Valarie Zeithaml | University of North Carolina at Chapel Hill (original) (raw)
Papers by Valarie Zeithaml
Diamondハーバード ビジネス レビュー, Oct 1, 2001
Diamondハーバード ビジネス レビュー, Nov 1, 2004
Harvard business review, 2004
Most executives today agree that their efforts should be focused on growing the lifetime value of... more Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and ...
Journal of Marketing Education, 1994
Business schools have recently been criticized for failing to prepare students for the increasing... more Business schools have recently been criticized for failing to prepare students for the increasingly complex, fast-paced, and global work environments they will face as employees of organizations in the 1990s and beyond. Students must be taught both new content and new skills in order to meet the changing needs of U.S. businesses. Services marketing is a prime example of the new content that must be added to business school curricula, since services now account for more than 70% of our GNP Services marketing courses can also provide an excellent opportunity for students to practice critical new workplace skills. The objectives of this article are to describe the changes necessary in marketing curricula to ensure that students have the appropriate skills and content to adequately meet the needs of their future employers; to provide an overview of services marketing course content; to describe the traditional and the active learning educational paradigms; to demonstrate how active lear...
Handbook of Service Science, 2010
Rae-revista De Administracao De Empresas, 2006
The authors report the findings of a survey with four services firms, develop a service quality m... more The authors report the findings of a survey with four services firms, develop a service quality model and make suggestions for future research.
Journal of Service Research
The last three decades have witnessed a resurgence of research on the topic of customer value. In... more The last three decades have witnessed a resurgence of research on the topic of customer value. In search of a comprehensive integration and analysis of this research—including conceptualization, operationalization, and measurement—we examined the myriad journal publications on the construct. We acknowledge that while some of the literature can be fully integrated, other parts are more difficult because they represent three different paradigms: positivist, interpretive, and social constructionist. We begin by briefly describing these three paradigms. Next, we detail the many studies representing the positivist paradigm, literature capturing customer value from just the customer’s perspective and using deductive logic. We designate the second paradigm as interpretive, in that researchers are interested in understanding the subjective nature of customer value along with its emergence through inductive logic. The third paradigm, the social constructionist, frames customer value as emerg...
Journal of Historical Research in Marketing
Purpose By examining my personal development and career trajectory, I hope to share some insights... more Purpose By examining my personal development and career trajectory, I hope to share some insights into life as an academic. My particular path has contained, as most paths do, twists and turns. As I look back, they all seem somehow related to each other, but they were not all planned. Design/methodology/approach I will discuss my life and career in chronological order, then reflect on my career and research philosophy. I will also discuss several of my most cited articles and how they emerged. Findings I emphasize research that is both academically rigorous and relevant to business. I also show that passion for a subject, even one that is risky and not encouraged by others, has resulted in lifelong interest and inspiration for me. While not appropriate for all because of the risk, I found it worth taking a chance, largely because I was highly inspired by the subject. Practical implications Research that is programmatic has benefits because it allows a scholar to own an area. Also, w...
Professional Psychology: Research and Practice, 2016
Professional psychologists are increasingly encouraged to document and evaluate the quality of th... more Professional psychologists are increasingly encouraged to document and evaluate the quality of the treatment they provide. However, there is a significant gap in knowledge about the extent to which extant definitions of treatment quality converge with patient perceptions. The primary goal of this study was to examine how adolescent substance users (ASU) and their caregivers perceive treatment quality. The secondary goal was to determine how these perceptions align with expert-derived definitions of ASU treatment quality and dimensions of perceived quality used frequently in other service disciplines. Focus groups and individual interviews were conducted with 24 ASU and 29 caregivers to explore how participants conceptualize a quality treatment experience. Content analysis identified three major dimensions of perceived treatment quality, each of which contained three sub-dimensions: Therapeutic Relationship (i.e., Acceptance, Caring, Connection), Provider Characteristics (i.e., Experience, Communication Skills, Accessibility), and Treatment Approach (i.e., Integrated Care, Use of Structure, and Parent Involvement). Results revealed modest convergence between patient perceptions and existing definitions of quality, with several meaningful discrepancies. Most notably, the Therapeutic Relationship was the most important dimension to ASU and their caregivers, while expert-derived definitions emphasized the Treatment Approach. Implications for practicing psychologists to enhance training and supervision, quality improvement, and health education initiatives are discussed.
SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of s... more SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition. В книге приводится обзор и анализ проблем, практики и стратегий маркетинга услуг. В качестве основы используется GAPS модель качества услуг.
Contenido: El cliente como elemento central; Escuchar los requerimientos del cliente; Alineando l... more Contenido: El cliente como elemento central; Escuchar los requerimientos del cliente; Alineando la estrategia, diseño del servicio y estándares; Prestación y desempeño del servicio; Administrando las promesas de servicio; Panorama global: cómo cerrar todas las brechas.
