dr. sc. Thomas Baker

Dr. Thomas L. Baker is a Professor of Marketing at the University of Alabama where he also the PhD Program Coordinator. Prior to being at Alabama, he was at Clemson University (2006-2013), the University of North Carolina Wilmington (1994-2006), and the University of Akron (1989-1994). He was granted his PhD from Florida State University.

Dr. Baker’s research has been published in the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Industrial Marketing Management, Journal of Business Research, and Journal of Personal Selling and Sales Management among others. Dr. Baker is currently Associate Editor at the Journal of Service Research and the International Journal of Management Reviews He is also on the Editorial Review Board for the Journal of the Academy of Marketing Science.

Dr. Baker’s research interests fall broadly within the area of Services Marketing, particularly as it relates to the management of service failures and recovery as well as the management of interactions between front line employees and customers.

In addition to affiliations with the institutions named above, Dr. Baker has been a visiting lecturer at the Manchester Business School, Zagreb School of Business and Economics, the Barcelona Management Institute, the University of Liverpool, and Royal Holloway University. He has conducted Executive Education programs in Zagreb (Croatia), Sarajevo (Bosnia), and Riga (Latvia).


  1. Lindsey-Hall, Kristina K., Susana Jaramillo, Thomas L. Baker, and Julian M. Arnold, “Authenticity, Rapport, and Interactional Justice in Frontline Service:  The Moderating Role of Need for Uniqueness,” forthcoming in the Journal of Service Marketing.
  2. Alhouti, Sarah, Scott A. Wright, and Thomas L. Baker (2021), “Customers Need to Relate: The Conditional Warm Glow Effect of CSR on Negative Customers Experiences,” Journal of Business Research, 124, 240-253.
  3. Baker, Thomas L., Simos Chari, Ahmad Daryanto, Julija Dzenkovska, Kemefasu Ifie, Bryan A. Lukas, Gianfranco Walsh (2020), “Discount Venture Brands: Self-congruity and Perceived Value-for-Money?,” Journal of Business Research, 116, 412-419.
  4. Abosag, Ibrahim, Zahy B. Ramadan, Thomas L. Baker, and Zhongqui Jin (2020), “Customers’ Need For Uniqueness Theory Versus Brand Congruence Theory:  The Impact on Satisfaction With Social Network Sites,” Journal of Business Research, 117, 862-872.
  5. Rapp, Adam, Tom Baker, Nathaniel N. Hartman, and Michael Ahearne (2020), “The Intersection of Service and Sales:  The Increased Importance of Ambidexterity,” Journal of Service Research, 23 (1), 8-12.
  6. Alhouti, Sarah, Scott A. Wright, and Thomas L. Baker (2019), “Responding to Service Failures With Prevention Framed Donations,” Journal of Services Marketing, 33 (5), 547-556.
  7. Panagopoulos, Nikolaos, Bryan Hochstein, Michael Pimentel, and Thomas L. Baker (2018), “Boosting Sales Force Morale in Highly Dynamic, Complex Markets: The Role of Job Resources,” Industrial Marketing Management, 74 (October), 237-253.
  8. Beitelspacher, Lauren, Thomas L. Baker, Adam Rapp, and Dhruv Grewal, (2018) “Understanding the Long-Term Implications of Retailer Returns in Business-to-Business Relationships,” Journal of the Academy of Marketing Science, 46 (1), 252-272.
  9. Benoit, Sabine, Thomas L. Baker, Ruth N. Bolton, Thorsten Gruber, and Jay Kandampully (2017), “A Triadic Framework for Collaborative Consumption (CC):  Motives, Activites, and Resources & Capabilities of Actors,” Journal of Business Research, 79, 219-227.
  10. Ibrahim Abosag, Thomas L. Baker, Kristina Lindsey Hall, Aliki-Dimitra Voulgari, and Xiaoyuan Zheng (2017), “Antecedents and Consequences of Liking in Service Relationships in China and Greece,” International Marketing Review, 26 (3), 566-578.
  11. Rapp, Adam, Thomas L. Baker, Dan Bachrach, Jessica Ogilvie, and Lauren Skinner Beitelspacher (2015), “Perceived Customer Showrooming Behavior and the Effect on Retail Salesperson Self-Efficacy and Performance,” Journal of Retailing, 91 (2), 358-369.
  12. Rapp, Adam, Raj Agnihotri, Thomas L. Baker, and James ‘Mick” Andzulis (2014), “Competitive Intelligence Collection and Use by Sales and Service Representatives: How Managers’ Recognition and Autonomy Moderate Individual Performance,” Journal of the Academy of Marketing Science, 43 (May), 357-374.
  13. Baker, Thomas L., Adam Rapp, Tracy Meyer, and Ryan Mullins (2014), “The Role of Brand Communications on Front Line Service Employee Beliefs, Behaviors, and Performance,” Journal of the Academy of Marketing Science, 42 (November), 642-657.
  14. Meyer, Tracy and Thomas L. Baker (2014), “Explanation Information and Source in Service Recovery Initiatives,” Journal of Services Marketing, 28 (4), 311-318.
  15. Baker, Thomas L., Tracy Meyer, and Jean-Charles Chebat (2013), “Cultural Impacts on Felt and Expressed Emotions and Third Party Complaint Relationships,” Journal of Business Research, 66 (July), 816-822.
