Lerzan Aksoy, PhD is the New York Times and USA Today bestselling author of The Wallet Allocation Rule, and the Nielsen Bookscan bestseller, Why Loyalty Matters.  She is a world-renowned authority in the fields of customer experience, satisfaction, and loyalty. Lerzan’s pioneering research has received numerous esteemed awards, including being recognized as the top young scientist of 2007 in Turkey by the Junior Chamber International (winning the TOYP Award for Scientific Leadership) and the 2012 Management Honor Award (Yönetim Onur Ödülü), a lifetime-achievement award for research contributions that affect management across international boundaries. Professor Aksoy also received the Koç University Werner Von Siemens Award and the Fordham University Magis Award for research, teaching and social contribution. Lerzan is the Associate Dean for Undergraduate Studies and Professor of Marketing at Fordham University in New York City.