Ruth Bolton

TEMPE Campus


Ph.D. in Industrial Administration, Carnegie-Mellon University, 1983; M.Sc. in Marketing, Carnegie-Mellon University, 1980; B.Comm. (Honors), Queen's University, 1978.

Research Areas
Customer portfolio and revenue management; customer loyalty; customer satisfaction and services management; and dynamic models, with an emphasis on high technology services sold to business-to-business customers.

Current Projects
Customer portfolio and revenue management projects with a national logistics company, a major not-for-profit organization, a national financial services organization and a national retailer.

Academic Positions Held
Arizona State University: 2004-present. Previous appointments: Professor of Marketing, Owen Graduate School of Management, Vanderbilt University, 2002-2004; Ruby K. Powell Professor of Marketing, Michael F. Price College of Business, University of Oklahoma, 1999-2001; Associate Professor, The Robert H. Smith School of Business, University of Maryland; 1995-1999. Visiting appointments: Thomas Henry Carroll Ford Foundation Visiting Associate Professor of Business Administration, Harvard Graduate School of Business Administration, Harvard University, 1998-1999.

Other Positions
GTE Laboratories Incorporated (now Verizon), 1987-1995

Career and Recent Professional Awards; Teaching Awards
American Marketing Association SERVSIG Career Contributions in Service Award, 2007.

Professional Leadership
American Marketing Association Board of Directors, 2009-11 Executive Director, Marketing Science Institute, Board of Trustees, Sheth Foundation.

Representative Publications

"A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction." Marketing Science, 17 (1), 45-65, 1998. In Summer 2005, the Editor reported that this article had the largest number of total cites of all articles published in Marketing Science in the previous 10 years.

"A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction," with Katherine N. Lemon; Journal of Marketing Research, 36 (2), 171-86, 1999.

"A Model of Customer Satisfaction With Service Encounters Involving Failure and Recovery," with Amy K. Smith and Janet Wagner, Journal of Marketing Research, 36 (3), 356-72, 1999.

"Price-Based Global Market Segmentation for Services," with Matthew B. Myers, Journal of Marketing, 67 (3), 108-128, 2003. Reprinted in International Marketing, Stanley J. Paliwoda and John K. Ryans, Jr., (eds.) Edward Elgar Publishing Ltd, Cheltenham, United Kingdom.

"An Empirical Analysis of Determinants of Retailer Pricing Strategy," with Venkatesh Shankar, Marketing Science, 23 (1), 28-49, 2004.

"The Effect of Service Experiences over Time on a Supplier's Retention of Business Customers," with Katherine N. Lemon and Matthew D. Bramlett, Management Science, 52 (12), 1811-1823, 2006. (Lead article).

"Expanding Business-to-Business Customer Relationships: Modeling the Customer's Upgrade Decision." with Katherine N. Lemon and Peter C. Verhoef, Journal of Marketing, 72 (1), 2008, 46-64.

"Interactive services: A framework, synthesis and research direction," with Shruti Saxena Iyer, Journal of Interactive Marketing, 23 (1), 2009, 91-104. 

"Balancing Risk and Return in a Customer Portfolio: A Reply," with Crina O. Tarasi, Michael D. Hutt, and Beth A. Walker, Journal of Marketing, 75 (3), 2011, 18-26.

"Why Attachment Security Matters: How Customers' Attachment Styles Influence Their Relationships with Service Firms and Service Employees," with Martin Mende, Journal of Service Research, 14 (3), 2011.


Ph.D. (Industrial Administration), Carnegie-Mellon University, 1983.

M.Sc. (Marketing), Carnegie-Mellon University, 1980.

B.Comm. (Honors), Queen's University, 1978.


Research Interests

Marketing, Services, Customer Relationship Management, Marketing Models, Pricing, Customer Experience