The Center for Services Leadership (CSL) engages world-class academic instructors to deliver the Service Blueprinting Workshops and custom programs. These instructors have been responsible for the development and advancement of the Services Blueprinting technique, and continue to utilize leading-edge knowledge to improve and apply the technique.

Service Blueprinting Faculty Instructors

Laurel Anderson

Laurel Anderson, Ph.D.
Associate Professor of Marketing
W. P. Carey School of Business

Laurel Anderson is Associate Professor of Marketing at Arizona State University. She has degrees in both marketing and community health. Her expertise is in cultures, global and transformative consumer research. She focuses on creativity, going between cultural worlds, health well being, and challenges and strengths related to poverty, culture and immigration. In her research, she utilizes predominantly interpretive and community participatory action research methods. Her current research projects include a community action research project on diabetes with Hispanic immigrants and an indigenous population, adolescent socialization on the internet, stakeholders in a subsistence marketplace, Hispanic consumers going between different cultural worlds, generational differences in Hispanic immigrants, generational differences in computer literacy in India, consumer activism and the reclamation of public space. Her research has appeared in Journal of Consumer Research, Journal of Consumer Behavior, Interpretive Consumer Research, Marketing Education Review, and at numerous academic conferences. Previously, she was Director of Institute for International Management at Arizona State University. And prior to academics, she developed community health programs focused on children and families, including a crisis intervention center for children. She has lived and worked mainly in the United States, Italy, Japan, Thailand, and Iran.

Mary Jo Bitner

Mary Jo Bitner, Ph.D.
PetSmart Chair in Services Leadership
Professor and Executive Director
Center for Services Leadership

In her career as a professor and researcher in services marketing, Mary Jo has been recognized as one of the founders and leaders of this field of study worldwide. At ASU she was a founding faculty member of the Center for Services Leadership and has been a leader in its emergence as the premier university-based center for the study of services marketing and management. In 2003, she was awarded the “Career Contributions to the Service Discipline Award” presented by the Services Marketing group of the American Marketing Association. In the mid 1990s Mary Jo led the development of the ASU MBA Services Marketing and Management specialization, a unique full-year focus within the college’s nationally ranked MBA program. Alumni of this program now work in companies across the U.S. leading the implementation of services and customer-focused strategies. Mary Jo is co-author of Services Marketing: Integrating Customer Focus Across the Firm (McGraw-Hill, Third Edition, 2003), a leading text in services marketing used at universities across the U.S. and worldwide. She was the recipient of ASU College of Business’ Graduate Teaching Excellence Award, and has consulted with numerous businesses including AT&T, Ford Motor Company, Yellow Corporation, Mayo Clinic and RR Donnelley on service quality and customer satisfaction topics. Mary Jo’s current research is concerned with how customers evaluate service encounters and the strategic roles of technology and contact employees in determining customer satisfaction with services. She has published articles relevant to service industry management in the Journal of Marketing, Journal of Business Research, Journal of Retailing, International Journal of Service Industry Management, Journal of the Academy of Marketing Science and the Academy of Management Executive.


Dwayne D. Gremler, Ph.D.
Professor of Marketing, Bowling Green State University
CSL Research Faculty, Arizona State University

Dwayne Gremler has taught service blueprinting to business students for over 15 years. Throughout his academic career, Dwayne has been a passionate advocate for the research and instruction of services marketing issues. He has served as Chair of the American Marketing Association’s Services Marketing Special Interest Group (SERVSIG) and in 2006 received a Fulbright Scholarship from the U.S. government to teach services marketing courses in The Netherlands. Dwayne is a co-author on of one of the leading textbooks in services marketing (with Valarie Zeithaml and Mary Jo Bitner). In 2009 he received the Academy of Marketing Science Outstanding Marketing Teacher Award. Dwayne received his M.B.A. and Ph.D. degrees from Arizona State University and previously worked as a software engineer for ten years.

Matt Meuter

Matt Meuter, Ph.D.
Professor of Marketing, California State University, Chico
CSL Research Faculty, Arizona State University

Matt Meuter has been using service blueprinting concepts for ten years to help business students understand the complexities of service operations. His research has focused on the role of technology in the service sector, specifically how the customer/firm interface has evolved and the strategic implications of integrating technology into service firm operations. Matt has explored both customer satisfaction with self-service technologies as well as the leading indicators of customer adoption and use of self-service technologies with his research being published in the Journal of Marketing, Journal of the Academy of Marketing Science, Psych & Marketing, Journal of Applied Psychology, Journal of Business Research, Journal of Services Marketing, and others. Matt worked as a marketing consultant and later received his Ph.D. from Arizona State University in 1999.

Felicia Morgan

Felicia Morgan, Ph.D.
Associate Professor of Marketing, University of West Florida
CSL Research Faculty, Arizona State University

Felicia Morgan has conducted numerous workshops on service blueprinting with corporate executives, MBA students, and undergraduates. Her research, which focuses on service marketing and management, service networks, and managing customer experiences, has been published in a number of journals and includes a recent article in the California Management Review on service blueprinting. Felicia’s nine years of university teaching experience include several graduate-level courses in Bangalore, India and Amiens, France. Prior to earning her doctorate in marketing in 2004 from the W. P. Carey School of Business at Arizona State University, Felicia spent over ten years working in marketing and management within the services sector. Felicia holds a bachelor’s degree and an MBA from the University of New Orleans.

Amy Ostrom

Amy Ostrom, Ph.D.
Professor of Marketing
W. P. Carey School of Business and CSL Research Faculty, Arizona State University

Amy L. Ostrom is the J. Willard and Alice S. Marriott Foundation Professor in Services Leadership and Professor of Marketing at the W. P. Carey School of Business at Arizona State University. She received her Ph.D. from Northwestern University. Her research focuses on issues related to services marketing including customers’ evaluation and adoption of services, customers’ roles in creating service outcomes, and transformative service. Her work has appeared in a number of journals including the Journal of Marketing, the Journal of Consumer Research, and the Journal of Service Research. Ostrom, who was selected as the 2004 Arizona Professor of the Year and the 2007 ASU Parents Association Professor of the Year, has supervised numerous undergraduate Honors theses. She has shared the services blueprinting technique with small start-ups to Fortune 500 companies to help improve their service processes and develop new service offerings.

Nancy Stephens

Nancy Stephens, Ph.D.
Associate Professor of Marketing
CSL Research Faculty
W. P. Carey School of Business

Nancy Stephens has worked closely with executives and organizations to teach the blueprinting technique. She also teaches marketing management courses in four different W. P. Carey MBA Programs (Executive, Evening, Corporate and Mexico City). From 1998 to 2005, Nancy served as Director of the W. P. Carey MBA Evening Program. Nancy’s research interests lie in consumer behavior, services management, and promotion. Most recently, she published a case study on customer satisfaction in the Proceedings of the Marketing in Higher Education Conference (2006). Nancy has published many academic papers in journals and conference proceedings, including Journal of Marketing Research, Psychology and Marketing, Journal of Advertising and others.