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Richard Spreng is the Associate Dean for Undergraduate Programs and an Associate Professor of Marketing at Michigan State University’s Broad College of Business. He specializes in customer experience, loyalty, satisfaction, and marketing research, having published over 60 articles in renowned journals such as the Journal of Marketing, Journal of Consumer Research, and Journal of Service Research. Richard earned his Ph.D. in Marketing from Indiana University in 1992. Before academia, he served as Regional Operations Manager for a retail importing firm. His primary research interest revolves around post-purchase consumer satisfaction and dissatisfaction, focusing on the determinants and measurement of key satisfaction variables. At MSU, he teaches courses in retailing, sales management, and consumer behavior at the undergraduate level and customer-driven strategies in the MBA program. He is the co-founder of the Sales Leadership Minor and the Master of Science in Marketing Research Program, which is recognized as one of the top MSMR programs. Richard also has extensive consulting experience in developing customer satisfaction measurement systems for various organizations, including government and nonprofit sectors.
Michigan State University • East Lansing, MI
Oversees undergraduate programs and curriculum development.
Michigan State University • East Lansing, MI
Teaches marketing courses and conducts research in customer satisfaction.
Department of Psychology