PLU School of Business

Sven Tuzovic, DBA

Sven Tuzovic, DBA

Associate Professor

253-535-7306 (office)




Curriculum Vitae

Dr. Sven Tuzovic is Associate Professor of Marketing at Pacific Lutheran University. He was born in Germany in the state of North Rhine-Westphalia, about 20 kilometers (12 miles) northeast of the state capital Duesseldorf. Sven holds a Doctoral Degree in Marketing from the University of Basel in Switzerland, a Master’s Degree in Business Administration (“Diplom-Kaufmann”) from the Catholic University of Eichstaett-Ingolstadt in Germany, and a BBA from Georgia Southern University, Statesboro, GA.

After receiving his Doctorate Degree he joined a management consultant company in Munich, Germany. In 2005, Sven decided to go back into academia, and he was offered a position as a Visiting Professor at the University of New Orleans. However, after just settling in, he had to evacuate the city due to hurricane Katrina. The evacuation turned into  5-months long “odyssey” in which Sven stayed in hotels and with friends, colleagues and strangers at various places across Texas, Georgia, and Louisiana as well as Switzerland and Germany, developing and teaching online classes to students displaced all over the country. After ending his visiting position at the University of New Orleans, Sven started another visiting position at Murray State University in Murray, KY.

Since joining PLU in 2007 he has taught classes in Principles of Marketing, Services Marketing, e-Marketing and the MBA courses Marketing Management and Strategic Brand Management. Sven has been also a guest lecturer at several institutions in Austria, Germany and Moscow. Recently, during his sabbatical 2013/14, Sven was a visiting scholar at Griffith University in Brisbane, Australia.

His research focuses on service quality, customer frustration with loyalty programs and consumer perceptions of fees, in particular the airline industry. Sven has presented at a number of international conferences and published in the Journal of Service Management, Journal of Services Marketing, Managing Service Quality, Journal of Relationship Marketing, International Journal of Business Performance Management, International Journal of Pharmaceutical and Healthcare Marketing, as well as a number of international conference proceedings. He has won two Best Paper Awards and a Faculty Research Award at Pacific Lutheran University. He is also the recipient of several summer research grants at the PLU School of Business. His outside interests include snowboarding, running and traveling.