His research interests are primarily in the area of Services Marketing and Social Media. He is currently involved in projects, which investigate the impact of discriminatory attributions on service failure/recovery perceptions among both Black and White customers. Dr Baker's research has been published in a number of journals including the Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Personal Selling and Sales Management, and Industrial Marketing Management among others. Dr Baker is currently President of the Society for Marketing Advances and is the Chair-Elect of the Services Marketing Special Interest Group (SERVSIG) of the American Marketing Association.