Faculty Profiles

Vancaillie, S., Gemmel, P., Alkire, L., De Regge, M., Meijboom, B., & Fisk, R. P. (n.d.). Exploring the Role of Intersubjective Time in Service: A Review and Future Research Directions. Journal of Service Theory and Practice.

Alkire, L., Russell-Bennett, R., Previte, J., & Fisk, R. P. (2023). Enabling a Service Thinking Mindset: Practices for the Global Service Ecosystem. Journal of Service Management, 34(3), 580-602 (Quality Indicators: Impact Factor "10.6”, ABDC "A", McCoy Marketing Department "B+", Number of Citations “19”). https://doi.org/10.1108/josm-02-2022-0070

Fisk, R. P., Gallan, A. S., Joubert, A. M., Beekhuyzen, J., Cheung, L., & Russell-Bennett, R. (n.d.). Healing the Digital Divide With Digital Inclusion: Enabling Human Capabilities. Journal of Service Research. https://doi.org/10.1177/10946705221140148

Russell-Bennett, R., Fisk, R. P., Alkire, L., & Previte, J. (2022). Service Thinking. In The Palgrave Encyclopedia of Social Marketing (pp. 1–8). Switzerland: Springer Nature.

Fisk, R. P., & Alkire, L. (2021). Service Ecosystem Health: A Transformative Approach to Elevating Service Science. Service Science, 13(4), 194-204 (Quality Indicators: Impact Factor “2.3”, ABDC “B”, McCoy Marketing Department “C”, Number of Citations “32”). https://doi.org/10.1287/serv.2021.0281

Boenigk, S., Fisk, R. P., Kabadayi, S., Alkire, L., Cheung, L., Corus, C., … Smidt, N. (2021). Rethinking Service Systems and Public Policy: A Transformative Refugee Service Experience Framework. Journal of Public Policy and Marketing, 40(2), 165-183 (Quality Indicators: Impact Factor “7.8”, ABDC “A”, McCoy Marketing Department “A”, Number of Citations "55"). https://doi.org/10.1177/0743915620962815

Fisk, R. P. (2021). Commentary: Enabling Service Wisdom for MEA Organizations and Society. Journal of Services Marketing, 35(7), 857–860.

Patrício, L., Fisk, R. P., & Edvarddson, B. (2021). Business Transformation for a Sustainable Future. In S. P. Sebhatu, B. Enquist, & B. Edvardsson (Eds.) (pp. 73–96). Oxon, United Kingdom: Routledge.

Finsterwalder, J., Kabadayi, S., Fisk, R. P., & Boenigk, S. (2021). Creating hospitable service systems for refugees during a pandemic: leveraging resources for service inclusion. Journal of Service Theory and Practice, 31(2), 247–263. https://doi.org/10.1108/jstp-07-2020-0175

Fisk, R. P., Alkire, L., Anderson, L., Bowen, D., Gruber, T., Ostrom, A., & Patricio, L. (2020). Elevating the Human Experience (HX) Through Service Research Collaborations: Introducing ServCollab. Journal of Service Management, 31(4), 615-635 (Quality Indicators: Impact Factor "10.6”, ABDC "A", McCoy Marketing Department "B+", Number of Citations “124”).

Fisk, R. P., Fuessel, A., Laszlo, C., Struebi, P., Valera, A., & Weiss, C. (2019). Systemic Social Innovation: Co-Creating a Future Where Humans and all Life Thrive. Humanistic Management Journal, 4(2), 191–214. https://doi.org/10.1007/s41463-019-00056-8

Nasr, L., & Fisk, R. P. (2019). The Global Refugee Crisis: How Can Transformative Service Researchers Help? The Service Industries Journal, 39(9–10), 684-700 (Quality Indicators: Impact Factor “9.4”, ABDC “B”, McCoy Marketing Department "B+", Number of Citations “83”).

Fisk, R. P. (2019). Commentary on ‘Humanistic Management of Social Innovation in Service (SIS): An Interdisciplinary Framework.’ Humanistic Management Journal, 4(2), 187–189.

Russell-Bennett, R., Fisk, R. P., Rosenbaum, M., & Zainuddin, N. (2019). Commentary: Transformative Service Research and Social Marketing – Converging Pathways to Social Change. Journal of Services Marketing, 33(6), 633–642.

Bassano, C., Barile, S., Piciocchi, P., Spohrer, J. C., Iandolo, F., & Fisk, R. P. (2019). Storytelling about places: Tourism marketing in the digital age. Cities, 87, 10–20.

Fisk, R. P., Dean, A., Alkire, L., Joubert, A., Previte, J., Robertson, N., & Rosenbaum, M. (2018). Design for Service Inclusion: Creating Inclusive Service Systems by 2050. Journal of Service Management, 29(5), 834-858 (Quality Indicators: Impact Factor "10.6”, ABDC "A", McCoy Marketing Department "B+", Number of Citations “293”, Awarded: ***2018 Highly Commended Paper Award***.

