Leonard Berry
Discovering the Soul of Service
Leonard Berry is a distinguished professor of marketing. He holds the M. B. Zale Chair in Retailing and Marketing Leadership in the Mays business school at Texas A&M University and is also a professor of Humanities in Medicine in the college of medicine at Texas A&M.
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).