VITAValarie Ann Zeithaml

David S. Van Pelt Distinguished Professor of MarketingKenan-Flagler School of Business

University of North Carolina at Chapel HillChapel Hill, North Carolina 27514

(919) 962-8214 TELEPHONE (919) 962-7186 FAX

valariez@unc.edu e-MAIL

GRADUATE EDUCATION

PhD in Business Administration, University of Maryland Master of Business Administration, University of Maryland

WORK EXPERIENCE

July 1, 2007- University of North Carolina at Chapel HillPresent David S. Van Pelt Distinguished Professor of Marketing

January 2003- University of North Carolina at Chapel HillJune 30, 2007 Associate Dean of the MBA Program

Roy and Alice H. Richards Bicentennial Professor of Marketing

January 2003- University of North Carolina at Chapel HillJuly 2003 Interim Senior Associate Dean of Academic Affairs

Roy and Alice H. Richards Bicentennial Professor of Marketing

July 2001 - University of North Carolina at Chapel HillJanuary 2003 Roy and Alice H. Richards Bicentennial Professor

and Area Chair of Marketing

July 1998- University of North Carolina at Chapel HillJuly 2001 Professor and Area Chair of Marketing

July 1996 - University of North Carolina at Chapel HillJune 1998 Visiting Professor of Marketing

January 1992- Partners for Service Excellence July 1996 Principal

Consulting firm specializing in strategy, measurement, and implementation of service excellence

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August 1986- The Fuqua School of Business, Duke UniversityAugust 1992 Associate Professor of Marketing

January 1980- Texas A&M UniversityAugust 1986 Assistant and Associate Professor of Marketing

Tenured and promoted in 1985

August 1976- University of Maryland January 1980 Lecturer of Marketing

August 1970- Torrieri-Meyers Advertising, Inc.August 1976 Baltimore, Maryland

Account ExecutiveFull account responsibilities included planning, marketing strategy, contact, public relations, supervision of creative output and media, account profitability for Kirk-Steiff Sterling, The Manekin Corporation (developers of Baltimore's Charles Center/Harbor Place), and Utz Potato Chips

AWARDS AND HONORS

2009 Sheth Foundation/Journal of Marketing Award for the article, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” which appeared in 2004. The award recognizes scholarship based on the benefits of time and hindsight and acknowledges contributions and outcomes made to marketing theory and practice. Criteria for selection include quality of the article’s contribution to theory and practice, the article’s originality, technical competence, and impact on the field of marketing. The article generated more than double the number of top-journal citations per year than any of the other top-cited JM articles from the award period and the approach has been applied in practice by many leading companies. The award was presented at the 2010 Winter American Marketing Association conference.

2009 American Marketing Association Irwin/McGraw-Hill Distinguished Marketing Educator Award for lifetime leadership in marketing education and extensive contributions to the field of marketing, presented at the AMA’s Winter Educators’ Conference, Tampa, Florida, February 2009. First and only woman selected to receive the award.

2008 Paul D. Converse Award from the American Marketing Association. The Converse Award is granted every four years to one or more persons who have made outstanding and enduring contributions to marketing through one or more journal articles, books or a body of work. No contribution is considered until five years after it is made available to marketing academics and/or

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practitioners, through publication or other means. A jury of scholars from university, business or government makes the selection of award recipients, first by nominating the work for consideration, and then rating the contributions. The first woman to ever win the Converse award, Zeithaml was recognized for her work on service quality, specifically for two articles:

"A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing

"SERVQUAL: A Multiple-Item Scale for Measuring Service Quality," Journal of Retailing

2007 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 entitled, “A Dynamic Model of Service Quality: From Expectations to Behavioral Intentions”

. 2007 Journal of Service Research Best Article Award Finalist for “Forward Looking

Focus: Can Firms Have Adaptive Foresight?”

2005 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 Marketing Science Institute H. Paul Root Award selected by the Journal of Marketing Editorial Review Board as the article that appeared in the journal in 2004 that made the most significant contribution to the advancement of marketing practice.

2004 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

2003 Robert D. Buzzell Award for the Best Marketing Science Institute Working Paper for the article, “Return on Marketing: Using Customer Equity to Focus Marketing Strategy”

2003 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

2001 Career Contributions to the Services Discipline Award given by the American

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Marketing Association

2001 Gerald Barrett Faculty Award presented by Kenan-Flagler Business School for the Greatest Contribution to the MBA Program through Teaching and Service

Faculty of the American Marketing Association Doctoral Consortium 2010, 2009, 2008, 2007, 2006, 2005, 2004, 2001, 2000, 1999, 1998, 1992, 1990, 1986, 1985

1999-2002 Sarah Graham Kenan Distinguished Scholar, University of North Carolina

1999 Kenan-Flagler Research Award in Recognition of Continuous Commitment to Excellence in Research

1998 William F. O’Dell Award for the Outstanding Journal Article appearing in the 1993 Journal of Marketing Research for “A Dynamic Model of Service Quality: From Expectations to Behavioral Intentions”

1996 Best Services Article Award from the American Marketing Association for “The Behavioral Consequences of Service Quality” (published in the Journal of Marketing)

1994 Jagdish N. Sheth Award for the Best Article of 1993 published in the Journal of the Academy of Marketing Science, for "The Nature and Determinants of Customer Expectations of Service"

