Bruce Cooil

Bruce Cooil

The Dean Samuel B. and Evelyn R. Richmond Professor of Management

Subject Areas

Health Care, Operations Management & Quantitative Methods, Statistics, Strategy and Business Economics

Biography

A renowned statistician, Bruce Cooil’s models and research have been used widely in business and management, communication, applied psychology, psychometrics, health care, and the natural sciences.

Consulting

Bruce has worked with health-care firms, including HCA, and the Monroe Carell Jr. Children’s Hospital at Vanderbilt, to provide models for the delivery of more effective health care services, and forecasts of mortality and morbidity rates. In the area of marketing research, he has worked with Ipsos Loyalty and AT&T. He has also written and consulted on medical malpractice and automobile insurance claims and indemnities, and he has developed predictive insurance models for AARP and the Robert Wood Johnson Foundation.

Impact

In medicine, Bruce and his collaborators have developed a significantly more accurate 'volumetric' measure of coronary calcification by electron beam tomography. This approach has been shown to significantly reduce mortality and morbidity rates of coronary heart disease while providing substantial cost savings. For his collaborative work on the Net Promoter metric, he and his collaborators have received the H. Paul Root Award from the Marketing Science Institute. Bruce has also developed reliability estimators for qualitative data that are used widely in business and management, communication, applied psychology, psychometrics, health care and in the natural sciences.

Leadership

Bruce is a former president of the Stanford Alumni Association of Tennessee and has served as Council Representative for the American Statistical Association's Section on Statistics in Marketing and on the American Statistical Association's Council of Sections Fiscal Oversight Committee.

Publications

Bruce has been published more than 70 times in leading medical, statistics and business journals, such as the Journal of Marketing Research, Journal of Marketing, Marketing Science,  Psychometrika, Journal of the American Statistical Association, Annals of Probability, Circulation, and the New England Journal of Medicine, as well as management publications like the Harvard Business Review and MIT Sloan Management Review. He is also a co-author of the textbook: Statistics for Applied Problem Solving and Decision Making, with R.J. Larsen and M.L. Marx.

Research Interests

Bruce’s broad fields of interest are statistical inference and decision models for business and healthcare. Specific interests include the adaptation of latent class and grade-of-membership models for business and medical research, qualitative data reliability, large sample estimation theory and extreme value theory.

Education

Ph.D., Statistics, Wharton School, University of Pennsylvania, 1982

MS, Statistics, Stanford University, 1976

BS, Mathematics, Stanford University, 1975

Select Publications

Articles

A Longitudinal Examination of Customer Commitment and Loyalty

Larivière, B., Keiningham, T., Cooil, B., Aksoy, L., and Malthouse, E. (2014), “A Longitudinal Examination of Customer Commitment and Loyalty," Journal of Service Management, 25(1), 75-100.
*Robert Johnston Outstanding Paper Award, 2014

Frustrated Freedom

Victor, B., Fischer, E., Cooil, B., Vergara, A., Mikolo, A., and Blevins, M. (2013) Frustrated Freedom: The Effects of Agency and Wealth on Wellbeing in Rural Mozambique, World Development, 47 July, 30-41.

Customer Loyalty Isn't Enough. Grow Your Share of Wallet

Keiningham, T., Aksoy, L., Buoye, A. and Cooil, B. (2011), "Customer Loyalty Isn't Enough. Grow Your Share of Wallet [The Wallet Allocation Rule]," Harvard Business Review, 89 (October), 29-31. (Available in: English, Spanish, Chinese, Russian.)

Decision Quality Measures in Recommendation Agents Research

Aksoy, L., Cooil, B., and Lurie, N. (2011), "Decision Quality Measures in Recommendation Agents Research,Journal of Interactive Marketing, 25(2), 110-122.

Can We Talk?

Aksoy, L., Buoye, A., Cooil, B., Keiningham, T., Paul, D., and Volinsky, C. (2011), Can We Talk? The Impact of Willingness to Recommend on a New to Market Service Brand Extension within a Social Network, Journal of Service Research. 14(3), 355-371.

Does Satisfaction Matter More if a Multichannel Customer Is Also a Multicompany Customer?

Larivire, B., Aksoy, L., Cooil, B. and Keiningham, T. (2011), "Does Satisfaction Matter More if a Multichannel Customer Is Also a Multicompany Customer?" Journal of Service Management, 22(1), 39-66.

Safety Organizing, Emotional Exhaustion, and Turnover in Hospital Nursing Units

Vogus, T., Cooil, B., Sitterding, M. and Everett, L. (2014), Safety Organizing, Emotional Exhaustion, and Turnover in Hospital Nursing Units, Medical Care, 52(10), 870-876.

Perceptions Are Relative: An Examination of the Relationship between Relative Satisfaction Metrics and Share of Wallet

Keiningham, T., Cooil, B. Malthouse, E. Buoye, A., Aksoy, L. DeKeyser, A., and Larivire, B. (2015) Perceptions Are Relative: An Examination of the Relationship between Relative Satisfaction Metrics and Share of Wallet, Journal of Service Management, 26(1), 2-43.
*Lead Article

Heaslth Care Seeking

Mukolo, A., Cooil, B., and Victor, B. (2015), “The Effects of Utility Evaluations, Biomedical Knowledge and Modernization on Intention to Exclusively Use Biomedical Health Facilities among Rural Households in Mozambique,” forthcoming in Social Science & Medicine.