2026 Roland T. Rust: Business and Management Researcher – H-Index, Publications & Awards

Discipline name	D-Index	World Ranking	Current World Ranking	National Ranking	Current National Ranking	Publications	Citations
Business and Management	81	150	140	78	73	175	52956

Research.com Recognitions

2026 - Research.com Business and Management in United States Leader Award
2024 - Research.com Business and Management in United States Leader Award
2023 - Research.com Business and Management in United States Leader Award
2020 - Buck Weaver Award, INFORMS Society for Marketing Science (ISMS)
2015 - Fellow of the American Marketing Association
2012 - AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award, American Marketing Association
2010 - INFORMS Society for Marketing Science (ISMS) Fellow Award
1997 - Fellow of the American Statistical Association (ASA)
Fellow of the European Marketing Academy (EMAC)
Fellow of the European Marketing Academy (EMAC)
Fellow of the European Marketing Academy (EMAC)

Overview

Roland T. Rust is affiliated with the University of Maryland, College Park in the United States. Their academic work primarily spans the fields of Business, Management and Accounting, as well as Social Sciences. Within these areas, their subfields of study include Marketing, Sociology and Political Science, Artificial Intelligence, Accounting, and Safety Research.

Their research topics cover multiple dimensions related to marketing and consumer behavior, including:

Digital Marketing and Social Media
Consumer Behavior in Brand Consumption and Identification
AI in Service Interactions
Consumer Retail Behavior Studies
Ethics and Social Impacts of AI
Consumer Market Behavior and Pricing
Corporate Finance and Governance

Roland T. Rust has several recent publications, including:

"A strategic framework for artificial intelligence in marketing," 2020, Journal of the Academy of Marketing Science
"A Framework for Collaborative Artificial Intelligence in Marketing," 2021, Journal of Retailing
"AI as customer," 2022, Journal of Service Management
"The GenAI Future of Consumer Research," 2025, Journal of Consumer Research
"Algorithmic Discrimination in Service," 2020, SSRN Electronic Journal

Frequent co-authors in their work include Ming-Hui Huang, Renana Peres, Chizuru Nishio, Linda Robinson, and Tony C. Garrett.

The most common venues for Roland T. Rust's publications are:

Global Fashion Management Conference
Journal of the Academy of Marketing Science
Journal of Retailing
Journal of Service Management
Journal of Consumer Research

Throughout their career, Roland T. Rust has been recognized with several awards, including:

Buck Weaver Award, INFORMS Society for Marketing Science (ISMS), 2020
Fellow of the American Marketing Association, 2015
AMA-Irwin-McGraw-Hill Distinguished Marketing Educator Award, American Marketing Association, 2012
INFORMS Society for Marketing Science (ISMS) Fellow Award, 2010
Fellow of the American Statistical Association (ASA), 1997
Fellow of the European Marketing Academy (EMAC)

Best Publications

Customer satisfaction, customer retention, and market share

Roland T. Rust;Anthony J. Zahorik

3867
Citations
Service Quality: New Directions in Theory and Practice

Roland T. Rust;Richard L. Oliver

3550
Citations
Service Quality: Insights and Managerial Implications from the Frontier

Roland T. Rust;Richard L. Oliver

3217
Citations
Return on Marketing: Using Customer Equity to Focus Marketing Strategy

Roland T. Rust;Katherine N. Lemon;Valarie A. Zeithaml

3119
Citations
Return on quality (ROQ): Making service quality financially accountable

Roland T. Rust;Anthony J. Zahorik;Timothy L. Keiningham

2775
Citations
Customer Satisfaction, Productivity, and Profitability: Differences Between Goods and Services

Eugene W. Anderson;Claes Fornell;Roland T. Rust

2457
Citations
Driving Customer Equity: How Customer Lifetime Value Is Reshaping Corporate Strategy

Roland T. Rust;Valarie A. Zeithaml;Katherine N. Lemon

2209
Citations
Artificial Intelligence in Service

Ming Hui Huang;Roland T. Rust

2166
Citations
Measuring Marketing Productivity: Current Knowledge and Future Directions:

Roland T. Rust;Tim Ambler;Gregory S. Carpenter;V. Kumar

1664
Citations
Reliability Measures for Qualitative Data: Theory and Implications:

Roland T. Rust;Bruce Cooil

1153
Citations
The Role of Marketing

Christine Moorman;Roland T. Rust

1139
Citations
Getting Return on Quality: Revenue Expansion, Cost Reduction, or Both?

Roland T. Rust;Christine Moorman;Peter R. Dickson

977
Citations
Feature Fatigue: When Product Capabilities Become Too Much of a Good Thing

Debora Viana Thompson;Rebecca W. Hamilton;Roland T. Rust

938
Citations
Should we delight the customer

Roland T. Rust;Richard L. Oliver

933
Citations
The Path to Customer Centricity

Denish Shah;Roland T. Rust;Roland T. Rust;A. Parasuraman;Richard Staelin

919
Citations
The Customer Pyramid: Creating and Serving Profitable Customers

Valarie A. Zeithaml;Roland T. Rust;Katherine N. Lemon

799
Citations
Marketing Models of Service and Relationships

Roland T. Rust;Tuck Siong Chung

756
Citations
E-Service and the Consumer

Roland T. Rust;Katherine N. Lemon

678
Citations
A strategic framework for artificial intelligence in marketing

Ming Hui Huang;Roland T. Rust

664
Citations
Engaged to a Robot? The Role of AI in Service:

Ming-Hui Huang;Roland T. Rust

561
Citations
Return on quality (ROQ) : making service quality financially accountable : technical wooking paper

Roland T. Rust;Anthony J. Zahorik;Timothy L. Keiningham

7
Citations

Frequent Co-Authors

Katherine N. Lemon Boston College

Valarie A. Zeithaml University of North Carolina at Chapel Hill

Timothy L. Keiningham St. John's University

Mark A. Cohen Vanderbilt University

Christine Moorman Duke University

Peter J. Danaher Monash University

Michel Wedel University of Maryland, College Park

Naveen Donthu Georgia State University

P. K. Kannan University of Maryland, College Park

Richard L. Oliver Vanderbilt University

External Links

Personal website of Roland T. Rust Google Scholar page

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