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Dr Anne Smith

Profile summary

  • Central Academic Staff
  • Reader in Marketing
  • The Faculty of Business and Law
  • The Open University Business School
  • Department for Strategy and Marketing
  • anne.smith

Professional biography

Anne completed her undergraduate and postgraduate degrees at the University of Manchester (UMIST). Previously she had worked in service industries (retail and telecommunications) which had sparked her interest in service quality and customer satisfaction, the subject of both her MSc and PhD theses. Before moving to the Open University in 2004 she held full time posts at the universities of Glasgow, the West Indies, Sheffield and Manchester.

Research interests

Her main research interests focus on services marketing and the principles and practice of social marketing. Studies have examined how consumers evaluate services (for example health, financial, education and retail) and the ways in which organisations design services. A major interest has been to examine how service design impacts on customers’ service quality evaluations, emotions, satisfaction and loyalty behaviours. Further work has addressed how these evaluations differ across cultures. She developed the concept of internal social marketing and examined the ways in which social marketing techniques can encourage pro-environmental behaviour within organisations. Most recently her research focus has turned to the process of value co-creation/co-destruction and the impact of customer behaviour on well-being. 

Her work has been published in a number of international journals including the Journal of Service Research, the European Journal of Marketing, the Journal of Business Research, the International Marketing Review, the Journal of Marketing Management, the Service Industries Journal, Long Range Planning and the European Management Journal.

Teaching interests

Anne’s main teaching interests are in the field of services marketing and management; social marketing; international marketing and business strategy. At the Open University she has developed the social marketing materials for ‘Marketing in Society’ (B324); Openlearn and CPD courses. She has written the marketing block for the new MBA (B716) and the service elements of previous courses. She also has extensive experience of teaching for professional qualifications and executive education and has taught in locations around the world.

Impact and engagement

Anne is a reviewer for a number of international journals and is on the editorial board of the European Management Journal. She has worked extensively with the National Social Marketing Centre (Customer Focus/Department of Health) as a member of the expert academic advisory group. She was also a member of the Expert Advisory Group to the Chartered Institute of Marketing for the development of a National Framework of Social Marketing Standards. She has worked with a number of orgnisations on internal social marketing programmes and trained the research executives of major UK market research agencies. 

Anne is visiting professor at the University of São Paulo (USP), Brazil and the Federal University of Santa Catarina (UFSC), Florianopolis, Brazil. She is currently developing research projects with academics from the two universities as well as delivering courses to their postgraduate students. She has extensive international management teaching experience and has delivered courses to full time students and practising managers in Azerbaijan, Barbados, Belgium, Brazil, China, Dubai, Hong Kong Malaysia, Jamaica, and Singapore.


Research Activity

Research groups

NameTypeParent Unit
Institute for Social MarketingInstituteThe Faculty of Business and Law
International Management Practice, Education and Learning ThemeThemeThe Faculty of Business and Law


The value co-destruction process: a customer resource perspective (2013)
Smith, Anne
European Journal of Marketing, 47(11/12) (pp. 1889-1909)
Environmentally responsible behaviour in the workplace: an internal social marketing approach (2012)
Smith, Anne M. and O'Sullivan, Terry
Journal of Marketing Management, 28(3-4) (pp. 469-493)
Assessing the impact of response styles on cross-cultural service quality evaluation: a simplified approach to eliminating the problem (2010)
Reynolds, Nina and Smith, Anne
Journal of Service Research, 13(2) (pp. 230-243)
Affect and cognition as predictors of behavioural intentions towards services (2009)
Smith, Anne and Reynolds, Nina
International Marketing Review, 26(6) (pp. 580-600)
Practices of strategising/organising: Broadening strategy work and skills (2006-12)
Whittington, Richard; Molloy, Eamonn; Mayer, Michael and Smith, Anne
Long Range Planning, 39(6) (pp. 615-629)
A cross-cultural perspective on the role of emotion in negative service encounters (2006-10)
Smith, Anne
Service Industries Journal, 26(7) (pp. 709-726)
New service development: a stakeholder perspective (2005)
Smith, Anne M. and Fischbacher, Moira
European Journal of Marketing, 39(9/10) (pp. 1025-1048)
Measuring cross cultural service quality: a framework for assessment (2002-10)
Smith, Anne M. and Reynolds, Nina L.
International Marketing Review, 19(5) (pp. 450-481)
Service design in the NHS: collaboration or conflict? (2001-11)
Smith, Anne M. and Fischbacher, Moira
Journal of Marketing Management, 18(9/10) (pp. 923-951)
Managing and marketing health services (2002-08-22)
Laing, Angus; Fischbacher, Moira; Hogg, Gillian and Smith, Anne
ISBN : 1861526784 | Publisher : Thomson Learning EMEA | Published : London, UK
Internal social marketing: lessons from the field of services marketing (2011)
Smith, Anne
In: Hastings, Gerard; Angus, Kathryn and Bryant, Carol eds. The Sage Handbook of Social Marketing (pp. 298-316)
ISBN : 9781849201889 | Publisher : Sage
International bank retailing: identifying cross-cultural differences in consumers service quality expectations (2003)
Smith, Anne
In: Bruce, Margaret; Moore, Christopher and Birtwistle, Grete eds. International retail marketing: a case study approach
ISBN : 750657480 | Publisher : Butterworth-Heinemann | Published : London, UK