Research

Publications

  • Taylor, G. Ayala, S. Neslin, K. Grantham and K. R. McNeil (2014), “Recognizing the Real Estate Recency Trap,” Keller Center Research Report, Dec, 7 (4).
  • Ailawadi, K., J. Luan, S. Neslin, and G. Ayala Taylor (2014), “Does Retailer CSR Enhance Behavioral Loyalty: A Case for Benefit Segmentation,” International Journal of Research in Marketing.
  • 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?”