Chanaka Jayawardhena is Professor of Marketing at Hull University Business School, UK. Prior to that, he was a Senior Lecturer (Associate Professor) in Marketing at Loughborough Business School, University of Loughborough. He received his PhD from DeMontfort University (UK), MPhil From University of Cambridge (UK) and BSc from University of Moratuwa (Sri Lanka). His current research interests are in investigating customer relationships and evaluation of consumption experiences, with particular interest in the virtual and service marketplaces. He has won numerous research awards including three Best Paper Awards at the Academy of Marketing Conference. Previous publications have appeared in the Industrial Marketing Management, Telecommunication Policy, European Journal of Marketing, Journal of Marketing Management, Journal of General Management, Journal of Internet Research, European Business Review, among others.