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Professor Alan Wilson


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.


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 .
2011 Highly Commended Award
Elected Fellow of the Chartered Institute of Marketing
Elected Fellow, Market Research Society

more prizes and awards


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)
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)
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)
Effect of inherent innovativeness and consumer readiness on attitudes to mobile banking
Frimpong Kwabena, Al-Shuridah Obaid , Wilson Alan, Asafo-Adjei Sarpong Frederick
Journal of Financial Services Marketing Vol 22, pp. 187–201, (2017)
Customers' role in delivering enhanced service outcomes
Katsaridou Iliana, Wilson Alan
Frontiers in Service 2017, (2017)
Fuelling positive service encounters : the customer's contribution
Katsaridou Iliana, Wilson Alan
15th International Research Symposium on Service Excellence in Management, (2017)

more publications


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



Professional activities

Webinar on Customer Experience Maturity Model
Customer Experience Management
Hospitality could be the key to reviving city's once-prized street
Could Glasgow's golden Z be gone forever thanks to Sauchiehall street's deterioration
Exploring the True Value of Social Media to Marketers
Hosting Inspiring Planning Event during Engage 2016

more professional activities


Post-Retirement Volunteer Expectations: an Anglo-Japanese Comparison
Wilson, Alan (Principal Investigator)
Period 01-Mar-2017 - 30-Nov-2017
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
William Grant - Luxury Branding in Venice
Wilson, Alan (Principal Investigator)
Period 01-Nov-2012 - 04-Nov-2012

more projects