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Professor Adrian Palmer

Head of Marketing & Reputation

Adrian Palmer Web Profile May19 75ndzo5in


  • Consumer buyer behaviour, 
  • Customer loyalty, 
  • Relationship marketing and customer engagement, 
  • Transport, travel and tourism marketing, 
  • Retailing and consumer behaviour


Whiteknights Campus

Adrian Palmer is Professor of Marketing and Head of the Department of Marketing and Reputation. His research in services buying behaviour and customer loyalty is informed by previous management experience in the travel and tourism sector.

Adrian Palmer is Professor of Marketing and Head of the Department of Marketing and Reputation. His first career in travel and tourism marketing and management informed his subsequent academic career. Since joining academia, he has researched and published extensively on the subject of services buyer behaviour. His 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. He is a Fellow of the Chartered Institute of Marketing and has experience of teaching executive programmes in Europe and Asia.

His 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, he has always sought to make the outcomes of 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

Recent research has been published in Journal of Marketing Management, European Journal of Marketing and Harvard Business Review.