Guest article by Cláudia Simões and Cristiana Lages (conference co-chairs).
We had the pleasure of hosting the 14th edition of SERVSIG 2026 at the University of Minho in Braga. The conference brought together more than 270 participants from 41 countries, including leading academics, doctoral researchers, practitioners, invited guests, and representatives from the University. Over two days and a half, the event fostered insightful discussions, knowledge sharing, and meaningful connections, further strengthening the global service research community.
Rooted in the theme “Shaping the Future through Service: Transforming Individuals, Markets & Society”, the conference explored the critical role of service in driving positive transformation and generate actionable insights that enhance well-being, strengthen market systems, and contribute to the continuous development of sustainable societies.
Long before the conference began, the event galvanized the global service research community through the collaborative efforts of track chairs, reviewers, authors, national and international committees and organizers. The scientific program featured 18 research tracks, led by 58 co-track chairs, and included more than 220 presentations showcasing the latest advances in service research. The additional program included 5 pre-event workshops, 2 meet the editors sessions, 3 special sessions, 2 plenary panels and a keynote. During the conference a SERVSIG mentoring lunch, themed visits, and leisure activities were organized. Throughout the conference, participants engaged in thought-provoking discussions, exchanged ideas, built new collaborations, and strengthened existing connections, reinforcing SERVSIG’s role as a leading forum for the international service research community.
Kicking off with five pre-conference workshops
The conference was preceded by five engaging pre-conference workshops that provided participants with valuable opportunities for learning, collaboration, and networking. Covering a diverse range of topics, the workshops reflected the breadth and dynamism of contemporary service research. Participants explored collaborative approaches to advancing service for humanity through the launch of the ServCollab Wisdom Quest (Ray Fisk and Qusay Hamdan), examined the future of service work and organizational frontlines in the “WeServe” workshop (Mahesh Subramony, David Solnet, Ilias Danatzis, Maria Golubovskaya, Helena Nguyen, Nate Zettna and Markus Groth), and gained behind-the-scenes insights into academic publishing during the Journal of Service Management (JOSM) Open House (Linda Alkire and Sertan Kabadayi), which emphasized editorial transparency and reviewer excellence.
Additional workshops encouraged researchers to push the boundaries of service scholarship by developing collaborations on controversial and socially unacceptable (“sinful”) services (Mark Rosenbaum and Kristina Heinonen), while another introduced participants to the Value Creation Wheel (VCW) Method as an innovative framework for leadership, decision-making, and service innovation (Luís Filipe Lages and Luiz Cláudio). Together, these workshops fostered rich discussions, sparked new research ideas, and strengthened collaborations, setting an inspiring and collegial tone for the following days.
Plenary sessions and keynote
The conference featured two plenary sessions that explored some of the most pressing challenges and opportunities facing service management and research. Care and Innovation for Humanity brought together (Ray Fisk (chair) Cristina Mele, John Bateson, Jorge Correia-Pinto, and Luísa Bernardes to discuss how service innovation can contribute to improving human well-being. The second plenary, Human-Centered AI in Service: Orchestrating Technologies, People & Organizations, featured Bart Larivièren (chair), Daniela Seixas, Jochen Wirtz, Nelson Pinho, and Paulo Novais, who examined the role of artificial intelligence in designing and delivering human-centered services.
The academic program culminated in a high-level keynote address, From the Service Academy to the Community: Defining and Driving Social Impact in Service Research, delivered by Rebekah Russell-Bennett. The keynote offered a powerful call to action for the service research community to amplify its contribution to society by translating scholarly insights into meaningful social impact.
Enjoying the local culture and Awards
Beyond the academic program, SERVSIG 2026 offered participants the opportunity to experience the rich culture and hospitality of the Minho region. The Welcome Reception took place in the historic Medieval Hall at Largo do Paço in Braga City center, providing a memorable setting to open the conference. The São João Social celebrated the vibrant traditions of Braga’s iconic June St. John Festival, bringing participants together in a lively and authentic cultural experience. The Gala Dinner, held at the iconic Bom Jesus, offered an evening overlooking one of Braga’s most emblematic landmarks.
At the Gala Dinner, the Journal of Service Management Best Papers and Highly Commended Papers, the Journal of Services Marketing and Journal of Service Theory and Practice Best Papers were announced. The ServCollab PhD student Scholarship winners were also announced, and the Jay Kandampully Mentorship Award was received by Wafa Hammedi.
The conference experience was extended beyond the official program with an after-conference winery visit – Casa da Lata, where participants discovered the region’s renowned Vinho Verde and enjoyed a tasting experience that celebrated local traditions and flavors.
SERVSIG 2026 was more than a conference – it was a celebration of a global community united by a shared commitment to advancing service research and generating positive impact. As we move forward, we all carry the insights, conversations, and partnerships strengthened in Braga. We look ahead with enthusiasm to the next chapters of SERVSIG, confident that this community will continue to inspire innovation, collaboration, and meaningful change across academia, organizations, and society.
See you in Albania for SERVSIG 2028!
Cláudia Simões
Cristiana Lages
Conference website: https://servsig2026.eeg.uminho.pt/
