Taylor is an internationally recognized scholar of service marketing research. His presentation will examine how marketing theory and research have changed over the last two-and-a-half decades. The audience will also get a glimpse of Taylor’s contribution to this evolution. Taylor’s research interests focus on the conceptualization and operationalization of the determinants of service value, service quality, and consumer satisfaction, and their impacts on ultimate consumer purchase behaviors and organizational strategies. His most recent focus has been the extension of these inquiries to e-commerce and e-business settings. Taylor embraced a wider and multi-disciplinary approach to the study of service marketing by focusing on judgment and decision making and social psychology literature.