1994 Runner-Up for Best Paper Award published in the Journal of Retailing for "Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria"

1994 Finalist for the Best Service Article Award given by the American Marketing Association and Vanderbilt University for "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," published in Journal of Marketing Research

1993 Finalist for Marketing Science Institute Best Paper Award for "Conceptualizing and Testing a Dynamic Model of Service Quality"

1991 Finalist in Marketing Science Institute Best Paper Award for "The Nature and Determinants of Customer Expectations of Service"

1991 Choice Magazine's List of Outstanding Academic Books and Nonprint Materials for Delivering Quality Service: Balancing Customer Perceptions and Expectations

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1989 The Harold H. Maynard Award given by the Journal of Marketing for the Manuscript that Contributed Most to Marketing Theory and Thought in 1988 for the Article "Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence"

1988 Honorable Mention Award, Journal of Retailing's Best Article for "SERVQUAL: A Multi-Item Scale for Measuring Customer Perceptions of Service Quality"

1987 The Fuqua School of Business at Duke University’s Outstanding MBA Teaching Award

1987 University of Maryland Doctoral Students in Business Outstanding Alumna

1985 Selected by Adweek as One of Ten "Young Turks of Marketing" in the Nation

1985 Texas A&M University College of Business Award for Outstanding Research

1985 Winner, MSI Packaged Goods Pricing Research Competition

1985 Business and Technology Research Fellow at Texas A&M University

1983/84 Former Students Association Award for Outstanding Teaching at Texas A&M University

1981 Fourth Consumer Research Award given by the Journal of Consumer Research and Association for Consumer Research for the Best Interdisciplinary Article written from a Doctoral Dissertation for, "Consumer Response to Price Information"

1980/81 Dean's Award for Outstanding Teaching College of Business Administration, Texas A&M University

1979 Fellow of the 1979 AMA Doctoral Consortium, Madison, Wisconsin

Phi Kappa Phi, National Honor Society

Beta Gamma Sigma, National Honor Society in Graduate Business

Psi Chi, National Honor Society in Psychology

RESEARCH

RESEARCH INTERESTS: Customer Equity Service Quality

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Services Marketing Consumer Perceptions of Price and Quality

CITATIONS: Total of 33,200 as of January 2010

REFEREED JOURNAL ARTICLES

Gupta, Sunil, and Valarie Zeithaml (2006), “Customer Metrics and their Impact on Financial Performance,” Marketing Science, Volume 25, Number 6, pp. 687-717.

Zeithaml, Valarie, Ruth N. Bolton, John Deighton, Timothy Keiningham, Katherine N. Lemon, and J. Andrew Peterson (2006), “Forward-Looking Focus: Can Firms Have Adaptive Foresight?” Journal of Service Research, Volume 9, Number 2, pp. 168-183.

This article was a finalist for the 2007 Journal of Service Research Best Article Award.

Lemon, Katherine N., Roland T. Rust and Valarie A. Zeithaml (2004), “The Customer Equity Exercise and Teaching Note,” International Journal of Marketing Education.

Parsu Parasuraman, Valarie Zeithaml and Arvind Malhotra (2005),"e-SERVQUAL: A Multiple-

Item Scale for Assessing Electronic Service Quality," Journal of Service Research, Volume 7, Number 3, pp. 213-233.

This article was the winner of the 2005 Journal of Service Research Best Article Award.

Ashwin Aravindakshan, Roland T. Rust, Katherine N. Lemon, and Valarie A. Zeithaml,

“Customer Equity: Making Marketing Strategy Financially Accountable,” Journal of Systems Science and Systems Engineering, 13, 4, June 2004.

Roland Rust, Valarie Zeithaml and Katherine Lemon, "Customer-Centered Brand Management" Harvard Business Review, fall 2004, pp. 110-120.

Roland R. Rust, Katherine Lemon and Valarie A. Zeithaml (2004), “Return on Marketing: Using Customer Equity to Focus Marketing Strategy,” Journal of Marketing, January 2004, pp. 109-128.

This article was the winner of the 2005 MSI/H. Paul Root Award and the 2009 Sheth Foundation/Journal of Marketing Award

Parasuraman and Valarie A. Zeithaml, “Service Quality of Websites: A Critical Review of Extant Knowledge,” Journal of the Academy of Marketing Science, Fall 2002.

Valarie A. Zeithaml, Roland Rust and Kay Lemon, “Make Customer Profitability the Basis for Service,” California Management Review, Summer 2001.

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Katherine N. Lemon, Roland T. Rust, and Valarie A. Zeithaml, “What Drives Customer Equity?” Marketing Management, May 2001.

Roland T. Rust, Katherine N. Lemon and Valarie A. Zeithaml, “Where Should the Next Marketing Dollar Go?” Marketing Management, August 2001.

Merrie Brucks, Valarie A. Zeithaml and Gillian Naylor “Price and Brand Name as Indicators of Quality Dimensions for Customer Durables,” Journal of the Academy of Marketing Science, Vol. 28, No. 3, July 2000.

Valarie A. Zeithaml, “Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn,” Journal of the Academy of Marketing Science, Volume 28, No. l, Winter 2000, pp. 67-85.

Mary Jo Bitner, William T. Faranda, Amy R. Hubbert and Valarie A. Zeithaml, “Customer Contributions and Roles in Service Delivery,” International Journal of Service Industry Management, Volume 8, Numbers 3 and 4, 1997, pp. 193-205.

