Martin Mende

Jim Moran Professor of Business Administration
Martin Mende
246 RBB
Academic Specialty
Services and Relationship Marketing

Ph.D. Arizona State University, W.P. Carey School of Business
Ph.D. Catholic University of Eichstaett, Ingolstadt School of Management, Germany
M.S. Catholic University of Eichstaett, Ingolstadt School of Management, Germany

Areas of Expertise

Consumer Attachments to Service Firms and Service Employees
Conspicuous Consumption
Complaint Management and Service Recovery

Dr. Martin Mende is the Jim Moran Professor of Business Administration in the Dr. Persis E. Rockwood School of Marketing at Florida State University’s College of Business. Mende teaches marketing strategy, services marketing, retailing and marketing management at the undergraduate level and a doctoral seminar in consumer behavior theory. At FSU, Mende has won college-wide and university-wide teaching awards. His previous teaching experience includes serving on the faculty at the University of Kentucky, Arizona State University and the Catholic University of Eichstätt. 

Mende’s research focuses on relationship marketing, transformative service research and consumer-based strategy. His work is published in leading scholarly journals, including the Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Service Research, Journal of Retailing, Journal of Public Policy & Marketing, Marketing Letters and Journal of Business Research

He serves as an area editor for the Journal of the Academy of Marketing Science and associate editor for the Journal of Service Research. He has served as a guest editor for a special section of the Journal of Retailing on Organizational Frontlines Research. He also serves on the editorial review boards for the Journal of Public Policy & Marketing, the Journal of Retailing and the Journal of Business Research. Mende is a board member (Program Officer) for the American Marketing Association (AMA) Services Special Interest Group (SERVSIG) and a research faculty for ASU’s Center for Services Leadership. Mende also serves on the ACR Transformative Consumer Research Advisory Board. He has co-chaired international conferences, including the Organizational Frontlines Conference and the 2019 Transformative Consumer Research Conference. 

Mende’s research has been recognized with numerous international awards. He was recognized as the 2017 AMA Marketing and Society Special Interest Group (MASSIG) Emerging Scholar, as well as the 2017 AMA SERVSIG Emerging Scholar. His research has won first place in the Fisher IMS & AMA Services SIG Dissertation Proposal Competition and a Best Paper Award from the Journal of Service Research. In addition, his research has won multiple Marketing Science Institute Grants and ACR Transformative Consumer Research Grants. 

Mende received his master’s degree in business administration and a doctoral degree in business administration with a focus in management from Catholic University of Eichstätt in Germany. He received a second doctoral degree in business administration with a focus in marketing from Arizona State University.