Wiley International Encyclopedia of Marketing, 2010
Psychology and Marketing, 1984
Journal of Consumer Affairs, 1983
ABSTRACT The study reported here investigated age differences in consumer response to grocery sto... more ABSTRACT The study reported here investigated age differences in consumer response to grocery store price information. A sample of 160 female consumers shopped for twelve grocery products in a simulated store. Following the shopping task, subjects responded to an unannounced memory performance test requiring them to recall the prices of products on the shelves. Respondents' methods of encoding information and certainty regarding recall were also recorded. Analysis revealed age differences in usage of price information, in recall of product prices, and in certainty experienced by shoppers. Hypothesized age differences in the encoding of information did not surface. Discussion centers on the policy implications of these findings.
Título original: "Delivering Quality Service". Publicado con el consentimiento de la ed... more Título original: "Delivering Quality Service". Publicado con el consentimiento de la editorial "The Free Press". A División of Macmillan, Inc. USA © The Free Press, 1990 A División of Macmillan, Inc. © Ediciones Díaz de Santos, SA, 1993 Juan Bravo, 3-A. 28006 Madrid ( ...
Journal of Consumer Research, 1982
... THE JOURNAL OF CONSUMER RESEARCH Likewise, brand loyalty did not demonstrate a significant re... more ... THE JOURNAL OF CONSUMER RESEARCH Likewise, brand loyalty did not demonstrate a significant relationship (Spearman's Rho = 0.08; p < 0.2323). How-ever, degree of sensory encoding was significantly corre-lated with exact-price recall error (Spearman's Rho = 0.24 ...
The underlying premise of this article is that changing demographics will lead to a splintering o... more The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.
Diamondハーバード ビジネス レビュー, Oct 1, 2001
Diamondハーバード ビジネス レビュー, Nov 1, 2004
Harvard business review, 2004
Most executives today agree that their efforts should be focused on growing the lifetime value of... more Most executives today agree that their efforts should be focused on growing the lifetime value of their customers. Yet few companies have come to terms with the implications of that idea for their marketing management. Oldsmobile, for example, enjoyed outstanding brand equity with many customers through the 1980s. But as the century wore further on, the people who loved the Olds got downright old. So why did General Motors spend so many years and so much money trying to reposition and refurbish the tired,tarnished brand? Why didn't GM managers instead move younger buyers along a path of less resistance, toward another of the brands in GM's stable--or even launch a wholly new brand geared to their tastes? Catering to new customers, even at the expense of the brand, would surely have been the path to profits. The reason, argue the authors, is that in large consumer-goods companies like General Motors, brands are the raison d'etre. They are the focus of decision making and ...
Journal of Marketing Education, 1994
Business schools have recently been criticized for failing to prepare students for the increasing... more Business schools have recently been criticized for failing to prepare students for the increasingly complex, fast-paced, and global work environments they will face as employees of organizations in the 1990s and beyond. Students must be taught both new content and new skills in order to meet the changing needs of U.S. businesses. Services marketing is a prime example of the new content that must be added to business school curricula, since services now account for more than 70% of our GNP Services marketing courses can also provide an excellent opportunity for students to practice critical new workplace skills. The objectives of this article are to describe the changes necessary in marketing curricula to ensure that students have the appropriate skills and content to adequately meet the needs of their future employers; to provide an overview of services marketing course content; to describe the traditional and the active learning educational paradigms; to demonstrate how active lear...
Handbook of Service Science, 2010
Rae-revista De Administracao De Empresas, 2006
The authors report the findings of a survey with four services firms, develop a service quality m... more The authors report the findings of a survey with four services firms, develop a service quality model and make suggestions for future research.
Journal of Service Research
The last three decades have witnessed a resurgence of research on the topic of customer value. In... more The last three decades have witnessed a resurgence of research on the topic of customer value. In search of a comprehensive integration and analysis of this research—including conceptualization, operationalization, and measurement—we examined the myriad journal publications on the construct. We acknowledge that while some of the literature can be fully integrated, other parts are more difficult because they represent three different paradigms: positivist, interpretive, and social constructionist. We begin by briefly describing these three paradigms. Next, we detail the many studies representing the positivist paradigm, literature capturing customer value from just the customer’s perspective and using deductive logic. We designate the second paradigm as interpretive, in that researchers are interested in understanding the subjective nature of customer value along with its emergence through inductive logic. The third paradigm, the social constructionist, frames customer value as emerg...
Journal of Historical Research in Marketing
Purpose By examining my personal development and career trajectory, I hope to share some insights... more Purpose By examining my personal development and career trajectory, I hope to share some insights into life as an academic. My particular path has contained, as most paths do, twists and turns. As I look back, they all seem somehow related to each other, but they were not all planned. Design/methodology/approach I will discuss my life and career in chronological order, then reflect on my career and research philosophy. I will also discuss several of my most cited articles and how they emerged. Findings I emphasize research that is both academically rigorous and relevant to business. I also show that passion for a subject, even one that is risky and not encouraged by others, has resulted in lifelong interest and inspiration for me. While not appropriate for all because of the risk, I found it worth taking a chance, largely because I was highly inspired by the subject. Practical implications Research that is programmatic has benefits because it allows a scholar to own an area. Also, w...
