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Alexander Buoye

Alexander Buoye - Business faculty

Assistant Professor
Joined Fordham: 2014

General Information:
140 W. 62nd Street, Room 431,
New York, NY 10023

Website: Google Scholar Page


Alexander Buoye is an assistant professor of marketing at the Gabelli School of Business. He received his PhD and MA in sociology and a bachelor of business administration degree in marketing from the University of Notre Dame.

Professor Buoye's research focuses on customer satisfaction and its relationship to loyalty and firm performance. He has extensive expertise in predictive modeling and analytics. He was the co-recipient of the 2011 Next Gen Market Research Disruptive Innovator Award for his role in the discovery and development of the Wallet Allocation Rule, featured in the October 2011 issue of Harvard Business Review. In 2013, he was co-recipient of the Best Practitioner Award at the 22nd Annual Frontiers in Service conference.

Professor Buoye's work has been accepted for publication in journals such as the Journal of Service Research, Journal of Service Management, Journal of Business Research, and Journal of Interactive Marketing, as well as Harvard Business Review, MIT Sloan Management Review and The Wall Street Journal. Professor Buoye also has been published in Teaching Sociology and Political Opportunities, Social Movements, and Democratization.

Prior to joining the Fordham faculty, Professor Buoye was head of loyalty analytics and SVP at Ipsos Loyalty, where he spent seven years overseeing all advanced analytics for the U.S. loyalty practice. Before that, he spent five years in the decision sciences group at Experian, a leading marketing information services provider. As a statistical analyst/consultant with Experian, he worked closely with marketing and analytical teams at several Fortune 500 companies, most notably Walmart and Microsoft. His varied background includes extensive work for financial clients, including Mastercard, Visa, Diner's Club International, Sharebuilder, and TD Ameritrade; retailers such as Walgreens, Target, IKEA and Stop & Shop; catalogers, including Delia's and L.L. Bean; and nonprofit organizations, including the Salvation Army.


  • PhD: Sociology (Sociology of Education and Social Psychology), University of Notre Dame
  • Master's: Sociology, University of Notre Dame
  • Bachelor's: Business Administration (Marketing), University of Notre Dame

Research Interests

  • Service Marketing
  • Customer Loyalty
  • Customer Satisfaction
  • ROI Linkage
  • Share-of-Wallet
  • Customer Relationship Management
  • Direct Marketing
  • Modeling and Analytics


Journal articles

  • Keiningham, Timothy, Joan Ball, Sabine Benoit, Helen Bruce, Alexander Buoye, Julija Dzenkovska, Linda Nasr, Yi-Chun Ou, and Mohamed Zaki (2017), “The Interplay of Customer Experience and Commitment”, Journal of Services Marketing, Vol. 31 (2), pp.148-160.
  • Aksoy, Lerzan, Timothy L. Keiningham, Alexander Buoye, and Joan Ball (2016), “Relative Value and Customer Choice in Loan Decisions: An Application of the Wallet Allocation Rule,” Journal of Creating Value, Vol. 2, (1), pp. 92-108.
  • Buoye, Alexander, Yuliya A. Komarova, Sertan Kabadayi, Mohammad G. Nejad, Timothy L. Keiningham, Lerzan Aksoy, and Jason Allsopp (2016), “Is Share of Wallet Exclusively about Making Customers Happy or Having More Customers?  Exploring the Relationship between Satisfaction and Double Jeopardy,” Journal of Service Management, Vol. 27, (4), pp. 434-459. 2016 Robert Johnston Highly Commended Paper Award.
  • Buoye, Alexander (2016), “An Examination of Relative Satisfaction and Share of Wallet: Investigating the Impact of Country and Customer Characteristics,” Journal of Service Theory and Practice, Vol. 26, (3), pp. 297 – 314.
  • Buoye, Alexander (2016), “An Examination of Relative Satisfaction and Share of Wallet: Investigating the Impact of Country and Customer Characteristics,” Journal of Service Theory and Practice, Vol. 26 (3), pp. 297-314.
  • Keiningham, Timothy L., Alexander Buoye, and Joan Ball (2015), "Competitive Context Is Everything: Moving from Absolute to Relative Metrics," Global Economics and Management Review, Vol. 20, (2), pp. 18-25.
  • Keiningham, Timothy L., Carly M. Frennea, Lerzan Aksoy, Alexander Buoye and Vikas Mittal (2015), “A Five-Component Customer Commitment Model: Implications for Repurchase Intentions in Goods and Services Industries,” Journal of Service Research, Vol. 26 (1), pp.2-43.


