Dr. Kenneth Clow is a Professor of Marketing and holder of the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. He began his teaching career at Pittsburg State University where he also served as the MBA Director. He obtained his Ph.D. from the University of Arkansas in 1992. Dr. Clow has published over 150 articles in academic journals and proceedings and has written six textbooks. Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeastern Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses. He serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly and the Health Marketing Quarterly. Dr. Lawrence S. Silver is an associate professor of marketing in the John Massey School of Business, Southeastern Oklahoma State University, Durant, Oklahoma. He has presented at numerous professional conferences and has published extensively in academic journals. Prior to earning his doctorate in business administration, Dr. Silver was an independent insurance agent for over 20 years. Dr. Silver serves on the editorial board of Services Marketing Quarterly.