Professional Psychology: Research and Practice, 2016
Professional psychologists are increasingly encouraged to document and evaluate the quality of th... more Professional psychologists are increasingly encouraged to document and evaluate the quality of the treatment they provide. However, there is a significant gap in knowledge about the extent to which extant definitions of treatment quality converge with patient perceptions. The primary goal of this study was to examine how adolescent substance users (ASU) and their caregivers perceive treatment quality. The secondary goal was to determine how these perceptions align with expert-derived definitions of ASU treatment quality and dimensions of perceived quality used frequently in other service disciplines. Focus groups and individual interviews were conducted with 24 ASU and 29 caregivers to explore how participants conceptualize a quality treatment experience. Content analysis identified three major dimensions of perceived treatment quality, each of which contained three sub-dimensions: Therapeutic Relationship (i.e., Acceptance, Caring, Connection), Provider Characteristics (i.e., Experience, Communication Skills, Accessibility), and Treatment Approach (i.e., Integrated Care, Use of Structure, and Parent Involvement). Results revealed modest convergence between patient perceptions and existing definitions of quality, with several meaningful discrepancies. Most notably, the Therapeutic Relationship was the most important dimension to ASU and their caregivers, while expert-derived definitions emphasized the Treatment Approach. Implications for practicing psychologists to enhance training and supervision, quality improvement, and health education initiatives are discussed.
SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of s... more SERVICES MARKETING, 3/e, by Zeithaml and Bitner provides a comprehensive review and analysis of services marketing issues, practice, and strategy. Utilizing the GAPS Model of Service Quality as an organizing framework the structure of the text offers part openers that sequentially build the model gap by gap. Each part of the book includes multiple chapters with strategies for understanding and closing the critical gaps. Customer behavior, expectations, and perceptions are discussed early in the text to form the basis for understanding services marketing strategy and the managerial content, in the rest of the text, is framed by the GAPS model. Additionally, the authors continue to refine conceptual frameworks for developing effective services marketing strategy and have incorporated more coverage of the use of technology and business-to-business applications in this edition. В книге приводится обзор и анализ проблем, практики и стратегий маркетинга услуг. В качестве основы используется GAPS модель качества услуг.
Contenido: El cliente como elemento central; Escuchar los requerimientos del cliente; Alineando l... more Contenido: El cliente como elemento central; Escuchar los requerimientos del cliente; Alineando la estrategia, diseño del servicio y estándares; Prestación y desempeño del servicio; Administrando las promesas de servicio; Panorama global: cómo cerrar todas las brechas.
Wiley International Encyclopedia of Marketing, 2010
Psychology and Marketing, 1984
Journal of Consumer Affairs, 1983
ABSTRACT The study reported here investigated age differences in consumer response to grocery sto... more ABSTRACT The study reported here investigated age differences in consumer response to grocery store price information. A sample of 160 female consumers shopped for twelve grocery products in a simulated store. Following the shopping task, subjects responded to an unannounced memory performance test requiring them to recall the prices of products on the shelves. Respondents' methods of encoding information and certainty regarding recall were also recorded. Analysis revealed age differences in usage of price information, in recall of product prices, and in certainty experienced by shoppers. Hypothesized age differences in the encoding of information did not surface. Discussion centers on the policy implications of these findings.
Título original: "Delivering Quality Service". Publicado con el consentimiento de la ed... more Título original: "Delivering Quality Service". Publicado con el consentimiento de la editorial "The Free Press". A División of Macmillan, Inc. USA © The Free Press, 1990 A División of Macmillan, Inc. © Ediciones Díaz de Santos, SA, 1993 Juan Bravo, 3-A. 28006 Madrid ( ...
Journal of Consumer Research, 1982
... THE JOURNAL OF CONSUMER RESEARCH Likewise, brand loyalty did not demonstrate a significant re... more ... THE JOURNAL OF CONSUMER RESEARCH Likewise, brand loyalty did not demonstrate a significant relationship (Spearman's Rho = 0.08; p < 0.2323). How-ever, degree of sensory encoding was significantly corre-lated with exact-price recall error (Spearman's Rho = 0.24 ...
The underlying premise of this article is that changing demographics will lead to a splintering o... more The underlying premise of this article is that changing demographics will lead to a splintering of the mass markets for grocery products and supermarkets. A field study investigated the relationships between five demographic factors—sex, female working status, age, income, and marital status—and a wide range of variables associated with preparation for and execution of supermarket shopping. Results indicate that the demographic groups differ in significant ways from the traditional supermarket shopper. Discussion centers on the ways that changing demographics and family roles may affect retailers and manufacturers of grocery products.
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In its third European edition, Services Marketing: Integrating Customer Focus across the Firm pro... more In its third European edition, Services Marketing: Integrating Customer Focus across the Firm provides full coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today.