Dwayne D. Gremler, Ph.D.

Dwayne-Gremler100x125

Dwayne D. Gremler, Ph.D.

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

Bio

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.

As far as his proudest professional achievement, the marketing professor says it was receiving two awards. First, Dr. Gremler was given one of the highest designations that Bowling Green State University can bestow upon a faculty member: Distinguished Teaching Professor. The BGSU Board of Trustees conferred this prestigious title in spring 2015. The title is given to a faculty member who has demonstrated extraordinary achievements in teaching effectiveness. And second, in 2014 he was presented with the Christopher Lovelock Career Contributions Award given annually by the American Marketing Association’s Services Marketing Special Interest Group (SERVSIG).  According to SERVSIG, this international award is given to “the individual whose teaching, research, and service have had the greatest long-term impact on the development of the services discipline.” This is the highest award presented in the field of service marketing.

He has also received several awards for his published research, including the Best Service Research article published in any journal worldwide in 2011 (awarded by the American Marketing Association’s Services Marketing Special Interest Group) for the servicescape paper and the Excellence in Service Research Award from the top journal in the services marketing field—Journal of Service Research—for the best article in the journal in 2002.

Dr. Gremler received a Fulbright Scholarship from the U.S. government to teach services marketing courses at the University of Maastricht in The Netherlands in 2006.  And, in spring 2016, he was invited to be the Audi Visiting Professor at the Catholic University of Eichstätt-Ingolstadt, Germany.

One of his recent articles was published in 2016 in the Journal of Service Research. It focuses on employee emotional competence (EEC).  Customers often experience intense emotions during service encounters and their perceptions of how well contact employees demonstrate emotional competence can affect their service evaluations and loyalty intentions. This study proposes a conceptualization and operationalization of EEC in a service encounter context. The authors develop a scale to capture customer-perceived EEC, defined as an employee’s competence in perceiving, understanding, and regulating customer emotions during a discrete service encounter. Researchers can use the article’s findings to explore the role of EEC in service contexts, and managers can employ the scale to improve the customers’ service encounter experiences.

EDUCATION

Ph.D., Arizona State University, 1995

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

B.A., Arizona State University, 1980

ACADEMIC POSITIONS

  • Distinguished Teaching Professor, Bowling Green State University (2015-present)
  • 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

 

Current Appointments at Other Universities

 

  • Research Faculty, Center for Services Leadership, W. P. Carey School of Business, Arizona State University (2009-present)
  • Associate Member, Center for Service Management, Loughborough University, UK (2014-present)

Visiting Scholar

  • Audi Visiting Professor, Catholic University of Eichstätt-Ingolstadt, Germany (2016)
  • Invited Visiting Professor, HEC School of Management, University of Liege, Belgium (2015-2016)
  • Invited Visiting Professor, Radboud University Nijmegen, The Netherlands (June 2008)
  • Fulbright Scholar, University of Maastricht, The Netherlands (January-July 2006)
  • Invited Visiting Scholar and Senior Research Fellow to the University of Maastricht Academic Center for Research in Services, Maastricht, The Netherlands (May-June, 1998)

 

SELECTED AWARDS

  • SERVSIG Christopher Lovelock Career Contributions Award from the American Marketing Association’s Services Marketing Special Interest Group (SERVSIG) (awarded in 2014)
  • BGSU Distinguished Teaching Professor, Bowling Green State University (2015)
  • College of Business Teaching Excellence Award, College of Business, Bowling Green State University (2015)
  • 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, Bowling Green State University (2004-2006)

 

Journal Publications

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), 72-87.

Bleijerveld, Jeroen F. J., Dwayne D. Gremler, 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.

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.

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.)

Textbooks

Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler (2017), Services Marketing: Integrating Customer Focus Across the Firm, 7th Edition.  New York: Irwin/McGraw-Hill. (Forthcoming)

Valarie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler (2013), Services Marketing: Integrating Customer Focus Across the Firm, 6th Edition.  New York: Irwin/McGraw-Hill.

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.