Dwayne D. Gremler, Ph.D.


Dwayne D. Gremler, Ph.D.

Position: Professor
Phone: (419) 372-0226
Email: gremler@bgsu.edu
Address: 226 Business Administration


Internationally renowned and recognized as an Outstanding Marketing Teacher by such organizations as the Academy of Marketing Science and the Marketing Management Association, Dr. Gremler’s expertise is with marketing issues related to the delivery of service. This could be from a firm who does not sell a physical product (e.g., lawn care services, accounting services, web design services, medical services) or from a firm that provides a service (or customer service) to supplement a physical product

Early in his professional career, Dr. Gremler was a college basketball coach; he found that he enjoyed the college environment and thought he could perhaps “coach” in the classroom as a career. Dr. Gremler was encouraged by Mary Jo Bitner, the professor who taught his graduate-level Services Marketing course at Arizona State University, to pursue a Ph.D. in Marketing and to develop expertise in the marketing of services. Since then, he has joined her (and Valarie Zeithaml) as a co-author on what many consider the world’s leading textbook on services marketing. 

The marketing professor’s current research is concerned with customer loyalty in service businesses, customer-employee interactions in service delivery, service guarantees, servicescapes, and word-of-mouth communication. One recent study published by theJournal of Marketing is concerned with servicescapes (i.e., the environment where a service is delivered and where the customer interacts with the firm). 

Dr. Gremler explains, “In terms of store/restaurant remodeling, little is known about the effects of such store makeovers over time, especially under different purchasing situations, and the effect on in-store behavior.” Using a field experiment in a fast-food chain, this study concludes that, according to adaptation-level theory, “short-term remodeling effects lose strength in the long run.” In particular, the study found average spending after a remodeling to increase in the short term, but that store traffic initially remains unaffected and even shows a dip in the long term. Thus, managers who do a significant remodeling of their store in hopes of improving sales or positively changing customer behaviors may not see the return on their investment unless they also employ other marketing strategies. The research also found that customers on a spontaneous trip or in a group tend to be more responsive to store remodeling than customers on a planned trip or alone. 

As far as proudest professional achievement, the marketing professor says it was receiving two awards for his research efforts that were published in journal articles, including the Best Service Research article published in 2011 (awarded by the American Marketing Association’s Services Marketing Special Interest Group) for the servicescape paper and theExcellence in Service Research Award from the top journal in the services marketing field - Journal of Service Research - for the best article of 2002. A close second achievement would be receiving a Fulbright Scholarship from the U.S. government to teach services marketing courses in The Netherlands in 2006.


Ph.D., Arizona State University, 1995

M.B.A., Arizona State University, 1990

B.A., Arizona State University, 1980



  • Professor of Marketing, Bowling Green State University, 2007–present
  • Associate Professor of Marketing, Bowling Green State University, 2000–2007
    (Granted tenure spring 2003)
  • Visiting Professor (Fulbright Scholarship), University of Maastricht, The Netherlands, Spring 2006
  • Assistant Professor of Marketing, University of Idaho, 1995–2000
    (Promoted and granted tenure spring 2000)
  • Graduate Assistant, Arizona State University, 1990–1995
  • Instructor, Arizona College of the Bible, 1987–1988



Outstanding Marketing Teacher Award from the Academy of Marketing Science (2009)

Reviewer of the Year from the International Journal of Service Industry Management (2006)

CBA Outstanding Scholar Award from the College of Business Administration, Bowling Green State University (2004-2006)

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

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.  (This paper received an award.)

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.

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.  (This paper received an award.)

Tronvoll, Bård, Stephen W. Brown, Dwayne D. Gremler, and Bo Edvardsson (2011), “Paradigms in Service Research,” Journal of Service Management, 22 (5), 560-585.  (This paper received an award.)

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.

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

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.

Gremler, Dwayne D. and Kevin P. Gwinner (2008), "Rapport-Building Strategies Used by Retail
Employees," Journal of Retailing, 84 (3), 308-324.

Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler (2009), Services Marketing: Integrating Customer Focus Across the Firm, 5th Edition. New York: Irwin/McGraw-Hill.

Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler (2006), Services Marketing: Integrating Customer Focus Across the Firm, 4th Edition. New York: Irwin/McGraw-Hill.

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.

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.

Gremler, Dwayne D. (2004), “The Critical Incident Technique in Service Research,” Journal of Service Research, 7 (August), 65-89. (This paper received an award.)

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 (Winter), 38-52

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. (This paper received an award.)