Valarie A. Zeithaml, Leonard L. Berry and A. Parasuraman, "The Behavioral Consequences of Service Quality," Journal of Marketing, Volume 60, April 1996, pp. 31-46

A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry, "Alternative Scales for Measuring Service Quality: A Comparative Assessment Based on Psychometric and Diagnostic Criteria," Journal of Retailing, Volume 70, Number 3, 1994, pp. 201-230

Lauren K. Wright, Mary Jo Bitner and Valarie A. Zeithaml, "Paradigm Shifts in Business Education: Using Active Learning to Deliver Services Marketing Content," Journal of Marketing Education, Fall 1994, pp. 5-19

A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry, "Reassessment of Expectations as a Comparison Standard in Measuring Service Quality: Implications of Future Research," Journal of Marketing, Volume 58, Number 1, January 1994, pp 111-124

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "Improving Service Quality in America: Lessons Learned," Academy of Management Executive, 1994

Translated into Dutch language and published in M&O Quarterly, 1994

William Boulding, Ajay Kalra, Richard Staelin, and Valarie A. Zeithaml, "A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions," Journal of Marketing Research, Volume 30, Winter 1993, pp. 7-27

This article was the winner of the William F. O’Dell Award for the outstanding

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Journal of Marketing Research article (appeared in the year 1993 but was given for contribution of previous five years.

A. Parasuraman, Leonard L. Berry and Valarie A. Zeithaml, "More on Improving Service Quality Measurement," Journal of Retailing, Volume 69, spring 1993, pp. 140-147

Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, "The Nature and Determinants of Customer Expectations of Service," Journal of the Academy of Marketing Science, Volume 21, 1, winter 1993, pp. 1-12, lead article and winner of the 1994 Jagdish N. Sheth Award for the best article of 1993 published in the Journal of the Academy of Marketing Science

Reprinted in Lovelock, Services Marketing, 3rd Edition, Prentice-Hall, 1996

Amna Kirmani and Valarie A. Zeithaml, "Advertising, Perceived Quality and Brand Image", in Brand Equity and Advertising: The Role of Advertising in Creating Brand Equity, edited by David Aaker and Alec Biel, Lawrence Erlbaum Associates, 1993

Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, "Strategic Positioning on the Dimensions of Service Quality," Advances in Services Marketing and Management: Research and Practice, edited by Teresa A. Swartz, Volume 1, 1992

A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, "Perceived Service Quality as a Customer-Based Performance Measure: An Empirical Examination of Organizational Barriers Using an Extended Service Quality Model," Human Resource Management, 1991

A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, "Refinement and Reassessment of the SERVQUAL Scale," Journal of Retailing, Volume 67, 4, winter 1991, pp. 420-450

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "Understanding Customer Expectations of Service," Sloan Management Review, spring 1991, pp. 39-48

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "Five Imperatives for Improving Service Quality," Sloan Management Review, 31, Summer 1990

Valarie A. Zeithaml, P. "Rajan" Varadarajan and Carl P. Zeithaml, "The Contingency Approach: Its Foundations and Relevance to Theory Building and Research in Marketing," European Journal of Marketing, spring 1988

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "The Service Quality Puzzle," Business Horizons, Spring 1988, pp. 35-43

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A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, "SERVQUAL: A Multiple-Item Scale for Measuring Service Quality," Journal of Retailing, Volume 64, Number 1, Spring 1988, pp. 12-40

Translated into Japanese language and republished in the Journal of Japan Management Association (JMA)

Valarie A. Zeithaml, "Consumer Perceptions of Price, Quality, and Value: A Conceptual

Model and Synthesis of Research," Journal of Marketing, Volume 52, July 1988, pp. 2-22.

This paper was the lead article in the issue and winner of the Maynard Award for the manuscript that contributed most to marketing theory and thought in 1988.

Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, "Communication and Control Processes in the Delivery of Service Quality," Journal of Marketing, April 1988

Translated into German language and published in Dienstleistungsqualitat by Bernd Stauss and Manfred Bruhn, Gabler Verlag, 1991

Valarie A. Zeithaml and Mary C. Gilly, "Characteristics Affecting the Acceptance of Retailing Technologies: A Comparison of Elderly and Non-Elderly Consumers," Journal of Retailing, Volume 63, Number 1, Spring 1987, pp. 49-68

Mary C. Gilly and Valarie A. Zeithaml, "The Elderly Consumer and Adoption of Marketing Technologies," Journal of Consumer Research, Volume 12, December 1985, pp. 353-357

A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, Volume 49, Fall 1985, pp. 41-50

Valarie A. Zeithaml, "The New Demographics and Market Fragmentation," Journal of Marketing, Volume 49, Summer 1985, pp. 64-75

Steve McDaniel and Valarie A. Zeithaml, "Fear Appeals in Advertising," Psychology and Marketing, Summer 1985

Leonard L. Berry, Valarie A. Zeithaml, and A. Parasuraman, "Quality Counts in Services Too," Business Horizons, May/June 1985, pp. 44-52

Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, "Problems and Strategies in Services Marketing," Journal of Marketing, Volume 49, Spring 1985, pp. 33-46

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Carl P. Zeithaml and Valarie A. Zeithaml, "Environmental Management: Revising the Marketing Perspective," Journal of Marketing, Volume 48, Spring 1984, pp. 33-

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Valarie A. Zeithaml and William L. Fuerst, "Age Differences in Response to Grocery Store Price Information," Journal of Consumer Affairs, Volume 17, Number 2, Winter 1983, pp. 402-420.