  16. Rapp, Adam, Lauren Skinner Beitelspacher, and Thomas L. Baker (2012), “The Differing Effects of Technology on Inside vs. Outside Sales Forces to Facilitate Enhanced Customer Orientation and Interfunctional Coordination,” Journal of Business Research, 65 (August), 929-936.
  17. Rapp, Adam, Raj Agnihotri, and Thomas L. Baker, (2011) “Conceptualizing Salesperson Competitive Intelligence:  An Individual Level Perspective,” Journal of Personal Selling and Sales Management, 31 (2), 141-155.
  18. Andrews, Martha C, Thomas L. Baker, and Tammy G. Hunt (2011), “Values and Person-Organization Fit:  Does Moral Intensity Strengthen Outcomes?” Leadership and Organizational Development Journal, 32 (1), 5-19.
  19. Baker, Thomas L. and Tracy Meyer (2011), “White Response to Potentially Discriminatory Actions in a Services Setting,” Psychology and Marketing, 28 (February), 188-204.
  20. Meyer, Tracy and Thomas L. Baker (2010), “The Influence of the Racial Mix of Other Customers on Black Consumer’s Anger Following from a Plausibly Prejudicial Service Failure,” Journal of Marketing Theory and Practice, 18 (4), 361-376.
  21. Baker, Thomas L., Tracy Meyer, and James D. Johnson (2008), “Individual Differences in Perceptions of Service Failure and Recovery:  The Role of Race and Discriminatory Bias,” Journal of the Academy of Marketing Science, 36 (Winter), 552-564.
  22. Andrews, Martha C., Thomas L. Baker, and Tammy G. Hunt (2008), “The Interactive Effects of Centralization on the Relationship Between Justice and Satisfaction,” Journal of Leadership and Organizational Studies, 15 (2), 135-144.
  23. Baker, Thomas L., Tammy G. Hunt, and Martha C. Andrews (2006), “Promoting Ethical Behavior and Organizational Citizenship Behaviors:  The Influence of Corporate Ethical Values,” Journal of Business Research, 59 (July), 849-857.
  24. Baker, Thomas L. and Tammy G. Hunt (2003), “An Exploratory Investigation Into the Effects of Team Composition on Moral Orientation,” Journal of Managerial Issues, 15 (Spring), 106-119.
  25. Siguaw, Judy A., Thomas L. Baker, and Penny M. Simpson (2003), “Preliminary Evidence on the Composition of Relational Exchange and Its Outcomes:  The Distributor Perspective,” Journal of Business Research, 56, 311-322.
  26. Baker, Thomas L., James B. Hunt, and Lisa L. Scribner (2002), “The Effect of Introducing a New Brand on Consumer Perceptions of Current Brand Similarity:  The Roles of Product Knowledge and Involvement,” Journal of Marketing Theory and Practice, 10 (Fall), 45-58.
  27. Hightower, Roscoe, Jr., Michael K. Brady, and Thomas L. Baker (2002), “Investigating the Role of the Physical Environment in Hedonic Service Consumption:  An Exploratory Study of Sporting Events,” Journal of Business Research, 55 (September), 697-707.
  28. Simpson, Penny M., Judy A. Siguaw, and Thomas L. Baker (2001), “A Model of Value Creation:  Supplier Behaviors and Their Impact on Reseller-Perceived Value,” Industrial Marketing Management, 30 (February), 119-134.
  29. Simpson, Penny M., Thomas L. Baker and Judy A. Sigauw (1999), “An Investigation Into Potential Moderation Effects of the Relationship Between Actual and Perceived Market Orientation,” Journal of Marketing Channels, 7 (1/2), 95-120.
  30. Baker, Thomas L., Tammy G. Hunt, and Jon M. Hawes (1999), “Marketing Strategy and Organizational Culture:  A Conceptual and Empirical Integration,” Journal of Marketing Management 9 (Summer/Fall), 32-46.
  31. Baker, Thomas L., Penny M. Simpson, and Judy A. Siguaw (1999), “The Impact of Suppliers’ Perceptions of Reseller Market Orientation on Key Relationship Constructs,” Journal of the Academy of Marketing Science, 27 (Winter), 50-58.
  32. Siguaw, Judy A., Penny M. Simpson, and Thomas L. Baker (1998), “Effects of Supplier Market Orientation on Distributor Market Orientation and the Channel Relationship:  The Distributor Perspective,” Journal of Marketing, 62 (July), 99-111.
  33. Taylor, Steven A. and Thomas L. Baker (1994), “An Assessment of the Relationship Between Service Quality and Consumer Satisfaction in the Formation of Consumers’ Purchase Intentions,” Journal of Retailing, 70 (Summer), 163-179.
  34. Cronin, J. Joseph, Jr., Thomas L. Baker and Jon M. Hawes (1994), “An Assessment of the Role Performance Measurement of Power-Dependency in Marketing Channels,” Journal of Business Research, 30 (July), 201-210.
  35. Hawes, Jon M., C.P. Rao, and Thomas L. Baker (1993), “Retail Salesperson Attributes and the Role of Dependability in the Selection of Durable Goods,” Journal of Personal Selling and Sales Management, 13 (Fall), 1-11.
  36. Baker, Thomas L. and Jon M. Hawes (1993), “The Relationship between Strategy and Structure within Channel Dyads,” Journal of Marketing Channels, 2 (4), 83-97.
  37. Hawes, Jon M., Thomas L. Baker, and James T. Strong (1993), “Building ExchangeRelationships:  Perceptions of Sales Representatives’ Performance,” Psychological Reports, 72 (April), 607-14.