Jochen Wirtz

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Jochen WirtzAbout

Jochen Wirtz

Jochen Wirtz is Vice Dean, MBA Programmes and Professor of Marketing at the NUS Business School, National University of Singapore (NUS). Further, he is an international fellow of the Service Research Center at Karlstad University, Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, US, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University, US.
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Previously, Dr Wirtz was an Associate Fellow at the Saïd Business School, University of Oxford (2008 to 2013), a founding member of the NUS Teaching Academy, the NUS think-tank on education matters (2009 to 2015) and the founding director of the dual degree UCLA – NUS Executive MBA Program (2002 to 2017). Dr Wirtz holds a Ph.D. in services marketing from the London Business School. His research focuses on service marketing and management, and he has published more than 250 academic articles, book chapters and industry reports (incl. six features in Harvard Business Review).

In recognition of his excellence in research and teaching, Professor Wirtz has received more than 50 awards, including the prestigious Christopher Lovelock Career Contributions to the Services Discipline Award in 2019 (the highest recognition of the American Marketing Association (AMA) service community), the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally), and the top university-level Outstanding Educator Award at NUS.

He also was the winner of the inaugural Outstanding Service Researcher Award 2010 and the Best Practical Implications Award 2009, both awarded by Emerald Group Publications. He serves on the editorial review boards of some ten academic journals, including the Journal of Service Management, Journal of Service Research, and Cornell Hospitality Quarterly.

Dr Wirtz has been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms around the world. He has been involved in a number of start-ups including in Accellion (Accellion.com; exit in 2021), Dataswyft (dataswyft.com), TranscribeMe (TranscribeMe.com), and Uplifting Service (UpliftingService.com; exit in 2021).

Originally from Germany, Professor Wirtz spent seven years in London before moving to Asia. Today, he shuttles between Asia, Europe and the US.

