Audrey Guskey

Associate Professor of Marketing
Palumbo Donahue School of Business
Marketing

805 Rockwell Hall
Phone: 412.396.5842
guskey@duq.edu
http://draudreyguskey.com/

Education:


Biography

Dr. Audrey Guskey joined Duquesne University in 1987. Dr. Guskey is responsible for teaching Consumer Behavior, Services Marketing, Strategic Marketing, and Introduction to Marketing. She has received numerous teaching awards from the School of Business and the University.

Dr. Audrey Guskey is considered to be one of the nation's top consumer experts. She has appeared in over 3,000 TV, radio, newspaper, and magazine interviews discussing consumer trends including CNN, MSNBC, the CBS Morning Show, the Fox News Channel, Fox's Morning Show with Mike & Juliet, the Montel Williams Show, the All News Channel, CBS Radio, ABC Radio, Standard News Radio, Westwood One Radio with David Brenner, Associated Press Radio's Consumer Watch, National Public Radio, the Wall Street Journal, Fortune, Newsweek, Time, US News & World Report, USA Today, and The New York Times.

Dr. Guskey has been a frequent contributor to all of the local television, radio, and print media. She has hosted a weekly segment Consumer Tuesdays on KDKA-TV's CW Morning News and has a monthly segment on KDKA-TV's Pittsburgh Today Live. She has had a regular column in the Pittsburgh Business Times, Service Rules, which provides advice to readers on how to provide better service to their customers. She also had a regular radio consumer segment on KDKA radio.

Dr. Guskey appeared regularly as the consumer expert on the Fox News Channel's Morning Show with Mike and Juliet in 2007 through 2008. Dr. Guskey was seen several times daily in Pittsburgh in 2006 on Comcast's FYI and 24/7 on Comcast's On Demand with Consumer Sense, a two-minute consumer vignette which helped viewers receive better service as they maneuver through the marketplace. As the creator and host of another consumer segment, At Your Service Dr. Guskey provided advice and tips to consumers on this daily series which aired on Pittsburgh's PCNC's News in 2003 to 2004. From 1996 to 1997, she appeared weekly on HomeLife as the creator and host of Consumer Sense, an informative, entertaining consumer segment produced by the Southern Baptist national cable station. She also appeared regularly as the consumer expert on the national All News Channel's Life Reports, as well as appeared weekly on Pittsburgh's KDKA-TV Live at Five news from 1994 to 1995.

Audrey Guskey has been a consultant for such clients as the Pittsburgh Steelers, McDonald's, Iron City Beer, Fed Ex Ground, the Pittsburgh Pirates, Kodak Corporation, General Motors, KDKA-TV, United Way, Ramada Inn, Highmark Blue Cross/Blue Shield, Westinghouse, Bayer, Calgon, Duquesne Light, Pittsburgh Downtown Partnership, Catholic Charities, and Mercy Health System.

Dr. Guskey is an active member of the American Marketing Association serving on the Board of Directors and sponsoring the Duquesne chapter for many years. She was recognized by the AMA, Pittsburgh Chapter for 27 years of service in 2010. In 2007, Dr. Guskey was recognized as the first recipient of the Distinguished Marketing Educator of the Year by the Pittsburgh chapter of the AMA and inducted into The Marketing Hall of Fame along with the inventor of the Big Mac and H. J. Heinz Corporation.

Dr. Guskey received her Ph.D. in marketing/consumer behavior from the University of Pittsburgh in 1990. She also earned an MBA from the University of Pittsburgh.

Publications

Articles in Journals

Guskey, A. (2019). Providing More than Knowledge: Project-Based Learning that Develops Professional Skills and Satisfies Learning Outcomes. Journal of Business, Economics & Technology (JBET), 22 (1), 118-129.

Guskey, A. & Heckman, R. (2014). Organizing the Market Intelligence Function: A Benchmarking Study. Competitive Intelligence Review, 17 (3), 32 - 37.  

Guskey, A. (2013). A Test of the Spirit: The Duquesne University Shootings. Marketing Education Review.  

Guskey, A., Luchs, R., & Min, X. (2010). The Role of Refund Policy and Complaint Response Time in Determining Customer Satisfaction and Repurchase Intent. Journal of Applied Marketing Theory, 1 (1), 1 - 15.  

