Paul G. Patterson PhD, is Professor in the School of Marketing at the University of New South Wales (UNSW), Sydney, Australia.  Prior to joining academe, he held management and marketing positions in telecommunications, banking, market research and the public sector, and later an international marketing consultancy firm. He has taught or been visiting professor at universities of Wollongong, Sydney (Graduate School of Management), Michigan State University in USA, Assumption University, Mahidol, Chiang Mai and Thammasat Universities in Thailand, Fudan University, Shanghai, China and The Vietnamese National University.

His research, teaching and consulting interests revolve around management and marketing issues in service industries.  In particular his research interests centre on the psychology and behaviour of front-line service employees, service failure and recovery, cross-cultural service encounters, service productivity, the future impact of front-line service robots, and the internationalisation of service firms.

He has received over a Aust$1 million in competitive research grants.  His research has been published in the Journal of the Academy of Marketing Science, Journal of International Business Studies, International Journal of Research in Marketing, Journal of Service Management, Journal of Service Research, Journal of Retailing, California Management Review, European Journal of Marketing, Journal of Business Research, Journal of International Marketing, Journal of Services Marketing, Australasian Marketing Journal, Psychology and Marketing, among others. He is an author of the best selling text: Services Marketing: A South-East Asian and Australian Perspective, now in its 6^th edition, and is a member of the editorial review boards of the Journal of Service Research, European Journal of Marketing, Journal of Service Management, Journal of Services Marketing, Australasian Journal of Marketing and Asia-Pacific Management Review.

He is a recipient of the American Marketing Association’s Christopher Lovelock Award for Career Contribution to Service Science.  He was awarded the ANZMAC Researcher of Year award, and honoured with a Fellowship of ANZMAC. He also received the Outstanding Doctoral Supervision Award from the Australian School of Business.

Research Grants:

• 2011: 'Building Ambidextrous Capacity in Service Industries: A Cross National Study' (with K. de Ruyter, Maastricht University, and T. Yu, UTS) ARC Discovery Grant $155,000
• 2011-2013: 'Pro bono service: Drivers, delight, dark side and downside for the professional' (with J.McColl-Kennedy, University of Queensland, Michael Brady, Florida State University, and Doan Nguyen, University of Queensland) ARC Discovery Grant $350,000
• 2008: 'Ambidexterity - The Simultaneous Pursuit of Sales and Service Goals in a Retail Banking Context' ASB Goldstar Award $30,000
• 2006-2008: 'Customer Rage Spectrum Emotions in Service Failure Encounters: Linking Experience, Expression, Behaviour and Organisational Responses' (with J. McColl-Kennedy, University of Queensland, and A.K. Smith, George Washington University, USA). 'Shopping Mad', ragtrader, 23 March 2007, ARC Discovery Grant $240,000
• 2002: 'The Determinants of Export Performance Across Service Types' (with C. Styles) ARC Discovery Grant $85,000
• 2001: Grant to assess the key factors that lead to success or failure of SME Australian service exporters to SE Asia Australian Trade Commission $42,000
• 1998: 'A Dyadic Investigation of the Relationship Processes Leading to Successful Market Entry in East Asian Markets' (with C. Styles) ARC SPIRT Grant, $268,000 and Australian Trade Commission $134,000

Awards and distinctions

• American Marketing Association award 2014: Christopher Lovelock  Career Contributions to Service Science award
• Fellow of the Australian and New Zealand Marketing Academy (ANZMAC) 2010
• Distinguished Research of the Year Award 2010, Australian and New Zealand Marketing Academy (ANZMAC) 
• Australian School of Business Award for Outstanding Doctoral  Supervision (2008)
• Best Paper (Services Marketing Track), Australian and New Zealand Marketing Academy (ANZMAC) Conference for the paper 'Seeing Red: Customer Rage Emotions, Expressions and Behaviours) (with J. McColl-Kennedy) (2008)
• 'Top 25 Hottest Article' in IJRM since 2000 (with E. Cowley & K. Prasongsukarn) for 'The impact of cultural orientation on customer perceptions of post-recovery service satisfaction', International Journal of Research in Marketing, 23, 263-277
• Davidson Award - Honourable Mention (as one of the three best papers) in the Journal of Retailing for the paper 'The Impact of Culture on consumers' Perceptions of Service Recovery Efforts' (co-authored with A. Matilla of Penn State University) (2005)
• Best Paper Australian and New Zealand Marketing Academy (ANZMAC) Conference for the paper 'Determinants of Export Performance Across Service Types: A Conceptual Model' ( with V. La and C. Styles) (2001)

 Editorial

• European Journal of Marketing
• Journal of Services Marketing
• Journal of Service Research
• Australasian Marketing Journal
• Journal of Service Management
• ASEAN Marketing Journal
• Occasional reviewer (2004 - present) for Journal of Marketing, Journal of Retailing, California Management Review, Australian Journal of Management

Professional board memberships

• Australia New Zealand Marketing Academy (ANZMAC)

Research Interests:

• The impact of front-line service robots
• The impact of humour in service encounters
• The drivers of customer rage in service settings
• Front-line employees coping style in the face of dysfunctional customer behaviour
• Modeling customer perceptions of service recovery across east-west cultures
• Drivers of customer acceptance of front-line service robots
• Study of the drivers of ambidexterity (sales vs customer service) in various service industry contexts