His primary research, teaching and business consulting interests are focused in the area of retail and service marketing,
customer value and relationship management, and marketing models for customer-base analysis and decision support.
Research projects he is currently working on include the study of cross-category purchase effects,
dynamics in evolving customer-firm relationships, models for customer valuation, targeted promotions,
and the study of the effects of decision heuristics on managerial decision making.
Thomas' research has appeared in various marketing and operations research journals.