David Harness PhD, MPhil, BSc (Hon’s)
Professor of Services Management
Summary
I research in services marketing, social media, and CSR. Specifically interested in understanding the impact of service withdrawal on consumers as organizations migrate to digital based customer service.
I have led on funded research projects e.g. Lobster themed tourism development; adoption of bioplastic; impact of branding on youth obesity; social media to reduce plastic usage; levelling up and metrics to measure regeneration success.
I have a strong history of delivering CPD related to service quality management, relationship marketing, and corporate social responsibility for SMEs, blue chip and governmental organizations in UK and international settings.
About
I have worked at the business schools of Hull, Leeds, and Huddersfield University. I hold a PhD in the field of service product elimination. I have worked in the university sector for 30 years and I am a specialist in services marketing. My research interests fall broadly into the area of corporate social responsibility, though with a services management orientation. Specific research projects have included: identifying barriers to Bioplastic adoption, social media as a means of reducing the use of plastics, lowering youth obesity, global lobster marketing, development of local themed tourism initiatives and urban regeneration linked to “levelling up”. I have extensive experience as a principal investigator on funded research projects and contract research initiatives. Examples include – EMFF, Academy of Marketing, Yorkshire Innovation Fund and BA/Leverhulme Trust. I undertake impactful research, applied in nature, and designed to solve real world problems. I am an experienced teacher with extensive experience of overseas teaching and in developing and delivering bespoke consultancy courses to corporate clients.
I have published in the Journal of Business Ethics, Journal of Business Ï㽶ÊÓƵ, Industrial Marketing Management, Journal of Service Theory and Practice, Service Industries Journal, International Journal of Bank Marketing, Journal of Financial Services Marketing, Australian Marketing Journal, Journal of Product and Brand Management, Journal of General Management, Journal of Marketing Management. My publications include high impact reports used to underpin local government policy development and support commercial organizations to develop strategic activity.
Ï㽶ÊÓƵ
Reducing plastic pollution by identifying and understanding how to remove barriers to adopting bioplastic.
Reducing plastic waste via behavioural change through social media intervention.
Investigating the role of confectionary branding to influence youth snacking behaviour to reduce obesity.
Exploring what “levelling up” means in a specific geographical location to support local authority decision makers to select priorities, devise more effective processes and understand how different stakeholders can influence outcomes.
Identifying alterative urban regeneration success measures - methodologies and metrics.
Influence of large organisations on embedding CSR principles in SMEs.
"Catch less, sell for more" How Bridlington shell fishing industry can increase it commercial success post Brexit
"Bridlington Bay" / "Bridlington Lobster Capital of Europe" - a study into how to build lobster themed tourism and develop a place based brand to decrease social deprivation through tourism and job creation.
Service product elimination practice and theory in the UK financial services sector - how to remove offerings without losing customers.
Journal Papers
Dunn, K., & Harness, D.R. (2019) Whose voice is heard? The influence of user-generated versus company-generated content on consumer skepticism towards CSR. Journal of Marketing Management 35, 886 - 915.
Dunn, K., & Harness, D.R. (2018) Communicating corporate social responsibility in a social world: the effects of company –generated and user-generated social media content on CSR attributions and scepticism. Journal of Marketing Management, 34 (17-18), 1503-1529.
Harness, D. R., Ranaweera, C., Karjaluoto, H & Jayawardhena, C. (2018) The Evolution of Partner Relationships: The Role of CSR and Power. Industrial Marketing Management, 75, pp. 17-30
Alfakhri, D., Harness, D., Nicholson, J.D & Harness, T. (2018) The role of art and design in hotelscape: A phenomenological investigation of cosmopolitan consumers. Journal of Business Ï㽶ÊÓƵ, 85, pp. 523-531
Leppäniemi, M., Jayawardhena, C., Karjaluoto, H & Harness, D. R. (2017) Unlocking behaviours of long-term service consumers: The role of action inertia. Journal of Service Theory and Practice, 27(1), pp. 270-291
Ihwan, S., Dianne, & Harness, D. R. (2015) Intergenerational spaces: citizens, political marketing and conceptualizing trust in a transitional democracy. Journal of Marketing Management, 31 (9-10), pp. 970- 995
Harness, D., & Harness. T. (2013) Can product elimination support post downsizing success aspirations? Journal of General Management, 38, 2, pp. 39-60
Lindgreen , A., Harness, D., & Hoffmann, M., & Swaen, V. (2012) The role of ‘high potentials’ in integrating and implementing corporate social responsibility. Journal of Business Ethics.
Elsantil. Y., & Harness, D. (2011) Factors affecting Egyptian online users perceptions of airlines website credibility. International Journal of Arts and Sciences Vol 4 pp355-367.
