Dwayne D. Gremler
Professional Information

Dwayne D. Gremler
BGSU Distinguished Research Professor and Distinguished Teaching Professor
Ph.D., Arizona State University (1995)
Phone: (419) 372-0226
Office: Maurer Center 358J
Email: gremler@bgsu.edu

Professor Gremler joined the Bowling Green State University faculty in 2000.  Prior to that he taught for 5 years 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-employee interactions, customer loyalty and retention, relationship marketing, service guarantees, and word-of-mouth communication.

Awards:

In spring 2022 Dr. Gremler was appointed by the BGSU Board of Trustees as Distinguished Research Professor. (Click here for additional information.)

In spring 2015 Dr. Gremler was appointed by the BGSU Board of Trustees as Distinguished Teaching Professor. (Click here for 90-second video created for the award presentation and click here for additional information.) He is the only professor to have been appointed as BOTH Distinguished Research Professor AND Distinguished Teaching Professor.

In summer of 2014 Dr. Gremler received the Christopher Lovelock Career Contributions Award from the American Marketing Association's Services Marketing Special Interest Group (SERVSIG).

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

Recent Research and Publication Activities:

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, Journal of Retailing, Journal of Service 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. More recent research, with Cecile Delcourt (University of Liege) and Dominique Greer (Queensland University of Technology) focuses on the delivery of bad news by service employees to customers.

Services Marketing Textbook:

Dr. Gremler joined Valarie Zeithaml and Mary Jo Bitner to publish the fourth, fifth, sixth, seventh, and (most recently) the eight edition of the textbook, "Services Marketing: Integrating Customer Focus Across the Firm."  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, as well as a Korean version, an Italian version, a Portuguese version, a Chinese version, and a Spanish version.  In addition to these translations, there is also an International version and a European version, both printed in English.  For instructors, click here for access to teaching materials through the McGraw-Hill web site.

Professional Service Activities:

Dr. Gremler is an Associate Editor for the Journal of Service Research and serves on the editorial review board of several other journals, including Journal of the Academy of Marketing Science, Journal of Service Management, and the Journal of Marketing Education.  He also serves as an occasional 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'sServices Marketing Special Interest Group for 2002-2003 and has served on the AMA Academic Council.  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), the 2003 SERVSIG Services Research Conference at the Reims (France) Management School, the conference committee for the 2010 SERVSIG International Service Research Conference at the University of Porto (Portugal), and the conference committee for the 2012 SERVSIG International Service Research Conference at the Hanken School of Economics in Helsinki (Finland).  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, Marketing Management & Strategy, Servicescape Design, Consumer Behavior, and Principles of Marketing.  In 2009 he received an Outstanding Marketing Teacher Award from the Academy of Marketing Science, in 2010 received the Alumni Undergraduate Teaching Award from the College of Business at BGSU, and in 2011 received the Hormel Teaching Excellence Award from the Marketing Management Association and was a finalist for the Sherwin Williams Distinguished Teacher Award from the Society for Marketing Advances.

Here are a couple of "advertisements" students created for his Services Marketing (MKT 4050) course in Spring, 2010:

• www.youtube.com/watch?v=h8X43ddv25A
• www.youtube.com/watch?v=PyP5RYfOHNo

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:

• HEC–Management School of the University of Liege, Belgium

• University of Manchester, Manchester, England

• Radboud University Nijmegen, Nijmegen, The Netherlands

• Liverpool John Moores University, Liverpool, England

• Paderborn University, Paderborn, Germany

• BI - Norwegian School of Management, Oslo, Norway

• Jacobs University Bremen, Bremen, Germany

• Maastricht University, Maastricht, The Netherlands

• University of Karlstad, Karlstad, Sweden

• Universidad de Sevilla, Spain

• Ecole de Management de Lyon (E. M. Lyon), Lyon, France

• Hochschule fur Wirtschaft (Business School), Lucerne, Switzerland

• University of Zurich, Zurich, Switzerland

• Institute for Financial Services, Hochschule fur Wirtschaft, Zug, Switzerland

• LUISS (Libera Universita Internazionale degli Studi Sociali) University, Rome, Italy

