This just in from Jochen Wirtz

Dear Colleagues and Friends,

I have a few exciting announcements:

1) Submit a paper to the LaLonde Service Conference – you can attend it just before the SERVSIG Conference in Paris in June 2018.

2) Get a free desk review copy of the new Essentials in Services Marketing, 3rd ed.

3) Download the paper on Cost-Effective Service Excellence (with Valarie Zeithaml, published online first in JAMS).

4) See the Winning in Service Markets Series which offers books on specific topics suitable for executive education.

5) Attend the Strategic Service Management Program with Wolfgang Ulaga, Sheryl Kimes and me in Singapore.

More details can be found below.  Do be in touch if you are interested in any of these topics.

Going forward, I will only send out 1 or max 2 emails per annum.  If you like more regular updates, follow me on LinkedIn, Facebook, Twitter, Google Scholar and/or ResarchGate.

With best wishes,


LaLonde Service Conference

15th International Research Conference in Service Management
10-13 June 2018 – La Londe les Maures, France

We are happy to announce that the 15th La Londe Service Conference will take place from June 10 to June 13, 2018.

The La Londe Service Conference is a unique scientific meeting. You will have ample time (20 min for your presentation plus 25 min for Q&A) to discuss your paper with a qualified audience. And you will have a chance to enjoy the magnificent scenery of the South of France, the beautiful Mediterranean seashore environment, and a boat trip to Porquerolles island.
Register and send us your paper by January 31st 2018. For additional information, visit the conference website

The scientific committee consists of:
> Mike Brady, Florida State University – Human Resources & Marketing Interactions Track
> Joy Field, Boston College – Service Operations Track
> Pierre Eiglier, Aix-Marseille Graduate School of Management – IAE – Strategy and Economics Track
> Jochen Wirtz, National University of Singapore – Marketing Track

P.S. In 2018, the La Londe Service Conference will be just before the SERVSIG conference in Paris.  La Londe conference will end on June, 13th at noon, and the SERVSIG conference will start on June, 14th with an opening reception in the evening. A fast train can take you from Toulon to Paris in less than 4 hours just in time for the opening reception.

Essentials in Services Marketing, 3rd

The new 3rd edition has been published. For further information and a sample chapter see:

The book comes with the full instructor resources, incl test bank and PPT deck.   If you would like to receive a desk review copy, please “reply to all” [or email Yajnaseni ( and Kasia  (  cc me (], and let us have your mailing address (no PO boxes please) and a phone number for the courier service company.

Cost-Effective Service Excellence

This research project has kept me busy for many years, which makes me so delighted that this paper with Valarie Zeithaml has now been published in the Journal of the Academy of Marketing Science.

Synopsis: Service excellence and cost effectiveness are seen to be in conflict, yet there are organizations that achieve both. This article analyses how ten organizations did it and identifies three strategic options for achieving cost-effective service excellence (CESE). Interestingly, these options can be applied in isolation or in certain combinations. Read the full article here:

The electronic supplementary materials are available here:–_JAMS_2017_Wirtz_Zeithaml_Online_Supplementary_Material  

This is an “open access” article that does not require copy right clearance for use in class or distribution. That is, you can use it free of charge in your classes.

Winning in Service Markets Series

“Your books are too thick, we don’t want to read so much!”  That’s the feedback I get a lot.  Well, I’m in marking and use feedback for new product development.  I am delighted to launch a series of short books (typically 50 to 80 pages) at an attractive price ($4.95 each) that focus on specific topics.

Vol 1 to 13 of the Winning in Service Market Series are published.  Further information and sample pages are provided at: .

Winning in Service Markets comprises of the following volumes:
Vol 1: Understanding Service Consumers
Vol 2: Positioning Services in Competitive Markets
Vol 3: Developing Service Products and Brands
Vol 4: Pricing Services and Revenue Management
Vol 5: Service Marketing Communications
Vol 6: Designing Customer Service Processes
Vol 7: Balancing Capacity and Demand in Service Operations
Vol 8: Crafting the Service Environment
Vol 9: Managing People for Service Advantage
Vol 10: Managing Customer Relationships and Building Loyalty
Vol 11: Designing Complaint Handling and Service Recovery Strategies
Vol 12: Service Quality and Productivity Management
Vol 13: Building A World-Class Service Organization

It was fun doing this series – it is basically as subset of the “mother book” Winning in Service Markets, which can be previewed here:

Strategic Service Management Program

The Strategic Service Management Program with Wolfgang Ulaga, Sheryl Kimes and me in Singapore has just been finalized.  Many of my alumni asked whether we can have an in-depth service management course; I am happy to now announce the launch of this new program.

The 5-day program is designed for senior leaders in organizations that want to differentiate on service. Academic colleagues are most welcome to attend the program, too.  Key topics include:

·         How to capture value in the service economy
·         Why and how to use service to defy commoditisation
·         Create customer loyalty and engagement: key strategies & tools
·         Deliver & scale world-class service throughout the customer journey
·         Effectively diagnose and close service quality gaps
·         Make a successful transition from products to solutions: challenges and strategies
·         Leveraging big data and analytics for service revenue and profit growth
·         How to effectively price services
·         Delivering cost-effective service excellence: strategies to become a leader in both customer satisfaction and productivity
·         How to achieve rapid improvements in service culture to drive innovation and differentiation

For more details see:

For enquiries, contact Sarah Chan at

I am sorry for potential cross-posting. If you do not want to
receive further emails, just reply with “remove”.  Thank you.

Professor Jochen WIRTZ, Ph.D , Vice Dean, Graduate Studies, NUS Business School
Tel : +65 6516 3871 | Email :  | Mochtar Riady Building, Level 4, 15 Kent Ridge Drive, Singapore 119245

Among the World’s Best!  The NUS MBA  Ranked #26;  The NUS Executive MBA  Ranked #17;  UCLA – NUS Executive MBA  Ranked #6;  Financial Times’ Global MBA/EMBA Rankings 2016/2017

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