Dr David R Harness

Senior Lecturer

Faculty of Business, Law and Politics


01482 463485

David has more than 24 years' experience of higher education teaching, and academic management and leadership in roles such as leading a subject group, and as postgraduate director leading substantial growth in student numbers.

David's teaching relates to services marketing and customer experience management. He has delivered practitioner-orientated learning to national and global organisations in customer care, relationship management, end stage customer management and CSR, both in the UK and overseas.

He has been awarded significant research grants and published extensively.

David has previously worked in retail banking, both at branch level and in a head office marketing management role, before entering academia.


Research Interests

  • Marketing of financial services

  • Value based marketing

  • CSR/ethics in different business contexts


Harness D R, Ranaweera C, Karjaluoto H and Jayawardhena C, 'The role of negative and positive forms of power in supporting CSR alignment and commitment between Large Firms and SMEs', Journal of Industrial Marketing Management (2018, forthcoming)

Alfakhri D, Harness D R, Nicholson J D and Harness T, 'The role of art and design in hotelscape: A phenomenological investigation of cosmopolitan consumers', Journal of Business Research (online)

Leppäniemi M, Jayawardhena C, Karjaluoto H and Harness D R, 'Unlocking behaviors of long term service consumers: The role of action inertia', Journal of Service Theory and Practice, 27(1), pp 270-291 (2017)

Ihwan S, Dianne and Harness D R, 'Intergenerational spaces: citizens, political marketing and conceptualising trust in a transitional democracy', Journal of Marketing Management, 31(9-10), pp 970-995 (2015)

Harness D and Harness T, 'The many deaths of a financial services offering', pp 219-235, in The Routledge Companion to Financial Services Marketing, Harrison T and Estelami H (eds), Routledge (2015)

Full list


Programmes taught on (2019)

Modules list

  • Professional Skills Development

  • Strategic Marketing

  • MBA Marketing(PG)

  • Services Marketing

  • Research Methodology

  • Marketing Management (UG/PG)

  • Market Research

  • Financial Services Marketing

  • Independent Studies

  • Consultancy Projects(PG)

  • Applied Marketing

  • Strategic Customer Management

  • Research Methodology (PG)

  • Services Marketing

  • Market Research

  • Customer care

  • Marketing Planning

Research PhDs

David welcomes applications from students in the areas of corporate CSR, value based marketing, and end stage product management.

Completed PhDs

  • CSR in a developing country context - gold mining in Ghana

  • CSR in a developing country contact - oil in Nigeria

  • CSR in retail banking - a Saudi perspective

  • Implementation of new delivery technology in retail banking - Egypt

  • The role of apps in delivering service quality - a Saudi bank case study

  • How to determine success in ethnic SME businesses

  • Social media as a moderator in grocers' CSR communication

Teaching awards and accolades

  • HEA Fellowship

  • Certificate in Training Practice, CIPD (1997)

Professional highlights

Academic qualifications

  • PhD, University of Huddersfield

  • Master of Philosophy, University of Central England

  • BSc (Hons) Management and Administrative Studies, Aston University

  • Diploma in Marketing (DipM), Chartered Institute of Marketing

External roles

  • Expert subject panel member for UG and PG programmes for Leeds Becket University collaboration with University of Sakarya, Turkey

  • Lead assessor to evaluate the quality of research of the Services Research Centre, Karlstad University, Sweden – a globally renowned services marketing research centre

  • Adviser to the Institute of Financial Services in the development of the BA Banking and Finance programme

  • Corporate engagement with companies including Holderness Coast Fisheries, Floreon, William Jackson Group, AAK, CCG Practice managers (NHS), Hodgson Sealants, Kimberly-Clark, Pacific Ring (Thailand), Lodze (Poland) Bus and Tram Corporation.

Awards and accolades


Widely published in journals including the Journal of Business Ethics, Journal of Business Research, Journal of Industrial Marketing Management, Journal of Marketing Management, Journal of Service Theory and Practice, Journal of General Management, The Service Industries Journal, Journal of Financial Services Marketing, International Journal of Bank Marketing, Journal of Product and Brand Management, and the International Journal of Arts and Sciences.

Research grants

  • Project Pincer, Holderness Coast Fisheries, funded by European Maritime and Fisheries Fund (EMFF) to identify alternative markets for the UK lobster industry and reduce reliance on export to EU markets

  • Floreon project to determine which products can offer benefits when produced from bioplastics rather than oil-based equivalents, funded by the Yorkshire Innovation Fund

  • 'Understanding the Perceived Significance of Brands, Labels, and Nutrition Facts in Snacking Buying Decisions', funded by the BA/Leverhulme Trust


  • Academy of Marketing, best paper in track for 'Communicating corporate social responsibility in a social world: The effect of consumer-generated content on consumer scepticism', Dunn K and Harness D R (2017)

  • Academy of Marketing, best paper in track for 'Conceptualising trust in electoral behaviour in a transitional democracy: an intergenerational perspective', Susila I, Dean D and Harness D R (2014)


  • Represented the University of Hull on behalf of the VC at the British Council 60th anniversary Hong Kong Celebration (2008)

  • Featured in the University Annual Report (2008) as an example of outreach to local business in the area of CSR

  • Initiated Corporate Social Responsibility Forum at the University of Hull to link the CSR activities of HUBS academics with local businesses. It ran successfully for three years