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Jana Bowden

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Photo of Jana Bowden
  • Title: Doctor
  • Position: Senior Lecturer - Department of Marketing and Management
  • Qualifications: BMgt Mkt(UniSA); BMgt Hrm(UniSA); MMgt Mkt (MGSM Macq.); PHD(Macq.)

Contact Details

Areas of Expertise

Customer Engagement - Service Sector

  • Customer-brand relationships
  • Relationship development - orientation, appeal, triggers, strength
  • Customer loyalty and disloyalty
  • Customer delight and emotions
  • Customer service
  • Relationship marketing

Higher Education - Management & Marketing

  • Customer-focused orientation
  • Co-creation of the student experience
  • Student retention
  • Satisfaction, affective commitment and bonding
  • Relationship marketing
  • Service quality
  • First Year Experience

Profile

Dr. Jana Bowden holds two Bachelor degrees from the University of South Australia, a Masters of Management from MGSM (Macquarie Graduate School of Management) and a Doctorate in Marketing from Macquarie University. Jana is a Senior Lecturer in Marketing at Macquarie University where she teaches Services Marketing, Marketing Fundamentals and Consumer Behaviour.

Her research focus is on customer engagement and disengagement in the service sector including; the nature and hallmarks of CE/CD, the triggers for development and decline of CE/CD, the drivers of CE/CD, the context specificity of CE/CD and the interrelationship between the two. To date she has explored CE in the hospitality, banking, retail, transport, telecommunications and community services sectors.

Jana has published in a range of journals including the Journal of Marketing Theory & Practice, Journal of Marketing Management, Marketing Intelligence and Planning, Asia Pacific Journal of Marketing & Logistics, and the Journal of Hospitality Marketing & Management to name a few.

For her teaching at Macquarie University, Jana was awarded a Faculty award for teaching excellence in 2009. She then received the Vice Chancellor's Citation for Outstanding Contribution to Student Learning in 2010. In 2011 Jana was awarded one of ten national level early career teacher awards by the Australian Learning and Teaching Council. She received a Citation for Outstanding Contributions to Student Learning.

For her research Jana was awarded the Dean's Excellence award in the Early Career Research category in 2012 for her services marketing publication output.

Prior to her academic career Jana worked in the market research consultancy and pharmaceutical marketing sectors.

Education

  • Doctor of Philosophy (PhD): Marketing (Macquarie University)
  • Master of Management: Marketing (Macquarie Graduate School of Management)
  • Bachelor of Management: Marketing & Human Resource Management (University of South Australia)

Research grants

  • 2013-2016 Full-Time MQRES PhD Scholarship Appointment: Customer Engagement & Community Perceptions within Council services (jointly awarded by the DVC Research and Prof R.Howitt as Director of the MQ University - Ryde Futures Partnership)
  • 2012 Enterprise Partnership Grant $65,000: Customer Engagement & Community Perceptions of the City of Ryde Council (jointly funded by the City of Ryde & Macquarie University)
  • 2012 Learning & Teaching LEAD Grant $9,500: International Students Perceptions of Service Quality in Higher Education (with M. Chavan and E. Lundmark)
  • Learning & Teaching LEAD (Learning & Teaching) Grant $4000: Technological Engagement as a Mechanism for Value Co-creation and Student Satisfaction in Higher Education (with Steven D'Alessandro)
  • Macquarie University New Staff Grant $16, 000: Loyalty to disloyalty - A Conceptual Framework & Measurement Approach in the Service Sector

Research awards

  • 2012 Dean's Excellence Award for Research Excellence (Early Career Research) – Faculty of Business & Economics: Award title: "As an early career researcher, Jana has published 4 publications in Services Marketing in 2011 on top of her teaching, research projects and commitment to the student's first year experience.
  • 2011 Australian Learning and Teaching Council (ALTC) Citation for Outstanding Contributions to Student Learning (one of ten awards for Early Career Teachers). Citation title: "For developing a highly interactive, collaborative teaching culture that actively fosters the co-creation of knowledge, stimulates student curiosity and encourages engagement with the marketing environment".
  • 201 MQ Awards for Teaching Excellence: Vice-Chancellor's Citations for Outstanding Contribution to Student Learning
  • 2009 Faculty Award for Learning & Teaching: Enhancement of student experience & significant contribution to the quality of student learning in Marketing Fundamentals MKTG101