Patrício, L., Gustafsson, A., & Fisk, R. P. (2018). Upframing Service Design and Innovation for Research Impact. Journal of Service Research, 21(1), 3–16.

Patrício, L., Pinho, N., Teixeira, J., & Fisk, R. P. (2018). Service Design for Value Networks: Enabling Value Cocreation Interactions in Healthcare. Service Science, 10(1), 76–97.

Beirão, G., Patrício, L., & Fisk, R. P. (2017). Value Cocreation in Service Ecosystems: Investigating Health Care at the Micro, Meso, and Macro Levels. Journal of Service Management, 28(2), 227–249.

Subramony, M., Ehrhart, K., Groth, M., Holton, B. C., van Jaarsveld, D. D., Yagil, D., … Wirtz, J. (2017). Accelerating Employee-Related Scholarship in Service Management: Research Streams, Propositions, and Commentaries. Journal of Service Management, 28(5), 837–865.

Teixeira, J. G., Patrício, L., Huang, K.-H., Fisk, R. P., Nóbrega, L., & Constantine, L. (2017). The MINDS Method: Integrating Management and Interaction Design Perspectives for Service Design. Journal of Service Research, 20(3), 240–258.

Fisk, R. P., Anderson, L., Bowen, D. E., Gruber, T., Ostrom, A. L., Patrício, L., … Sebastiani, R. (2016). Billions of Impoverished People Deserve to Be Better Served: A Call to Action for the Service Research Community. Journal of Service Management, 28(1), 43–55.

Harris, L. C., Fisk, R., & Sysalova, H. (2016). Exposing Pinocchio Customers: Investigating Exaggerated Service Stories. Journal of Service Management, 27(2), 63–90.

Fisk, R. (2015). An American Commentary on the Nordic School of Service in The Nordic School - Service Marketing and Management for the Future. In J. Gummerus & C. von Koskull (Eds.) (pp. 139–142). Helsinki, Finland: Hanken School of Economics.

Fisk, R., & Nasr, L. (2015). Track 2: TSR-Inspirations for the Organizational Provision of Services. Villanova, Pennsylvania: Transformative Consumer Research Conference, Villanova University.

Spohrer, J., Kwan, S. K., & Fisk, R. P. (2014). Marketing: A Service Science and Arts Perspective. In R. T. Rust & M.-H. Huang (Eds.) (pp. 489–526). Northampton, MA: Edward Elgar.

Shirahada, K., & Fisk, R. (2014). Service Sustainability: A Tripartite Value Co-Creation Perspective. In M. Kosaka & K. Shirahada (Eds.) (pp. 89–99). Hershey, PA: IGI Global.

Finsterwalder, J., Kuppelwieser, V. G., Tuzovic, S., & Fisk, R. P. (2014). Measuring the Self, the Social and the Task Oriented Side of Service Customers in Joint Co-Creation Experiences (pp. 577–578). Lima, Peru: Marketing Challenges in a Turbulent Business Environment, Proceedings of the 2014 Academy of Marketing Science (AMS) World Marketing Congress.

Dorsch, M. J., Fisk, R., & Grove, S. J. (2014). The Frontiers in Service Conference: A Twenty-Year Retrospective. Service Industries Journal, 34(6), 477–494.

Pinho, N. F. de, Bierão, G., Patricio, L., & Fisk, R. (2014). Understanding Value Co-Creation in Complex Services with Many Actors. Journal of Service Management, 25(4), 470–493.

Daly, A., Baron, S., Dorsch, M. J., Fisk, R. P., Grove, S. J., Harris-Cassidy, K., & Harris, R. (2014). Bridging the Academia-Practitioner Divide: The Case of Service Theater. Journal of Services Marketing, 28(7), 580–594.

Fisk, R. P., Grove, S. J., & John, J. (2014). Services Marketing: An Interactive Approach, 4th Edition. Boston: Cengage.

Fisk, R. (2013). Legends in Marketing, Christian Grönroos, Volume 1: Services Marketing, Jagdish N. Sheth, Series Editor. New Delhi, India: Sage.

Fisk, R., Russell-Bennett, R., & Harris, L. (2013). Serving Customers: Global Services Marketing Perspectives. Prahran, Australia: Tilde Publishing.

Fisk, R., Russell-Bennett, R., & Harris, L. (2013). An Overview of Services Marketing Globally. In R. P. Fisk, R. Russell-Bennett, & L. Harris (Eds.) (pp. 1–25). Prahran, Australia: Tilde Publishing.

Patrício, L., & Fisk, R. (2013). Creating New Services. In R. P. Fisk, R. Russell-Bennett, & L. Harris (Eds.) (pp. 179–201). Prahran, Australia: Tilde Publishing.

Lages, C. R., Simoes, C. M. N., Fisk, R., & Kunz, W. H. (2013). Knowledge Dissemination in the Global Service Marketing Community. Managing Service Quality, 23(4), 272–290.

