Alexander J. Buoye

Associate Professor
PhD, Sociology, University of Notre DameMA, Sociology, University of Notre DameBBA, Marketing, University of Notre Dame
Alexander Buoye, Ph.D. is an Associate Professor of Marketing at the St. John’s University Peter J. Tobin College 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.

Dr. Buoye's research focuses on customer satisfaction and its relationship to loyalty and firm performance. As the former Head of Loyalty Analytics and SVP at Ipsos (the third largest marketing research firm in the world), he has extensive applied expertise in predictive modeling and analytics.

Dr. Buoye has received numerous honors as both an academic and a practitioner. He was the co-recipient of the 2011 Next Gen Market Research Disruptive Innovator Award. In 2013, he received Best Practitioner Award at the 22nd Annual Frontiers in Service conference. In 2015, he won the Robert Johnston award for the Outstanding Paper of the Year in the Journal of Service Management. He is co-author of the New York Times Bestseller The Wallet Allocation Rule: Winning the Battle for Share.

Dr. 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, Journal of Service Theory and Practice, Journal of Services Marketing, Journal of Interactive Marketing and Tourism Management, as well as Harvard Business Review, MIT Sloan Management Review and The Wall Street Journal. Dr. Buoye has also been published in Teaching Sociology and Political Opportunities, Social Movements, and Democratization.

Teaching Interests

Marketing Analytics
Marketing Research
Digital Marketing

Research Interests

Service Marketing
Customer Loyalty and Satisfaction
Share of Wallet
Customer Commitment
Customer Engagement
Social Commerce
Social Innovation & Sustainability
Big Data
Entertainment Marketing

Courses Taught


Select Publications

Journal Articles

Helkkula, A., Buoye, A. J., Choi, H., Liu, S., Lee, M., and Keiningham, T. L. (2020). Parents' burdens of service for children with ASD – implications for service providers. Journal of Service Management . vol. 31, pp. 1015-1039.

Line, N., Dogru, T., El-Manstrly, D., Buoye, A. J., Malthouse, E. C., and Kandampully, J. (2020). Control, use and ownership of big data: A reciprocal view of customer big data value in the hospitality and tourism industry. Tourism Management. vol. 80,

Buoye, A. J., De Keyser, A., Gong, Z., and Lao, N. (2020). Intellectual property extensions in entertainment services: Marvel and DC Comics. Journal of Services Marketing. vol. 34, pp. 239-251.

Malthouse, E. C., Buoye, A. J., Line, N., El-Manstrly, D., Dogru, T., and Kandampully, J. (2019). Beyond Reciprocal: The Role of Platforms in Diffusing Data Value Across Multiple Stakeholders. Journal of Service Management. vol. 30, pp. 507-518.

Clark, C. M., Buoye, A. J., Keiningham, T. L., Juraidini, A., Kandampully, J., and Rosenbaum, M. (2019). Some Foundational Factors for Promoting Human Flourishing. Humanistic Management Journal. vol. 4, pp. 219-233.

Buoye, A. J., Williams, L., and Weiner, J. (2018). WAR: What Else Is It Good For? A Comparison of Maximum Difference Scaling, ACBC, Constant Sum Scaling and Wallet Allocation Rule Utilities. Journal of Creating Value. vol. 4, pp. 1-21.

Keiningham, T. L., Ball, J. P., Benoit, S., Bruce, H., Buoye, A. J., Dzenkovska, J., Nasr, L., Ou, Y., and Zaki, M. (2017). The Interplay of Customer Experience and Commitment. Journal of Services Marketing. vol. 31, pp. 148-160.

Aksoy, L., Keiningham, T. L., Buoye, A. J., and Ball, J. P. (2017). Linking Satisfaction to Credit Card Decisions: An Application of the Wallet Allocation Rule. International Journal of Bank Marketing. vol. 35, pp. 205-219.

Buoye, A. J., Komarova, Y., Kabadayi, S., Nejad, M., Keiningham, T. L., Aksoy, L., and Allsopp, J. (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, pp. 434-459.

Buoye, A. J. (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, pp. 297-314.

Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A. J., 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.

Aksoy, L., Keiningham, T. L., Buoye, A. J., Larivière, B., Williams, L., and Wilson, I. (2015). Does Loyalty Span Domains? Examining the Relationship between Consumer Loyalty, Other Loyalties and Happiness. Journal of Business Research. vol. 68, pp. 2464-2476.

Keiningham, T. L., Cooil, B., Malthouse, E. C., Buoye, A. J., Aksoy, L., De Keyser, A., and Larivière, B. (2015). Perceptions Are Relative: An Examination of the Relationship between Relative Satisfaction Metrics and Share of Wallet. Journal of Service Management. vol. 26, pp. 2-43.

Keiningham, T. L., Gupta, S., Buoye, A. J., and Aksoy, L. (2014). The High Price of Satisfaction. MIT Sloan Management Review. vol. 55, pp. 37-46.

Keiningham, T. L., Aksoy, L., Malthouse, E. C., Buoye, A. J., and Larivière, B. (2014). The Cumulative Effect of Satisfaction with Discrete Transactions on Share of Wallet. Journal of Service Management. vol. 25, pp. 310-333.

Kumar, V., Chattaraman, V., Neghina, C., Skiera, B., Aksoy, L., Buoye, A. J., and Henseler, J. (2013). Data Driven Services Marketing in a Connected World. Journal of Service Management. vol. 24, pp. 330-352.

Aksoy, L., Buoye, A. J., Aksoy, P., Larivière, B., and Keiningham, T. L. (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, pp. 74-82.

Aksoy, L., Buoye, A. J., 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.

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


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