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Richard Spreng

Interim Chairperson
Department: Marketing
Office:
North Business Building
632 Bogue St Rm N370
East Lansing, MI 48824
Phone: (517) 432-6389
Associate Professor
Department: Marketing
Curriculum Vitae
  • Biography
    Richard A. Spreng is Associate Professor of Marketing and Interim Chairperson for the Department of Marketing. He received his Ph.D. in Marketing from Indiana University in 1992. Previously he was a Regional Operations Manager for a retailing and importing firm. He has published over 60 articles in publications such as Journal of Marketing, Journal of Consumer Research, Journal of Retailing, Decision Sciences, Journal of Product Innovation Management, Journal of the Academy of Marketing Science, Journal of Service Research, Psychology and Marketing, and various conference proceedings. Dr. Spreng's primary research interest is consumer satisfaction/dissatisfaction and post-purchase evaluation. His research has focused on the determinants of satisfaction, including the measurement of key satisfaction variables.


    At Michigan State, Dr. Spreng has taught retailing, sales management and consumer behavior at the undergraduate level, customer driven strategies at the MBA level, and in the weekend MBA program.  He was the co-founder of the Sales Leadership Minor, a joint program between the Broad College of Business and the College of Communication Arts and Science.  He was also the founding director of the Master of Science in Marketing Research Program, which is currently the top MSMR program in the US. 


    Dr. Spreng's consulting experiences have included marketing research for a variety of government, education, and business organizations. He specializes in helping organizations develop customer satisfaction measurement systems. He has conducted research for numerous public, private, and non-profit organizations.


    Dr. Spreng was co-founder of SureVista Solutions, LLC, a marketing research firm specializing in customer satisfaction measurement systems. Clients include hospitality, retailing, education, government and nonprofit organizations.

Related News:

With No. 1 ranking, MSU blazes a trail in B2B marketing research  
Two prominent marketing journals have recognized MSU as an exceptional leader in this area of expertise.
Marketing Ph.D. candidate wins Teaching Excellence Award  
Shana Redd, Ph.D. candidate in marketing, won the 2019 Marketing Doctoral Student Association Teaching Excellence Award.
From goat yoga to glass packaging, marketing research students get involved 
The #1 ranked M.S. in Marketing Research program is a win-win for students and businesses.
Partnership with leading marketing research tech firm boosts Broad College MSMR program  
By partnering with AYTM, the Broad College can offer students access to its sophisticated research automation tools
Marketing Broad Professors Highly Cited 
Thomas Page and Richard Spreng make the list
Inside the Life of an MSMR Student: Brand Ambassador Qualitative Project 
Assignments gradually shifted from fundamental exercises to real life applications