Fisk, R. P. (2013). Service Innovation and Japanese Leadership. The Journal of Science Policy and Research Management, 28(3 and 4), 248–250.

Anderson, L., Ostrom, A. L., Corus, C., Fisk, R., Gallan, A. S., Giraldo, M., … Williams, J. D. (2013). Transformative Service Research: An Agenda for the Future. Journal of Business Research, 66(8), 1203–1210.

Fisk, R. P. (2013). Preface to Legends in Marketing, Christian Grönroos. In J. N. Sheth (Ed.) (Vol. Volume 1: Services Marketing, pp. xxxv–xxxvii). New Delhi, India: Sage.

Grove, S. J., Fisk, R. P., Harris, L., Ogbonna, E., John, J., Carlson, L., & Goolsby, J. (2012). Disservice: A Framework Of Sources And Solutions. In L. Robinson (Ed.) (Vol. 32, pp. 169–172). New Orleans, LA: in Marketing Dynamism & Sustainability: Things Change, Things Stay the Same, Proceedings of the Annual Conference of the Academy of Marketing Science.

Fisk, R., & Grove, S. J. (2012). A Performing Arts Perspective on Service Design. Touchpoint: The Journal of Service Design, 4(2), 20–25.

Teixeira, J., Patrício, L., Nunes, N. J., Nóbrega, L., Fisk, R. P., & Constantine, L. (2012). Customer Experience Modeling: From Customer Experience to Service Design. Journal of Service Management, 23(3), 362–376.

Patrício, L., & Fisk, R. P. (2012). Giving Voice to Service Design in the Management Boardroom: Strengthening the Connection between Service Management (pp. 189–198). ServDes.2012 Conference Proceedings Co-Creating Services: The 3rd Service Design and Service Innovation Conference.

Fisk, R. P. (2012, September). Designing Service Experiences. Texas CEO Magazine.

Fisk, R. P. (2011). Commentary on Shelby Hunt. In J. Singh (Ed.), Legends in Marketing, Shelby Hunt, Jagdish N. Sheth, Series Editor, Volume 2: Marketing Theory, Philosophy of Science Foundations of Marketing (pp. 148-151.). New Delhi, India: Sage.

Rosenbaum, M. S., Corus, C., Ostrom, A. L., Anderson, L., Fisk, R., Gallan, A. S., … Williams, J. D. (2011). Conceptualization and Aspirations of Transformative Service Research. Journal of Research for Consumers, 19, 1–6.

Fisk, R. P. (2011). Liberating services customers: The 21st Century Challenge. INNOVAR, 21(42), 17–24.

Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Cunningham, L. (2011). Multilevel Service Design: From Value Constellation to Service Experience Blueprinting. Journal of Service Research, 14(2), 180–200.

Patrício, L., & Fisk, R. P. (2011). Synthesizing Service Design and Service Science for Service Innovation. Touchpoint: The Journal of Service Design, 3(2), 14–16.

Fisk, R. P. (2011). The Customer Profit-Sharing Plan. Enterprise Loyalty in Practice, (3), 24–27.

Fisk, R. P., & Patricio, L. (2011). Guest Editorial: A Brief History of SERVSIG. Journal of Service Management, 22(4), 440–442.

Fisk, R. P. (2011). Guest Editorial: A Brief History of SERVSIG. Managing Service Quality, 21(4), 328–330.

Fisk, R. P., & Shirahada, K. (2011). Broadening the Concept of Service: A Tripartite Value Co-Creation Perspective for Service Sustainability (pp. 917–926). Advances in Service Quality, Innovation, and Excellence, Proceedings of QUIS12, Cayuga Press.

Fisk, R. P. (2011, October). The Art of Serving Customers. Revista MisiónPyme, 65.

Fisk, R., & Grove, S. J. (2010). The Evolution and Future of Service: Building and Broadening a Multidisciplinary Field. In P. P. Maglio, C. A. Kieliszewski, & J. C. Spohrer (Eds.) (pp. 641–661). New York: Handbook of Service Science.

Fisk, R. P., Grove, S. J., Harris, L. C., Keefe, D., Daunt, K., Russell-Bennett, R., & Wirtz, J. (2010). Customers Behaving Badly: A State of the Art Review, Research Agenda and Implications for Practitioners. Journal of Services Marketing, 24(6), 417–429.

Fisk, R. P. (2009). A Customer Liberation Manifesto. Service Science, 1(3), 135–141.

Patricio, L., e Cunha, J. F., & Fisk, R. P. (2009). Requirements Engineering for Multi-Channel Services: The SEB Method and its Application to a Multi-Channel Bank. Requirements Engineering, 14(3), 209–227.

Daly, A., Grove, S., Dorsch, M., & Fisk, R. P. (2009). The Impact of Improvisation Training on Service Employees in a European Airline: A Case Study. European Journal of Marketing, 34(3/4), 459–472.

