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About Cheryl
Cheryl Burke Jarvis is the Phil Smith Professor of Free Enterprise in the Marketing Department at Florida Atlantic University’s College of Business. As a prominent figure in Business & Economics, particularly services marketing, she earned her Ph.D. in Business (Marketing) from Indiana University in 1999, an M.S. in Marketing from Indiana University in 1998, an M.S. in Marketing from Texas A&M University in 1995, and a B.S. in Agricultural Journalism from Texas A&M University in 1986. Jarvis is recognized as Professor of Marketing at the university.
Her scholarly work pursues dual research streams. Methodologically, she examines psychometric properties of latent constructs employed in structural equation modeling, yielding research heavily cited across multiple disciplines. Substantively, she extends theories from social and cognitive psychology—such as identity theory, motivation theory, and decision-making—to address customer-firm relationship enhancement and improved firm outcomes, especially in services contexts. Core expertise encompasses services marketing, customer relationship management, brand management, psychometrics, and structural equation modeling. Notable publications include “A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research” (Journal of Consumer Research, 2003, with MacKenzie and Podsakoff), “The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and Some Recommended Solutions” (Journal of Applied Psychology, 2005, with MacKenzie and Podsakoff), “The Role of Customer Gratitude in Relationship Marketing” (Journal of Marketing, 2009, with Palmatier, Bechkoff, and Kardes), “Frontline Employee Motivation to Participate in Service Innovation Implementation” (Journal of the Academy of Marketing Science, 2010, with Cadwallader, Bitner, and Ostrom), “Reaching the Breaking Point: A Dynamic Process Theory of Business-to-Business Customer Defection” (Journal of the Academy of Marketing Science, 2015, with Hollmann and Bitner), “Customer Positivity and Participation in Services: An Empirical Test in a Healthcare Context” (Journal of the Academy of Marketing Science, 2013, with Gallan, Brown, and Bitner), and “Service transformation: How can it be achieved?” (Journal of Business Research, 2021, with Kandampully et al.). Jarvis has acquired the ACUE Credential in Effective In-Person Teaching Practices along with multiple ACUE microcredentials in productive learning environments, active learning, inquiry inspiration, and equitable online course design.