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Marketing Professor Earns Two Top International Honors for Work on Service Marketing

January 30, 2011
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     Parsu Emirates

Parasuraman with the exeutive team of the Dubai
International Advisory Panel

A. “Parsu” Parasuraman, professor of marketing and holder of the James W. McLamore Chair in Marketing has been appointed to the International Advisory Panel for a project commissioned by the Government of Dubai to achieve excellence in the delivery of services by various governmental agencies. He was also just awarded an honorary doctorate degree from Maastricht University in the Netherlands.

Parasuraman was in Dubai in early January to discuss the government’s service delivery project with members of the executive team that is spearheading it. While there, he also delivered a seminar on customer service to managers from the various agencies that will be participating in the project.

The model for service delivery that Parasuraman and the implantation team are working on involves a pioneering methodology that is built on the best methods in different parts of the world. It is largely inspired by significant research that has taken place at the European Centre for Best Practice Management and by applied thinking in various sectors.  The project – named the “Dubai Model for Government Service Delivery,” seeks to determine the key requirements for delivering service at the highest level and in a consistent and disciplined manner, and doing so efficiently.

Another objective of the project involves measuring the service delivered against predetermined criteria and identifying gaps in service in order to develop improvement initiatives. Parasuraman is joined on the international advisory panel by quality experts from Japan, Sweden, England, and the United States, among others.

Parsu Maastricht      

Parasuraman recieving doctorate at the ceremony in the

Also in late January, Parasuraman was in the Netherlands to accept an honorary doctorate degree from Maastricht University. The award was presented at the university’s 35th anniversary celebration entitled, “Dies Natalis.”

“Parasuraman pioneered research on measuring quality in service provision, service marketing and management in general,” said Jos Lemmink, professor of Marketing and Market Research and dean of the School of Business and Economics at Maastricht University. “His paper ‘A conceptual model of service quality and its implications for future research’…was a major breakthrough in the field.  And, references and applications [of his work] have transcended the field of marketing [into other disciplines].”

“Professor Parasuraman’s work has appeared in the top journals, but has also been disseminated among a broad audience via textbooks and in the education management sectors in Asia, Africa and South America,” added Lemmink. “This means that his work has also had the necessary social impact on the quality of business and service provision in less economically developed countries.”          

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