Cunha, J. F. e, Patricio, L., Camanho, A., & Fisk, R. (2008). A Master Program in Services Engineering and Management at the University of Porto. In Service Science, Management and Engineering Education for the 21st Century (181st–190th ed.). NY, NY: Springer US.

Fisk, R., & Grove, S. J. (2008). Broadening Service Marketing: Building A Multidisciplinary Field. In D. Spath & W. Ganz (Eds.) (pp. 233–244). Fraunhofer-IAO, Stuttgart: The Future of Services: Trends and Perspectives.

Patricio, L., Fisk, R. P., & e Cunha, J. F. (2008). Designing Multi-Interface Service Experiences: the Service Experience Blueprint. Journal of Service Research, 10(4), 318–334.

Fisk, R. P. (2008). Epilogue: Untangling the Employee-Customer Interface. Journal of Management and Organization, 14(2), 219–222.

Fisk, R. P., Grove, S. J., & John, J. (2008). Interactive Services Marketing, 3rd Edition. Boston: Houghton Mifflin.

Bishop, K., Bolan, G., Bowen, D., Cromack, C., Evans, S., Fisk, R., … Vargo, S. (2007). Succeeding Through Service Innovation: Developing a Service Perspective on Economic Growth and Prosperity. A Discussion Paper with Recommendations for Education, Business and Policy, IBM and the University of Cambridge.

Grove, S. J., John, J., & Fisk, R. (2006). Back to the Future: Putting the People Back in Marketing. In J. N. Sheth & R. Sisodia (Eds.), Does Marketing Need Reform? (pp. 306–311). Armonk, NY: M.E. Sharpe, Inc.

John, J., Grove, S. J., & Fisk, R. P. (2006). Improvisation in Service Performances: Lessons From Jazz. Managing Service Quality, 16(3), 247–268.

Simoes, C., Dibbs, S., & Fisk, R. P. (2005). Managing Corporate Identity: An Internal Perspective. Journal of the Academy of Marketing Science, 33(2), 153–168.

Grove, S. J., Fisk, R. P., & LaForge, M. C. (2004). Developing the Impression Management Skills of the Service Worker: An Application of Stanislavsky’s Principles in a Services Context. Service Industries Journal, 24(2), 1–14.

Grove, S. J., Fisk, R. P., & John, J. (2004). Surviving in the Age of Rage. Marketing Management, 13(2), 41–46.

Patricio, L., Falcão e Cunha, J., Jardim Nunes, N., & Fisk, R. P. (2004). Customer Experience Requirements for Multi-Platform Service Interaction: Bringing Services Marketing to The Elicitation of User Requirements. In N. Maiden (Ed.). Los Alamitos, California: Proceedings of the 12th IEEE International Requirements Engineering Conference - RE2004.

Patricio, L., Falcão e Cunha, J., Fisk, R. P., & Jardim Nunes, N. (2004). Designing Interaction Experiences for Multi-Platform Service Provision with Essential Use Cases. Funchal, Madeira Island, Portugal: IUI/CADUI 2004.

Fisk, R. P., Grove, S. J., & John, J. (2004). Interactive Services Marketing, 2nd Edition. Boston: Houghton Mifflin.

Patricio, L., Fisk, R. P., & Falcão e Cunha, J. (2003). Improving Satisfaction with Bank Service Offerings: Measuring the Contribution of each Delivery Channel. Managing Service Quality, 13(6), 471–482.

Grove, S., Fisk, R. P., & John, J. (2003). The Future of Services Marketing: Forecasts from Ten Services Experts. Journal of Services Marketing, 17(2), 107–121.

Fisk, R. P. (2003). Jazzing Up the Service Performance: The Need for Improvisation. 2003 AMA SERVSIG Research Conference, 502–503.

Patrício, L., Falcão e Cunha, J., Fisk, R. P., & Nunes, N. J. (2003). Addressing Marketing Requirements in User-Interface Design for Multiple Platforms. In J. A. Jorge, N. J. Nunes, & J. F. Cunha (Eds.). Funchal, Madeira Island, Portugal: Issues in Designing New-generation Interactive Systems Proceedings of the Tenth Workshop on the Design, Specification and Verification of Interactive Systems.

Patrício, L., Falcão e Cunha, J., & Fisk, R. P. (2003). The Relevance of User Experience Requirements in Interface Design - a Study of Internet Banking. In M. Piattini, L. Cernuzzi, & F. Ruíz (Eds.). Assunción, Paraguay: Proceedings of IDEAS 2003 – 6th Workshop Iberoamericano de Ingeniería de Requisitos y Ambientes Software.

Fisk, R. P., Epworth, R. J., & Grove, S. J. (2002). Tapping the Service Theater Experience: An Application and Discussion of Triangulation. 2001 SERVSIG Services Research Conference: New Horizons in Services Marketing, 130.

