Department of Marketing & Supply Chain Management

• Ph.D. in Marketing - University of Alabama
• MS in Marketing - University of Alabama
• BSBA in Economics - University of Alabama

Dr. William Magnus Northington joined the faculty in the Department of Marketing & Supply Chain Management at Appalachian State University in July 2020. His research interests include organizational frontlines research (OFR) with an emphasis on customer/frontline employee interactions and experiences. Specifically, his focus is on in-person and digital deal-seeking, customer misbehavior/entitlement, the FLE experience, and the unintended consequences of retail and service strategies. He has been published in Journal of Service Research, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Services Marketing, Journal of Marketing Theory and Practice, Journal of Consumer Marketing, Qualitative Market Research: An International Journal, and Supply Chain Management - An International Journal.

Additionally, Dr. Northington serves as a Visiting Professor at St. Joseph’s Institute of Management in Tiruchirappalli, India and is part of the Walker College of Business India Study Abroad Program focused on continuing collaborations and partnerships in International Marketing with emphasis on global retailing and supply chain issues. 

He serves on the Editorial Advisory Board for Qualitative Market Research - An International Journal, and as an ad-hoc reviewer for the Journal of Consumer Marketing, Qualitative Market Research: An International Journal, Journal of Marketing Theory & Practice, Marketing Education Review, and numerous prestigious marketing associations.

Publications

Landers, VM, CB Gabler, H Hardman, and WM Northington (2023), “Can You Ask ‘Too Much’ of Your Customers?” Journal of Services Marketing; 37 (4), 531-46; https://doi.org/10.1108/JSM-10-2021-0394

Blut, M, SE Beatty, and WM Northington (2022), “Cultural Personal Values and Switching Costs Perceptions: Beyond Hofstede,” Journal of Business Research; 150 (November), 339-53.

Gillison, ST, SE Beatty, and WM Northington (2022), “Shoppers’ Digital Deal Seeking: Charting New Territory,” Journal of Marketing Theory and Practice; 30 (2); 257-77; https://doi.org/10.1080/10696679.2021.1931890 

Northington, WM, ST Gillison, SE Beatty and S Vivek (2021), “I Don’t Want to be a Rule Enforcer during the COVID-19 Pandemic: Frontline Employees’ Plight,” Journal of Retailing and Consumer Services; 63 (November), Article 102723; https://doi.org/10.1016/j.jretconser.2021.102723

Gillison, ST, WM Northington, SE Beatty, and J Arnold (2019), “Shopper Deal Seeking Across Channels: An Updated View,” Journal of Marketing Theory and Practice; 27 (2), 123-39.

Hiler, JL, LA Cook, and WM Northington (2018), "Making Inconsistent Worlds: A Conceptual Framework for Co-Competition in Service Dominant Logic,” Journal of Consumer Marketing;35 (3), 254-63.

Lindridge, AW, SE Beatty, and WM Northington (2018), “Do Gambling Game Choices Reflect a Recreational Gambler’s Motivations,” Qualitative Market Research: An International Journal; 21 (3), 296-315.

Beatty, SE, J Ogilvie, WM Northington, MP Harrison, BB Holloway, and S Wang (2016), “Frontline Service Employee Compliance with Customer Special Requests,” Journal of Service Research; 19 (2), 158-73.

Gillison, ST, WM Northington, and SE Beatty (2016), “Employees’ Emotional Reactions to Customer Deal Requests,” Journal of Marketing Theory and Practice; 24 (2), 147-65.

Walsh, G, WM Northington, P Hille, and D Dose (2015), “Service Employees’ Willingness to Report Complaints Scale: Cross-Country Application and Replication,” Journal of Business Research; 68 (3), 500-06.

Gillison, ST, WM Northington, and SE Beatty (2014), “Understanding Customer Bargaining in Retail Stores: A Customer Perspective,” Journal of Marketing Theory and Practice; 22 (2), 151-68.

Ellinger, AE, H Shin, WM Northington, FG Adams, D Hoffman, and K O’Marah (2012), “The Influence of Supply Chain Management Competency on Customer Satisfaction and Shareholder Value,” Supply Chain Management – An International Journal, 17(3); 249-62, Emerald Literati Network 2013 Award for Excellence, Highly Commended Paper Award Winner.

Teaching

Consumer Behavior, International Marketing, Marketing Channels