A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, "Service Firms Need Marketing Skills," Business Horizons, November/December 1983, pp. 28-32.

Valarie A. Zeithaml, "Consumer Response to In-Store Price Information Environments," Journal of Consumer Research, Volume 8, March 1982, pp. 357-369.

This article was the lead article in the issue and winner of the Fourth Consumer Research Award for the best interdisciplinary article written from a doctoral dissertation.

RESEARCH IN PROGRESS

Tarun Kushwaha, Andrew Petersen, and Valarie Zeithaml, “Optimal Allocation of Marketing Efforts: Does Risk Matter,” preparing for submission to the Journal of Marketing.

Valarie A. Zeithaml, Stephen Brown, and Mary Jo Bitner, “Benchmarking the Key Dimensions of Successful Transitions along the Service Infusion Continuum.” a multi-company sponsored research project through the Center for Services Leadership at Arizona State University. The project currently has three corporate sponsors out of a planned six sponsors and will result in at least one top-journal publication.

Stephen Brown, Valarie Zeithaml, and Mary Jo Bitner, “The Best Strategies for Service Infusion,” manuscript in preparation for Harvard Business Review.

Katrijn Gielens, Valarie Zeithaml, Arvind Malhotra, and Claudia Kubowitz Malhotra, “Multi-channel Retail Patronage,” proposal submitted to the Marketing Science Institute and Wharton for its multi-channel modeling competition.

BOOKS

Zeithaml, Valarie and A. Parasuraman (2004), Service Quality,  MSI Relevant Knowledge Series, Cambridge, Massachusetts: Marketing Science Institute.

Roland Rust, Valarie A. Zeithaml and Kay Lemon, Driving Customer Equity: Focusing

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Strategic Decisions for Long-term Profitability, Free Press, 2000, winner of the 2003 American Marketing Association Berry Prize for the best marketing book of the previous three years.

Valarie A. Zeithaml and Mary Jo Bitner, Services Marketing, 2009, fifth edition, Mc-Graw Hill, translated into Chinese, Portuguese, Spanish, Russian, and Italian,

Valarie A. Zeithaml, A. Parasuraman, and Leonard L. Berry, Delivering Quality Service: Balancing Customer Expectations and Perceptions, Free Press, 1990, 1991 Choice Magazine's List of Outstanding Academic Books and Nonprint Materials for Delivering Quality Service: Balancing Customer Perceptions and Expectation. Book translated into Spanish, Korean, Portuguese, Chinese and German languages, now in its fifteenth U.S. printing

Valarie A. Zeithaml, editor, Review of Marketing 1990, American Marketing Association.

Thomas Bloch, Gregory Upah, and Valarie A. Zeithaml, editors, Services Marketing in a Changing Environment, American Marketing Association, 1984

BOOK CHAPTERS

Valarie A. Zeithaml, “The Price-Quality-Value Relationship: Commentary on the Contributions of Kent Monroe,” in Kent Monroe: Legends in Marketing Series, Sage Publications, 2010.

Valarie Zeithaml, Mary Jo Bitner and Dwayne Gremler, “Services Marketing Strategy,” Wiley International Encyclopedia of Marketing, John Wiley and Company, 2010.

Mary Jo Bitner, Valarie Zeithaml and Dwayne Gremler, “Technology’s Impact on the Gaps Model,” in The Handbook of Service Science, Paul Maglio, Jim Spohrer and Cheryl Kieliszewski (eds.) Springer, 2009

Roland T. Rust, Valarie A. Zeithaml and Katherine N. Lemon, “Measuring Customer Equity and Calculating Marketing ROI,” The Handbook of Marketing Research, Rajiv Grover and Marco Vriens, eds., Sage Publications, 2006.

A. Parasuraman and Valarie A. Zeithaml, “Measuring and Improving Service Quality: A Literature Review and Research Agenda,” Handbook of Marketing, Bart Weitz, editor, Sage Publications, 2002.

Valarie A. Zeithaml, "Communicating Service Quality to Customers," chapter in Service

Management Effectiveness: An Interdisciplinary Perspective, David Bowen, Thomas Cummings, and Richard Chase, editors, Jossey-Bass, 1990

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Alan Bush, William Moncrief, and Valarie A. Zeithaml, "Source Credibility in Professional Services," Current Issues in Advertising, 1988

A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, "Understanding, Measuring, and Improving Service Quality: Findings from a Multiphase Research Program," Service Quality, Stephen W. Brown and Evert Gummeson, editors, 1990

Valarie A. Zeithaml, "Services and Non-profit Marketing," chapter in Basic Marketing by David Reibstein, 1985, Prentice-Hall

Valarie A. Zeithaml, Charles Lamb, and John Crompton, "Public Program Termination: Conditions, Constraints, and Management Strategies," in J. Perry and K. Kraemer (eds.), Public Management: Perspectives from the Public and Private Sectors, 1982

PUBLICATIONS TO BUSINESS AUDIENCES

Mohan Tatikonda and Valarie A. Zeithaml, “Managing the New Service Development Process: Synthesis of Multi-disciplinary Literature and Directions for Future Research,” chapter in New Directions in Supply Chain Management: Technology, Strategy and Implementation, Boone and Ganeshan, eds., AMACOM, December 2001.

