معرفی
Richard Spreng is an Associate Professor of Marketing and Associate Dean for Undergraduate Programs at the Broad College of Business, Michigan State University. He holds the United Shore Financial Services Faculty Fellowship in Sales. His primary research focuses on customer experience, loyalty, and satisfaction dynamics within marketing contexts, with notable contributions to service quality measurement, consumer regret analysis, and cross-cultural business studies.
His academic leadership includes strategic curriculum development for undergraduate programs, including the direct admit program and enhancements in analytics and technology integration. He has been recognized for his scholarly contributions, including endowments and awards reflecting his impact in marketing education and research.
Professor Spreng has published extensively in top-tier journals, exploring topics like consumer behavior, B2B service quality, and the role of guarantees in reducing post-purchase regret. His work bridges theoretical frameworks with practical applications, influencing both academic discourse and business practices.
His research collaborations include partnerships with industry leaders like AYTM to enhance marketing research automation tools for students. He maintains active involvement in the Master of Science in Marketing Research (MSMR) program, emphasizing real-world applications through industry partnerships and CEO-led teaching initiatives.
