Dr. Gwinner's main research stream focuses on improving and managing the performance of front-line, customer-contact employees. Specifically, he is examining issues dealing with the real-time interaction between front-line service employees and consumers.
A secondary research interest involves sports marketing issues. To date, Gwinner's research and publications on this topic have focused on understanding the brand image implications of sporting event sponsorship.
Current Research & Consulting Projects
- Does Sponsorship Elicit Gratitude from Sport Spectators: The Mediating Role of Sponsor Motivation
- Drivers and Consequences of Customer Relationship Benefits: A Meta-Analysis
Areas of Teaching
- Marketing management, MBA, marketing strategy, services marketing, sports marketing