Grove, S. J., Fisk, R. P., & John, J. (2000). The Theatrical Nature of Services: An Analytical Perspective. La Londe, France: Marketing, Strategy, Economics, Operations and Human Resources: Insights on Service Activities.

Fisk, R. P., Grove, S. J., & John, J. (2000). Interactive Services Marketing. Boston: Houghton Mifflin.

Fisk, R. P., Grove, S. J., & John, J. (Eds.). (2000). Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts. Chicago: American Marketing Association.

Grove, S. J., & Fisk, R. P. (2000). Service Theater: An Analytical Framework for Services Marketing. In C. H. Lovelock (Ed.), Services Marketing: Text, Cases, and Readings. Englewood Cliffs, NJ: Prentice-Hall, Inc.

Grove, S. J., Fisk, R. P., & John, J. (2000). Services as Theater: Guidelines and Implications. In T. Swartz & D. Iacobucci (Eds.), Handbook of Services Marketing and Management (pp. 21–36). Beverly Hills, CA: Sage Publications, Inc.

Fisk, R. P. (2000, November 6). All the Web Sites Are a Stage, so Marketers, Put on a Show. Marketing News, p. 26.

Fisk, R. P. (1999). Wiring and Growing the Technology of International Services Marketing. Journal of Services Marketing, 13(4/5), 311–318.

Fisk, R. P., & Glynn, L. (Eds.). (1999). 1999 SERVSIG Research Conference: Jazzing Into the New Millennium. Chicago: American Marketing Association.

Grove, S. J., Fisk, R. P., & Dorsch, M. J. (1998). Assessing the Theatrical Components of the Service Encounter: A Cluster Analysis Examination. Services Industries Journal, 18(3), 116–134.

Grove, S. J., & Fisk, R. P. (1997). The Impact of Other Customers Upon Service Experiences: A Critical Incident Examination of ‘Getting Along’. Journal of Retailing, 73(1, Spring), 63–85.

Grove, S. J., Fisk, R. P., Pickett, G., & Kangun, N. (1997). Green Initiatives in the Service Sector: A Preliminary Investigation. In T. Meenaghan (Ed.), Evolving Paradigms: The Emerging Future of Marketing (pp. 184–185).

Fisk, R. P., & Grove, S. J. (1996). Applications of Impression Management and the Drama Metaphor in Marketing. European Journal of Marketing, 30(9), 6–12.

Grove, S. J., Fisk, R. P., Pickett, G. M., & Kangun, N. (1996). Going Green in the Service Sector: Social Responsibility Issues, Implications and Implementation. European Journal of Marketing, 30(5), 56–66.

Grove, S. J., Fisk, R. P., McBane, D. A., & Knowles, P. (1996). Stanislavsky and Selling: What Sales Training Can Learn from the Theater. In M. R. Williams (Ed.). Proceedings of the National Conference in Sales Management.

Fisk, R. P., & Christodoulou, C. G. (1996). Creating an Engineering/Marketing Technology Incubator for Undergraduate Education. Southcon/96 Conference Record.

Goodwin, C., Grove, S. J., & Fisk, R. P. (1996). Collaring the Cheshire Cat: Evaluating Service Experience Through Metaphor. Services Industries Journal, 16(4), 421–442.

Goodwin, C., Grove, S. J., & Fisk, R. P. (1995). Studying Customers’ Services Experiences Through Metaphor: An Exploratory Investigation. 1995 AMA Winter Educators’ Conference Proceedings, 206–207.

Fisk, R. P., Brown, S. W., & Bitner, M. J. (1995). Service Management Literature Overview: A Rationale for Interdisciplinary Study. In W. J. Glynn & J. G. Barnes (Eds.), Understanding Services Management: Integrating Marketing, Organisational Behaviour, Operations and Human Resource Management (pp. 1–32). Dublin, Ireland: Oak Tree Press and John Wiley and Sons.

Grove, S. J., & Fisk, R. P. (1995). Service Performances as Drama: Quality Implications and Measurement. In P. Kunst & J. Lemmink (Eds.), Managing Service Quality (pp. 107–119). Maastricht, Netherlands: Van Gorcum, Assen/Maastricht.

Fisk, R. P., & Leigh, T. (1995, April). SIGvolution Continues. Marketing Educator.

Fisk, R. P., Grove, S. J., & Goodwin, C. (1994). Skating on Thin Ice: A Metaphorical Approach to Teaching Services Marketing. Journal of Marketing Education, 16(3), 101–110.

Brown, S. W., Fisk, R. P., & Bitner, M. J. (1994). The Development and Emergence of Services Marketing Thought. International Journal of Service Industry Management, 5(1), 21–48.

Grove, S. J., Fisk, R. P., Pickett, G., & Kangun, N. (1994). The Greening of the Service Sector: Issues, Implications and Implementation. 1994 AMA Winter Educators’ Conference Proceedings.

