Dr Matthew Alexander

Reader

Marketing

Personal statement

I am a Reader in the Department of Marketing where I have been based since 2009. My research interests are focused around the opportunities and challenges associated with an increasingly knowledgeable and proactive customer base. A key focus is research on engagement, a concept which captures the blurring of boundaries between firms and customers, and aggregates the multiple ways customer behaviours beyond transactions influence firms and shape markets. My research is award winning and includes one of the most cited papers in Marketing in recent years. I have published widely in a range of Marketing, Service and Tourism journals including Journal of Service Research, Annals of Tourism Research, Journal of Travel Research, Tourism Management, European Journal of Marketing and Journal of Service Management.  

My research has a strong practical focus, exemplified in projects with ScotRail and in recent years, work on Ancestral Tourism in Scotland. Research with colleagues in Marketing in this area revealed an exciting new business opportunity and he is currently working on a potential spin-out company which was the first from SBS to receive endorsement funding from the University.

I currently act as Associate Dean Postgraduate Research leading and enhancing postgraduate research programmes within Strathclyde Business School, building upon our reputation as an international centre of excellence for postgraduate research, while also supporting significant expansion of postgraduate provision across the School.

In my spare time I am an Elder within the Church of Scotland, enjoy singing and spending time with my family.

Expertise

Has expertise in:

    • Service Research (in particular Service-Dominant Logic; Customer Participation; Customer Journeys; Transformative Service Research; Co-Production; Relationships)
    • Engagement Research (in particular customer engagement behaviors/actor engagement and engagement in service ecosystems).

    • Ancestral Tourism

    • Community Based Tourism

Prizes and awards

Best Paper in Track
Recipient
3/12/2018
Nominated for Researcher Development Programme Supervisor of 2017/18
Recipient
19/6/2018
Best Paper Award
Recipient
23/2/2018
Commercial Development Fund - awarded £30,000
Recipient
2018
Emerald Citation of Excellence Award
Recipient
2017
Knowledge Exchange Development Fund - awarded £9,876
Recipient
2016

More prizes and awards

Qualifications

PhD

  • Value Cocreation: Exploring the Effects of Collaborating with a Proactive Generation of Customers”; Department of Marketing, University of Strathclyde (Passed no corrections, Oct 2008 - Feb 2012)

MPhil

  • An Evaluation of Operations Education in Hospitality Management Higher Education Programmes”; Master of Philosophy – Department of Hospitality and Tourism Management, Strathclyde Business School, University of Strathclyde, Glasgow, (Passed no corrections, 2005 – 2007)

Postgraduate Diploma/Certificate

  • Postgraduate Diploma – Advanced Academic Studies, University of Strathclyde, Glasgow, 2004 – 2006
  • Postgraduate Certificate – Research Methodology in Business and Management, University of Strathclyde, Glasgow, 2005– 2007

 

Professional memberships:

  • Fellow of The Higher Education Academy (Achieved 2007)
  • Member of the Institute of Hospitality (Member since 2006)

Publications

Organizing actor engagement : a platform perspective
Blasco-Arcas Lorena, Alexander Matthew, Sörhammar David, Jonas Julia M, Raithel Sascha, Chen Tom
Journal of Business Research Vol 118, pp. 74-85 (2020)
https://doi.org/10.1016/j.jbusres.2020.06.050
Direct and indirect negatively valenced engagement behavior
Azer Jaylan, Alexander Matthew
Journal of Services Marketing (2020)
https://doi.org/10.1108/JSM-08-2019-0296
Market shaping dynamics : interplay of actor engagement and institutional work
Fehrer Julia A, Conduit Jodie, Plewa Carolin, Li Loic Pengtao, Jaakkola Elina, Alexander Matthew
Journal of Business and Industrial Marketing, pp. 1-39 (2020)
Negative customer engagement behaviour : the interplay of intensity and valence in online networks
Azer Jaylan, Alexander Matthew
Journal of Marketing Management Vol 36, pp. 361-383 (2020)
https://doi.org/10.1080/0267257X.2020.1735488
Using mobile methods to understand multifaceted heritage organisations
Johnstone Jane Hamilton, Bryce Derek, Alexander Matthew J
International Journal of Contemporary Hospitality Management (2019)
https://doi.org/10.1108/IJCHM-04-2019-0400
Customer Engagement Marketing (CEM) framework : a strategic perspective
Karam Esraa, Alexander Matthew, Kumar V
16th International Research Symposium on Advancing Service Research and Practice (2019) (2019)

More publications

Teaching

I have been nominated seven time by students as part of Strathclyde's Teaching Excellence awards across all categories (best overall, most passionate, most innovative, most supportive). I teach classes at both undergraduate and postgraduate level. Current classes centre around relationship marketing (Managing Customer Relationships) and I also contribute to the faculties award winning ‘Breaking Barriers’ programme. At postgraduate level I am the course leader for the MRes in Research Methodology in Business and Management where I teach Research Methods and run the Doctoral Colloquium.

