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Professor Alan Wilson

Marketing

Personal statement

My research and teaching focus on services marketing, corporate branding and reputation, digital marketing, customer experience management and marketing research.

Before joining the Department, I was a senior consultant within a London-based marketing consultancy practice and prior to that an Associate Director of a leading London-based marketing research agency. Whilst at Strathclyde, I have been a Vice Dean of the Strathclyde Business School and have also served as Head of the Department of Marketing during the periods 2007-2010 and 2013-2014.  Since then I have had responsibilities for our Doctoral Programme, our Executive Masters in Hospitality and Tourism Leadership Programme and our Business & Community Engagement activities. I am currently Director of Research for the Department and a Visiting Professor of Services Marketing at Ecole Hoteliere Lausanne, Switzerland.

I am a Board Director and Chairman of Culture Republic (an arts marketing and audience development agency, whose aim is to improve accessibility to arts and cultural events in Scotland).  I also act as a marketing and marketing research advisor and trainer for a number of Scottish and UK based organisations.

I have been invited to deliver lectures and seminars throughout the world in countries such as Pakistan, Poland, Australia, Portugal, Spain, Malaysia, Singapore, France, Italy, Romania, Dubai, Switzerland, Japan, South Africa and the USA.

Expertise

Has expertise in:

    Executive Education and Consultancy in: Service Delivery, Branding, Customer Experience Management, Marketing, Online Customer Reviews, Service Quality, Customer Satisfaction, Corporate Reputation, Corporate Culture, Market Research

Prizes and awards

Best Paper in the Branding, Strategy and Research track .
Recipient
22/3/2017
2011 Highly Commended Award
Recipient
2011
Elected Fellow of the Chartered Institute of Marketing
Recipient
2009
Elected Fellow, Market Research Society
Recipient
2009

more prizes and awards

Publications

Employer branding and multiple identities in the hotel industry
Wilson Alan, Ellison Richard
20th ICIG Symposium, (2018)
Examining the service engagement process in value co-creation in healthcare service delivery : a multi-level perspective
Osei-Frimpong Kofi, Wilson Alan, Lemke Fred, McLean Graeme
European Marketing Academic Annual Conference: EMAC 2018, (2018)
Exploring the antecedents to the online customer engagement behaviours; sharing, learning & endorsing
Goddard Tara Angela, Wilson Alan, Karampela Maria
European Marketing Academy Conference 2018, (2018)
Developing a mobile application customer experience model (MACE) - implications for retailers
McLean Graeme, Al-Nabhani Khalid , Wilson Alan
Journal of Business Research Vol 85, pp. 325-336, (2018)
http://dx.doi.org/10.1016/j.jbusres.2018.01.018
Corporate reputation : the importance of service quality and relationship investment
Radomir Lăcrămioara , Wilson Alan
Partial Least Squares Structural Equation ModellingPartial Least Squares Structural Equation Modelling, (2018)
http://dx.doi.org/10.1007/978-3-319-71691-6_4
Patient co-creation activities in healthcare service delivery at the micro level : The influence of online access to healthcare information
Osei-Frimpong Kofi, Wilson Alan, Lemke Fred
Technological Forecasting and Social Change Vol 126, pp. 14-27, (2018)
http://dx.doi.org/10.1016/j.techfore.2016.04.009

more publications

Teaching

I lecture in the areas of services marketing, marketing research, marketing management and branding.  I have also delivered executive programmes in customer experience management, marketing management, customer service, luxury branding, social media marketing and hospitality marketing.

Research interests

My research interests relate to the linkages between corporate culture, performance measurement, service delivery personnel, digital marketing and customer experience. In particular the critical role that both actual and virtual service delivery has in the development of corporate reputation, service branding, customer experience management and the levels of customer satisfaction and the differentiation of a service organisation.

I am also involved in research relating to the role and application of marketing research which has resulted in my textbook Marketing Research: An Integrated Approach, 3rd Edition. In addition, I am co-author of: Services Marketing: Integrating Customer Focus Across the Firm ( 3rd European Edition), written with Valarie Zeithaml, Mary Jo Bitner and Dwayne Gremler.

I am a member of the Executive Editorial Board of the International Journal of Market Research and I am the journal's book review editor. I am also a member of the Editorial Advisory Boards for the Journal of Marketing Management, Corporate Communications: An International Journal and the Journal of Brand Management. I was also the Academic Programme Director for European Marketing Academy Conference when it was held at Strathclyde.

Doctoral Students Supervised and Graduated

  • Alame, F. Exploring Leaders' Strategies for Managing Negative Emotions of Sales People
  • Barhorst, J. Reputation Interupted: Microblog eWOM Brand Image Disruptions in a Shareworthy World
  • Brodbeck, H. A New Model of Living the Brand: The Emergence and Impact of Brand Value Aligned Behaviour in Social Banks
  • Caemmerer, B. The Management of Customer Feedback in the Development of Service Orientation in the Public Sector
  • Dammann, S. Willingness to Pay for Customised Solutions in a B2B Environment
  • Frimpong, K. Relative Contribution of Satisfaction Dimensions to Employee Service Orientation
  • Gotsi, D. Corporate Brand Reputation Management: An Intraorganisational Study on the Role of Service Employees and On-brand Corporate Culture
  • Grougiou, V. The Grey Market and the Service Encounter: An Investigation of Satisfiers, Dissatisfiers and Complaining Behaviour
  • McLean, G. Examining the Online Customer Experience during a Utilitarian Search for Online Business Advisory Information and Services
  • Mawson, S. High Growth Firms in Scotland: Customer Perceived Value Creation and Rapid Firm Growth
  • Morrison, R. Drawing the Line: Understanding Privacy Concern, Privacy Literacy and Trust Influences on Online Social Network Privacy Boundaries
  • Ney, J. Evaluating the Credibility of Online Customer Reviews During a Simulation of an Active Purchase Decision
  • Osei-Frimpong K. An Examination of Value Co-creation at the Micro Level in a Healthcare Setting: a Dyadic Approach
  • Punjaisri, K. Brand Promise Delivery from the Customer Interface Employees' Perspective
  • Stanovic, T. The Influence of Social eWoM Information on Attitude Formation for Aesthetic Products: The Case of Fine Art

 

 

Professional activities

Gamble in banking on new brand after deal
Contributor
22/6/2018
Why high streets need to think creatively
Contributor
23/5/2018
University of Lleida
Visiting lecturer
27/4/2018
How to get published in marketing and management journals
Speaker
25/4/2018
Scotland's New Branding Campaign
Interviewee
11/4/2018
University of Mauritius
Visiting lecturer
18/9/2017

more professional activities

Projects

Luxury Branding - Milan
Wilson, Alan (Academic)
Period 07-May-2018 - 11-May-2018
Post-Retirement Volunteer Expectations: an Anglo-Japanese Comparison
Wilson, Alan (Principal Investigator)
Period 01-Mar-2017 - 30-Nov-2017
IHE KTP
Wilson, Alan (Principal Investigator)
Period 04-Aug-2014 - 03-Aug-2016
Standard Life - Marketing Training - Sales Team
Wilson, Alan (Principal Investigator)
Period 06-Feb-2012 - 07-Feb-2012
Standard Life - Marketing Training - Emerging Leaders
Wilson, Alan (Principal Investigator)
Period 30-Jan-2012 - 31-Jan-2012
William Grant - Luxury Branding Milan
Wilson, Alan (Principal Investigator)
Period 23-Jun-2014 - 27-Jun-2014

more projects