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Services Marketing Doctoral Consortium

The Services Marketing Special Interest Group (SERVSIG) hosts an Annual Services Marketing Doctoral Consortium. The Consortium, which directly precedes the Frontiers in Service Conference, is designed to help doctoral students and new faculty in their academic careers as teachers and researchers of services marketing. By promoting a collegial atmosphere, the Consortium provides a wonderful opportunity to interact with the field's leading scholars and up-and-coming services marketing scholars.

Research sessions highlight important and emerging streams of research within the services discipline or discuss current trends in services marketing research. Discussions on developing one's own stream of research and the role of service activity in an academic's career are also included. Teaching sessions provide guidance for teaching services at the undergraduate, graduate, and executive education levels. Presentations from recent cosortiums are available for download.

2007 Services Marketing Pre-Conference Consortium (San Francisco, CA; October 2007):

The Services Doctoral Consortium was organized by the Services Marketing Special Interest Group (SERVSIG) of the American Marketing Association and sponsored by the Center for Services Leadership at Arizona State University and IBM Almaden Research Center. The consortium was designed to introduce doctoral students and new faculty to a global network of services scholars and assist them in launching productive academic careers.

The consortium was a great success and in an effort to share the experience with service scholars, downloadable copies of each presentation are provided below. Specifically, click on each presenter's name to access their presentations.

WEDNESDAY, OCTOBER 3, 2007
6:00 - 9:00 PM	Welcome Reception (off-site)

THURSDAY, OCTOBER 4, 2007
7:30 - 8:00 AM	Continental Breakfast

Time	Topic	Speaker(s)
8:00 - 8:15 AM	Introductions and Welcome	Michael Dorsch, Clemson University Tom DeWitt, University of Hawaii - Hilo Shashi Matta, The Ohio State University
8:15 - 8:45 AM	Plenary Session	A. Parasuraman, University of Miami
8:45 - 10:00 AM	Behavioral Research	Valerie Folkes, University of Southern California Mike Brady, Florida State University Jos Lemmink, Maastricht University
10:00 - 10:15 AM	Break
10:15 - 11:30 AM	Quantitative Modeling	Kay Lemon, Boston College Roland Rust, University of Maryland Florian Wangenheim, Technical University of Munich
11:30 - 12:00 PM	Teaching Services Marketing	Dwayne Gremler, Bowling Green State University
12:15 - 1:30 PM	Lunch
1:30 - 2:45 PM	Managerial Research	Mary Jo Bitner, Arizona State University Mark Gabbott, Monash University Steve Brown, Arizona State University
3:00 - 3:15 PM	Break
3:15 - 5:00 PM	Interactive Student Research	Doctoral Student Research Break-out Groups
5:00 - 5:30 PM	Special Session: How to Publish in Top Journals	Roland Rust, University of Maryland

2006 Services Marketing Pre-Conference Consortium (Brisbane, Australia; June 2006):

The 13th Annual Services Doctoral Consortium was a tremendous success thanks to the hard work of Felicia Morgan, Eileen Bridges, the University of Queensland staff, and the numerous presenters. In an effort to provide as much detail on the consortium as possible the following section of the SERVSIG site provides an outline of the schedule for 2006's consortium including links to the speakers' presentations.

Teaching Services
- Dr. Ray Fisk provided a detailed presentaiton on "The Art of Teaching" and included several handouts that are available for download:
- Dr. Les Johnson made a presentation entitled "Chrome Service"
- Dr. Eileen Bridges led a discussion on "Undergraduate In-Class Activities."

Conducting Services Research: Leading researchers also presented a series of presentations on the process of conducting service research:
- Dr. Janet McColl-Kennedy: “Thesis Development”
- Dr. Peter Danaher: “Getting Your Research Published”
- Dr. Parsu Parasuraman: "Reflections on the Review Process"

Interactive Breakout Sessions Featuring Student Research Proposals: Each of these concurrent sessions featured the presentation and interactive discussion of one of four competitively selected student research proposals. The discussions were moderated by experienced faculty members. Dr. Roland Rust provided an insightful conclusion to the four sessions.
- Session A: “Baby Boomers and Beyond: The Changing Mature Market’s Evaluation of Services” by Wendy Spinks, University of the Sunshine Coast; Faculty Moderator: Dr. Deborah Brown McCabe.
- Session B: “Blurring the Line of Visibility” by Mavi Glinoga, UQ Business School; Faculty Moderator: Dr. Amy K. Smith
- Session C: “Innovative Capacity of Hybrid Firms: An Exploratory Study” by Xin Yan, National University of Singapore; Faculty Moderator: Dr. Roland Rust
- Session D: “The Impact of Performance Based Reward Systems on Customers’ Perceived Outcomes: The Case of the Botswana Public Sector” by Botshabelo Kealesitse, Victoria University; Faculty Moderator: Dr. Mark Rosenbaum
Hot Topics in Services Research: The Consortium concluded with some advice on "Hot Topics" for research:
- Dr. Ruth Bolton: “Hot Topics in Services”
- Dr. Rod Brodie: “Conceptualising the Service Brand & Broadening the Concept of Brand Equity”
- Dr. Bo Edvardsson: "Service Experiences"

2005 Services Marketing Pre-Conference Consortium (Phoenix, Arizona; October 5 - 6, 2005):

The 12th Annual Pre-Conference Consortium was a tremendous success thanks to the hard work of Sylvia Long-Tolbert, Felicia Morgan, and the numerous presenters. In an effort to provide as much detail on the consortium as possible the following section of the SERVSIG site provides an outline of the schedule for 2005's consortium including links to the speakers' presentations.

