
Mark Scott RosenbaumCitadel · Department of Marketing
Mark Scott Rosenbaum
PhD
Professor of Marketing & Captain
The Citadel
mrosenba@citadel.edu
About
214
Publications
194,754
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6,989
Citations
Introduction
I am dedicated to Transformative Service Research. I strive to understand how consumer, societal, and global welfare can be improved by services, service providers, service systems, and service design.
I also love to talk about the Journal of Services Marketing!
Additional affiliations
December 2021 - present
Position
- Dean
Description
- Dean, College of Business, Hawaii Pacific University, Fort Street Mall, Suite 600, Honolulu, HI 96813 Hawai‘i Pacific University is an international learning community set in the rich cultural context of Hawai‘i. Students from around the world join us for an American education built on a liberal arts foundation. Our innovative undergraduate and graduate programs anticipate the changing needs of the community and prepare our graduates to live, work, and learn as active members of a global society
December 2019 - December 2021
Publications
Publications (214)
This data set is used for an article under review regarding AI and MBA Homework
Dark heritage sites can evolve from being merely sites of tragedy to places that offer transformative experiences for travelers. This qualitative study explores travelers' transformative experiences of Christian pilgrimages after an 8-day Holy Land tour and of Jewish travelers after a 7-day Holocaust sites tour in Poland. Both tours represent diffe...
The field of Transformative Service Research (TSR) has emerged over a decade ago with a range of seminal and call-to-action papers which have subsequently sparked and stimulated scholars' interest in academic work at the intersection of Transformative Consumer Research and Service Research. This special research paper is a perspective piece that sk...
Few researchers sought to identify the most popular themes of study that promote ethical leadership in service organizations. This paper addresses this knowledge gap in the academic literature. Its research objectives are threefold: (i) Firstly, it identifies and extracts high impact articles on service ethics published in the last five years; (ii)...
Few researchers sought to identify the most popular themes of study that promote ethical leadership in service organizations. This paper addresses this knowledge gap in the academic literature. Its research objectives are threefold: (i) first, it identifies and extracts high impact articles on service ethics published in the last 5 years; (ii) seco...
Purpose
This editorial aims to organise the 17 United Nations Sustainable Development Goals (SDGs) into seven ServCollab service research themes to provide a way forward for service research that improves human and planetary life.
Design/methodology/approach
A conceptual approach is used that draws on observations from the scholarly experience of...
Purpose
The purpose of this study is to address United Nations’ sustainable development goals (SDGs) 8 and 9 from a service perspective. SDG 8 is a call to improve the dignity of service work by enhancing wages, working conditions and development opportunities while SDG 9 calls upon nations to construct resilient infrastructures, promote inclusivit...
This article explores the roles of place attachment and social relationships in encouraging clients of a health center to comply with their health providers' directives. We draw on place attachment theory to explore the extent to which emotional bonds between clients and the center promote compliance. Next, we draw on place social bonding to explor...
See the presentation with voice at:
https://drive.google.com/file/d/1Ofut_U2t7KqzwV_wnzoVtPkOyqBNqJLB/view?usp=share_link
In many global locales, consumers can easily, and legally, purchase authentic products as well as their counterfeit versions. The goal of this research is to explore consumers' cognitive responses to five original products, including toys, sneakers, socks, body lotion, and baby bottles, and their counterfeit versions which are available for sale in...
Purpose
This editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global pandemic.
Design/methodology/approach
A conceptual approach is used that draws on observations from practitioners to synthesize changes in consumer values, motivation...
Rosenbaum, M.S., Walters, G., Edwards, K.L. and Gonzalez-Arcos, C.F. (2022), "Commentary: the unintended consequences of digital service technologies", Journal of Services Marketing, Vol. 36 No. 2, pp. 97-109. https://doi.org/10.1108/JSM-03-2021-0072
Presented at the 12th SERVSIG Conference, Glasgow, Scotland
Purpose-This paper aims to identify the opportunities in the service marketplace that have arisen because of the changes brought about by the global pandemic (COVID-19). Design/methodology/approach-A conceptual methodological approach is used to analyze trends in the history of service research and discuss how articles presented in this issue help...
Purpose
This paper aims to identify the opportunities in the service marketplace that have arisen because of the changes brought about by the global pandemic (COVID-19).
Design/methodology/approach
A conceptual methodological approach is used to analyze trends in the history of service research and discuss how articles presented in this issue help...
This viewpoint suggests that foundational theories and concepts which characterize the services marketing discipline may no longer be valid due to the global pandemic. The authors discuss the impact of the Great Resignation on both consumers and organizations and posit that many consumers now accept lower levels of service offerings and performance...
