2005

* Winner (with co-author Evert Gummesson, Stockholm University) of American Marketing Association award for Best Services Article of 2004 for “Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives,” Journal of Service Research, 7, August 2004

* Finalist, IBM Award, Best Article in Journal of Service Research (vol. 7, 2004-05), also for “Whither Services Marketing?”

2000

* Overall Winner (with Jean-Claude Larréché of INSEAD) of the Business Week / ECCH European Case of the Year award for "First Direct: Branchless Banking."

1997 

* Co-winner (with Jean-Claude Larréché of INSEAD) of European Foundation for Management Development Award for best case in the relationship marketing category for "First Direct: Branchless Banking."

1995

* Winner of American Marketing Association 1995 Award for Career Contributions to the Services Discipline.

* Winner (with Sandra Vandermerwe of IMD) of ECCH European Case of the Year Award in the marketing category for "Singapore Airlines: Using Technology for Service Excellence."

1994

* Overall winner of ECCH European Case of the Year Award for "Federal Express: Quality Improvement Program."

* Runner Up (with Sandra Vandermerwe of IMD) of ECCH  Case of the Year Award in the marketing category for "Singapore Airlines: Using Technology for Service Excellence."

1993

* Winner of ECCH European Case of the Year Award in the Policy and General Management category for "Federal Express: Quality Improvement Program."

1984

* Winner of the Alpha Kappa Psi Award for “Classifying Services to Gain Strategic Marketing Insights,” Journal of Marketing 47, Summer 1983, selected by the Editorial Board of the Journal as the “most outstanding article contributing to the understanding of the profession.”