Selected Published Research
  • Grewal, Dhruv, Mirja Kroschke, Martin Mende, Anne L. Roggeveen, and Maura L. Scott (2020), “Frontline Cyborgs at Your Service: How Human Enhancement Technologies Affect Customer Experiences in Retail, Sales, and Service Settings,” Journal of Interactive Marketing, 51, August, 9-25. 
  • Mende, Martin, Maura L. Scott, Jenny van Doorn, Dhruv Grewal, and Ilana Shanks (2019), “Service Robots Rising: How Humanoid Robots Influence Service Experiences and Elicit Compensatory Consumer Responses,” Journal of Marketing Research, 56(4), 535-556, (FT 50) (lead article). 
  • Mende, Martin, Maura L. Scott, Aaron M. Garvey, and Lisa E. Bolton, (2019) “The Marketing of Love: How Attachment Styles Affect Romantic Consumption,” Journal of the Academy of Marketing Science, 47(2), 255-273.
  • Mende, Martin, Linda Salisbury, Gergana Nenkov, and Maura L. Scott (2020), “Improving Financial Inclusion through Communal Financial Orientation: How Financial Service Providers Can Better Engage Consumers in Banking Deserts,”  Journal of Consumer Psychology, 30 (2), 379-391 (FT 50).
  • Mende, Martin, Maura L. Scott, and Lisa E. Bolton, (2018) “All That Glitters is Not Gold: When and Why Service Providers’ Conspicuous Consumption Triggers Reward or Penalty Effects,” Journal of Service Research, 21 (4), 405-420.
  • Hüttel, Björn, Jan H. Schumann, Martin Mende, Maura L. Scott, and Christian Wagner, (2018) “How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects,” Journal of Service Research, 21 (3), 267–83. (lead article)
  • van Doorn, Jenny, Martin Mende, Stephanie Noble, John Hulland, Dhruv Grewal, Amy Ostrom, and Andrew Petersen (2017), “Domo Arigato Mr. Roboto: How Technology Could Change the Service Customer Experience of the Future – A Research Vision and Agenda,” Journal of Service Research, 20(1), 43-58. (2017 Best Article Award Winner)
  • Mende, Martin, Maura L. Scott, Mary Jo Bitner, and Amy L. Ostrom (2016), “Activating Customers as Coproducers for Better Outcomes: The Interplay of Firm-Assigned Workload, Service Literacy, Eustress, and Organizational Support,” Journal of Public Policy & Marketing. 
  • Mende, Martin and Jenny van Doorn, (2015), “Coproduction of Transformative Services as a Pathway to Improved Consumer Well-Being: Findings from a Longitudinal Study on Financial Counseling,” Journal of Service Research.
  • Mende, Martin, Scott Thompson, and Christian Coenen (2015), “It’s All Relative: How Customer-Perceived Competitive Advantage Influences Referral Intentions,” Marketing Letters.
  • Mende, Martin, Maura L. Scott, Katherine N. Lemon, and Scott Thompson, (2015) “Consumer Judgments of Firm Integrity in Light of Firm-Initiated Relationship Ending,” in, Strong Brands, Strong Relationships, eds. Susan Fournier, Michael Breazeale, and Jill Avery, Routledge.
  • Scott, Maura L., Martin Mende, and Lisa E. Bolton (2013), "Are Consumers Judging the Book by Its Cover? How Consumers Decode Conspicuous Consumption Cues in Buyer-Seller Relationships," Journal of Marketing Research,50(3), 334-347.
  • Mende, Martin, Ruth N. Bolton, and Mary Jo Bitner (2013), "Decoding Customer-Firm Relationships: How Attachment Styles Help Explain Customers' Preferences for Closeness, Repurchase Intentions, and Changes in Relationship Breadth," Journal of Marketing Research, 50(1), 125-142.
  • Anderson, Laurel, Amy L. Ostrom, Canan Corus, Raymond P. Fisk, Andrew S. Gallan, Mario Giraldo, Martin Mende, Mark Mulder, Steven W. Rayburn, Mark S. Rosenbaum, Kunio Shirahada, and Jerome D. Williams (2013), "Transformative Service Research: An Agenda for the Future," Journal of Business Research, 66(8), 1203-1210.
  • Mende, Martin and Ruth N. Bolton (2011), "Why Attachment Security Matters: How Customers' Attachment Styles Influence Their Relationships with Service Firms and Service Employees," Journal of Service Research, 14(3), 285-301.
Interesting Facts

Dr. Mende is a native of Wuerzburg (state of Bavaria, Germany). He loves nature, enjoys sports, and taking road trips with his wife. Martin is an animal-lover, and also enjoys learning about different cultures, traveling, and reading.

Honors and Awards


  • Guest Co-Editor, Journal of Retailing, Special Section “The Future of Retail Frontline Management,” (forthcoming in 2019); with Stephanie M. Noble.
  • Winner, 2019 Outstanding Area Editor Award, Journal of the Academy of Marketing Science (JAMS)
  • Winner, 2017 Best Article Award, Journal of Service Research
  • Winner, “Emerging Service Scholar” Award 2017, AMA Service SIG
  • Winner, “Emerging Scholar” Award 2017, AMA Marketing & Society SIG
  • Winner, 2016 Best Reviewer Award, Journal of the Academy of Marketing Science (JAMS)
  • Emerald “2016 Citations of Excellence Award”
  • SERVSIG Best Paper 2015, Runner-Up (Highly Commended Article Award)
  • Finalist, 2011 Best Article Award, Journal of Service Research
  • Winner, 2008, Fisher IMS & AMA SERVSIG Dissertation Proposal Competition


  • Winner, 2018 FSU, College of Business Undergraduate Teaching Award
  • Winner, 2016 FSU, University-Wide Undergraduate Teaching Award
  • Nominee, 2016 FSU, College of Business, Undergraduate Teaching Award
  • Alpha Kappa Psi Professor of the Month (October), University of Kentucky, 2012