Fordham Marketing Professor, Lerzan Aksoy, honored at Frontiers in Services Conference
Jul 23, 2013
1 min read
Fordham Marketing Professor and Second Annual Conference for Positive Marketing Co-Chair, Lerzan Aksoy, was honored at the Frontiers in Services Conference in Taiwan.
There is no doubt that Professor Aksoy is having a notable impact on her field.
The presentation she made was a joint effort with six colleagues from universities and organizations around the world. Titled “Perceptions are Relative: An Examination of the Relationship Between Relative Satisfaction Metrics and Share of Wallet,” it received the award from an evaluation committee of three scholars representing the United States, Germany and India.
To win this award, a presentation must prove its value beyond mere theory. The category recognizes scholarly research that has real-world applications in business, helping to advance industry and address pertinent issues. Judges value innovative, engaging approaches.
Congratulations from the Fordham Schools of Business to Professor Aksoy and her colleagues Timothy Keiningham and Alexander Buoye of Ipsos Loyalty, Bruce Cooil of Vanderbilt University, Bart Lariviere and Arne De Keyser of Ghent University and Edward Malthouse of Northwestern University.
It's encouraging to see applied research like Professor Aksoy's get recognized, especially work on relative satisfaction metrics that businesses can actually use. Lately I've been exploring an AI character card for roleplay, which is a different kind of creative experiment entirely.
Relative satisfaction didn’t map cleanly to share of wallet for a regional bank I worked with: customers with top scores still split spending 60/40 across two providers. The award-winning “Perceptions are Relative” framing assumes comparison matters, but switching friction dominated. Before trusting the metric, I’d run numbers through a relative satisfaction and share-of-wallet calculator; that changed how I segmented accounts.
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Reading about Professor Aksoy being recognised for her work felt genuinely motivating. It’s nice to see academic research actually appreciated and making a difference. I remember struggling during one busy semester, feeling overwhelmed by coursework, and briefly thinking maybe someone could take my class online for me so I could breathe. Stories like this reminded me why learning still matters.