Jonathan Z. Zhang is the Dr. Ajay Menon Professor of Business and Professor of Marketing at Colorado State University and a leading scholar in customer behavior, customer relationship management, trust, and strategic marketing.
His research examines how organizations build meaningful relationships with customers, how trust and loyalty evolve over time, and how firms can use data to create more effective customer experiences and long-term growth. Combining rigorous quantitative methods with strong managerial relevance, his work helps organizations better understand who they are, what makes them distinctive, and how to build lasting relationships with the people they serve.
Professor Zhang's work has been published in many of the field's leading journals, including the Journal of Marketing, Journal of the Academy of Marketing Science, Marketing Science, and Quantitative Marketing and Economics. He has also translated research for practitioners through outlets such as Harvard Business Review, MIT Sloan Management Review, and California Management Review.
As Filene Fellow for the Differentiation & Storytelling Center of Excellence, Professor Zhang will lead a multi-year research agenda focused on helping credit unions clarify their identity, strengthen trust, deepen member relationships, and translate authentic differentiation into sustainable growth.