Valarie Zeithaml

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Valarie A. Zeithaml is a marketing professor at the University of North Carolina at Chapel Hill, holding the David S. Van Pelt Family Distinguished Professor of Marketing at the Kenan-Flagler Business School. She is an expert in services marketing and service quality. Zeithaml earned a BA from Gettysburg College and both an MBA and PhD from the University of Maryland. In the 1980s, she and colleagues developed SERVQUAL, a widely used measure of perceived service quality. She has been named a Thomson Reuters Highly Cited Researcher. At UNC, she has served as Associate Dean of the MBA Program, Senior Associate Dean for Academic Affairs, and Chair of the Marketing Area. She has been a Trustee of the Marketing Science Institute and served as Chairman of the Board of the American Marketing Association (Treasurer in 2015, Incoming Chairman in 2016, Chairman in 2017, and Outgoing Chairman in 2018). She was a Center for Services Leadership Fellow at Arizona State University (2016–2017) and an Academic Trustee of the Marketing Science Institute from 2001 to 2007. Zeithaml’s SERVQUAL model is widely used across industries and countries. Her books include 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.