Roland Rust

About

Roland T. Rust is a Distinguished University Professor and the David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland. He is the founder and Executive Director of the Center for Excellence in Service. Rust has been recognized as one of the top 100 'Best Scientists in Business and Management' worldwide based on research impact, and he has received numerous lifetime achievement honors including the AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award, the EMAC Distinguished Marketing Scholar Award, and fellowships in the American Marketing Association, the European Marketing Academy, the INFORMS Society for Marketing Science, and the American Statistical Association. His research spans marketing strategy, service marketing, and the application of artificial intelligence in marketing, with a focus on advancing both theory and practice. Rust has served as Editor-in-Chief for several prominent journals, including the Journal of Marketing and the Journal of Service Research, and has consulted with leading companies worldwide. His contributions have significantly influenced the development of marketing disciplines, particularly in services, marketing research, and strategic marketing, earning him numerous awards and honors throughout his career.

Research topics

• Artificial Intelligence
• Computer Science
• Marketing
• Business
• Psychology
• Knowledge management
• Social psychology
• Process management

Selected publications

• A strategic framework for artificial intelligence in marketing

  Journal of the Academy of Marketing Science · 2020 · 1460 citations

  Senior authorCorresponding

  Abstract The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the ma…

  DOI

• Engaged to a Robot? The Role of AI in Service

  Journal of Service Research · 2020 · 986 citations

  Senior authorCorresponding

  This article develops a strategic framework for using artificial intelligence (AI) to engage customers for different service benefits. This framework lays out guidelines of how to use different AIs to engage customers based on considerations of nature of service task, service offering, service strategy, and service process. AI develops from mechanical, to thinking, and to feeling. As AI advances to a higher intelligence level, more human service employees and human intelligence (HI) at the intel…

  DOI

• A Framework for Collaborative Artificial Intelligence in Marketing

  Journal of Retailing · 2021 · 385 citations

  Senior authorCorresponding
  PublisherDOI

• The Caring Machine: Feeling AI for Customer Care

  Journal of Marketing · 2023-12-21 · 247 citations

  articleOpen accessSenior author

  Customer care is important for its role in relationship building. This role has traditionally been performed by human customer agents; however, the emergence of interactive generative AI (GenAI) shows potential for using AI for customer care in emotionally charged interactions. Bridging practice and the academic literatures in marketing and computer science, this article develops an AI-enabled customer care journey, from accurate emotion recognition to empathetic response, emotional management s…

  PublisherDOI

• Real-Time Brand Reputation Tracking Using Social Media

  Journal of Marketing · 2021-02-01 · 163 citations

  article1st authorCorresponding

  How can we know what stakeholders think and feel about brands in real time and over time? Most brand reputation measures are at the aggregate level (e.g., the Interbrand “Best Global Brands” list) or rely on customer brand perception surveys on a periodical basis (e.g., the Y&R Brand Asset Valuator). To answer this question, brand reputation measures must capture the voice of the stakeholders (not just ratings on brand attributes), reflect important brand events in real time, and connect to…

  PublisherDOI

Frequent coauthors

• Ming‐Hui Huang

  National Taiwan University

  76 shared

• William Rand

  44 shared

• Gillian Brooks

  King's College School

  36 shared

• Andrew T. Stephen

  36 shared

• Timur Chabuk

  Perceptronics Solutions (United States)

  36 shared

• Katherine N. Lemon

  Boston College

  15 shared

• Mark A. Cohen

  13 shared

• Valarie A. Zeithaml

  University of North Carolina at Chapel Hill

  11 shared

Awards & honors

• AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award
• EMAC Distinguished Marketing Scholar Award
• Fellow of the INFORMS Society for Marketing Science
• Paul D. Converse Award
• Honorary Doctorate in Economics from the University of Neuch…

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