Publications

journal toggle icon open Refereed Journal Articles

  • Bowden, J., Gabbott, M., & Naumann, K. "Service Relationships and the Customer Disengagement - Engagement Conundrum", Journal of Marketing Management (forthcoming).
  • Chavan, M., Bowden, J., Lundmark, E., Zwar, J. "Domestic Vs International Asian students Expectations and Perceptions: Higher Education Service Experience", Journal of International Education in Business (forthcoming).
  • D. Moore & Bowden, J. "An appealing connection - The role of relationship marketing in the attraction and retention of tertiary students in an Australian context", Asian Social Science (Special Issue), 8 (14). 
  • Bowden, J. (2013), "What's in a Relationship? Affective Commitment, Bonding and the First Year Experience", Asia Pacific Journal of Marketing & Logistics, 25(3).
  • Bowden, J. Dagger, T. & Elliott, G. (2013) "Engaging Customers for Loyalty in the Restaurant Industry: The Role of Satisfaction, Trust, and Delight", Journal of Foodservice Business Research, 16 (1), pp. 52-75
  • Bowden, J. & S. D'Alessandro, 2011. "Co-creating Value in Higher Education: The Role of Interactive Classroom Response Technologies", Asian Social Science (Special Issue), 7 (11), pp. 35-49.
  • Bowden, J. & Wood, L. 2011 "Sex Doesn't Matter - The Role of Gender in the Formation of Student-University Relationships", Journal of Marketing for Higher Education, 21 (2), pp. 133-156.
  • Bowden, J. 2011. "Engaging the Student as a Customer: A Relationship Marketing Approach", Marketing Education Review, 21 (3), pp. 211
  • Bowden, J. & Dagger, T. 2011 "To Delight or Not to Delight? An Investigation of Loyalty Formation in the Restaurant Industry", Journal of Hospitality Marketing & Management, Vol. 20, No.5, p. 501-524
  • Bowden, J. 2009, "Customer engagement - A framework for assessing customer-brand relationships: The case of the restaurant industry", Journal of Hospitality Marketing & Management Vol. 18, No. 6, pp. 574-596
  • Bowden, J., 2009, "The process of customer engagement: a conceptual framework," Journal of Marketing Theory and Practice, Vol. 17, No. 1, pp.63
  • Bowden, J. & Corkindale, D. 2005, "Identifying the initial target consumer for innovations: An integrative approach", Marketing Intelligence & Planning, Vol. 23, No. 6, pp. 562-573

publications toggle icon open Industry Publications

  • Bowden, J. 2009, "A solid relationship: The customer engagement imperative & the new approach to customer-brand bonding," Communique Magazine BMW Motors (SA), Autumn, pp. 36-37.
  • Bowden, J., 2008, "Engagement: Old wine in a new bottle?," Admap, Vol. 496, pp. 43-45.
  • Bowden, J. 2006, Marketing Plan: Fruitburst Ultrajuice, p. 455-471 In W. Pride, S. Rundle-Thiele, D Waller, G. Elliott, A. Paladino, O. Ferrell, "Marketing Core Concepts & Applications", John Wiley & Sons: Milton, QLD

reports toggle icon open Consultancy Reports

  • 2012 City of Ryde Qualitative Report: Community perceptions, attitudes, opinions and customer engagement (Funded via an Enterprise Partnership Grant $65k)

conference toggle icon open Conferences and Presentations

  • "Conceptualising customer engagement, disengagement and wellbeing within local government services: A transformative service approach", Invited presentation, Customer engagement and interactivity workshop, July 2014, University of Adelaide, South Australia with K. Naumann *Paper invited for inclusion as a book chapter on customer engagement
  • "The Process of customer engagement, self-brand connections and loyalty within hedonic and utilitarian services," Australian and New Zealand Marketing Academy Conference, December 2013,  Auckland, New Zealand with K. Naumann
  • "Us versus Them : the operation of customer engagement and customer disengagement within a local government service setting", Australian and New Zealand Marketing Academy Conference, December 2013, Auckland, New Zealand with K. Naumann
  • "The process of customer engagement, self-brand connections and loyalty within hedonic and utilitarian services", 3rd International Consumer-Brand Relationship Colloquium, Rollins College, September 2013, Florida with K. Naumann *Best Paper award
  • "Exploring the positive and negative aspects of customer-brand relationships: Why disengagement matters", World Marketing Congress, Academy of Marketing Science, July 2013, Melbourne, Australia with M.Gabbott
  • "An appealing connection - The role of relationship marketing in the attraction and retention of students in an Australian tertiary context ", World Marketing Congress, Academy of Marketing Science, July 2013, Melbourne, Australia with D.Moore
  • "What's in a relationship? Affective commitment and the First Year Tertiary Experience," Expanding Horizons Learning & Teaching Symposium, Macquarie University, Sydney, Australia, September 2012.
  • "An appealing connection - The role of relationship marketing in the attraction and retention of tertiary students in an Australian context", Expanding Horizons Learning & Teaching Symposium, Macquarie University, Sydney, Australia, September 2012, with D. Moore.
  • A delightful experience? The role of delight in loyalty formation, Proceedings of the Australian and New Zealand Marketing Academy, Perth, Australia, November 2011, with T. Dagger
  • The student as customer. Relationship management in higher education, Proceedings of the Australian and New Zealand Marketing Academy, Perth, Australia, November 2011.
  • "The Dynamics of Customer Engagement: Does Service Experience Matter?" Invited Presenter - Special Session: Enhancing Service Design and Experience through Co-creation and interactivity, Global Conference on Service Excellence, Service Innovations - Creating Sustainable Growth, July 2010, Singapore Management University, Singapore
  • "Earning Customer Loyalty: The Role of Satisfaction, Trust & Delight," World Marketing Congress, Academy of Marketing Science, July 2009, Oslo, Norway, with T. Dagger & G. Elliott.
  • "Is it enough to satisfy or should we be engaging?" Conference Poster Presentation, Proceedings of ANZMAC, December 2006, Faculty of Business, Queensland University of Technology, Brisbane, Australia
  • "The process of consumer engagement: A conceptual framework," Proceedings of the 41st Academy of Marketing, July 2007, Kingston Business School, Kingston University, Egham, Surrey, London
  • "Customer engagement: a diagnostic framework for assessing customer-brand relationships," Proceedings of the 17th International Colloquium on Relationship Marketing, Relationship marketing summit, December 2007, Universidad Torcuato Di Tella, Buenos Aires, Argentina
  • "Segmenting customer-brand relationships: the process of customer engagement," Proceedings of ANZMAC, December 2007, School of Business, University of Otago, Dunedin, New Zealand

