James G. Maxham III

Associate Dean for Graduate Programs; William Stamps Farish Entrepreneurial Research Professor
Marketing

+1 434-924-6962
Office: 
347
Education: 
Ph.D., Louisiana State University
M.B.A., University of South Florida
B.S.B.A., Western Carolina University
Areas of Expertise: 
Marketing research and business analytics
Global brand strategy analysis
Customer loyalty metrics
Customer service research
Multichannel customer management
Professional Activities: 
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.

Selected Publications:

"Does Selective Sales Force Training Work?" Journal of Marketing Research, forthcoming (with Y. Atefi, M. Ahearne, T. Donavan, and B. Carlson).

"A Cross-Lagged Test of the Association between Customer Satisfaction and Employee Job Satisfaction in a Relational Context," Journal of Applied Psychology, 2016 (with A.R. Zablah, B. Carlson, D.T. Donavan, and T.J. Brown).

“The Impact of a New Retail Brand In-Store Boutique and Its Perceived Fit with the Parent Retail Brand on Store Performance and Customer Spending,” Journal of Retailing, 2012 (R. G. Netemeyer, C. M. Heilman, and J. G. Maxham).

“Identification with the Retail Organization and Customer Perceived Employee Similarity: Effects on Customer Spending,” Journal of Applied Psychology, 2012 (R. G. Netemeyer, C. M. Heilman, J. G. Maxham).

“Return Shipping Policies of Online Retailers: Normative Assumptions and the Long-Term Consequences of Fee and Free Returns,” Journal of Marketing, 2012 (with A. Bower).

“Store Manager Performance and Satisfaction: Effects on Store Employee Performance and Satisfaction, Store Customer Satisfaction, and Store Customer Spending Growth,” Journal of Applied Psychology, 2010 (R. G. Netemeyer, J. G. Maxham and D. R. Lichtenstein).

“The Retail Value Chain: Linking Employee Perceptions to Employee Performance, Customer Evaluations, and Store Performance,” Marketing Science, 2008 (J.G. Maxham, R. G. Netemeyer and D. R. Lichtenstein). Lead article.