At the SERVSIG Conference in Braga, Portugal, the Journal of Services Marketing proudly recognized the recipients of its annual awards. Presented by Editors-in-Chief Mark Rosenbaum and Kristina Heinonen, the awards celebrate outstanding contributions to services marketing scholarship, honour exceptional reviewing, and acknowledge those whose service and generosity help strengthen the services research community.
A highlight of the ceremony was the presentation of the Steve Baron Award, which recognizes contributions that often take place behind the scenes but are fundamental to the vitality of the discipline. Named in honour of former Journal of Services Marketing editor Steve Baron, the award celebrates scholars whose mentorship, collegiality, generosity, and commitment to others have made a meaningful difference to the services community. These acts of service may not always be reflected in publication counts or rankings, yet they are essential to fostering a supportive scholarly environment and ensuring the continued growth of the field.
Editors-in-chief Mark Rosenbaum and Kristina Heinonen
We warmly congratulate all award recipients on their achievements and thank them for their contributions to service research. We also extend our sincere appreciation to the broader services research community—authors, reviewers, editors, mentors, conference organizers, and colleagues—whose collective efforts make our field vibrant, supportive, and forward-looking.
JSM Best Paper Award
Quincy Merx, Mark Steins and Gaby Odekerken
The role of psychological comfort with service robot reminders: a dyadic field study
This award recognises a study that advances understanding of how service robots can be integrated into long-term care settings. The paper combines methodological rigour with strong practical relevance, offering valuable insights into human-centred service technology and the future of care services.
DOI: https://doi.org/10.1108/JSM-12-2023-0476 Vol 39 (10)
Gaby Odekerken accepts the 2025 JSM Best Paper Award on behalf of the author team from JSM Editors-in-Chief Mark Rosenbaum and Kristina Heinonen.
JSM Best Transformative Service Research Award
Byron Keating, Thilini Alahakoon, Gary Mortimer and Frank Mathmann
Advocating for consumers experiencing vulnerability: a typology and research agenda
This award recognises research that contributes to improving wellbeing and service inclusion. The paper introduces a typology of service advocates and advances understanding of how service systems can better support consumers experiencing vulnerability.
DOI: https://doi.org/10.1108/JSM-10-2024-0518 Vol 39 (6)
JSM Best Emerging Topic Award
Maria Della Lucia, Stefan Lazic, Muhammad Junaid Shahid Hasni and Erica Santini
Human thriving through decent work: a multitheoretical framework
This award recognises scholarship shaping new directions in services marketing. The paper explores the connections between decent work, human wellbeing and service ecosystems, contributing to emerging discussions around sustainable development and the future of work.
DOI: https://doi.org/10.1108/JSM-03-2025-0185 Vol 39 (8)
Outstanding Reviewer Awards 2025
The Journal of Services Marketing recognises reviewers whose expertise, commitment, and constructive feedback have made an exceptional contribution to the journal and the wider services research community.
– Thomas Leclercq – IÉSEG School of Management
– Dr Eugene Aw Cheng Xi – UCSI University
– Genésio Renovato da Silva Neto – Universidade Nove de Julho
Steve Baron Award for Outstanding Contribution to the Service Community
The 2025 Steve Baron Award is presented to Amy L. Ostrom, Arizona State University, in recognition of her outstanding contributions to the services research community. Throughout her distinguished career, Amy has demonstrated the generosity, mentorship, collegiality, and commitment to community-building that this award seeks to celebrate.
Amy L. Ostrom the recipient of the Steve Baron Award
Previous JSM awards
– 2012 JSM Awards
– 2013 JSM Awards
– 2016 JSM Awards
– 2017 JSM Awards
– 2018 JSM Awards
– 2020 JSM Awards
– 2021 JSM Awards
– 2023 JSM Awards
– 2024 JSM Awards
– Previous award winners of the Steve Baron Award
