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Lerzan Aksoy

Lerzan Aksoy

Associate Dean of Undergraduate Studies
Professor of Marketing
School of Business
Joined Fordham: 2008

General Information:
Hughes Hall, Room 518,
441 East Fordham Road,
Bronx, NY 10458

Website: Google scholar profile


Lerzan Aksoy's research interests include consumer satisfaction and its relationship to customer loyalty and firm performance, customer relationship management and managing customers as assets. She was recognized as the top young scientist of 2007 in Turkey by the Junior Chamber International, winning the TOYP Award for Scientific Leadership. Five years later, she received one of the most prestigious business and management awards in Turkey: the 2012 Management Honor Award (Yönetim Onur Ödülü), a lifetime-achievement award for research contributions that affect management across international boundaries. Professor Aksoy also has received the Koç University Werner Von Siemens Award and the Fordham University Magis Award for research, teaching and social contribution.

A prolific writer, Professor Aksoy has authored or edited five books. Her most recent book, The Wallet Allocation Rule, is a New York Times and USA Today bestseller. Its approach for winning the battle for share of customers' hearts,minds, and wallets is grounded in research published in the Harvard Business Review and MIT Sloan Management Review. The book provides managers with a way to drive beyond traditional customer satisfaction and NPS to achieve goals for profitability, market share and growth.

Professor Aksoy's research on the importance of loyalty has received more than a dozen prestigious scientific awards, including:

  • Marketing Science Institute/H. Paul Root Award from the Journal of Marketing for the article judged to represent the most significant contribution to the advancement of the practice of marketing.
  • Citations of Excellence "Top 50" Award (top 50 management papers of approximately 20,000 papers reviewed that year) from Emerald Management Reviews.
  • Outstanding Paper Award (best paper) from the Journal of Service Management.
  • Outstanding Paper Award (best paper) from the journal Managing Service Quality(twice).
  • NextGen Disruptive Innovation in Marketing Research Award.

Professor Aksoy's articles have been accepted for publication in top tier journals in marketing (such as the Journal of Marketing, Marketing Science, Journal of the Academy of Marketing Science and Journal of Interactive Marketing), strategy (including Harvard Business Review and MIT Sloan Management Review) and service management (such as the Journal of Service Research, Journal of Service Management and Managing Service Quality). She is associate editor for the Journal of Service Research and serves on the editorial review boards of the Journal of Marketing, Journal of Service Management, Journal of Business Research, Journal of Service Theory and Practice and Journal of Relationship Marketing. She has contributed interviews and articles to publications worldwide, including The Wall Street Journal, BrandWeek and Harvard Business Online. She also was selected "Best Reviewer of the Year" among the editorial review board members of both the Journal of Service Research and Journal of Service Management. Each journal selects only one reviewer per year to receive this award.

Professor Aksoy is a keynote speaker at academic and industry conferences and has presented in Belgium, China, Egypt, Greece, Jordan, Peru, Sweden, the Netherlands, Turkey, the United Arab Emirates, the United Kingdom and the United States. She has provided executive training and consulting on consumer behavior, customer relationship management and loyalty management to Sony, Ford, Pfizer, AC Nielsen and L'Oreal. Prior to joining Fordham, Professor Aksoy was an associate professor at Koç University in Istanbul, Turkey.

View Lerzan Aksoy's Google scholar webpage.


  • PhD: Marketing, University of North Carolina at Chapel Hill, Kenan-Flagler Business School
  • Master's: MBA, George Mason University, Fairfax, Virginia
  • Bachelor's: Business Administration, Hacettepe University, Ankara, Turkey, B.Sc.

Research Interests

  • Customer Loyalty
  • Customer Satisfaction
  • Firm Performance
  • Employee Satisfaction
  • Share-of-Wallet
  • Services Marketing
  • Customer Relationship Management
  • Branding


