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Wilfrid Laurier University Lazaridis School of Business & Economics
December 3, 2016
Canadian Excellence

Terry Levesque (left) and Gordon McDougall
Terry Levesque (left) and Gordon McDougall

Headlines (Campus Updates)


Laurier professors recognized for popular research article

Communications, Public Affairs & Marketing

Dec 9/05

Dr. Gordon McDougall and Dr, Terry Levesque of Laurier's School of Business & Economics recently received recognition by Emerald Literati for having one of the "top 50" most downloaded articles among the over 50,000 articles published in Emerald journals.

The article, "Customer Satisfaction With Services: Putting Perceived Value Into the Equation," was published in The Journal of Services Marketing (Volume 14, No. 5, 2000, 392-409) and in their work, McDougall and Levesque tackled the factors underlying customer satisfaction, an issue commonly linked to customer loyalty and firm profitability.

The cited article examined how three factors (the service provider's promise, the way that it delivered the service and the customer's perception of the value of the service) affected customer satisfaction and their future intentions across four services.

The results showed that the service promise and perceived value were the most important drivers of customer satisfaction with relational service quality (the delivery) a significant but less important driver as well as identifying a direct link between customer satisfaction and the customer's plans to use the service provider again or to complain to others about poor quality or low value.

It reached the important conclusion that both perceived value and the customer's judgement about how well the service provider had met its promise should be examined by managers to provide a more complete picture of the drivers of satisfaction.

See an electronic version at

Drs. Levesque and McDougall were surprised and pleased that the paper was of interest to such a large number of researchers and marketers. They noted that the ease with which academic journal articles can be downloaded has had a significant impact on researchers' ability to access papers that are current and relevant.

Emerald ( is the leading international publisher in the library and information sciences and management sectors as well as offering a strong range of engineering, applied science and technology journals and regularly attracts contributions from esteemed authors such as:

  • Philip Kotler
  • Cary Cooper
  • Peter Drucker
  • Edgar Schein
  • Malcom Macdonald.

Emerald publishes such flagship titles as:

  • Management Decision
  • European Journal of Marketing
  • Journal of Documentation
  • Leadership and Organisation Development Journal
  • Journal of Consumer Marketing
  • Library Management
  • The TQM Magazine

Dr. Gordon McDougall is a professor of marketing whose current research interests include service marketing, customer satisfaction and retention, and marketing strategy. He has co-authored fifteen books and published in a wide range of journals including the Journal of Marketing, Journal of Consumer Research, Journal of Retailing and The Journal of Services Marketing.

Dr. Terry Levesque is a professor of economics. His published research involves applications of economic analysis in political economy, transportation, and marketing. He teaches statistics and econometrics.

Tony Frost
Public Affairs


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