  • NUS Teaching Excellence 2021 Award for the UCLA–NUS Executive MBA Program for the highest student rating received in the history of the program.
    • PhD, Services Marketing, London Business School, UK, 1991
  • 'Emerald Highly Commended Award for Excellence 2021' by Emerald Publishing for the article "Luxury Services", published in Journal of Service Management, Vol. 31 No. 4, 665-691. https://doi.org/10.1108/JOSM-11-2019-0342
  • 'Best Paper JSTP Award' by 2021 Literati Awards for Excellence for the article "Service Robots, Customers and Service Employees: What Can We Learn from the Academic Literature and Where are the Taps?"' published in Journal of Service Theory and Practice, Vol. 3 No. 3, pp. 361-391.
  • Recognized as one of the top 2% scientists in the world based on citation impact. See Ioannides, Boyack & Baas (2020) PLOS Biology study, available at: https://journals.plos.org/plosbiology/article?id=10.1371/journal.pbio.3000918
  • 'Emerald Highly Commended Award for Excellence 2020', for the article "Bridging the Data Divide between Practitioners and Academics: Approaches to Collaborating Better to Leverage Each Other's Resources", published in Journal of Service Management, Vol. 30, No. 5, 524-548.
  • AMA SERVSIG Christopher Lovelock Career Contributions to the Services Discipline Award, http://www.servsig.org/wordpress/awards/christopher-lovelock-career-contributions-award/ – 2019
  • AMA SERVSIG Best Services Article in 2018 Award Finalist for the paper: Jochen Wirtz and Valarie Zeithaml (2018), "Cost-Effective Service Excellence", Journal of the Academy of Marketing Science, Vol. 46, No. 1, pp. 59-80, https://link.springer.com/article/10.1007/s11747-017-0560-7 – 2019
  • Emerald Highly Commended Award for Excellence 2019 for the article: Jochen Wirtz, Paul Patterson, Werner Kunz, Thorsten Gruber, Vinh Nhat Lu, Stefanie Paluch, and Antje Martins (2018), "Brave New World: Service Robots in the Frontline", Journal of Service Management, Vol. 29, No. 5, 907-931, https://doi.org/10.1108/JOSM-04-2018-0119 – 2019
  • Best Professor Award from the NUS Executive MBA Class of 2018 – 2019
  • Emerald Highly Commended Award for Excellence 2017 for the article "Accelerating Employee-Related Scholarship in Service Management: Research Streams, Propositions, and Commentaries" published in Journal of Service Management, 25(5), 837-865 – 2017
  • 'Emerald Highly Commended Award for Excellence 2015′, for the article "Psychometric Sifting to Efficiently Select the Right Service Employees", published in Managing Service Quality – 2015
  • Placed on the Honor Role of the University-level Annual Teaching Excellence Award (ATEA), NUS for winning this award three times – 2014
  • University-level Annual Teaching Excellence Award (ATEA), NUS – 2013
  • Honorable mention, Best Paper Award for the article "Division of Labor between Firms: Business Services, Non-ownership-value and the Rise of the Service Economy," published in Service Science, 2010, 2(3), 136-145; awarded by INFORMS – 2013
  • Best Paper Award for the conference paper "Is the Role of Marketing Diminishing? Results from Three Geographic Regions: Asia, Europe and USA", EMAC, KSMS & GAMMA Joint Symposium in Istanbul 2013, by Global Alliance of Marketing and Management Associations – 2013
  • Winner of the 2012 Academy of Marketing Science (AMS) Outstanding Marketing Educator Award – 2012
  • University Annual Teaching Excellence Awards (NUS) – 2011
  • Two Emerald Literati Club Highly Commended Awards for Excellence, one each for two articles published in the Journal of Service Management – 2011
  • Financial Times (FT) Lexicon Professor of the Week (May 2011) – 2011
  • Ranked as the 2nd most productive service researcher globally in five leading services journals over a 14-year period from 1995 to 2008, an and Goudarzlou (2011), "Publications in Major Service Research Journals: An Assessment of Institutional and Individual Research Productivity," Working Paper – 2011
  • Honorary appointment as International Fellow, Service Research Center at Karlstad University, Sweden – 2011
  • Faculty Outstanding Educator Award (NUS) – 2011
  • Faculty Outstanding Educator Award (NUS) – 2010
  • Ranked as the most productive service researcher in Asia in five leading services journals over a 14-year period from 1995 to 2008, Tan et al. (2010), "A Bibliometric Analysis of Service Research from Asia," in Managing Service Quality, 2010, Vol. 20, No. 1, 89-101 – 2010
  • Outstanding Reviewer for the Journal of Service Management – Winner of the Emerald Literati Network Awards for Excellence – 2010
  • Inaugural Outstanding Service Researcher Award, by Emerald Group Publishing – 2010
  • Inducted as members of the NUS Teaching Academy – 2009
  • Best Practical Implications Award by Emerald Group Publications for the Paper with the best practical implications – 2009
  • Annual Teaching Excellence Award (ATEA) Honor Roll – 2009
  • Faculty Outstanding Educator Award (NUS) – 2009
  • Faculty Outstanding Educator Award (NUS) – 2008
  • University Annual Teaching Excellence Awards (NUS) – 2007
  • Emerald Literati Club Highly Commended Award for Excellence for an article published in Journal of Service Management – 2007
  • Reviewer of the Year Award, Australasian Marketing Journal – 2006
  • Emerald Literati Club Outstanding Paper Award for Excellence for the best article published in Journal of Service Management – 2006
  • Emerald Literati Club Highly Commended Award for Excellence for an article published in Managing Service Quality – 2006
  • NUS Business School Outstanding Educator Award – 2005
  • Annual Teaching Excellence Award (ATEA) Honor Roll – 2004
  • University-level Outstanding Educator Award – 2003
  • University Annual Teaching Excellence Awards (NUS) – 2002
  • Top ranked educator of the NUS Business School, nominated for the University-level Outstanding Educator – 2002
  • Emerald Literati Club 2002 Highly Commended Award for Excellence for an article published in Managing Service Quality – 2002
  • Outstanding Educator Award Recognition List (NUS) – 2002
  • Emerald Literati Club 2003 Award for Excellence for the 'Most Outstanding Paper' of the year published in the Journal of Service Management – 2002
  • University Annual Teaching Excellence Awards (NUS) – 2001
  • Outstanding Educator Award, NUS Business School – 2001
  • Department of Marketing Outstanding Educator Award – 2001
  • Best Paper Award for a paper presented at The Hospitality & Tourism Educators 2001 Annual Conference, Toronto, Canada – 2001
  • Emerald Literati Club 2002 Highly Commended Award for Excellence for an article published in the Journal of Service Management – 2001
  • MCB University Press Literati Club Award for Excellence for an article published in the Journal of Service Management – 1999
  • MBA Alumni Award for Excellence in Instruction, NUS Business School – 1999

