- Snead Hall
- 301 W. Main Street
- Box 844000
- Richmond, VA, 23284-4000
Education
- PhD, Temple University, 2010.
- MBA, American University of Beirut, 2003.
- BS, American University of Beirut, 2001.
Expertise
- Consumer Emotions
- Healthcare Marketing
- Stakeholder Journeys
Interests
Teaching
- Buyer Behavior (MKTG 315); Influencing Consumer Behavior (MKTG 672); Marketing Research (MKTG 310; MKTG 673)
Research
- Healthcare Services Marketing; Transformative Consumer Research; Stakeholder Experience Journeys; Emotions in Consumer Decision Making; Customer Satisfaction and Retention; Online Reviews Management
Bio
Suzanne C. Makarem (she/her), Ph.D. is an associate professor of marketing in the Marketing department at the VCU School of Business. Dr. Makarem joined VCU in 2010. She received her Bachelor of Science in Computer Science and her Master of Business Administration from the American University of Beirut, Lebanon. She earned her PhD in Marketing from the Fox School of Business and Management at Temple University, Philadelphia, PA.
Dr. Makarem’s research examines the role of emotions in consumer decision-making, stakeholder experience journeys, online word-of-mouth, and anti-consumption behaviors, especially within transformative service contexts such as healthcare. She has published on topics that include the effects of patient hope and control perceptions on health behavior, drivers of patient satisfaction and retention, consumer expression of boycott intentions online, and service captivity. Her current work covers healthcare providers' strategies for navigating negative patient experiences, physicians as social media influencers, and how patients navigate the healthcare marketplace.
Dr. Makarem's research is published in journals such as the Journal of Service Research, the Journal of Business Research, the Journal of Consumer Affairs, the Journal of Services Marketing, and Health Care Management Review.
Awards and Honors
- 2020 Faculty Council Distinguished Service Award, VCU School of Business. (March 25, 2020).
- 2017 Faculty Council Distinguished Teacher Award, VCU School of Business. (March 23, 2017).
- EPIC Challenge Finalist Team Award, VCU School of Business. (October 16, 2015).
- Faculty Nominee for the Great Minds Award, Phi Kappa Phi, VCU. (March 21, 2013).
- AMA Sheth Foudation Doctoral Consortium Fellow. (June, 2009).
- The John R. Washburn Award for Academic Excellence, Temple University. (May, 2006).
Research
Published Intellectual Contributions
Book Chapter
- Makarem, S. C. (2025). Chapter 2 - Consumer Behavior. In Ferguson J. L., & Zamudio C. (Eds.), Marketing Principles From The River City. https://doi.org/10.21974/wtc5-cc97.
Journal Article
- Al-Amin, M., Makarem, S. C., Maddah, M. (in press). Sensing the Voice of Healthcare Consumers: It’s Time to Effectively Listen. Journal of Healthcare Management .
- Rayburn, S. W., Makarem, S. C., Mohan, M., Arnold, T. J., Jackson, Y. C. (2023). Development and Validation of a Service Captivity Scale. (3 ed., vol. 27, pp.414-431). Journal of Service Research . DOI: 10.1177/10946705231185176
- Hassan, H. E., Makarem, S. C., Wood, V. R. (2023). Acceptance of Mobile Health Services in Emerging Markets: A Study of Egyptian Consumers. (2 ed., vol. 16, pp.137-154). International Journal of Business and Emerging Markets .
- Fitzgerald, K., Campbell, T., Makarem, S. C., Hodges, R. (2023). Reduction of biological age following an 8-week methylation-supportive diet and lifestyle program: A case series. (6 ed., vol. 15, pp.1833-1839). Aging .
- Candi, M., Jae, H., Makarem, S. C., Mohan, M. (2017). Consumer Response to Functional, Aesthetic and Symbolic Product Design Expressed in Online Reviews. (vol. 81, pp.31-39). Journal of Business Research.
- Al-Amin, M., Makarem, S. C., Rosko, M. (2016). Efficiency and Hospital Effectiveness in Improving HCAHPS Ratings. (4 ed., vol. 41, pp.296-305). Health Care Management Review.
- Makarem, S. C. (2016). Emotions and Cognitions in Consumer Health Behaviors: Insights from Chronically Ill Patients into the Effects of Hope and Control Perceptions. (3 ed., vol. 15, pp.208-215). Journal of Consumer Behavior.
- Makarem, S. C., Jae, H. (2016). Consumer Boycott Behavior: An Exploratory Analysis of Twitter Feeds. (1 ed., vol. 50, pp.193-223). Journal of Consumer Affairs.
- Al-Amin, M., Makarem, S. C. (2016). The Effects of Hospital-Level Factors on Patient Ratings of Physician Communication. (1 ed., vol. 61, pp.28-41). Journal of Healthcare Management.
- Ferguson, J. L., Makarem, S. C., Jones, R. (2016). Using a Class Blog for Student Experiential Learning Reflection in Business Courses. (1 ed., vol. 91, pp.1-10). Journal of Education for Business.
- Makarem, S. C. (2015). Using Online Video Lectures to Enrich Traditional Face-to-Face Courses. (2 ed., vol. 8, pp.155-164). International Journal of Instruction.