Grove, S. J., & Fisk, R. P. (1994). Increasing the Quality Quotient for Services in the Twenty-First Century: People and Technology Factors. In Services and Service Quality in the 21st Century (June, Vol. Research Report No. 3, pp. 17–27). New York: International Service Quality Association.

Fisk, R. P. (1994, July). The AMA Services Marketing Special Interest Group. Marketing Educator.

Fisk, R. P. (1994, July). Creating an Engineering/Marketing Technology Transfer Process for Undergraduate Education. Tech Topics.

Fisk, R. P. (1994, March 14). Educators Form Services Group. Marketing News, p. 14.

Fisk, R. P., & Allen, J. (1993). Applying Marketing Techniques to Achieve the Strategic Objectives of Educational Institutions: A Case Study. In T. J. Hayes & R. D. Adler (Eds.). 1993 Symposium for the Marketing of Higher Education.

Fisk, R. P., Brown, S. W., & Bitner, M. J. (1993). Tracking The Evolution of the Services Marketing Literature. Journal of Retailing, 69(1), 61–103.

Grove, S. J., & Fisk, R. P. (1992). The Service Experience as Theater. In J. E. Sherry Jr. & B. Sternthal (Eds.). Advances in Consumer Research.

Grove, S. J., Fisk, R. P., & Bitner, M. J. (1992). Dramatizing the Service Experience: A Managerial Approach. In T. A. Swartz, S. W. Brown, & D. E. Bowen (Eds.), Advances in Services Marketing and Management: Research and Practice (pp. 91–121). Greenwich, CT: JAI Press.

Grove, S. J., & Fisk, R. P. (1992). Observational Data Collection Methods for Services Marketing: An Overview. Journal of the Academy of Marketing Science, 20(3), 217–224.

Grove, S. J., & Fisk, R. P. (1991). The Theatrical Framework of Service Encounters: A Metaphorical Analysis. 1991 AMA Educators’ Conference Proceedings.

Fisk, R. P. (1991, September 13). Use Care Not to Overpromote, Underdeliver. Orlando Business Journal, 35.

Morris, M. H., Fisk, R. P., & Davis, D. L. (1990). Developing an Entrepreneurial Orientation Within Marketing Education: A Call for the 1990s. In W. Bearden (Ed.). AMA Educators’ Proceedings.

Grove, S. J., Fisk, R. P., Kenny, J. T., & Lichtenthal, D. (1990). Personal Selling as Drama: A Metaphorical Assessment of Buyer-Seller Interaction. 1990 AMA Winter Educators’ Conference: Marketing Theory and Applications.

Kenny, J. T., & Fisk, R. P. (1990). Why Services Promotion Differs From Goods Promotion. In D. Lichtenthal (Ed.). 1990 AMA Winter Educators’ Conference: Marketing Theory and Applications.

Fisk, R. P. (1990). Reflections on Teaching Marketing in Austria. Marketing Education Review, 1(1), 77–80.

Kenny, J. T., & Fisk, R. P. (1989). A Closer Look at Customer Service: A Customer Service Model. Academy of Marketing Science Proceedings.

Grove, S. J., & Fisk, R. P. (1989). Impression Management in Services Marketing: A Dramaturgical Perspective. In R. A. Giacalone & P. Rosenfeld (Eds.), Impression Management in the Organization (pp. 427–438). Hillsdale, NJ: Lawrence Erlbaum Associates.

Gordon, A., & Fisk, R. P. (1988). Electronic Service Delivery: Design Issues. In C. Surprenant (Ed.). Add Value to Your Service.

Fisk, R. P. (1988). SERVMARK: The Electronic Bibliography of Services Marketing Literature. (P. S. Tansuhai & L. A. Crosby, Eds.). Tempe, Arizona: Arizona State University.

Fisk, R. P. (1988, May). A Review of Experimental Design Software. Journal of Marketing Research, 25 (2), 225-227.

Fisk, R. P. (1988, April). New Services Marketing Literature. Services Marketing Newsletter.

Burnett, M., Fisk, R. P., & Lunsford, D. (1987). Humorous Appeals in Television Advertising: A Content Analysis. In S. P. Douglas (Ed.), 1987 AMA Educators’ Conference.

Burnett, M. S., Fisk, R. P., & Stell, R. (1987). Free Ridership: Concept Development and Research Propositions. In R. W. Belk (Ed.). 1987 AMA Winter Educators’ Conference: Marketing Theory.

Zikmund, W. G., Fisk, R. P., & Manzer, L. L. (1987). The Pollyanna Hypothesis and Attitude Scale Sensitivity to Statement Polarity: An Experimental Investigation. In Marketing: Meeting the Challenges of the 1990’s.

Fisk, R. P. (1987). SERVMARK: The Electronic Bibliography of Services Marketing Literature. (P. S. Tansuhai & L. A. Crosby, Eds.). Tempe, Arizona: Arizona State University.