Opening Address by Mary Jo Bitner: Dr. Bitner provided the opening address for the consortium where she reviewed here thoughts on the Breadth and Relevance of Current Service Research. Click here for a PDF copy of her Presentation.

Contemporary Thoughts on Service Research:
- Dr. Leonard Berry provided new insight into Building a Strong Service Brand. Click here for his presentation.
- Dr. Joe Cronin provided advice on surviving the research process. Click here for his presentation.
- Dr. Valerie Folkes presented research on Heterogeneity Across Service Providers. Click here for his presentation.
- Dr. Jos Lemmink managerial issues in services. Click here for his presentation.
- Dr. Barbara Gutek presented research on customized vs. mass produced services. Click here for his presentation.

Innovations in Teaching:
- Dr. Amy Ostrom provided a services perspective on teaching. Click here for her presentation.
- Dr. Christopher Lovelock discussed the current state of teaching Services Marketing. Click here for his presentation.
Career Success
- Dr. Matt Meuter and Dr. Amy Smith provided advice on navigating career success. Click here for the summary

2004 Services Marketing Pre-Conference Consortium (Miami, Florida; October 27-28, 2004):

The 11th Annual Pre-Conference Consortium was a tremendous success thanks to the hard work of Eileen Bridges, Sylvia Long-Tolbert, and the numerous presenters. In an effort to provide as much detail on the consortium as possible the following section of the SERVSIG site provides an outline of the schedule for 2004's consortium including links to the speakers' presentations.

Opening Address by Stephen Brown: Dr. Brown provided the opening address for the consortium where he reviewed his thoughts on the past, present, and future of services marketing. Click here for his PowerPoint Presentation. In addition, please click here for a complete transcript of his address in MS Word Format.

Introduction to SERVSIG by Stephen Grove: Dr. Grove, SERVSIG president, delivered consortium attendees a presentation that reviewed the role of SERVSIG in services academics. Click here for his PowerPoint Presentation.

My Services Marketing Journey by Len Berry: Dr. Berry provided a synopsis of his services marketing journey and advised students on how to develop a path of services research. Click here for his PowerPoint Presentation.

Managing the Service Research Process:
- Dr. Parsu Parasuraman chaired this session and shared some advice on publishing services research. Click here for his presentation.
- Dr. Janet McColl-Kennedy presented some advice on how to manage the review process. Click here for her presentation.
- Dr. Ko de Ruyter provided attendees with a mixed bag of advice on successful publishing in services marketing. Click here for his presentation.
Current Research in Services:

Dr. Bo Edvardsson reviewed some of his research on critical phases in customer relationships Click here for his presentation.
Dr. Anna Mattila provided some thoughts on the current trends in services research. Click here for her presentation.
Dr. Steve Vargo presented some of his research concerning the use of reference scales in service quality and satisfaction judgements. Click here for his presentation.

Innovations in Teaching:
- Dr. Renée Florsheim provided attendees with advice on teaching undergraduate courses. Click here for her presentation.
- Dr. Ray Fisk provided an overview on the art of teaching. Click here for his presentation. He also provided all attendees with numerous handouts that provide students with guidelines on marketing strategy presentations, working in teams, preparing papers, a marketing skill set, and an overview on marketing strategy.
- Dr. Christopher Lovelock talked about strategies for teaching MBA courses in services. Click here for a summary of his presentation.
Emerging Developments in Services:
- The consortium concluded with a discussion on the emerging trends in services by Tor Andreasson, Roland Rust, and Ruth Bolton. Following this presentation, a summary of the major points was prepared by Felicia N. Morgan. Click here for the summary.

2003 Services Marketing Pre-Conference Consortium (Washington, DC; October 23-26, 2003):

At the 2003 Consortium attendees received a number of presentations on research, teaching, and contemporary views on services research and services marketing. Each presentation highlighted unique issues faced by services researchers and are provided below for download.
- Presentations on Researching Services
  - Amy K. Smith presented information on "Current and Emerging Research Topics in Services Marketing/Management." Click here for a copy of her presentation.
  - Ko De Ruyter deliverd a presentation on "Research in Services: Topics, Opportunities, Challenges and Take-Aways." Click here for a copy of his presentation.
  - Walter Ganz discussed "Service Engineering: Systematic Development of New Services." Click here for a copy of his presentation.
- Presentations on Teaching Services
  - Renee A. Florsheim discussed: "Designing and Teaching the Undergraduate Course." Click here for a copy of her presentation.
  - Lauren Wright presented attendees with information on: "Teaching Services Marketing to the whY Generation." Click here for a copy of her presentation.
  - Amy R. Rodie made a presentation on designing services projects: "Planning and Designing Effective Projects." Click here for a copy of her presentation.
  - Paul Patterson presented information on: "Teaching Services to Graduate Students: a S.E. Asian Perspective." Click here for a copy of his presentation.
- Presentations on Contemporary Views of Services Marketing
  - Tor W. Andreassen delivered a dinner address that discussed "Life as a Services Academic." Click here for a copy of his presentation.
  - Evert Gummesson also provided comments on the new book: Services Marketing Self-Portraits. Click here for a copy of his comments.
- Click here For A Complete Schedule of Events for the 2003 Consortium.