• University of Auckland Business School, Auckland, New Zealand

"Publishing Scholarly Research" Seminars:

Dr. Gremler has also conducted seminars, intended for Ph.D. candidates and relatively new assistant professors, that focus on the process of getting research published in business journals. The universities where the seminar has been conducted include:

• (2024, 2023, 2022, 2021, 2020, 2019, 2018, 2015) WHU - Otto Beisheim School of Management, Vallendar, Germany
• (2024) University of Hamburg, Germany (tentative)
• (2024) University of Fribourg, Switzerland (tentative)

• (2023, 2021, 2019, 2016) HEC–Management School of the University of Liege, Belgium

• (2022) University of Bologna, Italy
• (2017) Aston Business School, Birmingham, England
• (2017) University of Toulouse Graduate School of Management, Toulouse, France
• (2023, 2020, 2017) University of Hohenheim Institute for Marketing and Management, Stuttgart, Germany
• (2016) University of Augsburg, Aubsburg, Germany
• (2016) Queensland University of Technology (QUT) Business School, Brisbane, Australia
• (2016) School of Business and Economics, University of Maastricht, Maastricht, The Netherlands
• (2024, 2015) University of Paderborn, Faculty of Business Administration and Economics, Paderborn, Germany
• (2015) University of Roehampton Business School, London, England
• (2015) Newcastle University Business School, Newcastle, England
• (2015) Loughborough University School of Business and Economics, Loughborough, England
• (2013) Louvain School of Management, Belgium
• (2012) Universidad de Sevilla, Spain  (This seminar was the subject of a Spanish newspaper article.)

• (2012) University of Muenster, Muenster, Germany

U.S. Seminars:

Dr. Gremler has also conducted graduate seminars on Services Marketing topics at universities in the U.S., including:

• University of Texas-Pan American (now, UT-Rio Grande Valley)

• University of Alabama

Curriculum Vitae:

(click here for a fairly recent PDF copy of vita)

Publications:

Journal Articles

Torkzadeh, Samaneh, Mohammadali Zolfagharian, Atefeh Yazdanparast, and Dwayne D. Gremler (2022), "From Customer Readiness to Customer Retention: The Mediating Role of Customer Psychological and Behavioral Engagement," European Journal of Marketing, 56 (7), 1799-1829.  (click here for a PDF copy) 

Donthu, Naveen, Dwayne D. Gremler, Satish Kumar, and Debidutta Pattnaik (2022), "Mapping of Journal of Service Research Themes: A 22-year Review," Journal of Service Research, 25 (2), 187-193.  (click here for a PDF copy) 

Garnerfeld, Ina, Tabea Krah, Eva Boehm, and Dwayne D. Gremler (2021), Online Reviews Generated thorugh Product Testing: Can More Favorable Reviews Be Enticed with Free Products?" Journal of the Academy of Marketing Science, 49 (4), 703-722.  (click here for a PDF copy)

Gremler, Dwayne D., Yves Van Vaerenbergh, Elisabeth C. Brüggen, and Kevin P. Gwinner (2020), “Understanding and Managing Customer Relational Benefits in Services: A Meta-analysis,” Journal of the Academy of Marketing Science (Special Issues on Generalizations in Marketing, 48 (3), 565-583. (click here for a PDF copy) 

Furrer, Olivier, Jie Yu Kerguignas, Cecile Delcourt, and Dwayne D. Gremler (2020), "Twenty-seven Years of Service Marketing Research: A Literature Review and Research Agenda," Journal of Services Marketing, 34 (3), 299-316.  (click here for a PDF copy)

Liu, Xiao-Yu, Nai-Wen Chi, and Dwayne D. Gremler (2019), “Emotion Cycles in Services: Emotional Contagion and Emotional Labor Effects,” Journal of Service Research, 22 (3), 285-300.  (click here for PDF copy)

Albrecht, Arne K., Gianfranco Walsh, Simon Brach, Dwayne D. Gremler, and Erica van Herpen (2017), “The Influence of Service Employees and Other Customers on Customer Unfriendliness: A Social Norms Perspective,” Journal of the Academy of Marketing Science, 45 (6), 827-847.  (click here for PDF copy)