Fisk, R. P. (1987, October). A Review of Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory, Research in Marketing, Supplement 2. Journal of Marketing, 51 (3), 147-149.

Muncy, J. A., & Fisk, R. P. (1987). Cognitive Relativism and the Practice of Marketing Science. Journal of Marketing, 51(1), 20–33.

Fisk, R. P., & Stell, R. (1986). Teleservices: An Electronic Revolution in Retail Marketing. 1986 Educators’ Conference Proceedings.

Fisk, R. P., Tansuhaj, P. S., & Hromas, J. G. (1986). Assessing The Services Marketing Literature. In M. Venkatesan, D. H. Schmalensee, & C. E. Marshall (Eds.), Creativity in Services Marketing: What’s New, What Works, What’s Developing (pp. 113–117).

Stell, R., & Fisk, R. P. (1986). Services Images: A Synthesis of Image Creation and Management. In M. Venkatesan, D. H. Schmalensee, & C. E. Marshall (Eds.), Creativity in Services Marketing: What’s New, What Works, What’s Developing (pp. 113–117).

Listman, R., Hansen, N., George, W., Fisk, R. P., & Tansuhaj, P. (1986). Services Marketing Education: The Issues. In M. Venkatesan, D. H. Schmalensee, & C. E. Marshall (Eds.), Creativity in Services Marketing: What’s New, What Works, What’s Developing (pp. 171–172).

Fisk, J. T., Fisk, R. P., & Zoeckler, G. (1986). Developing and Testing Airways: A Marketing Simulation. In A. C. Burns & L. Kelley (Eds.), Developments in Business Simulation and Experiential Exercises.

Grove, S. J., Fisk, R. P., & LaForge, R. L. (1986). The Dramaturgy of Personal Selling. In R. L. King (Ed.), Marketing in an Environment of Change.

Fisk, J. T., & Fisk, R. P. (1986). AIRWAYS: A Marketing Simulation. New York: John Wiley and Sons.

Fisk, R. P., & Batton, G. (1986). National Trends in Hospital Advertising. In W. J. Winston (Ed.), Advertising Handbook for Health Care Services (pp. 39–57). New York: The Haworth Press.

Fisk, R. P. (1986, July). Personal Touch’ Controls Technology’s Success. Iron Mountain Courier.

Fisk, R. P., & Hoy, M. G. (1985). Older Consumers and Services: Implications for Marketers. In R. F. Lusch (Ed.), 1985 AMA Educators’ Proceedings.

Fisk, R. P., Ivy, L. G., & Hromas, J. G. (1985). The Marketing Teleconference Consortium: Intercollegiate Teleconferencing for Marketing Faculty and Students. In L. A. Parker & C. H. Olgren (Eds.), Teleconferencing and Interactive Media (Vol. 4).

Silpakit, P., & Fisk, R. P. (1985). Participatizing’ the Service Process: A Theoretical Framework. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services Marketing in a Changing Environment.

Freeman, R. D., Fisk, R. P., & Hamm, B. C. (1985). Marketing Veterinary Services: A Statewide Survey of Market Practices. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services Marketing in a Changing Environment.

Fisk, R. P., & Young, C. E. (1985). Disconfirmation of Equity Expectations: Effects on Consumer Satisfaction with Airline Services. In E. C. Hirschman & M. B. Holbrook (Eds.), Advances in Consumer Research.

Fisk, J. T., Fisk, R. P., & Gentry, J. W. (1985). Airways: A Microcomputer Simulation of a Service Industry. In J. W. Gentry & A. D. Burns (Eds.), Developments in Business Simulation and Experiential Exercises.

Fisk, R. P., & Tansuhaj, P. S. (Eds.). (1985). Services Marketing: An Annotated Bibliography. Chicago: American Marketing Association.

John, J., & Fisk, R. P. (1985). Telecommunications Technologies Assist Services Marketing. Journal of Professional Services Marketing, 1(1/2), 63–75.

Fisk, R. P. (1985, October). Services Marketing: Theme of 1985 AMA Faculty Consortium. Services Marketing Newsletter.

Fisk, R. P. (1985, October). AMA 1985 Faculty Consortium Covers Services Marketing. Marketing Educator.

Fisk, R. P., & Ivy, L. G. (1985, April). Eight University Marketing Departments Are Testing Educational Teleconferencing. Marketing Educator.

Fisk, R. P., & Silpakit, P. (1985, April). The Services Pricing Literature Deficit. Services Marketing Newsletter.

Fisk, R. P., Grove, S. J., & Ramachandran, V. (1984). Consumer Satisfaction with Airline Services in a Deregulated Environment. In R. W. Belk (Ed.), 1984 AMA Educators’ Proceedings.

Fisk, R. P., & Young, C. E. (1984). The Dynamic Effects of New Information Technologies on Consumer Behavior: A General Living Systems Framework. In P. F. Anderson & M. J. Ryan (Eds.), 1984 AMA Winter Educators’ Conference: Scientific Method in Marketing.

