A. Parasuraman is a prominent figure in the field of marketing and service quality research. He is best known for developing the SERVQUAL model, which measures service quality by comparing customer expectations with their perceptions of actual service delivered. This model has been widely adopted in various industries to improve customer satisfaction. In addition to his work on service quality, Parasuraman has contributed to the understanding of technology adoption and consumer behavior. His research often focuses on how businesses can enhance their service offerings and adapt to changing consumer needs, making him a key influencer in the fields of marketing and business management.