Blaise Waguespack

Management, Marketing and Operations Department
College of Business

Areas of Expertise

Airline Marketing, Service Quality Measurement
Blaise Waguespack

2005 - Present: Professor, Embry-Riddle Aeronautical University, O'Maley College of Business,  Daytona Beach, Florida

           2001 - 2011: Graduate Program Coordinator for the Master of Business Administration degree options  

2000 - 2005: Associate Professor, Embry-Riddle Aeronautical University, College of Business, Daytona Beach, Florida

1995 - 2000: Assistant Professor, Embry Riddle Aeronautical University, Department of Business Administration, Daytona Beach, Florida

1991 - 1995: Teaching Fellow, University of North Texas, Department of Marketing, Denton, Texas.

1989 - 1991: Instructor of Marketing, Nicholls State University, College of Business Administration, Thibodaux, Louisiana. 

  • Ph.D. - Doctor of Philosophy in Marketing, University of North Texas
  • M.B.A. - Master of Business Administration in Business Administration, Nicholls State University
  • B.A. - Bachelor of Arts in Government: History, Nicholls State University

  • MK 425: Airline Marketing
  • MK 220: Marketing
  • BA 514: Strategic Mrktng Mngmnt in Av

BA 220 - Marketing

BA 315 - Airline Management

BA 450 - Airline / Airport Marketing

BA 514 - Strategic Marketing Management in Aviation 


Fundamentals of Airline Marketing (2021). Routledge Publishing, New York, New York. Coauthor: Ambrose. S. ISBN:978-0-367-17803-1 (pbk) / ISBN: 978-0-367-17802-4 (hbk). 



"The Negative Effects of Travel Friction Among Road Warrior Salespeople. Journal of Air Transport Management. Vol 95, 2021; coauthor: Ambrose, S.

“Airline Sponsorships and Sports- An Exploratory Review of Major Airline Engagement,” Journal of Air Transport Studies, Vol 10. No 1, 2019, page 110-124; coauthor Ambrose, S.  

“Controversial Advertising and the Role of Beliefs, Emotions and Attitudes: The Case of Spirit Airlines”, Marketing Management Journal, Vol 28, Fall 2018, pages 108-126; coauthors Curtis, T. and Arnaud, A.

“The Pricing Responses of Non-bag Fee Airlines to the Use of Bag Fees in the US Air Travel Market”, Journal of Air Transport Management, Vol 65, page 209-219, October 2017; coauthors Zou, L., Yu, C. and Rhoades, D.L.

“Advertising Effect on Consumer Emotions, Judgments and Purchase Intent”, Asian Journal of Business Research, Vol. 7(2), pp. 57-73; coauthors Curtis, T. and Arnaud, A. Available at:

“Case Study: Sexism in Advertising and Airlines”, Journal of Business Diversity, Volume 15, No. 1, 2015; coauthors Curtis, T. and Arnaud, A.

Ancillary Revenue and Price Fairness: An Exploratory Study Pre & Post Flight, International Journal of Aviation Management, Vol 2; Issue 3-4, 2014; coauthor Curtis, T.

“Twenty Five Years of Measuring Airline Service Quality or Why is Airline Service Quality Only Good When Times Are Bad?”  Research on Transportation Business and Management, Volume 10, April 2014; coauthor Rhoades, D.L.   

“Regional jet aircraft competitiveness: challenges and opportunities,” World Review of Entrepreneurship, Management and Sustainable Development, Volume 9, No. 3, 2013; Co-authors: Curtis, T. and Rhoades, D.L.
“Satisfaction with Airline Service Quality: Familiarity Breeds Contempt,” International Journal of Aviation Management, Volume 1, Number 4, Fall 2012, coauthor Curtis, T. and Rhoades, D.L.
“Airline Service Quality: Exploratory Analysis of Consumer Perceptions and Operational Performance in the USA and EU,” Managing Service Quality, Volume 18, no 3, 2008; coauthor Rhoades, D.L. and Tiernan, S. 
“Twenty Years of Service Quality Performance in the US Airline Industry” Managing Service Quality, Volume 18, No 1, 2008; coauthor Rhoades, D.L.
“Airline Alliance Service Quality Performance – An Analysis of US and EU Member Airlines;” Journal of Air Transport Management, Volume 14, 2008; Co-authors Rhoades, D.L. and Tiernan, S.
“Cancellations and their Relation to and Impact on Airline Service Quality,” Aerlines Magazine, Issue 40; March 2008; co-author Rhoades, D.L.
“An Investigation into Airline Service Quality Performance between U.S. Legacy Carriers and their EU Competitors and Partners,” Journal of Air Transport, Volume 12, No. 2, 2007; coauthors  Rhoades, D.L. and Tiernan, S. 
“Strategic Imperatives and the Pursuit of Quality in the U.S. Airline Industry,” Managing Service Quality, Volume 15, Number 4, 2005, pages 344-356. Co-author: Rhoades, D.L.
'Service and Safety Quality in US Airlines: Pre- And Post September 11th.' Managing Service Quality, Volume 14, Number 4, 2004, page 307-316. Co-author: Dawna Rhoades

'An Exploratory Investigation into Disadvantage Business Enterprises and Their Role in Airport Commerce,' Journal of Nonprofit & Public Sector Marketing, Volume 7, No 3, (2000), 63-77. Co-author Sean Helmkay.

'Developing a Quality Index for US Airports,' Managing Service Quality, Volume 10, No 4, (2000), 257-262. Co-authors, Dawna L. Rhoades and Seth Young.

'Judging a Book by it's Cover: The Relationship Between Service and Safety Quality in US National and Regional Airlines,' Journal of Air Transport Management, Volume 6, No 2, (April 2000), 87-94. Co-author Dawna L. Rhoades.

'Service Quality in the U.S. Airline Industry: Variations in Performance Within Airlines and Between Airlines and the Industry,' Journal of Air Transportation World Wide, Volume 5, No 1, (2000), 60'75. Co-author, Dawna L. Rhoades.

'Better Safe than Service? The Relationship between Service and Safety Quality In the US Airline industry,' Managing Service Quality, Volume 9, No 6, (1999), 396-400. Co-author, Dawna L. Rhoades.

'The Airline Maintenance Mechanic Educational Infrastructure: Supply, Demand and Evolving Industry Structure,' The Journal of Aviation/Aerospace Education and Research, Volume 8, No 3, (Spring 1999), 33-43. Co-author, Robert N. McGrath.

'Assessing the Impact of the Shortage of Aviation Maintenance Technicians on Air Transportation,' Journal of Transportation Management, Volume 10, No 2, (Fall 1998), 17-32. Co-authors, Aleksandar Savic and James Baker.

'Service Quality in the U.S. Airline Industry: Progress and Problems,' Managing Service Quality, Volume 8, No 5, (1998), 306-311. Co-authors, Dawna Rhoades and Eric Treudt.


“Airline Marketing”, Chapter 13, published in “The Routledge Companion to Air Transport Management, (ISBN: 978-1-138-64137-2), Routledge, Publishing, Spring 2018.

"Airline Quality: Present Challenges, Future Strategies." Handbook of Airline Strategy: Public Policy, Regulatory Issues, Challenges, and Solutions (2001), page 469-479. Edited by Butler, G.F. and Keller, M.R.. Aviation Week - The McGraw Hill Companies: New York. (Co-author Dawna Rhoades)

International Air Transportation Association, diploma in Airline Marketing

O'Maley College of Business: Outstanding Service Award, 2018 

College of Business: Outstanding Faculty Award, 2007-2008

Faculty Trustee, Daytona Beach Campus, ERAU Board of Trustees, 2004-2007.