Stephanie Noble

Stephanie Noble

Department: Marketing

Title: Proffitt's Professor in Marketing and William B. Stokely Faculty Research Fellow

Consumer Behavior and Decision Making, Marketing Research, Marketing Strategy

2001 University of Massachusetts, Ph.D., Marketing

1995 Arizona State University, M.S.,

1993 Arizona State University, B.A., Psychology

Back in the 1980s there was a show called “Fight Back with David Horowitz.” Viewers would write into the show with product claims they wanted David Horowitz to test. For example, could Glad trash bags really not break after being kicked down a flight of stairs or having an elephant step on it? Could a Timex watch really keep on ticking after being submerged in water? These were the types of product claims this show tested. As a child, Stephanie would write in weekly to put product claims to the test. Her love for testing ideas can probably be traced back to this show. Stephanie still loves testing ideas, but instead of testing advertising claims she now studies and tests customer experiences in retailing and service settings.

Stephanie enjoys travelling. She studied abroad in England and enjoyed backpacking around England, Scotland, Ireland, Western and Eastern Europe. More recently she has explored Egypt, China, Alaska, Cuba, and Kenya. Some of her favorite/most interesting places include the Romantic Road and Neuschwanstein castle in Germany, Anne Frank’s house in Amsterdam, Old City Prague, the Pyramids and Abu Simbel in Egypt, and the Terra-Cotta Warriors in China. Local favorites of hers are Mount Rushmore and Niagara Falls. Some of her most memorable moments from travelling abroad are wandering the windy streets of Bratislava and turning a corner to see Nicole Kidman and George Clooney filming the Peacemaker. The American film crew let her stay on set and watch the filming. Other great memorable sightings include seeing Queen Elizabeth in England and the Pope in Germany…both about 10 feet in front of her. Sights she’d still like to see include Machu Picchu in Peru, Red Square in Russia, and the Taj Mahal in India. When her children are older Stephanie hopes to be able to take them travelling abroad.

Currently, Stephanie is the Proffitt’s Professor of Marketing and William B. Stokely Faculty Research Fellow in the Marketing Department at the University of Tennessee. Her primary research interests involve customer experience management in retail and service settings. Examples include the influence of each of the following on customers’ experiences: Frontline employees (e.g., proximity, territoriality issues), retailer relationship development efforts (e.g., loyalty programs, brand communities), and retailer strategy decisions (e.g., co-production, couponing). She has published in several top journals including the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Retailing, Journal of Service Research, MIT Sloan Management Review, Harvard Business Review and many other outlets. Stephanie was a member of the American Marketing Association’s (AMA) Academic Council, has co-chaired the Summer AMA Educator’s Conference, has been a doctoral consortium faculty member for the Frontiers in Services, Academy of Marketing Science, and Society for Marketing Advances Conferences, and has been actively involved in the Relationship Marketing SIG (Vice Chair of Communications) for the AMA. Stephanie has been the recipient of many awards at the college level for her research and been nominated or a finalist for many mentoring awards including the AMA’s Erin Anderson Award and the Chancellor’s Excellence in Graduate Mentoring and Advising Award (The University of Tennessee). Stephanie is a recipient of the 2021 Poets & Quants Best Undergraduate Professors award. She has taught undergraduate, master’s/MBA and Ph.D. level courses. Her teaching interests are in marketing research, relationship marketing, retailing and services marketing. Stephanie has also provided consulting services for several leading companies including Viking Corporation, Hollywood Casino and Resorts, Houston Aeros, Laguna Tools, Mississippi Small Business Association, Food Lion, and Ruth’s Chris Steakhouse. Stephanie serves as an Area Editor for the Journal of the Academy of Marketing Science, Journal of Retailing, and is Co-Editor for the Journal of Service Research.

Research Focus

Customer Experience Management in Retail and Service Settings


• Winner of the Outstanding Area Editor Award - Journal of the Academy of Marketing Science (2020)

• Winner of the Outstanding Paper of the Year for the European Journal of Marketing for “Man vs. Machine: Relational and Performance Outcomes of Technology Utilization in Small Business CRM Support Capabilities” (2019)

• Runner-up for the Marketing Research SIG Don Lehmann Award for “In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field” (2019)

• Finalist for the Vallett Family Outstanding Researcher Award, Haslam College of Business (college-wide award) (2019)

• Finalist for the Marketing Science Institute/H. Paul Root Journal of Marketing Award for “In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field” (2018)

• Winner of the Best Paper of the Year for the Journal of Service Research for “Domo Arigato Mr. Roboto: Emergence of Automated Social Presence in Organizational Frontlines and Customers’ Service Experiences” (2018)

• Winner of the Outstanding Reviewer Award – Journal of Retailing (2017)

• Winner of the Best Paper in Track Award, “Understanding In-Store Mobile Phone Usage and Retail Sales;” Winter American Marketing Association Conference, Technology Track (2017)

• Winner of the Researcher of the Year Award; Department of Marketing and Supply Chain Management; The University of Tennessee (2013)

• Finalist for the Chancellor’s Excellence in Graduate Mentoring and Advising Award; The University of Tennessee (2012, 2013)

• Finalist for the University Faculty Wide Award for Research, Service, and Teaching Excellence; The University of Mississippi (2009)

• Winner of the Society for Marketing Advances Doctoral Dissertation Proposal Award (co-chaired Mavis Adjei's dissertation with Charles Noble); Society for Marketing Advances (2006)

• Winner of the Junior Researcher of the Year Award; The University of Mississippi School of Business Administration (2006)