Eric Brey

Dr. Eric Brey, Ph.D.

A deeper understanding of data will enhance the ability to make strategic decisions, improve operational efficiency, and elevate the customer experience.
Ph.D., Purdue University School of Hospitality and Tourism Management
M.S., University of Wisconsin-Stout School of Hospitality Leadership
B.S., University of Wisconsin-Stout School of Hospitality Leadership


Dr. Eric Brey, Ph.D., is a researcher and professor at the University of Wisconsin-Stout, School of Hospitality Leadership, where his work focuses on leveraging analytics to guide the implementation of consumer-centric strategy. He also has experience teaching courses in customer analytics, club, golf and resort management, marketing, and strategy.

In his role as a GGA Director, Dr. Brey’s focus is to assist golf, club, resort and municipal operators with expanded insight into existing data and managed consumer feedback services, including the implementation of 3-Factor Theory Analysis, a comprehensive study designed to provide a deeper and more meaningful understanding of the touchpoints that have the greatest potential to impact customer and member satisfaction.

Prior to joining the faculty at Wisconsin-Stout, Dr. Brey spent six years at the University of Memphis, Fogelman College of Business Economics Kemmons Wilson School of Hospitality Management. Dr. Brey has published numerous peer and refereed journal papers, written industry whitepapers and book chapters, received many recognitions and honors for his research and has conducted applied research and analyses for numerous organizations.

Recently, Dr. Brey used 3-Factor Theory Analysis using existing GGA data for Medinah Country Club and for the United States Golf Association (USGA). The USGA study identified more than 1,000 touchpoints golfers can have throughout their experience that impact satisfaction and dissatisfaction. The results of the research provide insights to help operators gain a firm understanding of what customers need and how to meet and exceed those expectations.

Curriculum Vitae