Wathen, S., & Fisk, R. P. (1984). College Professors and Personal Computers: A Survey of Market Penetration. In J. R. Lumpkin & J. C. Crawford (Eds.), 1984 Proceedings: Southwestern Marketing Association Conference.

Fisk, R. P., & Walden, K. D. (1984). Naive Marketing: A Neglected Dimension of Human Behavior. In S. W. Brown & Ray (Eds.), Marketing Theory: Distinguished Contributions (pp. 147–156). New York: John Wiley and Sons.

Fisk, R. P., Grove, S. J., & Fisk, R. P. (1984). Taxonomical Bibliography of Marketing Theory. In S. W. Brown (Ed.), Marketing Theory: Distinguished Contributions (pp. 338–360). New York: John Wiley and Sons.

Brown, S. W., & Fisk, R. P. (Eds.). (1984). Marketing Theory: Distinguished Contributions. New York: John Wiley and Sons.

Fisk, R. P. (1984, November 9). Videoconferencing: Tips for Business Users. Marketing News, p. 34.

Fisk, R. P. (1984, April). Array of Educational Technology Will Grow, But Will Tradition Bound Educators Use It? Marketing Educator.

Fisk, R. P. (1984, January). A Review of Theory Construction in Marketing: Some Thoughts on Thinking. Journal of Marketing, 48 (1), 139-140.

Grove, S. J., & Fisk, R. P. (1983). The Dramaturgy of Services Exchanges: An Analytical Framework for Services Marketing. In L. L. Berry, G. L. Shostack, & G. D. Upah (Eds.), Emerging Perspectives on Services Marketing (pp. 45–49). Chicago, IL: American Marketing Association.

Fisk, R. P., & Pickett, G. (1983). Stimulating Consumer Dissatisfaction: A Management Approach Via Equity Theory. In J. C. Crawford & J. R. Lumpkin (Eds.), 1983 Proceedings: Southwestern Marketing Association Conference.

Grove, S. J., & Fisk, R. P. (1983). Analysis of the Health Care Needs of the Hearing Impaired: From Hearing Aids to Microcomputers. Journal of Health Care Marketing, 3(1), 13–20.

Fisk, R. P. (1983, January). Personal Computers Enhance Productivity. Marketing Educator.

Patti, C. H., & Fisk, R. P. (1982). “National Advertising, Brands & Channel Control: An Historical Perspective with Contemporary Options. Journal of the Academy of Marketing Science, 10(1), 90–108.

Fisk, R. P., & Coney, K. A. (1982). Postchoice Evaluation: An Equity Theory Analysis of Consumer Satisfaction/Dissatisfaction with Service Choices. In H. K. Hunt & R. L. Day (Eds.).

Fisk, R. P. (1982). Toward a Theoretical Framework for Marketing Ethics. In R. F. Bush & S. D. Hunt (Eds.), Marketing Theory: Philosophy of Science Perspectives (pp. 255–259). Proceedings of the American Marketing Association Theory Conference.

Fisk, R. P., & Grove, S. J. (1982). A Classification Scheme for Converting Handicapped Subcultures into Actionable Health Care Market Segments. In S. M. Smith & M. Venkatesan (Eds.), Advances in Health Care Research: 1982 Proceedings.

Fisk, R. P., & Grove, S. J. (1982). Characteristics of the Southwestern Consumer: Data, Implications and Problems. In D. R. Corrigan, F. B. Kraft, & R. H. Ross (Eds.), 1982 Proceedings: Southwestern Marketing Association Conference.

Fisk, R. P. (1982, October). Evaluating Teaching Performance Is Difficult When Evaluator Has Unclear Understanding of Appropriate Evaluative Criteria. Marketing Educator.

Fisk, R. P. (1981). Toward A Consumption/Evaluation Process Model for Services. In J. H. Donnelly & W. R. George (Eds.), Marketing of Services (pp. 191–195). Chicago, IL: American Marketing Association.

Fisk, R. P., & Freshley, C. (1981). Marketing Applications for Hospital Laboratory Services. Journal of Health Care Marketing, 1(2), 33–39.

Schlacter, J., Fisk, R. P., & Phee, J. (1980). Personality and its Measurement: A Replication Study Using C.A.D. In J. H. Summey & R. D. Taylor (Eds.), Proceedings: Southern Marketing Association.

Fisk, R. P., Brown, S. W., Franz, R. S., Hopkins, R. M., & Toma, A. G. (1979). Equity Theory: A Complement to the Understanding of Marketing Exchanges. In Proceedings: Southern Marketing Association.

Fisk, R. P., & Walden, K. D. (1979). Naive Marketing: Further Extension of the Concept of Marketing. In O. C. Ferrell, S. W. Brown, & C. W. Lamb Jr. (Eds.), Conceptual and Theoretical Developments in Marketing (pp. 459–473).