Photo by Benbella Publishers
A paper co-authored by Associate Professor of Marketing Lerzan Aksoy won the Best Practitioner Presentation Award at the 2009 Frontiers in Services Conference from Oct. 29 to Nov. 1 in Honolulu.
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.