Recognitions & Awards

  • Clarivate Highly Cited Researcher Award 2022; 2023 (based on Web of Science Citations of high impact articles)
  • Best Paper Award for "The Synergistic Effects of Digital Service Technologies, Service Robots, AI, and Cost-Effective Service Excellence Strategies," by Johannes Hofmeister, Jochen Wirtz, Patricia Y.P. Chew, and Xin (David) Ding (2023), presented at the Artificial Intelligence and Robotics in Service Interactions (AIRSI) Conference 2023, 15 to 17 May.
  • NUS Teaching Excellence Award 2023 for the UCLA–NUS Executive MBA Program for the highest teaching rating in this cohort.
  • NUS Excellence in MBA Teaching Award 2022 (this award is given to the instructor with the highest teaching rating across all electives)
  • The Robert Johnson Highly Commended Award 2022 for the article "Service Robots, Agency, and Embarrassing Service Encounters", published in Journal of Service Management, Vol. 33, No. 2, pp. 389-414.
  • American Marketing Association (AMA) Service Special Interest Group (SERVSIG) Best Service Article in 2021 Finalist Award for J. Wirtz, M. P Fritze, E. Jaakkola, K. Gelbrich, and N. Hartley (2021), "Service Products and Productization," Journal of Business Research, Vol. 137 (December), pp. 411-421.

Most Significant Awards and Honours

  • The Grönroos Service Research Award 2023. This award is given for "excellent achievements in service research challenging common understanding and demonstrating significant originality" and celebrates pioneering and innovative advancements in service research. It is named after Emeritus Professor Christian Grönroos, one of the true pioneers of service research (GoogleScholar 120,000 citations as of Aug. 2024).
  • Clarivate Highly Cited Researcher Award 2022, 2023 & 2024 (based on Web of Science Citations of high impact articles)
  • Christopher Lovelock Career Contributions to the Services Discipline Award 2019. This is the highest award of the American Marketing Association (AMA) Service Community.
  • Placed on the Honor Role of the University-level Annual Teaching Excellence Award, National University of Singapore for winning this award three times, 2014 – 2018
  • Winner of the 2012 Academy of Marketing Science (AMS) Outstanding Marketing Educator Award. This is the highest recognition of teaching excellence of AMS globally.
  • Ranked number 2 globally in service research by productivity as published by Tan Kay Chuan and Atarod Goudarzlou (2011), "Publications in Major Service Research Journals: An Assessment of Institutional and Individual Research Productivity," Working Paper (this article can be provided upon request).
  • Winner of the inaugural 'Outstanding Service Researcher Award 2010', awarded by Emerald Group Publishing, presented at the ServSIG International Research Conference Gala Dinner in June 2010. The award is based on life-time publications in services marketing & management discipline, and is awarded and sponsored by Journal of Service Management.
  • Winner of the university-level Outstanding Educator Award 2003. This award was given to the top two educators in 2003 out of some 2,700 professors teaching at the National University of Singapore.