Data set on a Cali, Colombia community health center.
Temporary retail spaces, or pop-up shops, are becoming a promotional strategy for retailers. In this study, a survey of retailing organizations reveals that among those that had implemented at least one pop-up shop, more than 80% considered it a success. The results show that reasons for activating pop-up shops were to create connections with custo...
In many global locales, consumers can Legally purchase authentic products as well as their counterfeit versions. The goal of this research is to explore consumers' cognitive responses to five original products, including a baby bottle, toy car, sneaker, sock, and moisturizing cream, and their counterfeit versions which are available for sale in Bog...
This commentary puts forth a conceptual framework, referred to as the COG (Consumer, Organization, Government) Framework of Unintended Digital Technology Service Failures, that specifies consumer, organizational, and governmental shortcomings that result in digital technologies failing in terms of negatively affecting consumer, communal, national,...
The future of business/technology education is short, medium and long-term learning which is continuous throughout a career: students will need to learn several things and follow various career tracks at once as they’ll be working in hybrid jobs – for example combining supply chain, IT and finance too.
Purpose
This editorial aims to discuss 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming.
Design/methodology/approach
The editorial provides introspection, personal reflections and conceptualization using current literature.
Findings
The authors discuss 11 drive...
The goal of this article is two-fold. First, we apply Merton's (1936) Law of Unintended Consequences to explaining why and how commercial digital technologies fail consumers. In doing so, we define the terms unanticipated and unintended consequences, which should help future researchers avoid reasoning pitfalls. Second, we put forth a matrix that s...
Research journals are the knowledge hosting sources; we are opening a panel discussion through editors’ meet on answering how research journals would contribute to the future of business education and how our fraternity colleagues can take advantage of what we publish.
Purpose
This study aims to explore innate and sociocultural forces that lead gay men to purchase invasive and non-invasive cosmetic medical treatments.
Design/methodology/approach
This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical t...
As e-commerce growth continues to surpass that of brick-and-mortar retail, perhaps paradoxically, temporary retail spaces, also known as pop-up shops, are becoming an important promotional strategy, especially for online retailers and service providers. Success in today’s retail environment means being able to create and maintain brand communities,...
Purpose
This paper aims to identify future research opportunities that address human–technology service interactions.
Design/methodology/approach
This editorial is based on the author’s personal reflections and conceptualizations of ideas from past previous research and theory.
Findings
The authors identify three opportunities for further researc...
Purpose – This editorial discusses 11 trends that are driving changes in business education, especially for Master of Business Administration (MBA) curriculum programming.
Design/methodology/approach – The editorial provides introspection, personal reflections, and conceptualization using current literature.
Findings – The authors discuss 11 dr...
Purpose – This viewpoint explores innate and sociocultural forces that lead gay men to purchase invasive and noninvasive cosmetic medical treatments.
Design/method/approach – This work draws on a literature review and personal reflections to identify and interpret patterns and themes on drivers that encourage gay men to use cosmetic medical treat...
AACSB International Conference and Annual Meeting
Emerging Competition:
The pandemic has accelerated changes in business education. It seems like every way we turn; new competitors are emerging. This interactive session will provide an opportunity for audience engagement as we explore how competition is changing internally (partners that share re...
This research evaluates enclosed mall shoppers’ neural activation in response to the social presence of other people. The study draws on social impact theory to show how the mere presence of other people in an enclosed shopping mall influences six different emotions, including excitement, interest, stress, engagement, focus, and relaxation, within...
These studies draw on evolutionary psychology and intrasexual female competition to examine
why female shoppers often prefer working with gay male sales associates over heterosexual
female sales associates. Study 1 finds that female shoppers often attribute trustworthiness to gay
male sales associates. Study 2 draws on theories of intrasexual co...
Due to COVID-19, our lives have shifted online. We shop, we eat, we study, we communicate, we play, and we even find love on applications. We swipe. Our lives are functions of momentary interest. Nothing is forever...meet the pop-up shop.
As e-commerce growth continues to surpass that of brick-and-mortar retail, temporary retail spaces, also know...
his research examines discrimination against homosexual consumers in several stores located in a Colombian shopping mall. Further, this research assesses retail conditions in Colombia, which is dealing with conflicts arising from issues related to its legalization of same-sex marriage. In the past, homosexual consumers experienced overt discriminat...
As a member of Strategic Planning and Innovation, this presentation offered insights into how a Catholic, liberal arts university can transform into a "Professional Liberal Arts University."
Purpose-This paper aims to define the term "socially unacceptable services" and call for novel research in these under-researched service industries.
Design/methodology/approach-Personal reflections. Findings-Service offerings exist that, despite their ability to create value for customers, clients or partners, many in society at large deem to be...