- Makarem, S. C., Al-Amin, M. (2014). Beyond the Service Process: The Effects of Organizational and Market Factors on Customer Perceptions of Health Care Services. (4 ed., vol. 17, pp.399-414). Journal of Service Research.
- Makarem, S. C., Smith, M., Mudambi, S., Hunt, J. (2014). Why People Do Not Always Follow the Doctor's Orders: The Role of Hope and Perceived Control. (3 ed., vol. 48, pp.457-485). Journal of Consumer Affairs.
- Makarem, S. C., Coe, J. (2014). Patient Retention at Dental School Clinics: A Marketing Perspective. (11 ed., vol. 78, pp.1513-1520). Journal of Dental Education.
- Franzak, F. J., Makarem, S. C., Jae, H. (2014). Design Benefits, Emotional Responses, and Brand Engagement. (1 ed., vol. 23, pp.16-23). Journal of Product & Brand Management.
- Al-Amin, M., Makarem, S. C., Pradhan, R. (2011). Hospitals' Ability to Attract International Patients: A Conceptual Framework. (3 ed., vol. 5, pp.1750-6123). International Journal of Pharmaceutical and Healthcare Marketing.
- Makarem, S. C., Mudambi, S., Podoshen, J. (2009). Satisfaction in Technology-Enabled Service Encounters. (3 ed., vol. 23, pp.134-244). Journal of Services Marketing.
- Baalbaki, I., Ahmed, Z., Pashtenko, V., Makarem, S. C. (2008). Patient Satisfaction with HealthCare Delivery Systems. (1 ed., vol. 2, pp.47-62 ). International Journal of Pharmaceutical and HealthCare Marketing.
Contracts, Fellowships, Grants and Sponsored Research
- Small Research Grant for Project Titled: "Privacy vs. Personalization in Healthcare Provider Responses to Online Reviews", Sponsored by VCU School of Business , 2200. (November 17, 2025 - November 17, 2026).
- (Co-Principal) First Generation and AAPI Student Success Grant for Project Titled: "Safe spaces at VCU from the perspective of 1st Gen and AAPI students", Virginia Commonwealth University 7500. (June 1, 2024 - May 31, 2025).
- (Principal) (Supporting) ORAU Directed Research and Development (ODRD) Grant for Project Titled: "Complementary and Alternative Medicine: Improving Access to Wellness Resources for Women", Sponsored by Oak Ridge Associated Universities (ORAU). Private 148350. (October 1, 2022 - September 30, 2023).
- Small Research Grant for Project Titled: "Customer Participation under Service Captivity: The Role of Service Providers and Organizational Socialization", Sponsored by VCU School of Business , 2500. (April 8, 2022 - May 15, 2022).
- Small Research Grant for Project Titled: "Service Recovery Strategies for Online Patient Reviews of Healthcare Providers", Sponsored by VCU School of Business , 1500. (February 1, 2019 - June 1, 2019).
- PCORI Pilot Project: Informed Decision Making Patient Resource and Research Tool, Sponsored by Patient-Centered Outcomes Research Institute (PCORI), 500000. (2012 - 2014).
Service
Department
- Assessment Coordinator, MKTG 315 (Buyer Behavior). (August, 2010 - Present).
- Committee Chair, Search Committee for Tenure-Track Marketing Positions. (April, 2024 - October, 2024).
- Committee Member, Marketing Department Research Committee. (August, 2022 - May, 2024).
- Committee Chair, Search Committee for Tenure-Track Marketing Position. (April, 2018 - October, 2018).
- Faculty Advisor, American Marketing Association (AMA) - VCU Student Chapter. (August, 2012 - May, 2014).
College
- Committee Member, Search Committee for Department of Management Chair. (January, 2026 - May, 2026).
- Committee Member, School of Business Diversity, Equity, and Inclusion Committee. (October, 2022 - December, 2023).
- Committee Chair, School of Business Faculty Council. (August, 2021 - May, 2023).
- Committee Member, School of Business Faculty Council. (January, 2018 - May, 2021).
- Creativity Czar: Director of Creative Teaching Initiatives, School of Business. (May, 2016 - May, 2017).
- Committee Member, School of Business PhD Program Committee. (August, 2015 - May, 2017).
University
- Committee Member, Faculty Senate. (August, 2023 - May, 2026).
- Committee Member, Search Committee for the Position of Senior Executive Director for Marketing and Engagement at VCU DAR. (August, 2022 - November, 2022).
- Task Force Member, Diversity and Inclusion Task Force on Individual, Institutional, and Systemic Bias: Accountability Models Workgroup. (February, 2019 - October, 2019).
Professional
- Editorial Review Board Member, Journal of Consumer Behaviour. (August, 2025 - Present).
- Editorial Review Board Member, Journal of the Academy of Marketing Science. (January, 2019 - Present).
- Other - Guest Co-Editor (with Jie G. Fowler and Tae-Young Pak), Journal of Consumer Affairs Special Issue on "Emerging Technologies and Consumer Well-Being". (January, 2024 - December, 2026).
- Other - Track Co-Chair (with Heejung Park): Healthcare Marketing Track, 2024 Society for Marketing Advances. (January, 2024 - November, 2024).
- Other - Track Co-Chair (with Steven Rayburn): Service Research and Healthcare Marketing Track, 2024 Academy of Marketing Science Annual Conference. (May, 2023 - May, 2024).