Valarie A. Zeithaml, "Customer Satisfaction: The Links among Price, Quality and Value," chapter in Telecommunications Management, Valerie Fowkes, editor, JA1 Press, 1990

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "Guidelines for Conducting Service Quality Research," Marketing Research: A Magazine of Management and Applications, December 1990

Leonard Berry, Valarie A. Zeithaml, and A. Parasuraman, "Synchronizing Supply and Demand in Services Business," Business, October-December 1984.

Mary C. Gilly, Valarie Zeithaml, and Alladi Venkatesh, "Solve Idioplagiarism Problems by Changing Marketing Conference Proceedings Policies," Marketing News, August 5, 1983

Gerald Keim and Valarie A. Zeithaml, "How to Improve the Return on Advocacy Advertising," Financial Executive, November 1981

Charles Lamb, Valarie A. Zeithaml, Flavia Krone and Mary C. Gilly, "Grads Top Cares: Career Potential, School Reputation," in Marketing News, September 4, 1981

Larry H. Beard and Valarie A. Hoyle, "Cost Accounting Proposal for Advertising Agency," Management Accounting, December 1976, pp. 35-37

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FUNDED RESEARCH AND GRANTS

Total of more than $8,000,000 in research grants conducted in corporations including IBM, General Motors, Prudential, Sears, Metropolitan Life Insurance, The Travelers Companies, Campbell Soup, Bank of America, Bank of Boston, Kroger, Safeway, GTE (Verizon), Food Marketing Institute. Specific grants include the following:

Grant from DellSTAR program to study e-Service Quality with Arvind Malhotra (2000).

Grant from the Marketing Science Institute to study e-Service Quality with Arvind Malhotra and Parsu Parasuraman (2000).

Grant from the Marketing Science Institute to study e-Service Quality with Arvind Malhotra and Parsu Parasuraman (1999).

Grant from DellSTAR program to study e-Service Quality with Arvind Malhotra (1999).

Grant from Skill Dynamics to develop customer-defined standards and measurements, principal investigator (1993)

Grant from IBM to develop customer-defined standards and measurements for IBM U.S.,principal investigator (1992-93)

Grant from the Marketing Science Institute to improve the measurement of service quality by including multiple levels of expectations, with A. Parasuraman and Leonard Berry (1991)

Grant from the Marketing Science Institute to study customer expectations of service, with A. Parasuraman and Leonard Berry (1989)

Grant from IBM/Canada to study the relationship between service quality and firm performance, principal investigator (1988)

Grant from Control Data Corporation to conduct a study of the performance correlates of service quality, principal investigator (1988)

Grant from the Marketing Science Institute to conduct an empirical study of the price/quality relationship, with Merrie Brucks, (1988)

Grant from the Marketing Science Institute to conduct a study on communication and control processes in the delivery of service quality, with A. Parasuraman and Leonard Berry (1986)

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Grant from Marketing Science Institute to conduct a study of value, price and quality in packaged goods, principal investigator (1985)

Grant from Kroger and Safeway to conduct a study on the time consciousness of shoppers, with Leonard Berry (1985)

Grant from the Center for Retailing Studies at Texas A&M University to conduct a study on time consciousness of shoppers, principal investigator (1985)

Grant from the Marketing Science Institute to conduct a study on service quality (Phase II), with Len Berry and A. Parasuraman (1984)

Grant from the Marketing Science Institute to conduct a study on service quality, with Len Berry and A. Parasuraman (1983)

Grant from the College of Business Administration at TAMU to prepare grant proposals for a supermarket field study, principal investigator (1983)

Grant from the College of Business Administration at TAMU to conduct a survey of problems and strategies used by service firms, with Len Berry and A. Parasuraman (1982)

Grant from the Food Marketing Institute for research investigating demographic and psychographic differences among food shoppers, principal investigator (1982)

Grant from the Free Enterprise Center at Texas A&M to conduct a research investigation of corporate institutional advertising, principal investigator (1981)

Grant from the Food Marketing Institute for research study to determine the effects of item marketing and shelf pricing on consumer response, principal investigator (1980)

MONOGRAPHS

Leonard L. Berry, A. Parasuraman and Valarie A. Zeithaml, “Ten Lessons for Improving Service Quality,” MSI Monograph 03-104, re-released in 2003.

Roland Rust, Katherine Lemon and Valarie A. Zeithaml, “Driving Customer Equity: Linking Customer Lifetime Value to Strategic Marketing Decisions,” Marketing Science Institute Working Paper Series, Cambridge, Massachusetts, 2001.

Valarie A. Zeithaml, Parsu Parasuraman and Arvind Malhotra, “e-service Quality: Definition, Dimensions and Conceptual Model,” Marketing Science Institute Working Paper Series, Cambridge, Massachusetts, 2001.