Purpose
This paper aims to define the term “socially unacceptable services” and call for novel research in these under-researched service industries.
Design/methodology/approach
Personal reflections.
Findings
Service offerings exist that, despite their ability to create value for customers, clients or partners, many in society at large deem to be...
Why are retailers opening temporary, so-called, pop-up stores throughout the industrialized world? What purpose do short-term servicescapes offer retail and consumer service organizations? How does one draw upon theory to explain why retailing and service organization would opt for building temporary versus permanent locales? The goal of this prese...
Studies conducted on ‘place’ in tourism have primarily focused on increasing the image of the destination in the eyes of the travelers (Trauer & Ryan, 2005) by designing physical spaces. which are strategically planned to increase tourists’ consumption and other positive outcomes (O’Dell & Billing, 2005; Magee & Gilmore, 2015). Several studies have...
This article introduces the concept of 'therapeutic servicescapes' to the retailing and services discipline. In the health literature, therapeutic landscapes emerge when physical and social conditions in a geographically bounded space combine to produce an atmosphere that is conducive to human well-being. Traditionally, therapeutic landscapes have...
As e-commerce growth continues to surpass that of brick-and-mortar retail, perhaps paradoxically, temporary retail spaces, also known as pop-up shops, are becoming an important promotional strategy, especially for online retailers and service providers. Success in today’s retail environment means being able to create and maintain brand communities,...
This study brings street harassment to the retailing and consumer services literature streams. Street harassment describes unwanted interactions in public spaces between strangers or customers and is often motivated by a person’s gender, sexual orientation, or gender expression. To date, marketers have overlooked the occurrence of street harassment...
Purpose
The aim of this paper is to encourage service researchers to consider the long-term or permanent impact of the coronavirus-2019 (COVID-19) on services, service delivery, organizational structures, service providers and service systems from global perspectives.
Design/methodology/approach
This editorial is based on the personal reflections...
This chapter supports the importance of transformative service research, which broadly seeks to better understand how service, service providers, and service systems may enhance individual, community, and global well-being. This type of research plays a critical role towards providing maximum service value to all consumers, particularly those with...
Purpose
This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing ( JSM ) special issue on qualitative research in service-oriented research.
Design/methodology/approach
The authors performed a content analysis of 1,268 papers t...
This presentation explores reasons why brick-and-mortar service and retailing organizations can succeed against Internet/e-commerce organizations. We make the case that the combination of a restorative servicescape and relational resources provide customers with a reason to approach and to remain committed to a brick-and-mortar organization.
Here is the data and questionnaires used in a street harassment project. If you want to use the data, please contact me at rosenbaum@sxu.edu
A look at how service research projects may emerge from consulting projects and how researchers may move from practice to theory. Look at opportunities to work with organizations as life-changing events.
The Second International Tourism and Retail Service Management Conference (TRMC) will be held in Tianjin, China on October 27-28, 2019, hosted by College of Tourism and Service Management, Nankai University, China, and jointly organized with the Macao Institute for Tourism Studies, Macao, China (IFT), the College of Hospitality, Retail and Sport Ma...
As e-commerce growth continues to surpass that of brick-and-mortar retail, perhaps paradoxically, temporary retail spaces, known as “pop-up shops”, are becoming an important promotional strategy, especially for online retailers and service providers. Success in today’s retail environment involves the ability to create and maintain brand communities...
This article gives an overview of recent developments in the retailing and consumer services taking into account that those services are at a tipping point in this era of globalization, technology and competition. We develop a four dimensional matrix based on Problems, Challenges, Threats and Opportunities (PCTO) from the retailers’ point of view....
Data set for work on Therapeutic Servicescapes
This article explores consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging, dining, and retail options in an open-air setting full of natural elements. This work helps explain the affinity of consumers to lifestyle centers and shows marketing researche...
This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins) as unconventional luxury products. Hyper-personalized consumer goods are those in which a consumer’s genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and uniqu...
A neuroscientific perspective of the presence of
shoppers in enclosed malls
The purpose of this research is to understand the disappearance of “an entire category of urban space” (Parlette and Cowen, 2011) - the
enclosed shopping mall. To date, retail academics and commentators
alike have espoused a plethora of reasons for the demise of enclosed
ma...
Purpose
This paper aims to develop a conceptual framework that clarifies the social supportive role of cancer resource center services in the lives of men with cancer and its impact on their perceived quality of life.
Design/methodology/approach
Personal reflections.
Findings
The authors put forth a conceptual framework which shows that men with...
