Rate My Professor Cheryl Burke Jarvis

Cheryl Burke Jarvis serves as the Phil Smith Professor of Free Enterprise and Professor of Marketing in the College of Business at Florida Atlantic University, where she holds the position of Chair of the Marketing Department. She is actively involved with the Center for Services Marketing and contributes to the university's PhD programs. Her academic journey includes a PhD in Business with a focus on Marketing from Indiana University in 1999, an MS in Marketing from Indiana University in 1998, an MS in Marketing from Texas A&M University in 1995, and a BS in Agricultural Journalism from Texas A&M University in 1986. Throughout her career, Jarvis has dedicated herself to advancing knowledge in marketing through rigorous methodological and substantive research.

Jarvis's scholarship follows dual streams. Methodologically, she examines the psychometric properties of latent constructs employed in structural equation modeling, producing work that has garnered extensive citations across disciplines. Substantively, she extends theories from social and cognitive psychology—including identity theory, motivation theory, and decision-making—to address challenges in fostering customer relationships with firms, with a particular emphasis on services contexts. Her areas of expertise encompass services marketing, customer relationship management, brand management, psychometrics, and structural equation modeling. Notable publications include: Kandampully et al. (2021), 'Service transformation: How can it be achieved?', Journal of Business Research; Eng and Jarvis (2020), 'Consumers and Their Celebrity Brands: How Personal Narratives Set the Stage for Attachment', Journal of Product and Brand Management; Azab, Clark, and Jarvis (2018), 'Positive Psychological Capacities: The Mystery Ingredient in Successful Service Recoveries?', Journal of Services Marketing; Jarvis, Hollmann, and Bitner (2015), 'Reaching the Breaking Point: A Dynamic Process Theory of Business-to-Business Customer Defection', Journal of the Academy of Marketing Science; Palmatier et al. (2009), 'The Role of Customer Gratitude in Relationship Marketing', Journal of Marketing; MacKenzie, Podsakoff, and Jarvis (2005), 'The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and Some Recommended Solutions', Journal of Applied Psychology; and Jarvis, MacKenzie, and Podsakoff (2003), 'A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research', Journal of Consumer Research. These contributions underscore her impact on marketing theory and practice.