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Wilfrid Laurier University School of Business & Economics
July 7, 2015

Canadian Excellence
Gordon McDougall

Dr. Gordon McDougall

Professor Emeritus (Marketing)

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Academic Background
BComm (University of British Columbia), PhD (University of Western Ontario)

Dr. McDougall holds a PhD from the University of Western Ontario and a BComm. from the University of British Columbia. He has been a visiting professor at the University of Adelaide, Victoria University of Wellington, Griffith University and Bond University. His current research interests include service marketing, customer satisfaction and retention, and marketing strategy. He has co-authored fifteen books and published in a wide range of journals including; Journal of Marketing, Journal of Retailing, Journal of Consumer Research, Journal of Services Marketing, International Journal of Bank Marketing, Canadian Journal of Administrative Sciences, Journal of Hospitality and Leisure Marketing, International Journal of Contemporary Hospitality Management, and the Journal of Public Policy and Marketing. As a consultant for a number of companies in Canada, Australia, and New Zealand, Dr. McDougall designs and implements marketing research projects and provides management development seminars, primarily to firms in service industries. He has worked with a variety of service organizations including the hospitality and professional services industries. Dr. McDougall was the first recipient of the Outstanding Teacher Award in the School of Business & Economics and has also received the Outstanding Teacher Award for Wilfrid Laurier University.


Service marketing, customer satisfaction, and marketing strategy