I am Professor of Marketing, leader of the Marketing group and a member of the School’s Senior Leadership Team. My first career in travel and tourism marketing and management has informed my subsequent academic career.  Since joining academia, I have researched and published extensively on the subject of services buyer behaviour. My book “Principles of Services Marketing”, now in its seventh edition, and recently translated into Chinese, is widely used throughout the world to provide a grounding in the challenges and opportunities of marketing services. Recent research has been published in Journal of Marketing Management, European Journal of Marketing and Harvard Business Review.

Research and scholarship

My research focuses on buyer behaviour within service sector industries and in particular the importance to companies of developing customer loyalty and ongoing relationships. As well as developing theory, I have always sought to make the outcomes of my research relevant to business practice.

Specific ongoing streams of research, many involving doctoral students and international collaborators include:

  • The effects of engagement in service consumption on customer satisfaction and loyalty
  • Implicit and explicit attitudes and their differential effects on behaviour
  • The link between anticipation of service consumption and subsequent satisfaction

I am Associate Editor of Journal of Marketing Management and a member of the Editorial Review Board for European Journal of Marketing and Journal of Services Marketing.


  • Services Marketing
  • Consumer Behaviour
  • Research Methods