Mary Jo Bitner

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Mary Jo Bitner (1950) is a well-known professor and active researcher in the field of services and services marketing.

In addition to her ground breaking research in the services sector, she has also contributed to the development and realization of the marketing instrument: service marketing mix – 7P’s together with Bernard H. Booms (1981).

Biography Mary Jo Bitner

Mary Jo Bitner obtained her doctorate (Ph.D.) from the University of Washington. Her entire academic career is focused on her field of interest: services and services marketing. She is one of the founding faculty members of the Centre for Services & Leadership at the Arizona State University (ASU). This faculty is now one of the most important university centres for the study of services marketing and management.

In the 1990s Mary Jo Bitner led the development of the W.P. Carey MBA services marketing and service leadership specialization, a unique full-year focus within the nationally ranked W.P. Carey MBA programme.

Mary Jo Bitner has already proved her services in practice and she has advised many organizations including AT&T, Ford Motor Company, Geel Corporation, Mayo Clinic, TriWest Healthcare Alliance en RR Donnelley in the field of the quality of the services and customer satisfaction.

Mary Jo Bitner ’s current research is concerned with how customer service and the strategic role of technology can best be deployed when determining and influencing customer satisfaction with services. 

Mary Jo Bitner regularly publishes in the Journal of Marketing, Journal of Business Research, Journal of Retailing, Journal of Service Research, International Journal of Service Industry Management and the Journal of the Academy of Marketing Science and the Academy of Management Executive service.

Publications and books by Mary Jo Bitner et al.

  • 2012. Services marketing. McGraw Hill.
  • 2010. Moving Forward and Making a Difference: Research Priorities for the Science of Service, Journal of Service Research – J SERV RES , vol. 13, no. 1, pp. 4-36.
  • 2010. Frontline employee motivation to participate in service innovation implementation, Journal of The Academy of Marketing Science – J ACAD MARK SCI , vol. 38, no. 2, pp. 219-239.
  • 2008. The service imperative, Journal: Business Horizons, vol. 51, no. 1, pp. 39-46.
  • 2007. Service Blueprinting – a practical technique for service innovation; California Management Review, Bd. 50 (2007/08), edition 3, S. 66-94, ISSN 0008-1256.
  • 2006. The evolution and discovery of services science in business schools, Journal: Communications of The ACM – CACM , vol. 49, no. 7, pp. 73-78.
  • 2006. Services marketing: Integrating customer focus across the firm. McGraw-Hill.
  • 2005. Choosing among alternative service delivery modes: an investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61-83.
  • 2005. Service customization through employee adaptiveness. Journal of Service Research, 8(2), 131-148.
  • 2003. The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56(11), 899-906.
  • 2003. Servicescapes – the impact of physical surroundings on customers and employees, Operations Management; Vol. 3, London 2003, S. 500-527, ISBN 0-415-24927-9.
  • 2002. Implementing successful self-service technologies. The Academy of Management Executive, 16(4), 96-108.
  • 2000. Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of marketing, 64(3), 50-64.
  • 2000. Technology infusion in service encounters. Journal of the Academy of marketing Science, 28(1), 138-149.
  • 1998. Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114.
  • 1998. Self-service technologies: extending service frameworks and identifying issues for research. Marketing theory and applications, 9, 12-19.
  • 1997. Customer contributions and roles in service delivery. International journal of service industry management, 8(3), 193-205.
  • 1995. Building service relationships: it’s all about promises. Journal of the Academy of Marketing Science, 23(4), 246-251.
  • 1994. Encounter satisfaction versus overall satisfaction versus quality. Service quality: New directions in theory and practice, 72-94.
  • 1994. Critical service encounters: the employee’s viewpoint. The Journal of Marketing, 95-106.
  • 1994. The development and emergence of services marketing thought. International Journal of Service Industry Management, 5(1), 21-48.
  • 1994. The internal service encounter. International Journal of Service Industry Management, 5(2), 34-56.
  • 1993. Tracking the evolution of the services marketing literature. Journal of Retailing, 69(1), 61-103.
  • 1992. Servicescapes: the impact of physical surroundings on customers and employees. The Journal of Marketing, 57-71.
  • 1991. Mutual understanding between customers and employees in service encounters. Advances in Consumer Research, 18(1), 611-617.
  • 1990. Evaluating service encounters: the effects of physical surroundings and employee responses. the Journal of Marketing, 69-82.
  • 1990. The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing, 71-84.
  • 1981. Marketing strategies and organization structures for service firms. In Donnelly, J; George, WR. Marketing of Services. Chicago, IL: American Marketing Association.

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