Lerzan Aksoy, Ph.D. Photo by Benbella Publishers
Lerzan Aksoy, Ph.D.
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.

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