Zablah, Alex P., Nancy J. Sirianni, Kaniel Korschun, Dwayne D. Gremler, and Sharon E. Beatty (2017), “Emotoinal Convergence in Service Relationships: The Shared Frontline Experience of Customers and Employees,” Journal of Service Research, 20 (February), 76-90.  (click here for PDF copy)

Rafaeli, Anat, Daniel Altman, Dwayne D. Gremler, Ming-Hui Huang, Dhruv Grewal, Bala Iyer, A. Parasuraman, and Ko de Ruyter (2017), “Invited Commentaries on the Future of Frontline Research,” Journal of Service Research, 20 (February), 91-99.  (click here for PDF copy)

Delcourt, Cécile, Dwayne D. Gremler, Fabrice De Zanet, and Allard C.R. van Riel (2017), “An Analysis of the Interaction Effect between Employee Technical and Emotional Competencies in Emotionally Charged Service Encounters,” Journal of Service Management, 28 (1), 85-106.  (Was one of four finalists for the AMA SERVSIG as the Best Service Research Paper published in 2016.) (click here for PDF copy)

Delcourt, Cécile, Dwayne D. Gremler, Allard C.R. van Riel, and Marcel J. H. van Birgelen (2016), “Employee Emotional Competence: Construct Conceptualization and Validation of a Customer-Based Measure,” Journal of Service Research, 19 (February), 73-87.  (click here for PDF copy)

Bleijerveld, Jeroen F. J., Dwayne D. Gremler, and Jos G. A. M. Lemmink (2015), "Service Alliances Between Unequals: The Apple Does Not Fall Far from the Better Tree," Journal of Service Management, 26 (5), 807-822.  (click here for PDF copy)

Meyer, Jeffrey, Dwayne D. Gremler, and Jens Hogreve (2014), “Do Service Guarantees Guarantee Greater Market Value?” Journal of Service Research, 17 (May), 150-163.  (click here for PDF copy)

Delcourt, Cécile, Dwayne D. Gremler, Allard C.R. van Riel, and Marcel van Birgelen (2013), “Effects of Perceived Employee Emotional Competence on Customer Satisfaction and Loyalty: The Mediating Role of Rapport,” Journal of Service Management, 24 (1), 5-24. (Received a Highly Commended Award as one of the top four papers in JoSM in 2013.)  (click here for PDF copy)

Walsh, Gianfranco, Matthias Gouthier, Dwayne D. Gremler, and Simon Brach (2012), "What the Eye Does Not See, the Mind Cannot Reject: Can Call Center Location Explain Differences in Customer Evaluations?" International Business Review, 21 (5), 957-967. (click here for PDF copy)

Brüggen, Elisabeth, Bram Foubert, and Dwayne D. Gremler (2011), "Extreme Makeover: Short- and Long-Term Effects of a Remodeled Servicescape," Journal of Marketing, 75 (September), 71-87.  (click here for PDF copy)  (Received an award from the AMA SERVSIG as the Best Service Research Paper published in 2011.)  (Click here for a video where Lisa is interviewed in regards to this project.)

Tronvoll, Bård, Stephen W. Brown, Dwayne D. Gremler, and Bo Edvardsson (2011), "Paradigms in Service Research," Journal of Service Management, 22 (5), 560-585. (Received a Highly Commended Award as one of the top four papers in JoSM in 2011.)  (click here for PDF copy)

Titus, Philip A. and Dwayne D. Gremler (2010), "Guiding Reflective Practice: An Auditing Framework to Assess Teaching Philosophy and Style," Journal of Marketing Education, 32 (2), 182-196.  (click here for PDF copy)

Hogreve, Jens and Dwayne D. Gremler (2009), "Twenty Years of Service Guarantee Research: A Synthesis," Journal of Service Research, 11 (May), 322-343. (click here for PDF copy)

Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2009), "Toward a Theory of Repeated Purchase Drivers for Consumer Services," Journal of the Academy of Marketing Science, 37 (2), 215-237.  (click here for PDF copy)

Gremler, Dwayne D. and Kevin P. Gwinner (2008), "Rapport-Building Behaviors Used by Retail Employees," Journal of Retailing, 84 (3), 308-324. (click here for PDF copy)

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, 61 (12), 1278-91. (click here for PDF copy)

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)

Gremler, Dwayne D. and Kevin P. Gwinner (2015), "Relational Benefits Research: A Synthesis," in Handbook on Research in Relationship Marketing, Robert M. Morgan, Janet Turner Parish, and George Deitz, eds. Cheltenham, UK: Edward Elgar Publishing, 32-74.

