Dr Mary FitzPatrick

Mary FitzPatrick

Senior Lecturer in Marketing


Consumer Behaviour, Management education, Relationship Marketing, Social Marketing.

Qualifications: PhD

Contact Details

Room: MSB.4.14
Phone: +64 7 837 9280

About Mary

Dr Mary FitzPatrick's research explores interactions between the consumers and providers of services, in particular the construction and experience of relationships within service contexts. Her current research agenda focuses on the consumption behaviour of New Zealand Baby Boomers as an especially significant cohort of consumers. Mary has practical experience in the healthcare industry and a strong research interest in relational aspects of the patient-practitioner relationship. Her research approach is qualitative, drawing on service-dominant logic, social constructionism, relationality, and gender. In addition, she is active in research investigating issues of higher education, relating both to teaching practice and student learning. Mary has received a New Zealand Tertiary Teaching Excellence Award (2011), as well as a Teaching Excellence Award 2010 (University of Waikato) and Outstanding Teacher Award 2010 (Waikato Management School).

Research Interests

Health care consumption and patient experiences,
Higher education (teaching practice and student learning),
Interaction of consumers and providers of services,
Relational aspects of patient-practitioner relationship,

Recent Publications

  • Hurd, F., Dyer, S., & FitzPatrick, M. (2019). Good things take time: A living story of research so far. Qualitative Research in Organizations and Management, 14(1), 27-42. doi:10.1108/QROM-03-2017-1507

  • FitzPatrick, M., Elphingston-Jolly, B., Friend, L., & Payne, P. (2019). Possessions and Self in the Identity Work of Survivors of Domestic Violence. Journal of Consumer Psychology, 29(2), 167-186. doi:10.1002/jcpy.1080

  • Davey, J., Alsemgeest, R., O’Reilly-Schwass, S., Davey, H., & FitzPatrick, M. (2017). Visualizing intellectual capital using service-dominant logic: what are hotel companies reporting?. International Journal of Contemporary Hospitality Management, 29(6), 47 pages. doi:10.1108/IJCHM-12-2015-0733

  • Sudbury-Riley, L., FitzPatrick, M., & Schulz, P. J. (2017). Exploring the measurement properties of the eHealth literacy scale (eHEALS) among baby boomers: A multinational test of measurement invariance. Journal of Medical Internet Research, 19(2), e53. doi:10.2196/jmir.5998

Find more research publications by Mary FitzPatrick