# Valarie Zeithaml

Valarie A. Zeithaml is a marketing professor and author. She is the David S. Van Pelt Family Distinguished Professor of Marketing at Kenan-Flagler Business School, University of North Carolina at Chapel Hill. Zeithaml is an expert in the area of services marketing and service quality.

## Early life and education

Zeithaml earned her Bachelor of Arts degree from Gettysburg College before pursuing further education at the University of Maryland, where she obtained both her Master of Business Administration (MBA) and Doctor of Philosophy (PhD) degrees.

## Career

In the 1980s, Zeithaml and her co-authors developed SERVQUAL, a multidimensional scale of perceived service quality. She was named a Thomson Reuters Highly Cited Researcher in the report on “The World’s Most Influential Scientific Minds.”
Zeithaml held positions at the University of North Carolina’s Kenan-Flagler Business School, including Associate Dean of the MBA Program, Senior Associate Dean for Academic Affairs, and Chair of the Marketing Area. She was also a Trustee of the Marketing Science Institute and the Chairman of the Board of the American Marketing Association.
Notably, Zeithaml served in various capacities within the American Marketing Association, including Treasurer in 2015, Incoming Chairman of the Board in 2016, Chairman of the Board in 2017, and Outgoing Chairman of the Board in 2018. She served as a Center for Services Leadership Fellow at Arizona State University from 2016 to 2017. Additionally, from 2001 to 2007, Zeithaml served as an Academic Trustee of the Marketing Science Institute, one of only 12 worldwide.

## Research

Zeithaml's development of the SERVQUAL model, is a widely adopted measurement instrument across various industries and countries.
Her books, including “Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy,” Services Marketing: Integrating Customer Focus across the Firm,” and "Delivering Quality Service: Balancing Customer Perceptions and Expectations," have garnered critical acclaim and contributed significantly to the literature on marketing and customer relations.

## Selected publications
### Books

* Zeithaml, Valarie (2007). Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. Harvard Business School Press.
* Roland Rust, Valarie A. Zeithaml and Kay Lemon, (2000) Driving Customer Equity: Focusing Strategic Decisions for Long-term Profitability, Free Press
* Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry (1990), Delivering Quality Service: Balancing Customer Expectations and Perceptions, Free Press

### Publications

* Zeithaml, Valarie A.; Jaworski, Bernard J.; Kohli, Ajay K.; Tuli, Kapil R.; Ulaga, Wolfgang; Zaltman, Gerald (2020). "A Theories-in-Use Approach to Building Marketing Theory". Journal of Marketing. 84 (1): 32–51. doi:10.1177/0022242919888477. ISSN 0022-2429.
* Zeithaml, Valarie A.; Verleye, Katrien; Hatak, Isabella; Koller, Monika; Zauner, Alexander (2020). "Three Decades of Customer Value Research: Paradigmatic Roots and Future Research Avenues". Journal of Service Research. 23 (4): 409–432. doi:10.1177/1094670520948134. ISSN 1094-6705.
* Rust, Roland T.; Lemon, Katherine N.; Zeithaml, Valarie A. (2004). "Return on Marketing: Using Customer Equity to Focus Marketing Strategy". Journal of Marketing. 68 (1): 109–127. doi:10.1509/jmkg.68.1.109.24030. ISSN 0022-2429.
* Parasuraman, A.; Zeithaml, Valarie A.; Malhotra, Arvind (2005). "E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality". Journal of Service Research. 7 (3): 213–233. doi:10.1177/1094670504271156. ISSN 1094-6705.
* Zeithaml, Valarie A. (1988). "Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence". Journal of Marketing. 52 (3): 2–22. doi:10.2307/1251446. JSTOR 1251446.

## Awards and recognition

* 2024 Award from the Association of Consumer Research for the paper that made the highest contribution to behavioral research for, “Behavioral Consequences of Service Quality.”
* Honorary Doctorate from BI Norwegian Business School in connection with its 75th anniversary.
* Named Marketing Legend by the American Marketing Association 2016
* AMA Irwin/McGraw-Hill Distinguished Marketing Educator Award (2009)
* Paul D. Converse Award from the American Marketing Association (2008)
* Society for Marketing Science with the endorsement of the Marketing Science Institute and the Institute for the Study of Business Markets, for one of the 20 most influential articles written over the past 25 years for the paper in Journal of Marketing Research. (2007)
* Best Article Award Sponsored by the Journal of Service Research and IBM for the article “E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality”. (2005)
* Holsten Award for Exceptional Service at the Kenan-Flagler Business School. (2004)
* Marketing Educator of the Year Award given by the Academy of Marketing Science. (2004)
* Innovative Contributor to Marketing Award given by the Marketing Management Association. (2004)
* American Marketing Association Berry Prize for the Best Marketing Book of the Previous Three Years for Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy. (2003)
* Choice Magazine's List of Outstanding Academic Books and Non-print Materials for Delivering Quality Service: Balancing Customer Perceptions and Expectations. (1991)
* The Harold H. Maynard Award given by the Journal of Marketing for the Manuscript that Contributed Most to Marketing Theory and Thought in 1988. (1989)
* Appointed an American Marketing Association Lifetime Fellow.
* 2012 Bullard Research Impact Award in recognition of the broad impact of research on the field, industry, and society.
* 2009 Sheth Foundation/Journal of Marketing Award for the article “Return on Marketing: Using Customer Equity to Focus Marketing Strategy”.