Research Awards

  • Best 2023 Article Award by Journal of Service Research. It was awarded for the following article: Wirtz, Kunz, Hartley, and Tarbit (2023), "Corporate Digital Responsibility in Service Firms and their Ecosystems", Journal of Service Research, Vol. 26, No. 2, 173–190.
  • Finalist of the 2024 AMA-EBSCO-RRBM Award for Responsible Research in Marketing by AMA and the Responsible Research for Business and Management (RRBM) Association. The award honors outstanding research that produces both credible and useful knowledge that can be applied to benefit society. It was awarded for: Wirtz, Kunz, Hartley, and Tarbit (2023), "Corporate Digital Responsibility in Service Firms and their Ecosystems", Journal of Service Research, Vol. 26, No. 2, 173–190
  • American Marketing Association (AMA) Service Special Interest Group SERVSIG) Best Service Article in 2023 Finalist Award for the following article: Wirtz, Kunz, Hartley, and Tarbit (2023), "Corporate Digital Responsibility in Service Firms and their Ecosystems", Journal of Service Research, Vol. 26, No. 2, 173–190. This award means that this paper was selected as one of the 3 best service articles published across all journals in 2023.
  • Best Paper Award for "The Synergistic Effects of Digital Service Technologies, Service Robots, AI, and Cost-Effective Service Excellence Strategies," by Johannes Hofmeister, Jochen Wirtz, Patricia Y.P. Chew, and Xin (David) Ding (2023), presented at the Artificial Intelligence and Robotics in Service Interactions (AIRSI) Conference 2023, 15 to 17 May.
  • The Robert Johnson Highly Commended Award 2022 for the article "Service Robots, Agency, and Embarrassing Service Encounters", published in Journal of Service Management, Vol. 33, No. 2, pp. 389-414.
  • American Marketing Association (AMA) Service Special Interest Group (SERVSIG) Best Service Article in 2021 Finalist Award for J. Wirtz, M. P Fritze, E. Jaakkola, K. Gelbrich, and N. Hartley (2021), "Service Products and Productization," Journal of Business Research, Vol. 137 (December), pp. 411-421.
  • 'Emerald Highly Commended Award for Excellence 2021' by Emerald Publishing for the article "Luxury Services", published in Journal of Service Management, Vol. 31 No. 4, 665-691.
  • 'Best Paper JSTP Award' by 2021 Literati Awards for Excellence for the article "Service Robots, Customers and Service Employees: What Can We Learn from the Academic Literature and Where are the Taps?"' published in Journal of Service Theory and Practice, Vol. 3 No. 3, pp. 361-391.
  • Best Working Paper Award for "Robots Will Not Judge Me. Investigating Consumer-Service Robot Interactions in Embarrassing Service Encounters," by Valentina Pitardi, Jochen Wirtz, Stefanie Paluch and Werner Kunz (2021), presented at the Artificial Intelligence and Robotics in Service Interactions (AIRSI) Conference 2021, 12 to 14 July.
  • 'Emerald Highly Commended Award for Excellence 2020', for the article "Bridging the Data Divide between Practitioners and Academics: Approaches to Collaborating Better to Leverage Each Other's Resources", published in Journal of Service Management, Vol. 30, No. 5, 524-548.
  • AMA Service Special Interest Group (SERVSIG) Best Services Article in 2018 Finalist for: Wirtz, J. and Zeithaml, V. (2018), "Cost-Effective Service Excellence", Journal of the Academy of Marketing Science, Vol. 46, No. 1, pp. 59-80. This award is the highest best article award of the service community.
  • AMA Service Special Interest Group (SERVSIG) Best Services Article in 2018 Finalist for: Wirtz, J., Patterson, P., Kunz, W., Gruber, T., Lu, V.N., Paluch, S. and Martins, A. (2018), "Brave New World: Service Robots in the Frontline", Journal of Service Management, Vol. 29, No. 5, 907-931
  • 'Emerald Highly Commended Award for Excellence 2019', for the article "Brave New World: Service Robots in the Frontline", published in Journal of Service Management, Vol. 29, No. 5, 907-931.
  • 'Emerald Highly Commended Award for Excellence 2018', for the article "Accelerating Employee-Related Scholarship in Service Management: Research Streams, Propositions, and Commentaries", published in Journal of Service Management, Vol. 28, No. 5, 837-865.
  • 'Best SERVSIG Conference Paper Award Finalist', for the presentation "Brave New World: Service Robots in the Front Line", presented at 10th SERVSIG Conference, Paris, France, 14 to 16 June 2018
  • 'Best SERVSIG Conference Paper Award Finalist', for the presentation "Service Providers as Entrepreneurs of Co-creation Assets", presented at 10th SERVSIG Conference, Paris, France, 14 to 16 June 2018
  • 'Emerald Highly Commended Award for Excellence 2015", for the article "Psychometric Sifting to Efficiently Select the Right Service Employees", published in Managing Service Quality.
  • Best Paper Award at the EMAC, KSMS & GAMMA Joint Symposium in Istanbul 2013, by Global Alliance of Marketing and Management Associations for the conference paper "Is the Role of Marketing Diminishing? Results from Three Geographic Regions: Asia, Europe and USA".
  • Honorable mention, 2013 Service Science Best Paper Award for the article "Division of Labor between Firms: Business Services, Non-ownership-value and the Rise of the Service Economy," published in Service Science, 2010, Vol. 2, No. 3, 136-145; awarded by INFORMS.
  • Featured as Financial Times Lexicon Professor of the Week (May 2011).
  • 'Emerald Literati Club Highly Commended Awards for Excellence 2011', for the article "Emotion Display Rules at Work in the Global Service Economy: The Special Case of the Customer", published in the Journal of Service Management.
  • 'Emerald Literati Club Highly Commended Awards for Excellence 2011', for the article "Organizational Learning from Customer Feedback Received by Service Employees: A Social Capital Perspective", published in the Journal of Service Management.
  • Outstanding Reviewer for the Journal of Service Management - Winner of the Emerald Literati Network Awards for Excellence 2010
  • Ranked number 1 in Asia in service research by productivity; published by Tan et. al. (2010), "A Bibliometric Analysis of Service Research from Asia," in Managing Service Quality, 2010, Vol. 20, No. 1, 89-101.
  • 2009 Best Practical Implications Award by Emerald Group Publications for an article published in Managing Service Quality
  • 'Emerald Literati Club Highly Commended Award for Excellence` for an article published in International Journal of Service Industry Management in 2007
  • Emerald Literati Club Outstanding Paper Award for Excellence` for the best article published in International Journal of Service Industry Management in 2006
  • 'Reviewer of the Year 2006 Award', Australasian Marketing Journal
  • 'Emerald Literati Club Highly Commended Award for Excellence` for an article published in Managing Service Quality in 2006
  • 'Emerald Literati Club 2003 Award for Excellence' for the 'Most Outstanding Paper' published in the International Journal of Service Industry Management
  • 'Emerald Literati Club 2002 Highly Commended Award for Excellence' in the International Journal of Service Industry Management
  • 'Emerald Literati Club 2002 Highly Commended Award for Excellence' for an article published in Managing Service Quality
  • Best Paper Award at The Hospitality & Tourism Educators 2001 Annual Conference in Toronto, Canada, awarded by CHRIE (Council on Hotel, Restaurant and Institutional Education)
  • 'MCB University Press Literati Club Award for Excellence' for an article published in the International Journal of Service Industry Management, 2000

