Bonnie Knutson
Professor | Michigan State University
East Lansing, MI, UNITED STATES
Bonnie Knutson often consults with business leaders who want to understand and take advantage of changing consumer demands.
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Biography
Bonnie J. Knutson is a professor in The School of Hospitality Business in the Broad College of Business. Widely known as an authority on emerging lifestyle trends and creative marketing strategies, she often consults with business leaders who want to understand and take advantage of changing consumer demands. Her work has been featured in publications such as The Wall Street Journal, USA Today, and on CNN. She has also had articles appear in numerous business publications, and is editor of The Journal of Hospitality and Leisure Marketing.
With her wit and entertaining style, Bonnie is a frequent speaker at business and association meetings. She has been a featured presenter for the National Restaurant Association, the American Hotel & Motel Association, Meeting Professionals International, Club Managers Association of America, National Automated Merchandising Association, as well as financial, health care, automotive, and education organizations throughout the United States and abroad.
Knutson has been named a MSU Distinguished Faculty. She has also been honored with the MSU Distinguished Alumni Award and the Hospitality Business Alumni Association Lifetime Academic Achievement Award. She was given the esteemed Withrow Award for teaching and research in the Broad College of Business and has won the prestigious Golden Key Teaching Excellence Award for outstanding instruction and dedication to students. The Advertising Education Foundation named Dr. Knutson a National Scholar.
Knutson is on the Advisory Boards of the Food Industry Institute, the Travel, Tourism and Recreation Resource Center, and the Advisory Council for the MSU Wharton Center. She is a member of the American Marketing Association and the American Marketing Research Association.
Industry Expertise (3)
Hospitality
Education/Learning
Research
Areas of Expertise (6)
Sales & Sales Management
Service Leadership
Innovation
Hospitality Leadership
Consumer Behavior
Consumer Trends
Accomplishments (3)
Lifetime Academic Achievement Award (professional)
2014 The School of Hospitality Business Alumni Association
Distinguished Alumni Award (professional)
2013 Michigan State University Alumni Association
Distinguished Faculty Award (professional)
2012 Michigan State University
Education (3)
Michigan State University: Ph.D. 1982
Michigan State University: M.A. 1979
Michigan State University: B.A. 1978
Affiliations (7)
- Journal of Hospitality Marketing and Management : Editorial Board Member
- Journal of Marketing: Theory and Practice : Editorial Board Member
- Council of Hotel, Restaurant and Institutional Educators (CHRIE)
- American Hotel & Motel Association
- National Restaurant Association
- American Marketing Association
- American Marketing Research Association
Links (2)
News (5)
Marketing Moments | Does Your Business Need A Hero?
Michigan Business Networks online
2023-02-27
Not long ago, I had the opportunity to talk with a Manager. He humanized, for me, the issues that he, like many of you, have been facing – staffing, supply shortages, cancellations, rising costs for virtually everything…ad infinitum. As we said goodbye, we “bumped elbows.” He then smiled and said, We will get through this because my employees are heroes.
Marketing Moments | Is Dr. Kano Right?
Michigan Business Networks online
2023-02-01
A while ago, I conducted some focus groups with frequent travelers. At one point, we were discussing hotel amenities and the conversation went something like this:
Marketing Moments | Get Yourself A Milk Stool
Michigan Business Networks online
2022-07-18
My grandparents’ house was on a corner lot that had just enough room for Nonno to build a little shoe shop a few steps from their home. We lived a block away. A block away in the other direction was my elementary school. So every day walking home, I would stop by Nonno’s shoe shop for a loving smile, a big hug, and a mia bella nipotina (my beautiful granddaughter). And, of course, there was always a little treat – a biscotti, an amaretti, or a canestrelli – that my mother believed would spoil my dinner, but never did.
Marketing Moments | I Miss The Old Alka Seltzer Tubes
Michigan Business Networks online
2022-07-12
My husband and I were married when we were 19 and still in college. Like many young couples of our era, managing school, two jobs, and family didn’t leave a lot of discretionary time nor money. But we were good savers, even if it was only a quarter here or a dollar there. This brings me to the old Alka Seltzer containers. Some of you may remember them. They looked like little glass tubes and contained the round tablets that fizzed when dropped in water. (These classic containers are now categorized as “vintage” collectables on eBay.)
Marketing Moments | Move Over Dick Tracy!
Michigan Business Networks online
2022-07-05
A little more than 90 years ago, (October 14, 1931, to be exact), the Dick Tracy comic strip made its debut in the Detroit Mirror. Fifteen years later, this tough, smart detective, created by Chester Gould, first used the iconic 2-way wrist radio. And in 1964, the radio was “upgraded” to a 2-way TV. Today, Dick’s iconic wrist radio has morphed into the Apple Watch, Fitbit, and even Body Cameras. Welcome to the world of wearables.
Journal Articles (5)
Understanding Employee Delight and Voice From the Internal Marketing Perspective
Journal of Hospitality Marketing & Management2015 This study examines the relationship between internal marketing (employee delight and voice) and employee behavior from a marketing perspective. The response rate of the completed 335 surveys was 45%. Structural equation modeling was used in order to examine the proposed model.
Posttrip Behavioral Differences Between First-Time and Repeat Guests: A Two-Phase Study in a Hospitality Setting
Journal of Hospitality Marketing & Management2014 This study was designed to investigate posttrip behavioral differences between first-time and repeat hotel guests by examining causal relationships among delight, satisfaction, attitudinal loyalty, and behavioral loyalty. A two-phase study was conducted to validate actual future behavioral loyalty. The online surveys to measure satisfaction, delight, and attitudinal loyalty were completed by 1,573 hotel guests as Time 1.
A longitudinal investigation to test the validity of the American customer satisfaction model in the U.S. hotel industry
International Journal of Hospitality Management2013 This study was designed to test the validity of the American Customer Satisfaction Index (ACSI) model specifically for the hotel industry. The main objective of this study was to determine consistency of the ACSI hotel model over three periods: 1994, 2001, and 2009. The model was tested using the Structural Equation Modeling (SEM) technique using a two stage data analysis procedure.
Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry
Journal of Hospitality & Tourism Research2013 Customer satisfaction has been a focus of researchers and marketers as an important antecedent of customer loyalty. Some recent studies propose that customer delight possibly produces greater customer loyalty than satisfaction. Loyalty has also become of greater interest to researchers and marketers as a multiphase concept as well as a useful segmentation of customers with accompanying targeted strategies.
Extending satisfaction and loyalty research with a longitudinal perspective
Travel and Tourism Research Association: Advancing Tourism Research Globally2012 This study examines the relationship between customer satisfaction and loyalty based on two dimensions of loyalty: attitudinal loyalty and behavioral loyalty. By measuring a traveler’s actual future behavior on a longitudinal perspective rather than just at a cross-sectional perspective, this research seeks to contribute to develop theoretical frameworks and quality measures of customer loyalty.