The purpose of this research is to understand the disappearance of “an entire category ofurban space” (Parlette and Cowen, 2011) -the enclosed shopping mall. To date, retail academics and commentators alike have espoused a plethora of reasons for the demise of enclosed malls, with most pundits attributing the death of enclosed malls to the allure o...
Consider four broad categories of disabilities:
Physical Disability – a condition that limits one or more basic physical activity, including mobility and sensory activities. Examples include: spinal cord injuries, paraplegia, quadriplegia, amputations, cerebral palsy, seizure disorders, muscular dystrophy, arthritis, visual impairments and hearing...
Purpose
The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda.
Design/methodology/approach
The paper offers a conceptual approach and...
Purpose
The purpose of this paper is to encourage service researchers to engage in “theoretical disruption” by purposefully adding variance to existing substantive theories, and conceptual frameworks, to construct formal theories of buyer–seller marketplace behaviors. The authors put forth an original four-stage process that illustrates the way sub...
This presentation was conducted for Webster University and Tashkent State University of Economics to a group of MBA students. It's focus is on how to design a customer centric organization.
Thoughts on moving Tajikistan's tourism economy forward with service design
The presentation urges Uzbekistan's business leaders, academics, and government officials to consider the role that service innovation and design will assume in building the country's future prosperity.
This research illustrates the social supportive role that adaptive resuse of service organizations may play in promoting individual well-being. This work showcases how a health care clinic located in a developing country transforms into a setting which hosts community members’ socially supportive relationships during the clinic's off-hours. The emp...
Based upon a research article
Case Study: University of South Carolina Certificate Program
· What are the advantages of a certificate program?
· What motivates a faculty member to work internationally?
Case Study: Fulbright Fellowships to Catalyze Faculty Collaborations (Mark)
· What motivates U.S. faculty to teach internationally?
· How can initial connection points (e.g., Fulbright) lead to capacity building?
This editorial examines six “mega trends” that have been identified as altering the way we live, work and play, and which will impact services, service delivery, service providers or service systems in some manner. We encourage service researchers to guide explorations in these six areas during 2019-2020 and to expand the service discipline’s knowl...
This study explores hyper-personalized wellness products (e.g., facial serum, custom-prepared meals, vitamins)as unconventional luxury products. Hyper-personalized consumer goods are those in which a consumer's genetic composition, or DNA, is used in the manufacturing process. Given that hyper-personalized products emphasize high quality and unique...
Forthcoming SIJ article
As Central Asia continues to implement reforms in higher education, the business community provides valuable insight into the skills required from the educational system for developing a 21st century workforce. American higher education institutions, including Webster University, Mississippi State University, University of South Carolina and others...
This is the first part of a one-hour presentation/workshop regarding how marketing educators' across many service industries (retailing, hospitality, events, sport, fashion marketing) can use Wix to educate students on Internet solution
SIO's 2019 conference, October 19-21 at the New York Hilton Midtown, New York, New York. The conference theme is "Advancing the Science and Art of Integrative Oncology."
Personal insights regarding how to get published.
The neuroscience headsets developed by Emotiv (https://www.emotiv.com/) provide researchers with an innovative way to measure consumer responses that goes beyond the traditional self-report methods. These headsets open up a range of previously unavailable data and new ways of examining consumers, making them an ideal option for consumer researchers...
Marketing practitioners and researchers are always looking for ways to combine the latest technology and research methods in order to generate unique consumer insights. In this seminar, Professor Rosenbaum will discuss the intersection between neuroscience and marketing, and how including neurological insights in our research is the next step in mo...
Researchers have overlooked how poor consumers judge service quality in health care settings in Latin America. This research addresses this void by exploring how vulnerable consumers evaluate quality in a public hospital. The results show that vulnerable consumers evaluate hospitals on service delivery process, physician–patient relationship, and m...
This research aims to revive the applicability of the exchange concept in the marketing domain. The authors draw on current exchange theories to show how members of an aquatic center receive relational, social support, and restorative resources from other center members and employees. They then empirically demonstrate that members’ loyalty to the c...
Authors should view their submissions as personal masterpieces that have the potential to transform lives,societies and even the world via written text, as well as,pictorial and/or video supplements. Indeed, as an editor, I will do my best to promote each accepted article as such
As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this e...
Explores whether hyper-personalized consumer goods, such as nutritional supplements, vitamins, and cosmetics, are a new type of luxury.
Purpose
The purpose of this paper is to explore the concept of customer discomfort in service settings when employees and customers who share social incompatibilities, stemming from war, nationalism, religious differences or terrorism, work together in service settings.
Design/methodology/approach
The authors engage in triangulation research to un...
Service marketers can improve the quality of consumers' lives via service design efforts. Retail greenery and service inclusion are two manners in which service design promotes consumer and societal well-being.