  • Kunz, Werner, Lerzan Aksoy, Yakov Bart, Kristina Heinonen, Sertan Kabadayi, Francisco Villarroel Ordenes, Marianna Sigala, David Díaz Solis, and Babis Theodoulidis (2017), “Customer Engagement in a Big Data World: A Strategic Framework from both Company and Customer Perspective,” Journal of Services Marketing, Vol. 31 (2), pp. 161-171.
  • 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, No. 4, pp. 434-459. 2016 Robert Johnston Highly Commended Paper Award.
  • 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.
  • Larivière, Bart, Timothy L. Keiningham, Lerzan Aksoy, Forrest Morgeson III, Atakan Yalçin, Sunil Mithas (2016), “Modeling Heterogeneity in The Satisfaction, Loyalty Intention and Shareholder Value Linkage: A Cross-Industry Analysis at the Customer and Firm Level,” Journal of Marketing Research, Vol. 53 (1), pp. 91-109.
  • 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. (Special Issue on Positive Marketing, 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.
  • Keiningham, Timothy L, Carly M. Frennea, Lerzan Aksoy, Alexander Buoye, and Vikas Mittal (2015), “Broadening Our Conceptualization of Commitment and Its Relationship to Consumer Loyalty,” Journal of Service Research, Vol 18 (4), pp.433-450.
  • Keiningham, Timothy L., Sunil Gupta, Lerzan Aksoy, and Alexander Buoye (2014), “The High Price of Satisfaction,” MIT Sloan Management Review. vol 55, no. 3 (Spring), 37-46.
    * Translated into Spanish, Chinese, and Korean.
  • Bart Larivière, Timothy L. Keiningham, Bruce Cooil, Lerzan Aksoy, and Edward C. Malthouse (2014), “A Longitudinal Examination of Customer Commitment and Loyalty,” Journal of Service Management. vol. 25, no. 1, 75-100.
    *Winner of Robert B. Johnston Outstanding Paper Award.
  • Aksoy, Lerzan (2013), "How Do You Measure What You Can't Define? The Current State of Loyalty Measurement and Management," Journal of Service Management. vol. 24, no. 4, 356-381.*Winner of Robert B. Johnston Outstanding Paper Award.
  • Kumar, V., Veena Chattaraman, Lerzan Aksoy, Carmen Neghina, Bernd Skiera, Alexander Buoye and Joerg Henseler (2013), "Data-Driven Services Marketing in a Connected World," Journal of Service Management. vol. 24, no. 3, 330-352.
  • Keiningham, Timothy L., 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.
  • Aksoy, Lerzan, Alexander Buoye, Bruce Cooil, Timothy L. Keiningham, DeDe Paul and Chris Volinsky (2011), "Can We Talk? The Impact of Willingness to Recommend on New to Market Service Brand Extension within a Social Network," Journal of Service Research. 14 (3), 355-371.
  • Aksoy, Lerzan, Bruce Cooil and Nicholas Lurie (2011), "Decision Quality Measures in Recommendation Agents Research," Journal of Interactive Marketing, 25 (2), 110-122.
  • Morgeson, Forrest, Sunil Mithas, Timothy Keiningham and Lerzan Aksoy (2011), "An Investigation of the Cross-National Determinants of Customer Satisfaction" Journal of Academy of Marketing Science, 39 (2), 198-215.
  • Kumar, V., Lerzan Aksoy, Rajkumar Venkatesen, Bas Donkers, Thorsten Wiesel and Sebastian Tillmans (2010), “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research, vol. 13, no. 3, 297-310.
  • Keiningham, Timothy L, Lerzan Aksoy, and Luke Williams (2009), Why Loyalty Matters, Dallas, TX: BenBella Books.
    *Audio book created (in English)
    *Commissioned for publication into Chinese and Korean.
  • Keiningham, Timothy L., Lerzan Aksoy, Bruce Cooil and Tor Wallin Andreassen (2008), “Linking Customer Loyalty to Growth,” MIT Sloan Management Review, vol. 49, no. 4 (Summer), 50-57.
    *Article featured in Wall Street Journal: Michel, Stefan, David Bowen and Robert Johnston (2008), “Making the Most of Customer Complaints,” Wall Street Journal (September 22), R4.
    *Made available for free to the public by a grant from IBM.
  • Aksoy, Lerzan, Bruce Cooil, Christopher Groening, Timothy L. Keiningham and Atakan Yalcin (2008), “Long Term Stock Market Valuation of Customer Satisfaction,” Journal of Marketing, vol. 72 (July), 105-122.
  • Keiningham, Timothy L., Lerzan Aksoy, Bruce Cooil and Tor Wallin Andreassen (2008), “Net Promoter, Recommendations, and Business Performance: A Clarification on Morgan and Rego,” Marketing Science, vol. 27, no. 3 (May/June), 531-532.
  • Keiningham, Timothy L., Bruce Cooil, Tor Wallin Andreassen and Lerzan Aksoy (2007), “A Longitudinal Examination of Net Promoter and Firm Revenue Growth,” Journal of Marketing, vol. 71, no. 3. (July), 39-51.
    *Winner of the MSI/H Paul Root Award (Best Paper) in the Journal of Marketing.
    *Research featured in Wall Street Journal: Thurm, Scott (2006), “One Question and Plenty of Debate,” Wall Street Journal, (December 4), B3.
    *Article selected featured in Journal of Marketing blog.
  • Cooil, Bruce, Timothy L. Keiningham, Lerzan Aksoy, and Michael Hsu (2007), “A Longitudinal Analysis of Customer Satisfaction and Share of Wallet: Investigating the Moderating Effect of Customer Characteristics,” Journal of Marketing, vol. 71, no. 1 (January), 67-83.
  • Aksoy, Lerzan, Paul N. Bloom, Nicholas H. Lurie and Bruce Cooil (2006), “Should Recommendation Agents Think Like People?” Journal of Service Research, 8 (4), 297-315.
    *Finalist for Best Paper in Journal of Service Research.