Guskey, A., Haynes, A., & Lackman, C. (1999). Comprehensive Brand Management: Ensuring Consistent Brand Image. Journal of Product & Brand Management, 8 (4 & 5).

Guskey, A. & Heckman, R. (1998). Create a Collaborative Service Culture. Quirk's Market Research.  

Guskey, A. & Heckman, R. (1998). Sources of Satisfaction and Dissatisfaction with Information Technology Helpdesks. Journal of Market Focused Management, 3 (1), 59 - 89. 

Guskey, A. & Heckman, R. (1998).  The Relationship Between University and Alumni: Toward a Theory of Discretionary Collaborative Behavior. Journal of Marketing Theory & Practice, 6 (2), 97-111.

Guskey, A., Price, L., & Feick, L. (1995). Everyday Marketing Helping Behavior. Journal of Public Policy & Marketing, 14 (2), 255 - 266.

Guskey-Federouch, A. &  Matejka, K. & (1990). The Supervisor as Strategic Leader.Supervisory Management.  

Articles in Proceedings

Guskey, A. (2018). Diary of a Senior Marketing Professor:. NABET.

Guskey, A. (2015).  Student Engagement? The Ultimate Student Experience: Pieces of the Puzzle ? Our 14 P's of Marketing. Northeastern Association of Business, Economics, and Technology (NABET).

Guskey, A. (2011).  A Tough Lesson for Students: Living and Learning Real Live Crisis Management. Northeastern Association of Business, Economics, and Technology (NABET).

Guskey, A. (2010).  Discretionary Collaborative Behavior: Consumers Help Themselves to Better Service. American Marketing Association Summer Educators' Conference. 

Guskey, A. (2009).  I Can Get Some Satisfaction: How Consumers Can Affect Their Own Satisfaction in a Service Encounter. European Institute of Retailing and Services Studies (EIRASS).  

Guskey, A. (2008).  Helping Students Deal with a Crisis - The Duquesne University Shootings. AMA International Collegiate Conference.  

Guskey, A. & Ciletti, D. (2004).  All You Ever Do is Complain!!! Strategic Marketing Implications of Consumer Complaint Letters. Proceedings of the Association of Marketing Theory and Practice.  

Ciletti, D. & Guskey, A. (2002).  Discretionary Collaborative Behavior: From Building Buzz to Building Relationships. Proceedings of the Association of Marketing Theory and Practice.  

Guskey, A. (2001).  Service Rules: From the Customer's Point of View - What It Takes To Get Better Service. Proceedings for the Northeast Decision Science Institute.

Guskey, A. (2001).  Service Rules: How Customers Get Better Service. Proceedings of the Association of Marketing Theory and Practice.  

Guskey, A. & Heckman, R. (1998). Developing a Collaborative Service Culture.   Frontiers in Services Proceedings.  

Guskey, A. (1998).  Creating a Collaborative Service Culture. Proceedings of the Association of Marketing Theory and Practice.  

Guskey, A. & Heckman, R. (1997).  Managing the Prospect Life Cycle: A Case Study.   Proceedings of the Association of Marketing Theory and Practice.  

Guskey, A. & Heckman, R. (1996).  Dimensions of Discretionary Collaborative Behavior.   Proceedings for the Northeast Decision Science Institute. 

Guskey, A. & Heckman, R. (1995).  Antecedents of Discretionary Collaborative Behavior in the Relationship Between University and Alumni. AMA Winter Educators Conference Proceedings.

Guskey-Federouch, A. & Heckman, R. (1994).  The Good Samaritan in the Marketplace: Motives for Helpful Behavior. Society for Consumer Psychology Proceedings.  

Guskey, A. & Heckman, R. (1994). Building Relationships with Alumni: Determinants of Discretionary Collaborative Behavior. Symposium for the Marketing of Higher Education Proceedings.  

Guskey, A. & Heckman, R. (1994).  Determinants of Customer Satisfaction with Information Technology Help Desk Service Encounters. Frontiers in Services Proceedings.

Guskey-Federouch, A. & Heckman, R. & (1994). Antecedents of Relationship Behaviors in Information System Outsourcing Agreements. Relationship Marketing: Theory, Methods and Applications, Research Conference Proceedings.  

