David S. Van Pelt Distinguished Professor of Marketing
"We develop skills rather than just imparting knowledge. We give students tools, models and experiences that make them better leaders."
Research, teaching and impact on business
Zeithaml is an internationally recognized teacher, author and pioneer in services marketing.
She examines how companies can improve service quality, attract more customers and keep them coming back for more. In one major research project spanning 15 years, she developed a scale for measuring service quality, called SERVQUAL. More than 200 firms have used this scale to measure their customers' perceptions of their service quality.
More recently, Zeithaml and her colleagues explored the idea of customer equity to measure how much value a consumer can bring to a company over his or her lifetime. They developed a model for weighing the factors that contribute most to customer equity. Using this innovative model, companies can then figure out the best way to spend their marketing dollars.
What makes the UNC Kenan-Flagler student experience different
Zeithaml believes that UNC prepares its students for the marketplace better than many other business schools. "We develop skills rather than just imparting knowledge," she says. "We give students tools, models and experiences that make them better leaders."
Zeithaml swing dances.