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The W. P. Carey School has established a scholarship in Mary Jo Bitner’s name to mark the long tradition of services marketing education and research at ASU.

Bitner is a pioneering researcher and one of the founders of the global service marketing discipline. She was a leader in the emergence of the W. P. Carey School, through its Center for Services Leadership, as a prominent international hub for services marketing education, executive programs and research. Bitner committed her career to studying and writing about customer satisfaction in service encounters, customer-employee interactions, servicescapes and technology-delivered service. She is also co-author of a leading textbook on services marketing used around the world.

For over three decades, Bitner taught service marketing courses to hundreds of graduate students, including MBA and PhD students. Her graduate students have gone on to be service business leaders across industries and award-winning academics within the service marketing discipline. This scholarship continues her legacy at W. P. Carey and her passion for service and dedication to the students in the program.