Neslin, S., G. Ayala Taylor, K. Grantham, and K. McNeil (2013), “Overcoming the ‘Recency Trap’ in Customer Relationship Management,” Journal of the Academy of Marketing Science 4: 320-337.
Ailawadi, K., J. Luan, S. Neslin, and G. Ayala Taylor (2012), “The Impact of Retailers’ Corporate Social Responsibility on Price Fairness Perceptions and Loyalty,” Marketing Theory and Applications: Proceedings of The American Marketing Association’s 2012 Winter Educators Conference, Tampa, FL.
Taylor, G. Ayala and S. Neslin (2005), “The Current and Future Sales Impact of a Retail Frequency Reward Program.” Journal of Retailing.
Dellande, S. and G. Ayala Taylor (2004), “The Role of Provider Communication in External Customer Participation.” Health Marketing Quarterly.
White, T.B., G. Ayala Taylor and S. Dellande (2003), “Extrinsic and Intrinsic Motivators of Customer Participation in Compliance Dependent Services.” International Business & Economics Research Journal.
Taylor, G. Ayala and S. Long-Tolbert (2002), “Coupon Promotions in Quick-service Restaurants: Preaching to the Converted?” Cornell Hotel and Restaurant Administration Quarterly.
Hamer, L. O. and G. Ayala Taylor (2002), “The Customer as a Competitor: Key Drivers of Self-Production Decisions.” Proceedings of The American Marketing Association’s Winter Educators Conference, Austin, TX.
Taylor, G. Ayala (2001), “Coupon Response in Services.” The Journal of Retailing.
Perkins, L., K. Thomas, and G. Ayala Taylor (2000), “Recruiting and Advertising: Marketing to Minorities.” Psychology and Marketing.
Taylor, G. Ayala and M. Stamps (2000), "Advertising Modification Strategies: Appealing to Minority Consumers." In G. Zinkhan (Ed.), Advertising Research at the American Marketing Association.
Johnson, M., G. M. Zinkhan, and G. S. Ayala (1998), “The Impact of Outcome, Competency & Affect on Service Referral.” The Journal of Services Marketing.
Ayala, G. S., E. Staros, and J. J. West (1996), Marketing Quality in the Hotel Industry. In R. Teare, M. Olsen & E. Gummesson (Eds.), Service Quality in Hospitality Organizations. London: Cassel PLC.
Ayala, G. S. and K. V. Henderson (1995), “Interactive Kiosks and Their Effects on Services Marketing: A Call for Further Research.” Journal of Retailing and Consumer Services.
West, J. J., G. S. Ayala, and E. Staros (1995), “Quality Service as a Differentiation Strategy.” Proceedings of the 26th Annual Decision Sciences Institute, Boston, MA.
Sonner, B. S., G. S. Ayala, and R.W. Mizerski (1995), “A Comparison of the Responsiveness of Male Shoppers versus Female Shoppers to Sales Promotions.” Proceedings of the Southern Marketing Association’s 1995 Annual Conference, Orlando, FL.
Ayala, G. S., R. W. Mizerski, and B. S. Sonner (1994), "An Investigation Into Income Effects on Coupon Redemption." Marketing Science: Theory and Practice Proceedings of the 1994 Conference of the Atlantic Marketing Association.
WORKING PAPERS
“Going from “Me” to “We”: Customer Controlled Co-production” with Kimberly Grantham and Kimberly McNeil.
“Implementing Category Management: Customer-Value-Based Measures and Models of Category Value and Brand Value,” with Leigh McAlister.
“Services Switching Anxiety: Understanding Consumers’ Reaction to Involuntary Switching,” with Inger Roos, Merlyn Griffiths, and Lawrence Hamer.
PRESENTATIONS
Ailawadi, K., J. Luan, S. Neslin, and G. Ayala Taylor (2012), “The Impact of Retailers’ Corporate Social Responsibility on Price Fairness Perceptions and Loyalty,” The American Marketing Association’s Winter Educators conference, Tampa, FL.
Taylor, G. Ayala and Leigh McAlister (2009) “CRM Using Grocery Scanner Data,” American Marketing Association Sheth Doctoral Consortium, Atlanta, GA.
McAlister, Leigh and G. A. Taylor, (2007) “Linking a Brand’s Value to the Value of Its Customers: Manufacturer’s Perspective vs. Retailer’s Perspective,” Marketing Science Conference, Singapore.
