Raymond P. Fisk

Raymond P. Fisk is an American management scientist, academic and an author. He is a distinguished professor emeritus at Texas State University.^[1]

Fisk has worked on service theater, service history, service design, and transformative service. His works have been published in academic journals such as Journal of Retailing, Journal of Service Research, and Journal of the Academy of Marketing Science.^[2] He is a fellow of the International Society for Service Innovation Professionals.^[3]

Fisk completed his B.S. in Marketing, followed by an M.B.A. in Marketing and a Ph.D. in Marketing from Arizona State University.^[1]

Fisk began his academic career at Oklahoma State University, serving as an assistant professor from 1980 to 1984 and an associate professor from 1984 to 1989. In 1989, he moved to the University of Central Florida, first as a visiting associate professor from 1989 to 1990, and then as an associate professor from 1990 to 1996. Between 1996 and 2007, he was a professor and chair of the Department of Marketing and Logistics at the University of New Orleans. He later joined the Department of Marketing at Texas State University, where he served as a professor until retiring in 2022, including a term as department chair from 2007 to 2019. Since retiring, he has held the title of Distinguished Professor Emeritus at Texas State University.^[1]

Fisk has held various administrative and professional positions throughout his career. Between 1996 and 2007, he chaired the Department of Marketing & Logistics at the University of New Orleans, followed by an appointment as chair of the Department of Marketing at Texas State University from 2007 to 2019.^[1] In 2018, he founded the human services nonprofit ServCollab and serves as president.^[4]

In his early service theater research, Fisk examined how environmental and interpersonal factors shaped consumers’ service perceptions by applying Goffman’s dramaturgy framework, analyzing service encounters as theatrical performances and offering implications for improving service marketing.^[5] In 1989, he co-authored a book chapter with SJ Grove in the book titled Impression Management in the Organization. The chapter explored services marketing through a dramaturgical lens, proposing a general framework for impression management that distinguished services from goods, addressed descriptive challenges, and illustrated its application in hospital settings.^[6] His service history work provided a historical and bibliographic analysis of services marketing literature, tracing its evolution through key stages, highlighting major themes, legitimization in marketing journals, and offered a classification of outlets along with future research speculation.^[7] He also examined how other customers’ presence and behavior affected individual service experiences in shared environments, identifying positive and negative influences through customer incident reports and offering managerial insights for improving multi-customer service settings.^[8]

Fisk, through his research, also examined dysfunctional customer behavior, reviewed existing research, definitions, and methodological challenges, explored its negative and potential positive effects, and proposed a research agenda offering theoretically insightful and practically relevant directions for future study.^[9] He also introduced Multilevel Service Design (MSD), an interdisciplinary method for designing complex service systems, integrated service concept, service system, and service encounter levels, applied it to retail and banking, and emphasized co-created, integrated customer experiences.^[10] He co-developed transformative service research, examining how interactions between service providers and consumers influenced well-being and proposing a conceptual framework with research questions in financial, health, and social services to guide future studies.^[11] He also explored how local governments and cultural organizations strategically managed place storytelling, engaged stakeholders to build regional identity, enhanced tourism and economic development, and improved digital-age marketing, supported by theoretical frameworks and case studies.^[12] In his later research, he examined how the digital divide affected vulnerable customers in essential services and showed how inclusive service practices such as flexibility, coaching, and social facilitation built human capabilities, fostering digital inclusion and organizational pathways to reduce inequality.^[13]

• 1987-1988 – Fulbright Scholar, Klagenfurt University of Educational Sciences^[14]
• 2005 – Career Contributions to the Services Discipline Award, American Marketing Association’s Services Marketing Special Interest Group^[15]
• 2009 – Distinguished Faculty, Center for Services Leadership at the W. P. Carey School of Business, Arizona State University^[16]
• 2012 – Grönroos Service Research Award, CERS Centre for Relationship Marketing and Service Management at the Department of Marketing, Hanken School of Economics, Finland^[17]
• 2016 – Inaugural Recipient, American Marketing Association SIG Leadership Award^[18]
• 2020 – Steve Baron Award, Journal of Services Marketing^[19]
• 2020 – Honorary Professor of International Studies, Texas State University^[1]
• 2023 – Fellow, International Society for Service Innovation Professionals^[3]

• Fisk, R. P.; Brown, Stephen (1984). Marketing Theory: Distinguished Contributions (1 ed.). ISBN 9780471890850.
• Fisk, R. P. (1985). Services Marketing: An Annotated Bibliography (1 ed.). ISBN 9780877571674.
• P. Fisk, Raymond; Grove, Stephen (2000). John, Joby (ed.). Services Marketing Self-Portraits: Introspections, Reflections, and Glimpses from the Experts (1 ed.). ISBN 978-0877572893.
• P. Fisk, Raymond; Grove, Stephen J.; John, Joby (2008). Interactive Services Marketing (3 ed.). ISBN 1133007554.
• P. Fisk, Raymond; Russel-Bennet, Rebekah; Harris, Llyod C., eds. (2013). Serving Customers: Global Services Marketing Perspectives (1 ed.). ISBN 9780734610997.
• P. Fisk, Raymond (2014). Services marketing : an interactive approach (1 ed.). ISBN 9781285057132.

• 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. (1997). The impact of other customers on service experiences: A critical incident examination of “getting along.” Journal of Retailing, 73(1), 63-85.
• Patrício, L., Fisk, R. P., Falcão e Cunha, J., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180-200.
• 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.
• Anderson, L., Ostrom, A. L., Corus, C., Fisk, R. P., 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.