Professional Membership

  • of: Australian & New Zealand Marketing Academy, Australia/New Zealand
  • of: UK Academy of Marketing, United Kingdom

Affiliations / activities

Professional Affiliations

  • Australia & New Zealand Marketing Academy
  • UK Academy of Marketing

Invited Reviewer for the following Journals:

  • European Journal of Marketing
  • Journal of Hospitality Marketing & Management
  • Studies in Higher Education
  • Tourism Management

Editorial Review Board Member(journal):

  • Marketing Education Review

Faculty services:

  • Academic Standards and Quality Committee ASQC, Standing committee of the Academic Senate - Alternate Representative - Faculty of Business & Economics, Macquarie University 2011
  • Faculty Research Committee - Early Career Researcher Representative, Faculty of Business & Economics, Macquarie University 2009-present
  • Faculty Disciplinary Committee - Faculty of Business & Economics, Macquarie University 2010-present
  • Teaching Academy chaired by the Deputy Vice Chancellor - Macquarie University 2011-present
  • First Year Experience Committee chaired by the Pro Vice Chancellor - Macquarie University 2010-2011 
  • Vice-Chancellor's Teaching Award Selection Committee chaired by the Deputy Vice Chancellor - Macquarie University 2011-present

Media Mentions

  • Photo relating to Jana Bowden-Everson comments in article Jana Bowden-Everson comments in article "Why fit is the new fashion"

    • Publication: Sydney Morning Herald
    • Story: Why fit is the new fashion
    • Date: 7 October 2013
    • Author: Melissa Shedden

    Excerpt: “This is about self-identity, not insecurity,” says Dr Jana Bowden-Everson, a senior lecturer in marketing at Macquarie University. “Today's woman has many roles. She is a mother, homekeeper, employee, among many, and she wants to see herself as someone who can lead a fast-paced, highly mobile, massively organised, full life. Consumption of brands is deliberate – it is about sustained image construction and management – and our brand choice fulfils our needs for self-esteem and identity."

    Read the full article

Postgraduate Supervision

Postgraduate Research Students

Current PhD 2012 - Primary Supervisor, Ms Kay Naumann; Title: The dual roles of customer Engagement and Disengagement; and the moderating effect of network type within Local Government Services

Research Students

Completed Honours 2012, Kay Naumann; Awarded a First Class Grade. Title: Exploring the operation of customer engagement across multiple service sectors.

Completed Honours 2011, Duncan Moore; Title: Understanding the role of relationship orientation on relationship marketing outcomes in the Australian higher education sector.

Research Interests

Dr Bowden's research interests are in the broad areas of services marketing, consumer behaviour and relationship marketing. This includes a focus on customer engagement, customer-brand relationships, customer loyalty and customer satisfaction. Her research interests also extend to the study of consumption emotions and their effect on relationship marketing outcomes. Her research has focused on the hospitality industry. She is presently extending her expertise to the broader service sector to investigate the triggers and the process of customer disloyalty within the telecommunications, and banking industry. Jana has also begun to explore co-creation of services within the tertiary education context. This has included an investigation of the role of student-university relationships in building loyalty and engagement, and the role of technology as a value creator within the student experience.

Teaching Interests

  • Marketing Fundamentals (Introductory Marketing)
  • Services Marketing
  • Consumer Behaviour
  • Customer Relationship Management

Lecturing and Unit Coordination

  • Services Marketing MKTG808 Postgraduate
  • 2009 - present: Marketing Fundementals MKTG101
  • 2007- present: Services Marketing MKTG207

Overview of Academic Employment

  • 2013 Appointed to Senior Lecturer in Marketing (continuing), Macquarie University
  • 2009 appointed Lecturer in Marketing (Continuing), Macquarie University
  • 2006 Faculty Scholarship - Doctoral program, Macquarie University