School of BusinessFaculty and Research

Suzanne Makarem
Associate Professor
Area: Marketing

Snead Hall
301 W. Main Street
PO Box 844000
Richmond, VA, 23284-4000
Office: B3183
Phone: (804) 828-7192
Fax: (804) 828-200
Email: scmakarem@vcu.edu

Education
PhD, Temple University, 2010.
MBA, American University of Beirut, 2003.
BS, American University of Beirut, 2001.
Teaching Interests: Consumer Behavior (MKTG 315), Marketing Research (MKTG 310)
Research Interests: The Role of Emotions in Consumer Decision Making, Healthcare Services Marketing, Transformative Consumer Research, Customer Satisfaction and Retention

Suzanne C. Makarem, 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 program falls under the area of consumer decision-making and especially the role of emotions, with a primary focus on consumer decision-making within the healthcare context, the effects of patient emotions on health behavior, and patient satisfaction and retention. Other areas of consumer research that she studies include customer satisfaction with service encounters, consumer responses to product design, online word-of-mouth, and consumer boycotts. Dr. Makarem's research has been published in journals such as the Journal of Service Research, the Journal of Consumer Affairs, the Journal of Services Marketing, and the Health Care Management Review.
Awards and Honors
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).
Teaching Challenge Winners Recognition 2014-2015, VCU School of Business. (September 3, 2015).
Marketing Department Nominee for Distinguished Teacher Award, VCU School of Business. (February 4, 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).
Teaching
Directed Student Learning
Dissertation Committee Member, Use and Perspectives of a Social Marketing Campaign to Improve Fruit and Vegetable Intake. (August, 2012 - May, 2015).
Advised: Allison Plamberg.
Research
Published Intellectual Contributions
Journal Article
Al-Amin, M., Makarem, S. C., Rosko, M. (in press). Efficiency and Hospital Effectiveness in Improving HCAHPS Ratings. 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.
Presentations Given
Ferguson, J. L., Makarem, S. C., Create Series Dean’s Teaching Seminar, CREATE: Reflecting on Reflection, VCU School of Business. (October 9, 2015).
Makarem, S. C., Jae, H., Summer Marketing Educator's Conference , Using Social Media to Boycott: An Exploratory Analysis of Twitter Feeds, American Marketing Association , Chicago, IL. (August 14, 2015).
Makarem, S. C., Cross, S., Pechmann, C., The PhD Project, A Love Affair with Methods: Developing a Diverse Methods Toolbox, Marketing Doctoral Students Association (MDSA), Chicago, IL. (August 12, 2015).
Woolf , S., Krist, A., Sabo, R., Etz , R., Jones, R., Elston Lafata, J., Makarem, S. C., Franzak, F. J., Epstein, R., Politi, M., Zikmund-Fisher, B., O'Conner, A., Frosch, D., The Annual Research Meeting, How a Study Was Transformed by Intensive Patient Engagement, Academy of Health, Minneapolis, MN. (June 14, 2015).
Krist, A., Woolf , S., Sabo, R., Lehman , R., Jones, R., Elston Lafata, J., Day, T., Makarem, S. C., Franzak, F. J., Etz , R., Epstein, R., Politi, M., Zikmund-Fisher, B., O'Conner, A., Tu, S., Frosch, D., The Annual Research Meeting, Patient Interest in Participating in Cancer Screening Decisions, Academy of Health, Minneapolis, MN. (June 14, 2015).
Franzak, F. J., Makarem, S. C., Jae, H., 2014 Academy of Marketing Science World Marketing Congress, A Conceptual Model of Design benefits and Brand engagement: The Mediating Role of Emotions Lima, Peru. (August 5, 2014).
Makarem, S. C., Coe, J., Dental School Executive Committee Meeting, Factors Affecting Patient Retention at VCU Dental School Student Clinics, VCU Dental School . (June 9, 2014).
Al-Amin, M., Makarem, S. C., The Annual Research Meeting, HCAHPs Ratings: The Impact of Contextual Factors, Academy of Health, San Diego, CA. (June 8, 2014).