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A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry, "Moving Forward in ServiceQuality Research: Measuring Different Customer-Expectation Levels, ComparingAlternative Scales, and Examining the Performance-Behavioral Intentions Link,"Report Number 94-114, Marketing Science Institute, Cambridge, Massachusetts, 1994

Leonard L. Berry, A. Parasuraman, and Valarie A. Zeithaml, "Ten Lessons forImproving Service Quality, Report Number 93-104, Marketing Science Institute, Cambridge, Massachusetts, 1993

Monograph translated into Italian language and published by MSI

William Boulding, Richard Staelin, Ajay Kalra and Valarie A. Zeithaml, "Conceptualizing and Testing a Dynamic Process Model of Service Quality," Report Number 92-121, Marketing Science Institute, 1992

Merrie Brucks and Valarie A. Zeithaml, "Price and Brand Name as Indicators of Quality Dimensions," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, December 1991

Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, "The Nature and Determinants of Consumer Expectations of Service Quality," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, May 1991

A. Parasuraman, Leonard L. Berry, and Valarie A. Zeithaml, "An Examination of Relationships in an Extended Service Quality Model," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, 1990

Valarie A. Zeithaml, Leonard L. Berry, and A. Parasuraman, "Communication and Control Processes in the Delivery of Service Quality," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, 1987

Valarie A. Zeithaml, "Defining and Relating Price, Perceived Quality, and Perceived Value," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, 1987

A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, "SERVQUAL: A Multiple-Item Scale to Measure Service Quality," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, 1987

A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry, "A Conceptual Model of Service Quality and Its Implications for Future Research," monograph published by the Marketing Science Institute, Cambridge, Massachusetts, 1984

Valarie A. Zeithaml, Supermarket Shoppers' Profile, monograph published by The Food Marketing Institute, Washington, D.C., 1982

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ARTICLES PUBLISHED IN REFEREED PROCEEDINGS

Roland Rust, Valarie Zeithaml and Katherine Lemon (2004), “Using Customer Equity to Drive Corporate Strategy,” Proceedings of the 2004 International Conference on Service Systems and Service Management.

Mohan V. Tatikonda and Valarie A. Zeithaml, “Research Issues in the Development of New Services,” 29th Annual Meeting of the Decision Sciences Institute, November 1998.

"Fundamentals of Services Marketing," in Value in Services: The Key to Success in Service Marketing, Mike English, Tom Gillet, and Carol Suprenant, eds., proceedings of the 1987 Services Marketing Conference (with Mary Jo Bitner)

"Defining, Measuring, and Improving Value in Services: The Case of Cable Television," in Value of Services: The Key to Success in Service Marketing, Mike English, Tom Gillet, and Carol Suprenant, eds., proceedings of the 1987 Services Marketing Conference (with Frederick Livingston)

"Responding to Demand Fluctuations: Key Challenges for Services Businesses," 1984 AMA Educators' Proceedings (with Len Berry and A. Parasuraman)

"A Test of the Parallel Response Paradigm of Fear Arousal," 1983 AIDS Proceedings (with Steve McDaniel)

"Issues in Conceptualizing and Measuring Consumer Response to Price," Advances in Consumer Research XII, Volume X, 1984, Alice M. Tybout, ed.

"The Accuracy of Reference Prices Stored in Memory by Consumers of Professional Services," Advances in Consumer Research, Volume X, 1983, Alice M. Tybout, ed.

"Factors Influencing the Graduate Business School Choice Decision," in The Changing Marketing Environment: New Theories and Applications, K. Bernhardt et al., (eds.), Proceedings of the 1981 National AMA Educators Conference (with F. Krone, M. Gilly, and C. Lamb)

"Differential Perceptions of Suppliers and Clients of Industrial Services," Emerging Perspectives on Services Marketing, L. Berry et al., editors, 1982 (with A. Parasuraman)

"Overcoming Consumer Resistance to Changes in Retailing," 1982 AIDS Proceedings (with Philip Kuehl)

"Encoding of Price Information by Consumers: An Empirical Test of the Levels of

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Processing Framework," in The Changing Marketing Environment: New Theories and Applications, K. Bernhardt et al., (eds.), Proceedings of the 1981 National AMA Educators Conference

"The Acquisition, Meaning, and Use of Price Information by Consumers of Professional Services," in Marketing Theory: Philosophy of Science Perspectives, R. Bush and S. Hunt, editors, 1981

"How Consumer Evaluation Processes Differ Between Goods and Services," in The Marketing of Services, Proceedings of the 1981 National Services Conference, J. Donnelly, editor, 1981

Article reprinted in Services Marketing by Christopher Lovelock, Prentice-Hall, 1983, 1986

SELECTED PRESENTATIONS AT ACADEMIC MEETINGS(includes only those meetings not listed above)

“Customer Equity,” Roland Rust, Valarie Zeithaml and Katherine Lemon, presented at a plenary session at the 2004 Quality In Services Conference, Sweden.

“Customer Equity,” plenary presentation at the American Marketing Association Winter Conference, February 2004, Phoenix, Arizona.

“Customer Satisfaction, Customer Loyalty and Customer Metrics”,” Marketing Science Institute Conference, Atlanta, Georgia, May 13, 2004.

“Understanding e-Service Quality: Implications for Future Research and Managerial Practice,” presented at the Board of Trustees Meeting of the Marketing Science Institute, San Diego, California, November 2, 2000.

“Modeling Customer Equity” by Roland T. Rust, Katherine N. Lemon and Valarie Zeithaml, Frontiers in Services Conference, co-sponsored by the American Marketing Association and INFORMS, Nashville, Tennessee, September 21-23, 2000.

Presenter at the7th Annual Services Marketing Doctoral Consortium, 2000, 2002 2003, 2004, Nashville, Tennessee.

