Professor Alan Wilson

Emeritus Professor


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 was a Visiting Professor of Services Marketing at Ecole Hoteliere Lausanne, Switzerland from 2010 to 2019.

I was Board Director and Chairman of Culture Republic (an arts marketing and audience development agency, whose aim was 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

Teaching Excellence Award Nomination
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


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)
"I know what I like" : parallel tastes in fine art consumption
Stankovic Tajana, Tonner Andrea, Wilson Alan
Association for Consumer Research Conference 2016, pp. 1-12 (2016)
The customer journey for the purchase of visual art and the impact of eWOM information
Stankovic Tajana, Wilson Alan, Tonner Andrea
Academy of Marketing Annual Conference 2016, pp. 1-5 (2016)
Evolving the online customer experience ... is there a role for online customer support?
McLean Graeme, Wilson Alan
Computers in Human Behaviour Vol 60, pp. 602-610 (2016)
Online public services access and the elderly : assessing determinants of behaviour in the UK and Japan
Bach Ho Q, Shirahada Kunio, Wilson Alan
American Marketing Association Servsig Conference, pp. 1-9 (2016)
The democratisation of expertise
Stankovic Tajana, Wilson Alan, Tonner Andrea
British Sociological Association Conference 2016 (2016)

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: Delivering Customer Insight, 4th 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 the European Marketing Academy Conference in 2003 and Services Track Chair in 2018.

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
  • Goddard, T. An Investigation of Antecedents to Social Media Engagement Behaviours
  • 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
  • Katsaridou, I. Customers' Behavioural Contribution to the Service Encounter
  • 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

Expert Comment on the 9 TV News (BBC Scotland Channel)
Enhancing User Experiences in the Public Sector
University of Mauritius
Visiting researcher
Experts claim Glasgow has turned its back on the River Clyde for too long
Gamble in banking on new brand after deal

more professional activities


An Empirical Examination of the Effectiveness of Gamification in a Service Recovery Context
Nazifi, Amin (Principal Investigator) Wilson, Alan (Co-investigator)
10-Jan-2020 - 04-Jan-2020
Witness statement on behalf of Apple Inc. in a European trademark case
Wilson, Alan (Principal Investigator)
Contribution to a witness statement on behalf of Apple in relation to a European trademark case
11-Jan-2018 - 11-Jan-2018
Luxury Branding - Milan
Wilson, Alan (Academic)
07-Jan-2018 - 11-Jan-2018
Post-Retirement Volunteer Expectations: an Anglo-Japanese Comparison
Wilson, Alan (Principal Investigator)
01-Jan-2017 - 30-Jan-2017
Mobile Applications and the Customer Experience
McLean, Graeme (Principal Investigator) Wilson, Alan (Co-investigator) Al Nabhani, Khalid Talib Sulaiman (Co-investigator)
Mobile applications (apps) continue to emerge as a powerful and
ubiquitous service delivery channel enabling retailers to offer consumers
a variety of products and services on the go. The rapid advancement of mobile technology and the subsequent service innovation deriving from it is causing consumer behaviour to evolve in terms of how consumers interact and utilise service delivery channels that are accessible to consumers anytime, anywhere. The number of smartphone users is expected to continuously grow with 5.5 billion people expected to be using smartphone devices by 2022, while at the same time, consumers' willingness to use mobile commerce (m-commerce) is witnessing rapid growth beyond expectations.This project aims to examine the customer experience in relation to retailers' m-commerce mobile applications. The research aims to understand the variables capable of influencing the customer experience during use of retailers' m-commerce mobile applications, resulting in the development of a Mobile Application Customer Experience Model (MACE).
01-Jan-2016 - 08-Jan-2018
Standard Life - Marketing Training Programme - Emerging Leaders
Wilson, Alan (Principal Investigator)
05-Jan-2015 - 06-Jan-2015

more projects