Jochen Wirtz is Vice Dean MBA Programmes and Professor of Marketing at the National University of Singapore (NUS). He is also an international fellow of the Service Research Center at Karlstad University in Sweden, an Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, and a Global Faculty of the Center for Services Leadership (CSL) at Arizona State University. 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 200 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), 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.

Jochen Wirtz

Research / Teaching Areas

Cost-effective Service Excellence

Service Robots And Ai

Platform Business Models

Capturing Value In The Service Economy

Customer Feedback Systems

Services Marketing & Service Management

Service Revolution: How To Rapidly Improve The Service Culture And Customer Experience

  • 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
  • PhD, Services Marketing, London Business School, UK, 1991
  • BBA Hons, Double-Major: Marketing & Accounting, FH Rosenheim, Germany, 1986
  • Banking Exam, Retail & Corporate Banking, Chamber of Commerce and Industry, Munich, Germany, 1981
  • Professor of Marketing, National University of Singapore (NUS), 2012 - current
  • Associate Fellow in Executive Education, Said Business School, University of Oxford, 2008 - 2013
  • Associate Professor of Marketing (with tenure), National University of Singapore (NUS), 2003 - 2011
  • Associate Professor of Marketing, National University of Singapore, 2000 - 2002
  • Assistant Professor of Marketing, National University of Singapore (NUS), 1998 - 1999
  • Lecturer of Marketing, National University of Singapore (NUS), 1994 - 1997
  • Visiting Fellow of Marketing, National University of Singapore (NUS), 1992 - 1993
  • Global Faculty, Center for Services Leadership (CSL), W. P. Carey School of Business, Arizona State University, 2017 - current
  • Academic Scholar, Cornell Institute for Healthy Futures (CIHF), Cornell University, 2016 - current
  • Member, Singapore Quality Award Management Committee, 2016 - current
  • Member, Singapore Service Excellence Medallion Management Committee, 2012 - current
  • International Fellow, Service Research Centre, Karlstad University, 2011 - current
  • Member, Service Management Advisory Panel, Civil Service College (CSC) Singapore, 2016 - 2018
  • Fellow, NUS Teaching Academy, NUS think-tank on education matters, 2009 - 2015
  • Founding Chair, Teaching Excellence Council at the NUS Business School, 2013 - 2014
  • Member, WDA Service Excellence Skills and Training Council (SESTC), 2013 - 2014
  • Director, Singapore Airlines Engineering Company Senior Executive Program, 2012 - 2014
  • Chairman, Academic Advisory Board for UP Your Service! College, 2008 - 2014
  • Founding Academic Director, UCLA - NUS Executive MBA Program , 2003 - 2014
  • Member of the Executive Council, NUS Teaching Academy, 2011 - 2012
  • Member, NUS Business School Management Committee, 2006 - 2008
  • Director, Exel Global Business Excellence Program - Delivering Customer Service at a Profit, 2001 - 2006
  • Academic Director, Asia-Pacific Executive MBA (APEX-MBA) Program, 2002 - 2004
  • Member, NUS Business School Management Committee, 2002 - 2004
  • Director, Exel Young Leaders Program, 2003 - 2004
  • Director, Marketing Management Program, NUS, 2000 - 2003
  • 2.0 Consulting/Executive Education
  • 2.1 Executive Development Programs, including Stanford-NUS Exec Prog and Advanced Management Prog
  • 2.2 Development and Facilitation of Strategy Retreats for a wide range of organizations
  • 2.3 Tata Group, Tata Consultancy Services, Titan Industries
  • 2.4 Shell
  • 2.5 Defence Science and Technology Agency, Jurong Town Corporation, National Library Board
  • 2.6 Ascendas Pte Ltd
  • 2.7 Philips Healthcare, Phillips Customer Care Centres, Sanofi-Aventis
  • 2.8 Louis Vuitton
  • 2.9 Fujitsu, HP, Intel, Microsoft, Sony
  • 2.10 Abacus International, Thomson Reuters
  • 2.11 Ron Kaufman Pte Ltd, Up Your Service! Pte Ltd`
  • 2.12 DHL, Exel, SembCorp Logistics
  • 2.13 Carnival Cruises, Princess Cruises, Singapore Airlines, Starwood Hotels & Resorts Worldwide
  • 2.14 KPN, Nokia, MobileOne, Motorola, PCCW-HKT, Shanghai Post and Telecom, SK Telecom
  • 2.15 Allianz Re, American Express, Canara Bank, Citibank, Kookmin Bank, LG Capital, World Bank
  • 2.16 Accenture, Arthur D. Little, KPMG
  • 3.0 Founding/Angel Investor
  • 3.1 Accellion
  • 3.2 TranscribeMe
  • 3.3 UP! Your Service