Associate Professor
School of Hospitality Leadership
College of Human Ecology
East Carolina University
Rivers RW 314
Greenville, North Carolina 27858-4353
252-328-5556
riverad@ecu.edu

Education:
B.S.                University of South Carolina, Columbia
                      Hotel, Restaurant, and Tourism Administration 1999
M.H.R.M.        University of South Carolina, Columbia
                      Hotel, Restaurant, and Tourism Management 2000
Ph.D.              Texas Tech University, Lubbock, TX
                      Hospitality Administration 2004

Research Interests:
Consumer behavior; service profit chain; theory of reasoned action; theory of planned behavior; services cape