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Faculty & Staff

 Joel  Collier, Ph.D.
  • Joel Collier, Ph.D.
  • Professor of Marketing and Director of Marketing Ph.D. Program
  • Tommy and Terri Nusz Professor of Marketing
  • 324I
  • Office: 662.325.0410
  • Department: 662.325.3163


  • Ph.D., University of Memphis, Marketing
  • MBA, Middle Tennessee State University, Business Administration
  • BS, Middle Tennessee State University, Marketing

Recent Publications

  • "Experiential Purchase Quality: Exploring the Dimensions and Outcomes of Highly Memorable Experiential Purchases", with Mark Pelletier, Journal of Service Research, 2018, vol. Forthcoming.
  • "Idiosyncratic Service Experiences: When Customers Desire the Extraordinary in a Service Encounter", with Donald C. Barnes, Alexandra K. Abney, and Mark J. Pelletier, Journal of Business Research, 2018, vol. 84, p 150-161.
  • "Giving Back the “Self” in Self Service: Customer Preferences in Self-Service Failure Recovery", with Michael J. Breazeale and Allyn White, Journal of Services Marketing, 2017, vol. 31, no. 6, p 604-617.
  • "Multiple Paths to Customer Delight: The Impact of Effort, Expertise and Tangibles on Joy and Surprise", with Donald D Barnes, Doug Hoffman, and Vince Howe, Journal of Services Marketing, 2016, vol. 30, no. 3, p 277-289 (Named Most Outstanding Article 2016).
  • "Self-service Delight: Exploring the Hedonic Aspects of Self-service", with Donald C Barnes, Journal of Business Research, 2015, vol. 68, no. 5, p 986-993.
  • "Why the Little Things Matter: Exploring Situational Influences on Customers’ Self-Service Technology Decisions", with Robert S. Moore, Melissa Moore, and Alisha Horkey, Journal of Business Research, 2015, vol. 68, no. 3, p 703-710.
  • "Self-Service Illusion: Do Managers Really Understand What Customers Want in Self-Service?", with Sheryl E. Kimes, MIT Sloan Management Review, 2015, vol. 57, no. 1, p 25-26.
  • "Tailoring to Customers’ Needs: Understanding How to Promote an Adaptive Service Experience with Frontline Employees", with Kelly Wilder and Donald C Barnes, Journal of Service Research, 2014, vol. 17, no. 4, p 446-459.
  • "Understanding the Differences of Public and Private Self-Service Technology", with Daniel Sherrell, Emin Babakus, and Alisha L. Blakeney, Journal of Services Marketing, 2014, vol. 28, no. 1, p 60-70.
  • "Investigating Work Engagement in the Service Environment", with Donald C. Barnes, Journal of Services Marketing, 2013, vol. 27, no. 6, p 485-499.
  • "Only if it’s Convenient: Understanding How Convenience Influences Self-Service Technology Evaluation", with Sheryl E Kimes, Journal of Service Research, 2013, vol. 16, no. 1, p 39-51.
  • "Evaluating the Employee’s Perspective of Customer Delight", with Donald C. Barnes, Nicole Ponder, and Zachary Williams, Journal of Personal Selling and Sales Management, 2013, vol. 33, no. 1, p 91-104.

Recent Presentations

  • "Exploring Showrooming Experiences at Small Retailers", with Alisha Horky, Academy of Marketing Science, Denver, CO, 2015.
  • "A Diagnostic Model of Perceived Return Customer Orientation and Its impact on Subsequent Consumer Behavior ", with Robert S. Moore, Zachary Williams, and Melissa Moore, Society for Marketing Advances, New Orleans, LA, 2014.
  • "Key Antecedents to Customer Delight in the Self-service Environment", with Donald C. Barnes and , Society for Marketing Advances, Hilton Head, SC, 2013.
  • "Role Conflict, Customer Delight, and Work Engagement in the Service Environment", with Donald C. Barnes, Stacey Robinson, and , Society for Marketing Advances, Hilton Head, SC, 2013.