Guskey-Federouch, A. & Heckman, R. (1994).  The Service Encounter Role Play: Guidelines for Using Action Learning. AMA International Collegiate Conference Proceedings.  

Guskey-Federouch, A. & Heckman, R. (1994).  When Buyers Help Sellers: Toward a Theory of Discretionary Collaborative Behaviors. Proceedings of the Association of Marketing Theory and Practice.  

Guskey-Federouch, A. & Heckman, R. (1993).  The Customer/Vendor Relationship as a Helping Relationship. Western Decision Science Institute Proceedings.  

Guskey-Federouch, A. (1993).  Use of Linearity Index Analysis: Development of Behavioral Measuring Instruments. Proceedings of the Association of Marketing Theory and Practice.  

Guskey-Federouch, A. & Heckman, R. (1993). Behavioral Indicators of Customer Satisfaction with Information Technology Products and Services. Southwest Decision Sciences Institute Proceedings.  

Guskey-Federouch, A. (1993).  A Conceptualization of Market Helpfulness: Theory and Measurement. Atlantic Marketing Conference Proceedings.

Guskey-Federouch, A. (1992).  The Santa Phenomenon - Helping Others by Giving Gifts: Conceptualization of Self-Initiated Gift-Giving. Society for Consumer Psychology Proceedings.

Guskey-Federouch, A. (1992).  Comparing Consumer and Non-Consumer Scripts of Children. Northeast Decision Science Institute Conference Proceedings.  

Guskey-Federouch, A. & Lackman, C. & (1992).  A Simulation Approach to Business Analysis in New Product Development. International Academy of Business Disciplines Proceedings.

Guskey-Federouch, A. (1991).Couponing Networks: Exploring the Giving and Receiving of Coupons Among Consumers. Southern Marketing Association Proceedings.  

Guskey-Federouch, A. & Neo, M. & (1991). Advertising in a Different Culture: Looking East to China. International Academy of Management and Marketing Proceedings.

Guskey-Federouch, A., Price, L., & Feick, L. (1990). Couponing Behavior of the Market Maven: Profile of a Super Couponer. Association of Consumer Research Proceedings.

Guskey-Federouch, A. (1988). Understanding Children’s Consumer Scripts. Association of Consumer Research Proceedings.  

Guskey-Federouch, A. (1986). The Development of Consumer and Non-Consumer Scripts in Children. Association of Consumer Research Proceedings.  

Paper Presentations

Guskey, A. (2018). Diary of a Senior Marketing Professor. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.

Dick, R., Ciletti, D., & Guskey, A. (2017). The Sports Marketing Plan Revealed: A Practitioner's Guide. Association of Marketing Theory and Practice, Myrtle Beach, South Carolina.

Guskey, A. (2016). Content Analysis of New Product Development Projects. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.

Guskey, A. (2015). Student Engagement - The Ultimate Student Experience: Pieces of the Puzzle - Our 14 P's of Marketing. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.

Guskey, A. (2014, October). Examining the Market Intelligence Process Model. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.  

Guskey, A. (2013, October). How to Be Treated as Every Company's Favorite Customer. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.  

Guskey, A. (2012, October). Service Rules: How to Get Better Service. Northeastern Association of Business, Economics, and Technology (NABET), State College, Pennsylvania.

Research Interests

Dr. Guskey's research program began with her doctoral dissertation which pioneered the stream of research on helpfulness in the marketplace. Her long term research program has built upon the foundation of the dissertation study. She has worked with colleagues from the University of Pittsburgh, the University of Colorado at Boulder, Villanova, and Syracuse University on altruism research studies.

Most recently her research has focused on how consumers can help themselves to better service through discretionary collaborative behavior. Her research has shown how consumers can affect their own satisfaction in a service encounter so they can get some satisfaction. Her work has extended to social networking and how an organization can build buzz as well as create a collaborative service culture for employees and customers. She has also explored the causes and effects of customer complaints.

She is currently completing her latest book "Service Rules: Be Treated As Every Company's Favorite Customer". Using unique qualitative methods of collecting thousands of "stories" over the past decade, Dr. Guskey has researched causes of satisfaction in service encounters. She has developed a set of rules that customers can follow to receive outstanding service.