A paper co-authored by Associate Professor of Marketing Lerzan Aksoy won the Best Practitioner Presentation Award at the 2009 Frontiers in Services Conference in Honolulu last weekend.
The paper, “Because Customers Want To, Need To, or Ought To: A Longitudinal Analysis of the Impact of Commitment on Share-of-Wallet,” examined the case of AXA Financial, a global financial services company. Applying advanced marketing science theory, the researchers examined the relationship between consumers’ commitment to AXA and their share of AXA’s financial service product offerings.
Aksoy’s co-presenters were Bruce Cooil, professor of management at Vanderbilt University’s Owen Graduate School of Management; Timothy Keiningham, the global chief strategy officer and executive vice president of Ipsos Loyalty (and a co-author of Aksoy’s recent book, Why Loyalty Matters); and Bart Larivière, a postdoctoral fellow at Ghent University.
