John H. Bateson

Papers

Total Citations

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About

John H. Bateson is a pioneering researcher at the intersection of service marketing, consumer behavior, and gerontology. His work fundamentally redefines how service firms engage with the rapidly growing healthy aging demographic—individuals over 65 who are active, affluent, and technologically adept. Bateson’s key contributions center on the strategic deployment of smart technologies, including intelligent automation and AI-driven platforms, to enhance service delivery for this cohort. His landmark 2025 study, "The healthy aging and service firms: the promise of smart technologies," has already garnered 15 citations, establishing a new framework for understanding age-based market segmentation. Bateson challenges traditional stereotypes of aging consumers, demonstrating that healthy seniors are not passive recipients of care but empowered participants seeking personalized, efficient, and dignified service experiences. His research provides actionable insights for firms aiming to leverage technology—from automated check-ins to adaptive interfaces—to build loyalty and satisfaction among older consumers. By bridging marketing theory with demographic realities, Bateson has become a leading voice in service innovation for an aging world, influencing both academic discourse and practical business strategy.