Lindgreen, A., Antioco, M.D.J., Harness, D., & van der Sloot, R. (2008) Purchasing and marketing of economic, social, and environmental responsibilities in high-tech medical equipment systems. Journal of Business Ethics, Vol. 85, Supplement No. 2, 445-462.
Publications
Journal articles
Nield, L., Martin, H., Wall, C., Pearce, J., Rundle, R., Bowles, S., ... Beaumont, J.D. (2024). . NIHR Open Ï㽶ÊÓƵ, 4.
Dunn, K., & Harness, D. (2019). . Journal of Marketing Management.
Harness, D., Ranaweera, C., Karjaluoto, H., & Jayawardhena, C. (2018). The role of negative and positive forms of power in supporting CSR alignment and commitment between large firms and SMEs. Industrial Marketing Management, 75, 17-30.
Dunn, K., & Harness, D. (2018). . Journal of Marketing Management, 34 (17-18), 1503-1529.
Alfakhri, D., Harness, D., Nicholson, J., & Harness, T. (2018). The role of aesthetics and design in hotelscape: A phenomenological investigation of cosmopolitan consumers. Journal of Business Ï㽶ÊÓƵ, 85, 523-531.
Leppäniemi, M., Jayawardhena, C., Karjaluoto, H., & Harness, D. (2017). Unlocking behaviors of long-term service consumers: the role of action inertia. Journal of Service Theory and Practice, 27 (1), 270-291.
Susila, I., Dean, D., & Harness, D. (2015). . Journal of Marketing Management, 31 (9-10), 970-995.
Harness, D.R., & Harness, T. (2012). Can Product Elimination Support Post-Downsizing Success Aspirations? Journal of General Management, 38 (2), 39-60.
Lindgreen, A., Swaen, V., Harness, D., & Hoffmann, M. (2011). The Role of ‘High Potentials’ in Integrating and Implementing Corporate Social Responsibility. Journal of Business Ethics, 99 (S1), 73-91.
Lindgreen, A., Antioco, M., Harness, D., & van der Sloot, R. (2009). Purchasing and Marketing of Social and Environmental Sustainability for High-Tech Medical Equipment. Journal of Business Ethics, 85 (S2), 445-462.
Harness, D.R. (2004). Product elimination. International Journal of Bank Marketing, 22 (3), 161-179.
Harness, D., & Harness, T. (2004). The new customer relationship management tool – product elimination? The Service Industries Journal, 24 (2), 67-80.
Harness, D.R., & Marr, N.E. (2004). A comparison of product elimination success factors in the UK banking, building society and insurance sectors. International Journal of Bank Marketing, 22 (2), 126-143.
Harness, D.R., & Marr, N.E. (2001). Strategies for eliminating a financial services product. Journal of Product & Brand Management, 10 (7), 423-438.
Harness, D.R., Marr, N.E., & Goy, T. (1998). The identification of weak products revisited. Journal of Product & Brand Management, 7 (4), 319-335.
Harness, D.R., & Mackay, S. (1997). Product deletion: a financial services perspective. International Journal of Bank Marketing, 15 (1), 4-12.
Book chapters
Lindgreen, A., Antioco, M., Harness, D., & Van Der Sloot, R. (2021). Purchasing and marketing of social and environmental sustainability in high-tech medical equipment. In Handbook of Sustainability-Driven Business Strategies in Practice. (pp. 477-495).
Punjaisri, K., & Harness, D. (2017). Exploring How Young Consumers’ Processing Snack Packaging Cues: An Extended Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 61-65). Springer International Publishing:
Harness, D.R., & Harness, T. (2014). The many deaths of a financial services offering. In The Routledge Companion to Financial Services Marketing. (pp. 219-236).
Posters
Beaumont, J. (2025). Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets. Presented at: British Feeding and Drinking Group (BFDG) Meeting 2025, University of Bristol
Nield, L., Martin, H., Wall, C., Pearce, J., Rundle, R., Bowles, S., ... Beaumont, J.D. (2025). Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets.
Nield, L., Martin, H., Wall, C., Pearce, J., Rundle, R., Bowles, S., ... Beaumont, J.D. (2024). Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets.
Nield, L., Martin, H., Wall, C., Pearce, J., Rundle, R., Bowles, S., ... Beaumont, J.D. (2024). Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets.
Nield, L., Martin, H., Wall, C., Pearce, J., Rundle, R., Bowles, S., ... Beaumont, J.D. (n.d.). Consumer knowledge of and engagement with traditional takeaway and dark kitchen food outlets.
Other activities
Journal of Service Theory and Practice (member of editorial board)
Postgraduate supervision
I am interested in supervising PhDs in the following areas:
CSR in the context of services.
Customer Experience Management.
Marketing careers of the future linked to tools, techniques, and development of digital marketing skills.
Service withdrawal and the impact on consumers as organizations migrate to digital based customer service.