Faculty/Staff Directory

Anna Walz


Associate Professor

3102 L. William Seidman Center




Dr. Anna Walz received her Ph.D. in Business Administration and Psychology from Louisiana State University. Anna earned her B.S. and M.B.A. from the University of Southern Indiana. She studied and taught at Louisiana State University before joining the Seidman College of Business at Grand Valley State University in 2009. She teaches basic marketing and retailing classes, while her primary research interests include the creation and evolution of customer-firm relationships.


  • PH.D., Business Administration (Marketing), Psychology, Louisiana State University. ""The Definition, Creation, and Evolution of Buyer-Seller Relationships"." (2009).
  • MBA, University of Southern Indiana. (2003).
  • BS, Accounting, Marketing, University of Southern Indiana. (2002).

Teaching Areas

  • Customer relationship management
  • Creation, evolution, and dissolution of customer-retail relationships


  • Raggio, R., Walz, A., Bose, M., Folse, J. A. G. (2013). "Gratitude in Relationship Marketing: Theoretical Development and Directions for Future Research". To appear in European Journal of Marketing.
  • Walz, A., Celuch, K. G., Robinson, N. G. (2012). "'I WILL HAVE NO OTHER!' -- The Role of Communication and Trust in Driving Exclusive Behavior". Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 25, 80-95.
  • Celuch, K., Robinson, N. M., Walz, A. (2012). "How can I (the Company) get you (the Customer) to talk to me? The Role of Retail Employee Behavior, Social Benefits, and Commitment in Customer Feedback". 2012 Consumer Satisfaction, Dissatisfaction, and Complaining Behavior Conference (La Verne, CA).


  • Student Organization, Leadership University, Student Mentor. (January 2012 - Present).
  • Student Organization, GVSU Student Chapter, American Marketing Association, Student Org Advisor (Professional Org), approximately 15 hours spent per year, Hours. (August 2010 - Present).
  • Editorial and Review Activities, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, Editorial/Review Position, approximately 20 hours spent per year, Hours. (September 2009 - Present).

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