Mary Jo Bitner

Mary Jo Bitner (* 20th century) is a professor of marketing at Arizona State University and writer on service psychology and marketing.

Act

Bitner is known, among other things, for its differentiation of environmental psychological approaches as a design basis for services based on the environmental psychological behavior model by Albert Mehrabian and James A. Russell : As a reaction to the surrounding environment, customers show a basic behavior in the form of approach or avoidance, with Bitner between

• the dimensions of the surroundings (direct design e.g. through colors, shapes, smells),
• the holistic environment (overall impression),
• the reaction moderators (employees and customers),
• the internal reactions of those involved (cognitive, emotional, psychological) and
• behavior (entry / avoidance, social interaction )

differentiated.

She was awarded the 2003 Career Contributions to the Services Discipline Award of the American Marketing Association awarded.

Publications

• Bitner, Mary Jo (2003): Servicescapes - The impact of physical surroundings on customers and employees; in: Operations Management ; Vol. 3, London 2003, pp. 500-527, ISBN 0-415-24927-9 .
• Bitner, Mary Jo: Service Blueprinting - a practical technique for service innovation; in: California Management Review, Vol. 50 (2008), Issue 3, pp. 66-94, ISSN  0008-1256 .

Web links

• Arizona State University information site