  • Timothy L. Keiningham, Lerzan Aksoy, Luke Williams and Alexander Buoye (2015). The Wallet Allocation Rule: Winning the Battle for Share. Hoboken, NJ: John Wiley and Sons (New York Times Bestseller)
  • Alexander J. Buoye (2009), Capitalizing on the Extra Curriculum: Participation, Peer Influence and Academic Achievement. Saarbrücken, Germany: VDM Verlag

Chapters in books

  • Buoye, Alexander, Timothy L. Keiningham, Luke Williams, and Lerzan Aksoy (2014), “Understanding What It Takes to Be Number 1: A New Approach for Determining Key Drivers Analysis in Polygamous Markets,” in Customer Experience Management: Enhancing Experience and Value Through Service Management. Jay Kandampully, ed., Dubuque, IA: Kendall Hunt Publishing Company, pp. 326-345.
  • Timothy L. Keiningham, Lerzan Aksoy, Arne De Keyser, Bart Larivière, Alexander Buoye, and Luke Williams (2014), "It's Not Your Score That Matters: The Importance of Relative Metrics," in Handbook of Service Marketing Research, Roland Rust and Ming-Hui Huang eds., Cheltenham, UK: Edward Elgar Publishing, 166-181.
  • Timothy L. Keiningham, Lerzan Aksoy, Luke Williams, and Alexander Buoye (2011), "Why Loyalty Matters in Retailing," in Service Management: The New Paradigm in Retailing, Jay Kandampully ed., New York, NY: Springer, 67-82.
  • Alexander Buoye and Howard Lyeth (2009), "A Technical Supplement to LoyaltyAdvisor," in Why Loyalty Matters, by Tim Keiningham, Lerzan Aksoy, and Luke Williams. Dallas, TX: Benbella Books.

Articles in peer-reviewed journals

  • Aksoy, Lerzan, Timothy L. Keiningham, Alexander Buoye, Bart Larivière, Luke Williams, and Ian Wilson (2015), “Does Loyalty Span Domains?  Examining the Relationship between Consumer Loyalty, Other Loyalties and Happiness,” Journal of Business Research. Vol. 68, (12), pp. 2464-2476.
  • Keiningham, Timothy L., Bruce Cooil, Edward C. Malthouse, Alexander Buoye, Lerzan Aksoy, Arne De Keyser, and Bart Larivière (2015), “Perceptions Are Relative: An Examination of the Relationship between Relative Satisfaction Metrics and Share of Wallet,” Journal of Service Management, Vol. 26, (1), pp. 2-43.
  • Timothy L. Keiningham, Sunil Gupta, Lerzan Aksoy, and Alexander Buoye (2014), "The High Price of Satisfaction," MIT Sloan Management Review, Vol. 55, No. 3, 37-45.
  • Timothy L. Keiningham, Lerzan Aksoy, Edward C. Malthouse, Alexander Buoye, Bart Larivière (2014), "The Cumulative Effect of Satisfaction with Discrete Transactions on Share of Wallet," Journal of Service Management, Vol. 25, No. 3, 310-333.
  • V. Kumar, Veena Chattaraman, Carmen Neghina, Bernd Skiera, Lerzan Aksoy, Alexander Buoye, and Joerg Henseler (2013), "Data Driven Services Marketing in a Connected World," Journal of Service Management, Vol. 24, No. 3, 330-352 .
  • Lerzan Aksoy, Alexander Buoye, Pelin Aksoy, Bart Larivière, and Timothy L. Keiningham (2013), "A Cross-national Investigation of the Satisfaction and Loyalty Linkage for 3 Mobile Telecommunications Services across Eight Countries," Journal of Interactive Marketing, Vol. 27, No. 1 (February), 74-82.
  • Timothy L. Keiningham, Lerzan Aksoy, Alexander Buoye, and Bruce Cooil (2011), "Customer Loyalty Isn't Enough. Grow Your Share of Wallet," Harvard Business Review, vol. 89 (October), 29-31. (Winner of the NextGen Disruptive Innovation in Marketing Research Award)
  • Lerzan Aksoy, Alexander Buoye, Bruce Cooil, Timothy L. Keiningham, DeDe Paul, and Chris Volinsky (2011), "Can We Talk?: The Impact of Willingness to Recommend on a New-to-Market Service Brand Extension Within a Social Network," Journal of Service Research, vol. 14, no. 3 (August), 355-371.
  • Daniel J. Myers and Alexander J. Buoye (2001), "Campus racial disorders and community ties, 1967-1969." Research in Social Movements, Conflicts, and Change, Vol. 23: 297-327.
  • Daniel J. Myers, Alexander J. Buoye, Janet McDermott, Douglas E. Strickler, and Roger G. Ryman (2000), "Signals, symbols, and vibes: An exercise in cross-cultural interaction." Teaching Sociology, Vol. 29: 95-101.

Select trade publications

  • Timothy Keiningham, Lerzan Aksoy, Alexander Buoye, and Luke Williams (2009), "Why a Loyal Customer Isn't Always a Profitable One," The Wall Street Journal, (June 22), R4.