Develops a conceptual model of the antecedents of consumer expectations and firm image, based on past research in service, and empirically tested using the simultaneous equation procedures of LISREL 7. Data were collected and analyzed for four service industries (tax services, dental services, restaurants and video rental stores). Significant findings include: the image consumers have of a service firm has the strongest impact on their expectations; the relative saliences of the antecedents vary across industries; advertising has no significant impact on expectations or firm image in any of the four industries or in the aggregate analysis; and the level of customization and service provider judgment has an impact on the relative importance of each of the antecedents of consumer expectations.

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Just as the business world is in a constant state of flux and evolution, so is the academic world in which we operate as marketing educators. Most institutions embrace the core triad of teaching, research, and service. But what do we do outside of this triad? A nationwide survey reveals that the majority of marketing educatorsengage in activitiesoutside the core such as consulting opportunities with industry, serving as expert witnesses, overload teaching, working on contract or research grants, and more. This study identifies current trendsin how faculty membersexpend their time, compensation ranges for these activities, and the perception of colleagues and administrators.