“Consumer Commitment in Services: A Structural Model and Empirical Findings,” Pipop Udorn, Paul N. Bloom and Valarie A. Zeithaml, presented at the 1999 Frontiers in Services Marketing conference, Nashville, TN.

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Roland Rust, Valarie Zeithaml and Katherine Lemon, “Customer Equity,” presented at a plenary session at the 1999 Frontiers in Services Marketing Conference, Nashville, TN.

Pipop Udorn, Paul N. Bloom and Valarie A. Zeithaml, “Consumer Commitment in Services: A Structural Model and Empirical Findings,” presented at the 1999 Frontiers in Services Marketing conference, Nashville, TN.

Cheryl C. Lin and Valarie A. Zeithaml, “The Expectations and Perceptions of Cross-Cultural Service Providers and Customers,” presented at the 1999 Frontiers in Services Marketing conference, Nashville, TN.

Valarie A. Zeithaml, “Service in Cyberspace,” presented at the 1999 American Marketing Association Summer Educators Conference, San Francisco, CA.

Valarie A. Zeithaml, “The Customer Pyramid,” presentation at the Marketing Science Institute’s Managing Customer Relationships 2000 Conference, Charleston, SC.

Panel Member at 1998 AMA Winter Conference Session entitled, “Services Marketing Introspective: Snapshots, Reflections and Glimpses of the Field.”

Invited presentations at 1998 and 1999 American Marketing Association Services Marketing Doctoral Consortium on “Teaching Services Marketing to Graduate Students.”

“Service Quality and Profitability: What We Know and What We Need to Learn,” presentations at Marketing Science Institute’s 1998 conference on Serving Customers and Consumers Effectively in the 21st Century: Emerging Issues and Solutions.

“A Cue Utilization Model of Service Quality,” paper presented at the 1997 Frontiers in

Services Conference, Nashville

"The Behavioral Consequences of Service Quality," presented at the Frontiers in Service annual conference, 1994, Vanderbilt University, Nashville (with A. Parasuraman

and Leonard L. Berry)

"Setting and Measuring Customer-Defined Service Standards," presented at the Quality in Services (QUIS) Bi-annual Conference, Norwalk, CT, 1994

"Setting and Measuring Customer-Defined Service Standards: A Research Perspective," presented in a plenary session at the Frontiers in Service annual conference, 1993, Vanderbilt University, Nashville (single presenter)

"The Effect of Price on Dimensions of Perceived Quality," presented at the Association for Consumer Research Annual Meeting, 1987, Toronto (with Merrie Brucks)

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"Public Policy Implications of Consumers' Use of Extrinsic Cues," presented at the Association for Consumer Research Annual Meeting, 1987, Toronto (with Paul Bloom)

"Communication and Control Processes in the Delivery of Service Quality," presentation at the AMA Annual Services Marketing Conference, 1987, San Diego (with A. Parasuraman and Leonard L. Berry)

"Service Loyalty: Conceptual and Methodological Issues," presented at the Association for Consumer Research Annual Meeting, Toronto, 1986 (single presenter)

"Processing of Information by the Elderly Consumer," paper presented at the American Marketing Association Annual Meeting, 1986, Chicago (with Mary C. Gilly)

"Measuring Price, Quality, and Perceived Value," paper presented at the Association for Consumer Research Annual Meeting, 1985, Las Vegas (single presenter)

"A General Scale for Measuring Service Quality," paper presented at the AMA Services Marketing Conference, 1985 (with A. Parasuraman and Leonard Berry)

"Communication and Control Processes for Improving Service Quality," paper presented at the AMA Winter Conference on Communication, 1984, Phoenix, Arizona (with A. Parasuraman and Leonard Berry)

"Dimensions of Service Quality," paper presented at the AMA Services Marketing Conference, 1984, Chicago, Illinois (with A. Parasuraman and Leonard Berry)

"Strategic Management for Wholesalers: An Environmental Management Perspective," paper presented at the National AIDS Meeting, 1981, Boston, Massachusetts (with William Cron)

"The Effects of Item Marking and Shelf Pricing on Consumer Response," paper presented at the Association for Consumer Research Annual Meeting, 1981, St. Louis, Missouri (single presenter)

"Public Program Termination in an Era of Discontinuity," paper presented at the Academy of Management National Meetings, San Diego, California (with Charles Lamb and J. Crompton)

"Environmental Management and Market Share," paper presented at the Academy of Management National Meetings, 1979, Atlanta, Georgia (with Frank Paine)

SELECTED PRESENTATIONS AT PROFESSIONAL MEETINGS AND UNIVERSITIES

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"Ten Criteria for World-Class Customer Surveys," presentation at the GE Capital TopManagement Meeting, November 1995

"Service Quality: What We Know and What We Need to Learn," Forum on Customer Satisfaction, Boston University School of Management Systems Research Center, Boston, 1994

"Service Quality in Higher Education," presentation at the 3rd Annual Marketing forHigher Education Conference, November 1993

"Customer-Defined Service Standards," presentation to Board Members of the Institutefor Market-Driven Quality," University of Toronto, 1994

“Service Quality," presentation to the Board of Advisors of the Center for Services Marketing, Vanderbilt University, Nashville, 1993

"Service Quality in Higher Education," presentation to a university-wide audience at Penn State University, Spring 1993

"The Role of Measurement in Delivering Unmatched Customer Service," presentation to Aetna Financial Services Senior Management, December 1993

