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Mackoy, Robert

Associate Professor - Marketing
College of Business


Holcomb Building - 256

Academic/Professional/Personal Focus

Contributions: (published works or studies, conference presentations)
Refereed Journal Articles

  • Anderson, Ronald, Robert D. Mackoy, Vincent B. Thompson, and Gilbert Harrell (2004), “A Bayesian Network Estimation of the Service-Profit Chain for Transport Service Satisfaction,” Decision Sciences, 35:4, 665-689.
  • Mackoy, Robert D., and Gregory Osland (2004), “Lodge Selection and Satisfaction: Attributes Valued by Ecotourists,” forthcoming in The Journal of Tourism Studies, 15:2
  • Osland, Gregory, and Robert D. Mackoy (2004), “Ecolodge Performance Goals and Evaluations,” forthcoming in The Journal of Ecotourism.
  • Aiken, Damon, Greg Osland, Ben Liu, and Robert Mackoy (2004), "Building Internet Trust: Signaling through Trustmarks," International Journal of Internet Marketing and Advertising, 1:3, 251-267.
  • Spreng, Richard A., Robert D. Mackoy, and Cornelia Dröge (1998), "Confounds in the Measurement of Predictive Expectations," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 11, 1-7.
  • Stamatoplos, Anthony, and Robert D. Mackoy (1998), "Effects of Library Instruction on University Students' Satisfaction with the Library: A Longitudinal Study," College & Research Libraries, 59:4, 323-334.
  • Dröge, Cornelia, Diane Halstead, and Robert D. Mackoy (1997), "The Role of Competitive Alternatives in the Postchoice Satisfaction Formation Process," Journal of the Academy of Marketing Science, Vol. 25, 18-30.
  • Mackoy, Robert D., Richard A. Spreng and Gilbert D. Harrell (1996), "An Investigation of the Relationship Between Level of Satisfaction and Processing Intensity," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 9, 75-80.
  • Spreng, Richard A. and Robert D. Mackoy (1996), "An Empirical Examination of a Model of Perceived Service Quality and Satisfaction," Journal of Retailing, 72:2, 201-214.
  • Spreng, Richard A., Gilbert D. Harrell, and Robert D. Mackoy (1995), "Service Recovery: Impact on Satisfaction and Intentions," Journal of Services Marketing, 9:1, 15-23.
  • Mackoy, Robert D. and Richard A. Spreng (1995), "The Dimensionality of Consumer Satisfaction/Dissatisfaction: An Empirical Examination," Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 8, 53-58.
  • Mackoy, Robert D., Cornelia Dröge, and Diane Halstead (1995), "Effects of Temporal Focus on the Relationship Between Expectations and Evaluation," Journal of Social Psychology, 135:1 (February), 107-109.
  • Dröge, Cornelia, Roger Calantone, Madhu Agrawal, and Robert D. Mackoy (1993), "The Consumption Culture and Its Critiques: A Framework for Analysis," Journal of Macromarketing, 13:2 (Fall), 32-45.
Please see CV for complete list of contributions

Butler Assignment (classes or work duties)
Associate Professor of Marketing


Ph.D., Marketing Michigan State University
August, 1994

M.B.A., Marketing University of California, Berkeley
May, 1981

B.A., Sociology University of Illinois
January, 1975

Professional Credentials
2000 - Present Butler University
Associate Professor of Marketing

1994 - 1999 Butler University
Assistant Professor of Marketing

1999 – 2002 (Summers) - Visiting Faculty
Helsinki School of Economics and Business Administration


  • Featured researcher (with Gregory Osland) at Butler University Founders’ Day Celebration of Faculty Research – 2004
  • College of Business Faculty Award for Excellence in Teaching – 2004
  • Butler Mortar Board – Excellence in Teaching Award – 2002
  • Citation of Excellence by ANBAR Electronic Intelligence for article appearing in the Journal of the Academy of Marketing Science – 1998
  • Selected by the American Library Association as one of the top twenty contributions to the field of library instruction for article appearing in College & Research Libraries – 1998
  • Butler Mortar Board nominee for the Excellence in Teaching Award – 1997
  • Southern Marketing Association – Best Dissertation Proposal – 1993
  • Eli Broad Graduate School of Management nominee for the Richard D. Irwin Scholarship – 1992
  • Haring Symposium Discussant – 1992
  • AACSB Fellowship – 1990-1991

Professional Experience

  • American Journal of Health Promotion -- General Manager
  • Antarctic Services, Incorporated (subsidiary of ITT) -- Logistics Specialist
  • Pacific Gas and Electric Company -- Market Research Analyst
  • Appalachian Mountain Club -- Research Specialist