I am an Associate Professor and I teach marketing, specifically global marketing management, multichannel customer experience and branding. I joined Kingston Business School as a Senior Lecturer in 1990, progressing to Principal Lecturer and then to Associate Professor. I have been a Senior Fellow of the Higher Education Academy since 2014. Prior to becoming an academic, I worked in industry in the field of geodemographics and consulted for large organisations in the UK and USA. I am a member of Kingston Business School's Consumer Research Group. My research is mainly centred on multichannel shopping behaviour and I have a particular interest in how shoppers configure their multichannel shopping journeys. My research has attracted funding from a range of sources including the Academy of Marketing and the Academy of Marketing Science. I have published papers in a number of academic journals including the European Journal of Marketing and the Journal of Retailing and Consumer Services.
My teaching is characterised by interactive, student-centred pedagogy and by authentic assessment. The latter is delivered using a range of tools and types of assessment including computerised simulations and live client-facing projects. I currently teach the following modules at Kingston Business School:
BM6611 Managing Brands - this is a final year (L6) elective module offered to Business Management students. It is of interest to students who enjoyed studying marketing at L4, and who want to develop their knowledge further by studying the key role that brands play in contemporary business.
BM6711 Creating & Delivering Value - this is a final year module which is core on our BSc Marekting & Advertising degree. The module examines the ways in which value can be created for and delivered to consumers and organisations through effective product and service development, service delivery, customer experience management, multichannel management and branding.
BM7015 Strategic Brand Management - this module is core on our MSc Marketing and Brand Management degree. It addresses all aspects of branding - the creation of new brands, the management of brands over market segments and over international markets, and over time.
BM7017 Global Marketing Management - this module is core on our MSc Marketing and Brand Management and MSc Marketing Communications & Advertising degrees. It covers the core principles of contemporary global marketing and as such provides the foundation for the other, more specialist, modules on each degree programme.
I am a member of Kingston Business School's Consumer Research Group. We have a strong track record of success in winning research funding from the Academy of Marketing. Most recently, I was part of successful funding bids in 2014 and 2016 which led to research on multichannel shopping behaviour. We are interested in channel patronage patterns - how shoppers split their patronage across offline, online and mobile shopping channels, and the factors that drive their channel patronage decisions.
I am also engaged in research on multichannel shopping journeys in which I am examining the configuration of shopping activities across the various channels, and the factors that affect how shoppers configure their shopping journeys.
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris (2021) Multichannel shopping : the effect of decision making style on shopper journey configuration and satisfaction. Journal of Retailing and Consumer Services, 58, p. 102286. ISSN (print) 0969-6989
Harris, Patricia, Dall'Olmo Riley, Francesca and Hand, Chris (2018) Understanding multichannel shopper journey configuration : an application of goal theory. Journal of Retailing and Consumer Services, 44, pp. 108-117. ISSN (print) 0969-6989
Harris, Patricia, Dall'Olmo Riley, Francesca, Hand, Chris and Riley, Debra (2017) Online and store patronage : a typology of grocery shoppers. International Journal of Retail & Distribution Management, 45(4), pp. 419-445. ISSN (print) 0959-0552
Harris, Patricia and Khatami, Nasim Alsadat (2017) Antecedents of word of mouth behaviour among female grocery shoppers in Iran. Journal of Islamic Marketing, 8(1), pp. 2-15. ISSN (print) 1759-0833
Harris, Patricia (2017) Multichannel shopping well-being : a narrative based examination. Qualitative Market Research : An International Journal, 20(3), ISSN (print) 1352-2752
Harris, Patricia, Rettie, Ruth and Cheung, Chak Kwan (2005) Adoption and usage of M-commerce: a cross-cultural comparison of Hong Kong and the United Kingdom. Journal of Electronic Commerce Research, 6(3), pp. 210-224. ISSN (print) 1938-9027
Dall'Olmo Riley, Francesca, Rink, Lucy and Harris, Patricia (1999) Patterns of attitudes and behaviour in fragmented markets. Journal of Empirical Generalisations in Marketing Science, 4(3), pp. 62-91. ISSN (online) 1326-4443
Wolak, Russell, Kalafatis, Stavros and Harris, Patricia (1998) An investigation into four characteristics of services. Journal of Empirical Generalisations in Marketing Science, 3, pp. 22-41. ISSN (online) 1326-4443
Robinson, Helen, Harris, Patricia and Dall'Olmo Riley, Francesca (2015) Consumers' purchase behaviour, motivations and perceptions in the UK grocery sector: a multi-channel shopping experience. In: 3rd International Conference on Contemporary Marketing Issues (ICCMI) 2015; 30 Jun - 02 Jul 2015, Kingston upon Thames, U.K..
Harris, Patricia, Alsadat Khatami, Nasim and Robinson, Helen (2014) Antecedents of word of mouth among female grocery shoppers in Iran. In: Academy of Marketing (AM) Conference 2014: Marketing Dimensions: People, Places and Spaces; 07 - 10 Jul 2014, Bournemouth, U.K..
Harris, Patricia, Dall'Olmo Riley, Francesca, Rettie, Ruth and Hand, Chris (2008) Offline to online: the transfer of store loyalty in grocery shopping in the UK. In: Academy of Marketing (AM) Annual Conference 2008 - Reflective marketing in a material world; 8-10 July 2008, Aberdeen, Scotland.
Dall'Olmo Riley, Francesca, Hand, Chris, Rettie, Ruth, Robinson, Helen, Singh, Jaywant and Harris, Patricia (2007) Adoption and motivational factors for online grocery shopping in the UK. In: Academy of Marketing (AM) Annual Conference 2007: Marketing Theory into Practice; 3-6 Jul 2007, Egham, U.K..