I have considerable overseas teaching experience having delivered classes for the Business School in both Hong Kong and Iran. I have been a visiting academic at Turku School of Economics in Finland, University of Paderborn in Germany, Aston Business School and Heriot-Watt University in the UK. I have external examiner experience at Heriot-Watt University and Nottingham Trent.

Research interests

My research focuses around the opportunities and challenges associated with an increasingly knowledgeable and proactive customer base. A key focus is research on engagement, a concept which captures the blurring of boundaries between firms and customers, and aggregates the multiple ways customer behaviours beyond transactions influence firms and shape markets. Signifancy successes include:

  • A best paper nomination (2014) in the Journal of Service Research for the paper: Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective. Journal of Service Research, 17(3), 247-261.
  • An Emerald ‘Citation of Excellence’ Award (2017)
  • Principal Investigator on an AHRC Collaborative Doctoral Award worth (£57,597). The project “Cultural Heritage and Ancestral Tourism: reclaiming Scottish identity from "Highlandisation" is a collaboration with Glasgow Life.

Current active projects include: investigating the relationship between engagement and customer journeys; the transformative potential of mundane service settings; engagement management; ‘from margin to mainstream’ using engagement to change entrenched consumption practices.

I have published widely in a range of Marketing, Service and Tourism journals including Journal of Service Research, Annals of Tourism Research, Journal of Travel Research, Tourism Management, European Journal of Marketing and Journal of Service Management.  

I serve on the editorial review board for: Journal of Service Research; The Journal of Business Research; Journal of Service Management; Journal of Service Theory and Practice.

Professional activities

Turku School of Economics
Visiting researcher
9/12/2019
University of Adelaide
Visiting researcher
12/12/2018
University of Auckland Business School
Visiting researcher
6/12/2018
Australia and New Zealand Marketing Academy Conference
Participant
1/12/2018
Australia and New Zealand Marketing Academy Conference
Participant
1/6/2018
European Marketing Academy Conference 2018
Member of programme committee
27/5/2018

More professional activities

Projects

An investigation into the role of 'Time-Of-Day' Marketing in enhancing experiential value in service customer journeys
Alexander, Matthew (Principal Investigator) McLean, Graeme (Principal Investigator) Young, Nefertari (Co-investigator)
01-Jan-2018 - 01-Jan-2021
Investigating the use of marketing automation on customer relationships within the Scottish financial industry
Alexander, Matthew (Principal Investigator) McLean, Graeme (Principal Investigator) Lehto, Sissi (Co-investigator)
This research will explore the role, and the potential of marketing automation software within the Scottish financial industry. More specifically, the aim of this research is to explore the use of marketing automation and assess if it increases transparency, allowing for a more accurate analysis of the effects of various digital marketing efforts on customer relationships.
Marketing automation can be defined as a computerized technology that aids marketers and managers reach their objectives. It consists of a software platform that enables the automation of various marketing tasks, including for example e-mail marketing or database management. Additionally, it allows marketers to track customer online behaviour, such as the number of site visits per customer, through the use of cookies, login information recognition and IP address recognition, enabling marketers to collect a more holistic picture of the potential customer over time. The main idea is to send the potential customer the right message at the right time, in other words, to respond to a prospects action, for example signing up for a newsletter, by specific communications. Such activity can be suggested to influence the customer experience, which in turn impacts the overall customer relationships. This study will aim to enhance understanding on marketing automation and its impact on service delivery in the context of the financial services sector within the Scottish economy. The financial services sector was chosen for scrutiny, as customer loyalty has been recognized as an important organizational goal due to the complex and dynamic nature of the retail banking, suggesting that the management of these relationships is important.

Funding: ESRC Doctorial Studentship Full Award £59,470
01-Jan-2018 - 01-Jan-2021
Cultural Heritage and Ancestral Tourism: reclaiming Scottish identity from "Highlandisation"
Alexander, Matthew (Principal Investigator) Bryce, Derek (Co-investigator)
01-Jan-2015 - 30-Jan-2018
Understanding Ancestral Tourism
Alexander, Matthew (Co-investigator) Murdy, Samantha (Co-investigator) Bryce, Derek (Co-investigator)
Knowledge Exchange Development Fund: £9,876
01-Jan-2015 - 31-Jan-2015
Understanding Ancestral Tourism
Alexander, Matthew (Academic) Bryce, Derek (Academic) Murdy, Samantha (Academic)
The overall purpose of this research project is to attain a better understanding of ancestral tourism. The key research objectives related to this study are:

• To identify the specific needs and interests of ancestral tourists
• To explore the relationship between ancestral tourism and wider tourism activity
• To explore how tourism destinations and resources support the needs of ancestral tourists and the challenges therein.

This study will look to collect data in a variety of different ways to address the research objectives, and will be used to triangulate the results. As such, the following methods will be used: i) interviews with stakeholders in the tourism and heritage sectors who are involved with ancestral tourists; ii) interviews with ancestral tourists; iii) observation of ancestral tourists; and iv) questionnaires considering the tourist perspective.
16-Jan-2014

More projects