"Understanding Customer Perceptions and Expectations," and "Strategic Management of Service Quality," Market Leadership Forum, US West, various dates in 1992 and 1993

"Understanding Customer Perceptions and Expectations," and "Strategic Management of Service Quality," Senior Management Quality Workshops, John Hancock Financial Services, various dates in 1992

"Delivering Quality Service," Seminar sponsored by Federal Express, SmithKline Beecham, and CIBA Vision, May 1992

"Strategic Management of Service Quality," presentation to John Akers and the IBM Management Committee, Spring 1991 Strategic Planning Conference, IBM

"Customer Perceptions of Service Quality," Pacific Bell Telesis Conference, San Ramon, CA, 1991

"Understanding Customer Perceptions and Expectations of Service Quality" and "Strategic Management of Quality," invited presentations at IBM Corporation, various locations, 1990 and 1991

"Consumer Perceptions of Price, Quality, and Value," invited presentation at Procter and Gamble, July 1988

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"The Impact of Price on Dimensions of Perceived Quality," colloquium at The University of Florida, Gainesville, March 1988

"A Program of Research on Service Quality," seminar at MIT, March 1987

"Consumer and Managerial Perceptions of Service Quality," seminar at the University of North Carolina, February 1987

"The Links Among Price, Quality, and Value," seminar at Virginia Polytechnic Institute, May 1986

"A Conceptual Model of Service Quality," seminar at the UC-Irvine, March 1985

"Measuring Quality and Value," invited presentation at Bell Communications Research, September 1988

"Communicating Quality to Consumers," invited presentation at the 3M annual management meeting, October 1987

"Closing the Service Quality Gaps," invited presentation to the GTE annual management and research meeting, May 1987

"The Links Among Price, Quality, and Value," invited presentation at the annual meeting of the trustees of the Marketing Science Institute, Boston, 1986

"Developing New Data about Services," invited presentation at the Marketing Science Institute's Consortium on Services Marketing, Boston, 1986

"What is Service Quality?" invited presentation at the annual management meeting of Walker Research, Indianapolis, 1985

"The Changing Supermarket Shopper," keynote presentation at the Food Marketing Institute Annual Meeting, Chicago, 1984

TEACHING

MBA, DAYTIME MBA AND EXECUTIVE MBA COURSES

Advertising PrinciplesAdvertising ProceduresServices MarketingMarketing StrategyMarketing PrinciplesMarketing Management

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Customer Relationship Management

EXECUTIVE EDUCATION

Courses in services marketing and service quality taught to over 60 companies including Ford, General Motors, Sears, Merrill Lynch, Kaiser-Permanente, Wachovia, Bank of America, and John Deere.

SERVICE TO MARKETING DISCIPLINE

EDITORIAL AND REVIEWING ACTIVITIES

Editorial Review Board, Journal of Marketing

Editorial Review Board, Journal of Marketing Research

Editorial Review Board, Journal of Service Research

Editorial Review Board, Journal of Consumer Research (1987-1992)

Editor, Review of Marketing (1990-91)

SELECTED EXTERNAL SERVICE

Fellow of the Center for Services Leadership, Arizona State University, 2003-present

Board of Directors of the American Marketing Association, 2000-2003.

Academic Trustee (one of 12 worldwide) of the Marketing Science Institute, 2001-present.

Conference Program Committee of the Frontiers in Services Conference, co-sponsored by the American Marketing Association and INFORMS, Nashville, Tennessee, 1999 and 2000.

Examiner, Chairman's Quality Award, Control Data Corporation (1990)

Member, AMA Marketing Education Council (1988-1991)

Treasurer, Association for Consumer Research (1987-88)

Program Committee, Association for Consumer Research Conference (1983, 1989,

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2000)

Member, Marketing Science Institute Steering Committee of Services Marketing and Steering Committee for Packaged Goods (1984-1991)

Co-chair, Marketing Science Institute Conference on Competing in a De-regulated or Volatile Environment (1987)

Co-chair, MSI Consortium on Services Marketing (1986)

Newsletter Editor, Association for Consumer Research (1984-85)

Coordinator of Competitive Papers, 1984 AMA National Services Marketing Conference

HIGHLIGHTS OF INTERNAL SERVICE

Post-tenure Review Committee 2010

Committee to Promote Excellence in the MBA Classroom (established guidelines for syllabi and courses) 2009

Revision of MBA Instructor Evaluations (with Dave Hofmann and Jeff Edwards) 2010

Promotion and Tenure Committee 2006-

Director of the MBA Marketing Concentration 2008-

Dean Search Committee 2008

Associate Dean for the MBA Program, Kenan-Flagler Business School (2003-2007)

Interim Senior Associate Dean for Academic Affairs (2003)

Area Head, Department of Marketing (July 1998-2003)

Member of Transnational Leadership Program Development Committee

Chairperson or Co-chair for ten doctoral dissertations at Texas A&M University, Duke University or University of North Carolina

Member of doctoral dissertation committees of fifteen PhD students at Texas A&M University, Duke or University of North Carolina

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Service Quality Program for Fuqua School of Business, Duke University (1988-1990), including measuring service quality for core and all peripheral services, training all staff departments and helping them develop action plans

Presentations about service quality to Fuqua’s Board of Visitors, Duke’s Alumni Association, Duke Medical School and Hospitals

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