David Ortinau
Professor
Marketing professor David Ortinau teaches and mentors upper-level undergraduates in marketing research and consumer behavior courses and students in the Marketing PhD Program.
An expert in continuous improvement practices, product/service quality, and customer satisfaction, Ortinau is an active researcher and writer; his work has been published in the Journal of Retailing, Journal of Business Research, Journal of Health Care Marketing, Journal of Services Marketing, Journal of Marketing Education, Journal of the Academy of Marketing Science, among others. He is currently investigating the “elusive concept of quality,” the development of a scale measurement for quality, and retail store positioning strategies.
Ortinau has a BS in management from Southern Illinois University, an MS. in business administration from Illinois State University and a PhD in marketing from Louisiana State University. He taught at Illinois State University and Louisiana University before joining the USF faculty in 1979.
- Vita (pdf)
room: BSN 3230 | phone: 813.974.6236 | fax: 813.974.6175 | dortinau@usf.edu
Teaching
- MAR 3613 - Market Research
- MAR 4503 - Buyer Behavior
Current Research
- "Respondents' Personal Values and Their Impact on Response Error in Self Reporting Attitudinal Data Structures"
- "Use of a Direct Cognitive Structural Orientation to Develop a Scale Measurement for Quality of Consumer Exchange Experience"
- "Refinement of Importance-Image Performance Analysis as an Alternative Method for Bridging the Gaps Between Image Research Results and Evaluating Retail Store Positioning Strategies"
- "Restaurant Image: A Driving Enabler in Building Customers’ Overall Satisfaction and Restaurant Loyalty?"
- "Ethnic Compatibility: A Key Mediator in Understanding Ethnic Identification and Attitudes toward Diverse Multi-Ethnic Advertising”
Service
- Active member on the editorial review board, Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Marketing Theory and Practice, Journal of the Global Academy of Marketing Science
- Co-editor, Special Issue on Retailing in the Journal of Business Research
- Co-chair, 2008 and 2009 SMA-Retailing Strategy and Patronage Behavior Research Symposium
