Leonard Berry Biography

Dr. Leonard Berry is the author of On Great Service: A Framework for Action; Marketing Services: Competing Through Quality; Delivering Quality Service: Balancing Customer Perceptions and Expectations; Service Quality - A Profit Strategy for Financial Institutions.

He is also the director of the Center for Retailing Studies, editor of the Arthur Andersen Retailing Issues Letter, and former president of the American Marketing Association. His extensive research into the success factors of companies renowned for their quality of service have led him to the conclusion that there are four principles of great service: reliability, surprise, recovery, and fairness. His latest book is Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success (February 1999).

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