Dr Matthew Alexander



Personal statement

I am a Reader in the Department of Marketing where I have been based since 2009. My research interests are focused within the services domain around the complementary concepts of Service Dominant Logic, value co-creation and customer engagement. Within this domain I have a particular focus on the behavioural manifestations of engagement and their impact within society. I am currently director of Postgraduate Research and also teach a variety of subjects which relate closely to my research interests. I am currently an elected member of the University Senate and sit on the Senate Business Committee.

My research has been published in a range of academic journals including the Journal of Service Research, Annals of Tourism Research and Tourism Management.

In my spare time I enjoy singing and spending time with my family.


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
Nominated for Researcher Development Programme Supervisor of 2017/18
Best Paper Award
Commercial Development Fund - awarded £30,000
Emerald Citation of Excellence Award
Knowledge Exchange Development Fund - awarded £9,876

more prizes and awards



  • 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)


  • 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)


Using mobile methods to understand multifaceted heritage organisations
Johnstone Jane Hamilton, Bryce Derek, Alexander Matthew J
International Journal of Contemporary Hospitality Management (2019)
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)
Roles of technology in actor engagement
Kaartemo Valtteri, Jaakkola Elina, Alexander Matthew
16th International Research Symposium on Advancing Service Research and Practice (2019)
Inauthentic engagement : the role of self-presentation in consumer engagement behaviour
Thanvarachorn Archareeporn, Alexander Matthew, Doherty Anne Marie
16th International Research Symposium on Advancing Service Research and Practice (2019)
Actor engagement practices in market shaping
Fehrer Julia, Conduit Jodie, Plewa Carolin, Li Loic, Jaakkola Elina, Alexander Matthew
Naples Forum on Service (2019)
How does engagement affect customer journeys?
Jaakkola Elina, Alexander Matthew
ANZMAC (2018)

more publications


I have been nominated in the last six consecutive years (2011-2016) 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. My undergraduate classes are centred on services marketing (Managing the Service Encounter) and relationship marketing (Managing Customer Relationships). At postgraduate level I contribute to classes on our Tourism Marketing Management MSc and also deliver classes on research methods and academic skills. I am also part of a team of 3 academics who manage our highly innovative, knowledge exchange focussed, class 'Marketing Works' where our postgraduate students work with industry clients on a consultancy project.

I have considerable overseas teaching experience having delivered classes for the Business School in both Hong Kong and Iran. I have also 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.

Research interests

My research mainly centres on the complementary concepts of Customer Engagement, Value Co-Creation and their various incarnations within the service and tourism domains.

Recent 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.
  • 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 ‘Ancestral Tourism’ and its delivery within local tourism attractions and ‘Community Destination Branding’ exploring the challenges of community based tourism.

My research is published in journals such as: Journal of Service Research, Annals of Tourism Research, Tourism Management, and the International Journal of Contemporary Hospitality Management.

I act as an ad-hoc reviewer for several journals including: Journal of Service Research, European Journal of Marketing, Journal of Marketing Management, Industrial Marketing Management and the International Journal of Contemporary Hospitality Management.

Professional activities

Australia and New Zealand Marketing Academy Conference
Australia and New Zealand Marketing Academy Conference
European Marketing Academy Conference 2018
Member of programme committee
From Poetry to Railway Posters: On the highway to a tourist magnet
Ancestral Tourism in Scotland
Engage with Strathclyde: Understanding and Improving the Ancestral Tourism Experience

more professional activities


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.

more projects