Christian Grönroos (born 16 January 1947) is a Finnish academic focused on service and relationship marketing. His research interest is to "develop marketing based on a service logic: promise management and marketing; transforming manufacturing into service business."
Dr. Christian Grönroos is since 1999 Professor of Service and Relationship Marketing (prior to that 1984–1999 Professor of International and Industrial Marketing) at
Hanken School of Economics
Hanken School of Economics (Swedish language, Swedish: ''Svenska handelshögskolan,'' also known as Hanken) is a business school in Finland with two locations, Helsinki and Vaasa. Founded in 1909, it is the oldest business school in Finland, and o ...
Finland (Svenska handelshögskolan) and chairman of the board of the research and knowledge centre CERS Centre for Relationship Marketing and Service Management of this business university. He is an Honorary Professor at
Nankai University
Nankai University (NKU or Nankai; ) is a national public research university located in Tianjin, China. It is a prestigious Chinese state Class A Double First Class University approved by the central government of China, and a member of th ...
Oslo School of Management
Kristiania University College is an educational institution in Norway organized through the Ernst G. Mortensen foundation. As of 2022, Kristiania has approximately 19 000 students and provides higher education in Oslo, Bergen and online.
Krist ...
, Norway. Between 2001 and 2007 he served as Guest Professor of Service Management at
Lund University
, motto = Ad utrumque
, mottoeng = Prepared for both
, established =
, type = Public research university
, budget = SEK 9 billion – the first one outside North America – and his research work will be compiled and featured in the forthcoming "Legends in Marketing" Series, edited by Dr. Jagdish Sheth (Series Editor) and published by the Sage Publications. Other marketing scholars featured as Legends include
Richard Bagozzi
Richard Bagozzi is an American marketing theorist, consumer psychologist, and the Dwight F. Benton Professor of Behavioral Science in Management at Ross School of Business, University of Michigan. He is one of the most cited scholars in Marketing ...
, Shelby Hunt,
Philip Kotler
Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University ( ...
, V. Kumar, Naresh Malhotra, Jagdish Sheth, Yoram Wind, and Gerald Zaltman.
Definitions and models
*
Service
Service may refer to:
Activities
* Administrative service, a required part of the workload of university faculty
* Civil service, the body of employees of a government
* Community service, volunteer service for the benefit of a community or a pu ...
: "A service is a process that consist of activities that are more or less tangible. The activities are usually but not necessarily always taking place in the interaction between a customer and service personnel, and/or physical resources or products and/or the system of the service provider. The service is a solution to a customer's problem." (2002)
*Total perceived quality (2002)
His last definition of marketing (2006)
"Marketing is a customer focus that permeates organizational functions and processes and is geared towards making promises through value proposition, enabling the fulfilment of individual expectations created by such promises and fulfilling such expectations through support to customers' value-generating processes, thereby supporting value creation in the firm's as well as its customers' and other stakeholders' processes."