Timothy L. Keiningham

Professor

PhD, Marketing, Staffordshire UniversityMBA, Marketing, Vanderbilt UniversityBA, Telecommunications, Kentucky Wesleyan College

Timothy Keiningham, Ph.D. is the J. Donald Kennedy Endowed Chair in E-Commerce. He received the American Marketing Association’s Christopher Lovelock Career Contributions to the Services Discipline Award for teaching, research, and service that has had the greatest long-term impact on the development of the services discipline—the highest honor in service marketing.

Dr. Keiningham was named one of the Top 50 Undergraduate Business Professors by Poets & Quants. He is the author of the New York Times bestseller The Wallet Allocation Rule and author or editor of eight other books on customer loyalty.
His research has appeared in leading academic journals in marketing (e.g., Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science), strategy (e.g., Harvard Business Review and MIT Sloan Management Review), and service management (e.g., Journal of Service Research and Journal of Service Management).

His work has received numerous awards, including the 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 marketing practice (twice), Best Article Award from the Journal of Service Research (twice), the Robert Johnston Outstanding Paper Award from the Journal of Service Management (twice), and the Outstanding Paper Award from the Journal of Service Theory and Practice (twice).

Dr. Keiningham’s work focuses on bridging the gap between leading scientific research and management best practices. Prior to entering academia, he held senior executive roles in the market research industry, including Chief Strategy and Client Officer at Rockbridge Associates and Global Chief Strategy Officer and EVP at Ipsos Loyalty.

Dr. Keiningham received a BA from Kentucky Wesleyan College, an MBA from Vanderbilt University, and a PhD from Staffordshire University (UK).

Teaching Interests

Service Marketing (MKT 3320)
Marketing Strategy (MKT 4316)
Analytics for Consumer Insight (MKT 3313)
Data Driven Marketing (MKT 611)

Research Interests

Social Profit Orientation
Customer Experience Management (CXM)
Customer Loyalty
Customer Satisfaction
Customer Commitment

Courses Taught

MKT

611

DATA DRIVEN MARKETING

MKT

630

CUSTOMER EXP & SERVICE MGT

MKT

3313

ANALYTICS FOR CONSUMER INSIGHT

MKT

3320

SERVICE MARKETING

Select Publications

Journal Articles

Berry, L., Danaher, T., Keiningham, T. L., Aksoy, L., and Andreassen, T. W. (2025). Social Profit Orientation: Lessons from Organizations Committed to Building a Better World. Journal of Marketing. vol. 89, pp. 1-19.

Keiningham, T. L., Aksoy, L., Buoye, A. J., Yan, A., Morgeson, F., Woodall, G., and Lariviere, B. (2024). Customer Perceptions of Firm Innovativeness and Market Performance: A Nation-level, Longitudinal, Cross-Industry Examination. Journal of Service Research. vol. 27, pp. 475-489.

Aksoy, L., Banda, S., Harmeling, C., Keiningham, T. L., and Pansari, A. (2022). Marketing’s Role in Multi-Stakeholder Engagement. International Journal of Research in Marketing. vol. 39, pp. 445-461.

Morgeson, F. V., Hult, T., Mithas, S., Keiningham, T. L., and Fornell, C. (2020). Turning Complaining Customers into Loyal Customers: Moderators of the Complaint Handling – Customer Loyalty Relationship. Journal of Marketing. vol. 84, pp. 79-99.

De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., and Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature. Journal of Service Research.

Larivière, B., Keiningham, T. L., Aksoy, L., Yalçın, A., Morgeson, F., and Mithas, S. (2016). Modeling heterogeneity in the satisfaction, loyalty intention, and shareholder value linkage: a cross-industry analysis at the customer and firm levels. Journal of Marketing Research. vol. 53, pp. 91-109.

Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A., and Mittal, V. (2015). A five-component customer commitment model: implications for repurchase intentions in goods and services industries. Journal of Service Research. vol. 18, pp. 433-450.

Keiningham, T. L., Gupta, S., Aksoy, L., and Buoye, A. (2014). The high price of customer satisfaction. MIT Sloan Management Review. vol. 55, pp. 37-46.

Keiningham, T. L., Morgeson, F., Aksoy, L., and Williams, L. (2014). Service failure severity, customer satisfaction, and market share: An examination of the airline industry. Journal of Service Research. vol. 17, pp. 415-431.

Keiningham, T. L., Aksoy, L., Buoye, A., and Cooil, B. (2011). Customer Loyalty Isn't Enough. Grow Your Share of Wallet. Harvard Business Review. vol. 89, pp. 29-31.

Aksoy, L., Buoye, A., Cooil, B., Keiningham, T. L., Paul, D., and Volinsky, C. (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, pp. 355-371.

Morgeson, F., Mithas, S., Keiningham, T. L., and Aksoy, L. (2011). An investigation of the cross-national determinants of customer satisfaction. Journal of the Academy of Marketing Science. vol. 39, pp. 198-215.

Keiningham, T. L., Aksoy, L., Cooil, B., and Andreassen, T. W. (2008). Linking customer loyalty to growth. MIT Sloan Management Review. vol. 49, pp. 50-57.

Aksoy, L., Cooil, B., Groening, C., Keiningham, T. L., and Yalçın, A. (2008). The long-term stock market valuation of customer satisfaction. Journal of Marketing. vol. 72, pp. 105-122.

Keiningham, T. L., Cooil, B., Andreassen, T. W., and Aksoy, L. (2007). A longitudinal examination of net promoter and firm revenue growth. Journal of Marketing. vol. 71, pp. 39-51.

Cooil, B., Keiningham, T. L., Aksoy, L., and Hsu, M. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing. vol. 71, pp. 67-83.

Keiningham, T. L., Vavra, T., and Aksoy, L. (2006). Managing through rose-colored glasses. MIT Sloan Management Review. vol. 48, pp. 15-18.

Zeithaml, V., Bolton, R., Deighton, J., Keiningham, T. L., Lemon, K., and Peterson, A. (2006). Forward-looking focus: can firms have adaptive foresight?. Journal of Service Research. vol. 9, pp. 168-183.

Rust, R., Zahorik, A., Keiningham, T. L., and (1995). Return On Quality (ROQ): Making Service Quality Financially Accountable. Journal of Marketing. vol. 59, pp. 58-70.

Books

Keiningham, T. L., Aksoy, L., Williams, L., and Buoye, A. (2015). The Wallet Allocation Rule: Winning the Battle for Share. Hoboken, NJ: John Wiley and Sons.