| Customer delight: foundations, findings, and managerial insight RL Oliver, RT Rust, S Varki Journal of retailing 73 (3), 311-336, 1997 | 3272 | 1997 |
| Measuring the quality of relationships in consumer services: an empirical study K Roberts, S Varki, R Brodie European Journal of marketing 37 (1/2), 169-196, 2003 | 1457 | 2003 |
| The role of price perceptions in an integrated model of behavioral intentions S Varki, M Colgate Journal of service research 3 (3), 232-240, 2001 | 1025 | 2001 |
| Consumer involvement in relationship marketing of services S Varki, S Wong Journal of service research 6 (1), 83-91, 2003 | 273 | 2003 |
| The differential effect of ad novelty and message usefulness on brand judgments DA Sheinin, S Varki, C Ashley Journal of Advertising 40 (3), 5-18, 2011 | 262 | 2011 |
| Rising from the ashes of advertising RT Rust, S Varki Journal of Business Research 37 (3), 173-181, 1996 | 166 | 1996 |
| Using service quality data for competitive marketing decisions RT Rust, PJ Danaher, S Varki International Journal of Service Industry Management 11 (5), 438-469, 2000 | 137 | 2000 |
| The effect of review valence and variance on product evaluations: An examination of intrinsic and extrinsic cues R Langan, A Besharat, S Varki International Journal of Research in Marketing 34 (2), 414-429, 2017 | 122 | 2017 |
| Real-time marketing RW Oliver, RT Rust, S Varki Marketing Management 7 (4), 28, 1998 | 122 | 1998 |
| Active white space (AWS) in logo designs: effects on logo evaluations and brand communication N Sharma, S Varki Journal of Advertising 47 (3), 270-281, 2018 | 57 | 2018 |
| Modeling fuzzy data in qualitative marketing research S Varki, B Cooil, RT Rust Journal of Marketing Research 37 (4), 480-489, 2000 | 57 | 2000 |
| Loyalty and its antecedents: Are the relationships static? JM Curran, S Varki, DE Rosen Journal of Relationship Marketing 9 (4), 179-199, 2010 | 53 | 2010 |
| Loyalty and its influence on complaining behavior and service recovery satisfaction C Ashley, S Varki Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior …, 2009 | 50 | 2009 |
| Technology and optimal segment size S Varki, RT Rust Marketing Letters 9, 147-167, 1998 | 45 | 1998 |
| Keeping consumers in the red: Hedonic debt prioritization within multiple debt accounts A Besharat, S Varki, AW Craig Journal of Consumer Psychology 25 (2), 311-316, 2015 | 42 | 2015 |
| The augmented latent class model: Incorporating additional heterogeneity in the latent class model for panel data S Varki, PK Chintagunta Journal of Marketing Research 41 (2), 226-233, 2004 | 41 | 2004 |
| Satisfaction is relative. S Varki, RT Rust Marketing Research 9 (2), 1997 | 26 | 1997 |
| The spillover effect of product recalls on competitors’ market value: The role of corporate product reliability D Liu, S Varki Journal of Business Research 137, 452-463, 2021 | 23 | 2021 |
| I see me: The role of observer imagery in reducing consumer transgressions R Saine, AJ Kull, A Besharat, S Varki Journal of Business Ethics 168, 721-732, 2021 | 10 | 2021 |
| Price‐end biases in financial products S Varki, S Sabherwal, A Della Bitta, KM Moore Journal of Product & Brand Management 15 (6), 394-401, 2006 | 9 | 2006 |
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