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Marketing Professor to Receive Prestigious Lifetime Achievement Award

July 17, 2013
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   A. Parasuraman

A. “Parsu” Parasuraman, holder of the James W. McLamore Chair in Marketing, professor and department chair of marketing, has been named the recipient of the 2013 Gilbert A. Churchill Award by the American Marketing Association (AMA).

The award, which will be presented at a reception at the AMA Summer Educators’ Conference in Boston, Mass. on August 10, 2013, recognizes lifetime achievement in the academic study of marketing research.

“Parasuraman is considered a pioneer in the area of conceptualizing, measuring and improving quality of service,” said the AMA in a statement announcing the award. “His seminal work (with co-researchers Len Berry and Valarie Zeithaml) on developing a scale to measure service quality – SERVQUAL – played a major role in the emergence of services marketing as a distinct sub-discipline within the marketing discipline.”

Before the award was announced, Parasuraman delivered a plenary presentation entitled “Customer Delight—More Confusion than Clarity?” at the 2013 Frontiers in Service Conference, the world’s leading annual conference on service research held in Taipei, Taiwan, July 5-8, 2013.

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