Coe, J., Makarem, S. C., National Oral Health Conference, Factors Affecting Patient Retention Behavior at VCU Dental School Clinic: A Preliminary Analysis, Fort Worth, Texas. (April 28, 2014).
Makarem, S. C., Dean’s Research Seminar Series, Consumer Boycott Behavior: An Exploratory Analysis of Twitter Feeds, VCU School of Business. (March 28, 2014).
Makarem, S. C., Dean’s Research Seminar Series, Patient Perceptions of Hospitals: The Role of Organizational and Market Characteristics, VCU School of Business. (September 7, 2012).
Makarem, S. C., Al-Amin, M., Frontiers in Service Conference, Patient Perceptions of Hospitals: The Role of Organizational and Market Characteristics, American Marketing Association, Washington, D.C.. (June 15, 2012).
Makarem, S. C., 2012 Annual Academy of Marketing Science Conference , A Modified Social Cognition Model Predicting Patient Health Behaviors: The Mediating Role of Hope New Orleans, LA. (May 15, 2012).
Makarem, S. C., Marketing and Public Policy Conference, Emotions and Cognitions in Consumer Health Behaviors: A Model of Hope and Control Applied to Chronic Illnesses, American Marketing Association, Washington, D.C.. (June 2, 2011).
Makarem, S. C., Dean’s Seminar Series, Emotions and Cognitions in Consumer Health Behaviors: The Role of Hope and Control, VCU School of Business. (April 5, 2011).
Makarem, S. C., Second ACR Transformative Consumer Research Conference, Empowering Consumers to Lead Healthier Lives: Research Vision Proposal, Association for Consumer Research , Philadelphia, PA. (June, 2009).
Makarem, S. C., Pashtenko, V., Baalbaki, I., Academy for Global Business Advancement , Correlating Strategy with Advances in Technology: A Marketing Assessment of Hospital Health Care Systems New Delhi, India . (January 3, 2005).
Contracts, Fellowships, Grants and Sponsored Research
Adams, L. L., Makarem, S. C., Mohan, M., Pitts, M. W., Spindle, R. M., Hale, E., Faculty Learning Community , Sponsored by VCU Academic Learning Transformation Lab, 2500. (2015).
Woolf, S. (Principal), Krist, A. (Co-Principal), Sabo, R., Lehman, R., Jones, R., Elston Lafata, J., Day, T., Etz, R., Makarem, S. C., Franzak, F. J., Epstein, R., Politi, M., Zikmund-Fisher, B., O'Connor, A., Tu, S., Frosch, D., 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) Marketing Undergraduate Assessment. (August, 2010 - May, 2017).
Faculty Advisor, American Marketing Association (AMA) - VCU Student Chapter. (August, 2012 - May, 2014).
Committee Member, Faculty Search Committee - Marketing Department. (January, 2011 - May, 2011).
College
School of Business Creativity Czar. (May, 2016 - May, 2017).
Committee Member, School of Business PhD Program Committee. (August, 2015 - May, 2017).
Committee Member, School of Business Undergraduate Program Curriculum Committee. (December, 2015 - May, 2016).
Committee Member, School of Business Grade Appeal Committees. (August, 2014 - May, 2016).
Committee Member, Faculty Learning Community - ALT Lab. (January, 2015 - May, 2015).
Committee Member, School of Business PeRQs Review Committee. (January, 2015 - May, 2015).
Professional
Reviewer, Ad Hoc Reviewer, Journal of the Academy of Marketing Science. (2013 - 2017).
Reviewer, Ad Hoc Reviewer, Journal of Consumer Affairs. (2016).
Reviewer, Ad Hoc Reviewer, Journal of Product and Brand Management. (2014 - 2016).
Reviewer, Ad Hoc Reviewer, Academy of International Business Conferences. (2015).
Reviewer, Ad Hoc Reviewer, American Journal of Psychology. (2015).
Reviewer, Ad Hoc Reviewer, International Journal of Healthcare Technology and Management. (2013).
Reviewer, Ad Hoc Reviewer, Association for Consumer Research Conferences. (2009 - 2013).
Reviewer, Ad Hoc Reviewer, American Marketing Association Conferences. (2008 - 2013).
Reviewer, Ad Hoc Reviewer, Journal of Public Policy and Marketing. (2012).