| Artificial intelligence in service MH Huang, RT Rust Journal of service research 21 (2), 155-172, 2018 | 5261 | 2018 |
| Customer satisfaction, customer retention, and market share RT Rust, AJ Zahorik Journal of retailing 69 (2), 193-215, 1993 | 4296 | 1993 |
| Service quality: insights and managerial implications from the frontier RT Rust, RL Oliver Service quality: New directions in theory and practice, 1-20, 1994 | 3686 | 1994 |
| Return on marketing: Using customer equity to focus marketing strategy RT Rust, KN Lemon, VA Zeithaml Journal of marketing 68 (1), 109-127, 2004 | 3593 | 2004 |
| Customer delight: foundations, findings, and managerial insight RL Oliver, RT Rust, S Varki Journal of retailing 73 (3), 311-336, 1997 | 3437 | 1997 |
| Return on quality (ROQ): Making service quality financially accountable RT Rust, AJ Zahorik, TL Keiningham Journal of marketing 59 (2), 58-70, 1995 | 3041 | 1995 |
| Customer satisfaction, productivity, and profitability: Differences between goods and services EW Anderson, C Fornell, RT Rust Marketing science 16 (2), 129-145, 1997 | 2677 | 1997 |
| Driving customer equity: How customer lifetime value is reshaping corporate strategy VA Zeithaml, KN Lemon, RT Rust Simon and Schuster, 2001 | 2536 | 2001 |
| A strategic framework for artificial intelligence in marketing MH Huang, RT Rust Journal of the academy of marketing science 49 (1), 30-50, 2021 | 2491 | 2021 |
| Service quality: New directions in theory and practice RT Rust, RL Oliver Sage Publications, 1993 | 2144 | 1993 |
| Measuring marketing productivity: Current knowledge and future directions RT Rust, T Ambler, GS Carpenter, V Kumar, RK Srivastava Journal of marketing 68 (4), 76-89, 2004 | 1903 | 2004 |
| Engaged to a robot? The role of AI in service MH Huang, RT Rust Journal of Service Research 24 (1), 30-41, 2021 | 1403 | 2021 |
| Should we delight the customer? RT Rust, RL Oliver Journal of the Academy of Marketing Science 28 (1), 86-94, 2000 | 1352 | 2000 |
| The role of marketing C Moorman, RT Rust Journal of marketing 63 (4_suppl1), 180-197, 1999 | 1324 | 1999 |
| Reliability measures for qualitative data: Theory and implications RT Rust, B Cooil Journal of marketing research 31 (1), 1-14, 1994 | 1295 | 1994 |
| The path to customer centricity D Shah, RT Rust, A Parasuraman, R Staelin, GS Day Journal of service research 9 (2), 113-124, 2006 | 1182 | 2006 |
| Feature fatigue: When product capabilities become too much of a good thing DV Thompson, RW Hamilton, RT Rust Journal of marketing research 42 (4), 431-442, 2005 | 1080 | 2005 |
| Getting return on quality: revenue expansion, cost reduction, or both? RT Rust, C Moorman, PR Dickson Journal of marketing 66 (4), 7-24, 2002 | 1038 | 2002 |
| The service revolution and the transformation of marketing science RT Rust, MH Huang Marketing Science 33 (2), 206-221, 2014 | 999 | 2014 |
| Service marketing RT Rust, AJ Zahorik, TL Keiningham (No Title), 1996 | 951 | 1996 |
Ming-Hui HuangNational Taiwan UniversityVerified email at ntu.edu.tw
