Dr. Stowe Shoemaker is the Donald Hubbs Distinguished Professor at the
Conrad N. Hilton College. He joined the faculty here in 2004 as the
Associate Dean of Research. Prior to moving to Houston, Dr. Shoemaker
was an associate professor at the William F. Harrah College of Hotel
Administration at the University of Nevada, Las Vegas.
Since earning his PhD, Dr. Shoemaker has worked with major
international hotel firms on customer loyalty and pricing issues. He
has extensive experience in the hospitality industry working for both
an independent hotel in Vermont and a hospitality consulting firm in
Southern California. Major clients while working in the research
business included Taco Bell, Foodmaker (Jack-in-the-Box), Marriott
Corporation (all divisions), Stuart Anderson's Black Angus, Carl's Jr.,
Baker's Square Restaurants and Bob Evans Farms Restaurants. Dr.
Shoemaker is well versed in all aspects of project management—from
research design, questionnaire development and data collection to
analysis and the final written report.
Dr. Shoemaker's research interests include the antecedents and
consequences of consumer loyalty, loyalty programs, and strategic
pricing and revenue management. His research has appeared in the Journal of Pricing and Revenue Management, Journal of Travel Research, Cornell Hotel and Restaurant Administrative Quarterly, International Journal of Hospitality Management, International Gaming and Wagering Business, and Journal of Restaurant and Foodservice Marketing.
The recipient of numerous research awards, Dr. Shoemaker is co-author
of a Harvard Business School Case Study on Hilton HHonors. In October
2006, his textbook on hospitality marketing with Robert Lewis and Peter
Yesawich was published by Prentice Hall.
Expertise & Research Interests
Strategic Pricing and Revenue Management
Customer Loyalty/Relationship Management
Marketing for Hospitality Firms and Casinos
Consumer Behavior for Hospitality Firms and Casinos
Statistical Analysis and Consumer Research
Zemke, D. V., & Shoemaker, S. (in press). A sociable atmosphere :Ambient scent's effect on social interaction. Cornell Hotel and Resturant Administration Quarterly.
Zemke, D. V., & Shoemaker, S. (2007). Scent across a crowded room:
Exploring the effect of ambient scent on social interactions. International Journal of Hospitality Management.
Raab, C., Shoemaker, S., & Mayer, K. (2007). The Feasibility of
Activity-Based Costing in the Restaurant Industry: An Innovative Way to
Analyze your Menu. International Journal of Hospitality and Tourism Administration.
Shoemaker, S., and Zemke, D.V. (2006). "The ‘locals’ market: A new gaming segment." Manuscript accepted by the Journal of Gambling Studies.
Shoemaker, S., Dawson, M., and Johnson, W. (2006). "How to Increase Menu Prices without Alienating Your Customers." International Journal of Contemporary Hospitality Management. Volume 17, Numbers 6 and 7.
Robinson, C., Abbott, J. and Shoemaker, S.(2006) "Recreating Cheers: An
Analysis of Relationship Marketing as an Effective Marketing Technique
for Restaurants," International Journal of Contemporary Hospitality Management. Volume 17, Numbers 6 and 7.
Shoemaker, Stowe (2005), "Pricing and the Consumer," Journal of Revenue and Pricing Management, Volume Four, #3, pp 228-236.
Shoemaker, Stowe and John Bowen (2003), "Antecedents and Consequences of Customer Loyalty: an Update," Cornell Hotel and Restaurant Administration Quarterly, Vol. 6, #4 31-52.
Shoemaker, Stowe (2003), "The Future of Pricing," Journal of Revenue and PricingManagement, Vol. 2, #3 page 271-279.
Shoemaker, Stowe and Seymus Baloglu (2001), "Prediction of Senior
Travelers' Motor Coach Usage from Demographic, Psychological and
Psychographic Characteristics," Journal of Travel Research. 40(1), pp. 12-18.
Deighton, John and Stowe Shoemaker (2001). Hilton HHonors Worldwide: Loyalty Wars. 50-010 Harvard Business School Publishing.