Zeithaml (Valarie Zeithaml)

Valarie Zeithaml is a renowned scholar in marketing, best known for her research on service quality and customer perceptions. Her work emphasizes that customers judge services based on factors like reliability, assurance, empathy, and tangibles, which shape their satisfaction and loyalty. She also explores how perceived value—the trade-off between what customers get and what they give—is crucial in influencing purchasing decisions. Her insights help businesses understand how to enhance service experiences and deliver more value, ultimately fostering long-term customer relationships.