Teaching Awards

  • NUS Teaching Excellence Award 2023 and 2021 for the UCLA–NUS Executive MBA Program for the highest teaching rating in the history of the program
  • NUS Excellence in MBA Teaching Award 2022 (this award is given to the instructor with the highest teaching rating across all electives)
  • "Best Professor" Award by the NUS Executive Class of 2018
  • University-level Annual Teaching Excellence Award, National University of Singapore, 2013
  • Winner of the NUS Business School Outstanding Educator Award, 2012
  • Winner of the NUS Business School Outstanding Educator Award, 2011
  • Winner of the NUS Business School Outstanding Educator Award, 2010
  • University-level Annual Teaching Excellence Award, National University of Singapore, 2009
  • Winner of the NUS Business School Outstanding Educator Award, 2009
  • University-level Annual Teaching Excellence Award, National University of Singapore, 2005
  • Winner of the NUS Business School Outstanding Educator Award, 2005
  • University-level NUS Excellent Teacher Award, 2003
  • Recognition for Excellence as Outstanding Educator at the NUS Business School, 2003
  • Was nominated as the top ranked educator of the NUS Business School for the university-level Outstanding Educator Award in 2002
  • Winner of the NUS Business School and Department of Marketing Outstanding Educator Award, 2001
  • Winner of the MBA Alumni Award for Excellence in Instruction, 1999
  • Received Commendations for Teaching Excellence for having achieved the highest student ratings in the 3rd and 4th year modules' in the Special Term in 1998.
  • Received Commendations for Teaching Excellence for having achieved the highest student ratings in the 3rd and 4th year modules' in the Special Term in 1996.

Other Awards and Honours

  • Singapore National Day Awards 2023 – The Public Administration Medal (Bronze). This award is given to public officers and statutory authority officers for their competence, efficiency, and industry. It recognizes officers who are able to implement government policies effectively, while maintaining high standards of excellence.
  • NUS Admin Excellence Award 2023 – President's Innovative Project (Honourable Mention). This award recognizes projects that have significantly impacted the university and its community through adopting innovative approaches in problem solving
  • Dean's Appreciation Award 2022 for "Dedication and Commitment to the Master's Programme since 2017"
  • Singapore National Day Awards 2018 – Long Service Medal

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