Loyalty Research Pioneer 3. A. Parasuraman

A. Parasuraman is a prominent figure in the field of loyalty research, particularly known for his work on service quality and customer satisfaction. He co-developed the SERVQUAL model, which measures the gap between customer expectations and their actual experiences with services. His insights help businesses understand what drives customer loyalty, enabling them to improve their services and maintain strong, lasting relationships with their customers. By focusing on the quality of service, Parasuraman's research has greatly influenced how companies approach customer experience and loyalty strategies.