Richard Spreng

Richard A. Spreng is Associate Dean for Undergraduate Programs, Associate Professor of Marketing, and United Shore Financial Services Faculty Fellow in Sales. 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.