Taylor, Gail Ayala, Scott A. Neslin, (2007) “The Current and Future Sales Impact of a Retail Frequency Reward Program,” The American Marketing Association Winter Educator’s Conference, San Diego, CA.
Cano, C., R. Riggle, M. Stamps and G. Ayala Taylor, (2006) “En Fuego: The Hispanic Consumer Market,” 2006 AMA Winter Educator’s Conference, St. Petersburg, FL.
Taylor, G. Ayala, J. Williams and M. Stamps, (2005) “Financial Services: Advertising Modification Strategies to Reach Multicultural Markets,” AMA SERVSIG’s 2005 International Conference, Singapore.
Taylor, G. Ayala, L. Hamer and I. Roos, (2004) “Service Switching Anxiety: Understanding Consumer’s Reaction to Involuntary Switching,” The Ninth Quality in Services Symposium, QUIS 9. Karlstad, Sweden.
Taylor, G. Ayala, J. Williams and L. Foster-Johnson, (2004) “Organic Foods: Using Purchasing Data to Investigate Income and Ethnicity Effects,” Center for Brand Research's Conference, "Niche Lifestyles and Branding.” Washington, D.C.
White, T. B., G. Ayala Taylor and S. Dellande, (2003) “Extrinsic and Intrinsic Motivators of Customer Participation in Compliance Dependent Services,” The 2003 European Applied Business Research Conference, Venice, Italy.
Dellande, S, L. O. Hamer and G. Ayala Taylor, (2001) “The Role of Consumer Self-Expectations in Compliance Motivation,” Tenth annual AMA Frontiers in Services Conference, Washington, D.C.
Stamps, M., G. Ayala Taylor and C. Cano, (2001) “To Target or Not: Advertising Strategies in Black, White and Hispanic Magazine,” American Marketing Association’s Summer Educators Conference, Washington, D.C.
Taylor, G. Ayala, Lawrence Hamer and Leila Borders, (2001) “The Impact of Involuntary Switching on Consumer’s Subsequent Purchase Behavior,” 2001 AMA/SERVSIG Conference in Sydney, Australia.
Taylor, G. Ayala and Miriam Stamps, (2000) “Ad Modification Strategies: Appealing to Minority Consumers,” The Society for Marketing Advances’ annual conference, Orlando, Florida.
Taylor, G. Ayala, (2000) "Sales Promotion in Service Industries: A Neglected Area of Research," The American Marketing Association's 2000 International Educators Conference, Buenos Aires, Argentina.
Taylor, G. Ayala and Stephanie Dellande, (2000) "A Classification and Investigation of Compliance Dependent Services," The American Marketing Association's 2000 International Educators Conference, Buenos Aires, Argentina.
Dellande, S. and G. Ayala Taylor, (2000) "The Customer Has Left the Building: Provider Communication and Customer Compliance" poster presentation at The Marketing and Public Policy Conference, Washington, D.C.
Taylor, G. Ayala, L.O. Hamer, L. Borders, (1999) "Services Separation Anxiety: The Result of Involuntary Switching Behavior." Eighth Annual Frontiers in Services Conference, Vanderbilt University, Nashville, Tennessee.
Dellande, S. and G. Ayala Taylor, (1999) "The Customer Has Left the Building: Provider Communication and Customer Compliance." Eighth Annual Frontiers in Services Conference, Vanderbilt University, Nashville, Tennessee.
Hamer, L. O. and G. Ayala Taylor, (1998) “The Effect of Credibility Cues on Consumer Perceptions of Quality and Satisfaction.” Seventh Annual Frontiers in Services Conference, Vanderbilt University, Nashville, Tennessee.
Ayala, G. S. and M. Stamps, (1998) “Advertising Modification Strategies: Appealing to the Minority Consumer.” American Marketing Association Advertising SIG mini-conference at the AMA Winter Educators Conference, Austin, Texas.
Ayala, G. S., L. O. Hamer, and E. Day, (1997) “Self-Provision of Services: The Consumer as a Primary Competitor.” Sixth Annual Frontiers in Services Conference, Vanderbilt University, Nashville, Tennessee.
ACADEMIC CASES
Taylor, G. Ayala (2014), “Dartmouth Coach: Managing Service Growth Challenges”
Taylor, G. Ayala, (2006), “Northern Trust – Growing a Service Brand”
RESEARCH IN PROGRESS
“Examining the Effectiveness of Nontraditional Long-Term Promotions”
“Consumer Stockpiling: A Retailer’s Secret Weapon?”