He has studied service delivery in healthcare at the Mayo Clinic and in cancer care settings.
Berry is Texas A&M's most cited faculty member on Google Scholar, with over 235,000 citations.
[2] A longtime professor at Texas A&M University, Berry founded the school's Center for Retailing Studies in 1982 and directed it for 18 years.
[3] In 1983, Berry coined the term relationship marketing, which emphasizes the need for organizations to maintain (rather than simply acquire) customers.
He has studied healthcare service improvement in association with the Mayo Clinic, Henry Ford Health, and other health systems, and as a senior fellow at the Institute for Healthcare Improvement.