Valarie A., Stephen W. Brown, and Mary Jo Bitner, Service Infusion in Product-Dominant
Companies: Findings from a Multi-Company Study and an Agenda for Future Research,” Frontiers in
Service Conference, Ohio State University, June 2011 (abstract only).
Eaton, Kathryn, Mary Jo Bitner and Douglas Olsen, “When Do We Want to Work and Play? The Influence of
Hedonic and Utilitarian Functionalities on Customer Adoption and Usage of Goods and Services,”
Frontiers in Service Conference, Ohio State University, June 2011 (abstract only).
Sirianni, Nancy and Mary Jo Bitner, “How Truthful are Customers’ Moments of Truth?” QUIS11
Conference, Cornell University, June 2011 (abstract only).
Sirianni, Nancy, Mary Jo Bitner, Stephen W. Brown and Naomi Mandel, “Branded Customer
Service: How Aligning Employee Behavior with Brand Personality Impacts Customer-Based
Brand Equity,” Frontiers in Service Conference, Karlstad, Sweden, June 2010 (abstract only).
Wang, Helen, Mary Jo Bitner and Amy Ostrom, “Motivating Customer Creativity: An
Investigation of Customer Idea Generation in Co-Created Service Innovation,” Frontiers in
Service Conference, Karlstad, Sweden, June 2010 (abstract only).
Bitner, Mary Jo, “Valarie Zeithaml: Leadership, Impact and Significance in Service Research,” Conference
Proceedings of the Paul D. Converse Symposium, University of Illinois, Spring 2008.
Morgan, Felicia, Mary Jo Bitner and Amy L. Ostrom, “The Service Network Experience: Effects of
Partner Firm Performance on Focal Firm Brand Image,” Frontiers in Service Conference, San
Francisco, 2007 (abstract only).
Bitner, Mary Jo, Amy L. Ostrom and Felicia N. Morgan “Service Blueprinting: A Practical Tool
for Service Innovation,” presented at Service Innovation Conference, U.C. Berkeley, 2007.
This paper was selected from the conference papers to be reviewed for potential publication in the California Management Review where it appeared in 2008.