Department of Marketing hosts 12th SERVSIG Conference

The 12th SERVSIG (Service Special Interest Group of the American Marketing Association) conference took place at Strathclyde on June 16-18 with 250 participants from around the world, including almost 100 PhD students. 

The Department of Marketing hosted the conference, organised by Dr Matthew Alexander, Dr Juliette Wilson and Dr Lenia Tsougka. This was first in-person SERVSIG conference in two years. The bi-annual conference brings together academics and practitioners with an interest in service marketing. This year the conference sought to capture the transformational spirit that underpins the University of Strathclyde and explore how through service research and collaboration people’s lives can be reshaped to create fairer, greener, prosperous and more inclusive global economies. This was inspired by the need to rejuvenate the service economy which suffered so much during the pandemic. 

The theme of this year’s conference was "Reconnect, Rejuvenate, Reshape", and it included research presentations and plenary sessions with topics ranging from technology, AI and robotics of service delivery to Refugee Wellbeing, Service Inclusion, Customer Experience, Service Design among others.  

Keynotes were delivered by Professor Stephen L. Vargo (University of Hawai'i at Manoa) and Dr Elina Jaakkola (University of Turku). Delegates were able to enjoy the conference in the Technology and Innovation Centre and further hospitality through social events at The Merchants House of Glasgow, The Old Fruit Market and Glasgow Science Centre. Overall this made for a very successful and memorable conference. 

SERVSIG is a 2000+ international member organization (www.servsig.org) and the Glasgow conference was the 12th global conference. 

Published: 18 July 2022