Gremler, Dwayne D. (2015), "The Nordic School: Observations from an Outsider," in The Nordic School--Service Marketing and Management for the Future, Johanna Gummerus and Catharina von Koskull, eds. Helsinki, Finland: Hanken School of Economics, 157-160.

Gremler, Dwayne D. (2013), "Acknowledging Christian Gronroos and His Contributions to Advancing Service Quality Research," in Service Quality, Volume 4, Lawrence A. Crosby, ed. New Dehli, India: Sage Publications, 194-199.

Bitner, Mary Jo, Valarie A. Zeithaml, and Dwayne D. Gremler (2010), "Technology’s Impact on the Gaps Model of Service Quality," in Handbook of Service Science, P. P. Maglio, C. A. Kieliszewski, and J. C. Spohrer, eds.  New York: Springer. 197-218.  (click here for PDF copy)

Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2010), "Services Marketing Strategy," in Wiley International Encyclopedia of Marketing: Marketing Strategy, Vol. 1, Robert A. Peterson and Roger A. Kerin, eds. Chichester, UK: John Wiley & Sons, 208-218.  (click here for PDF copy)

Ruiz, David Martín, Dwayne D. Gremler, Judith H. Washburn, and Gabriel Cepeda Carrión (2010), “Reframing Customer Value in a Service-based Paradigm: An Evaluation of a Formative Measure in a Multi-Industry, Cross-Cultural Context,” in Handbook of Partial Least Squares: Concepts, Methods, and Applications, Vincenzo Esposito Vinzi, Wynne W. Chin, Joerg Henseler, and Huiwen Wang, eds., Heidelberg, Germany: Springer-Verlag, 535-566.  (click here for PDF copy)

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)

Russ, Von Nikolai (2016), "Professoren unter Druck," Donaukurier [Ingolstadt (Germany) Newspaper], 94, April 23/24, 29. (This is a story about the faculty of the Catholic University of Eichstatt-Ingolstadt serving as DJs for a student dance to rais money for UNICEF...Dr. Gremler was part of the Service Management faculty DJ team.)

Alusheff, Alex (2012), "Family Video Stays Competitive with 'Localized" Customer Service," BG News, 92 (42), November 26, 1-2.

Serrato, Angela (2012), "Publicar: el ultimo escollo para la ciencia," Diario de Sevilla, July 9, 19.  (Dr. Gremler's "Publishing Scholarly Research" seminar was the subject of this article.  The PDF file also includes an English translation of the article.)

Kennedy, Marlene (2011), "Grocers Take Risks to Make Stores Nicer," Schenectady Daily Gazette, August 25, A1. (Dr. Gremler was interviewed as part of the story.)

Michaels, Justin (2010), "Customers Want Fix When Company Missteps," Toledo (CBS) Channel 11 News Story, March 3. (Dr. Gremler was interviewed as part of the story.)

"The Old College Try."  (This movie was the winner of the 2010 Falcon Film Festival at BGSU.  In this 9-minute movie Dr. Gremler makes his acting debut!)

BGSU Press Release (2008), "Smile Goes a Long Way in Customer Relations"

BGSU Monitor (2005), "Services Marketing is Focus of Dwayne Gremler Fulbright Award."

Vogt, Andrea (1999), "These Profs Take a Page from Industry," The Spokane Spokesman-Review, March 27, A1 and A4.

McCollough, Michael and Dwayne Gremler (1996), "Tips to Get Better Service from the University," The Argonaut (University of Idaho), April 30, 11.

McCollough, Michael and Dwayne Gremler (1996), "More Tips on Making the University Serve You," The Argonaut (University of Idaho), May 3, 10-12.

This page was last updated on 10/20/2017.