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

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