Professor Maxham examines quantitative consumer models that help marketing scholars and retail managers better understand customer loyalty trends. Recent work investigates how human resource management practices, service policies, product return policies, retail concept extensions, and loyalty card programs influence customer attitudes, shopping behaviors, and store performance. Previously employed by the NCR Corporation and Russell Stover Candies, Professor Maxham currently teaches Customer Analytics & Brand Strategy at the University of Virginia. He also teaches global immersion courses that explore business, economics, and culture in China and Southeast Asia.

Professor Maxham is a member of the American Statistical Association, the Institute for Operations Research and the Management Sciences (INFORMS), and the American Marketing Association. His research has appeared in Marketing ScienceJournal of MarketingJournal of Marketing Research; Journal of Applied Psychology; and Journal of Retailing, among others. He has served on the editorial review board of Journal of Marketing, and he currently serves on the editorial review boards of Journal of Retailing and Journal of Service Research.