Jochen Wirtz

Photo of Jochen WirtzJochen Wirtz
Professor, Department of Marketing
NUS Business School, National University of Singapore

Jochen Wirtz is Professor of Marketing at the National University of Singapore (NUS) and an international fellow of the Service Research Center at Karlstad University, Sweden. Dr Wirtz holds a Ph.D. in services marketing from the London Business School and has worked in the field of services for over 25 years.

Professor Wirtz was the founding director of the dual degree UCLA – NUS Executive MBA Program (ranked globally # 4 in the Financial Times 2015 EMBA rankings, and # 3 in the EIU 2015 rankings) from 2002 to 2014, an Associate Fellow at the Saïd Business School, University of Oxford from 2008 to 2013, and a founding member of the NUS Teaching Academy (the NUS think-tank on education matters) from 2009 to 2015. Professor Wirtz’s research focuses on service marketing and has been published in some 100 academic journal articles (incl. in Harvard Business Review), 130 conference presentations, and some 40 book chapters. His over 10 books include Services Marketing – People, Technology, Strategy (World Scientific, 8th edition, 2016) and Essentials of Services Marketing (Pearson Education, 3rd edition, 2016), both co-authored with Professor Lovelock. With translations and adaptations for over 26 countries and regions, and combined sales of some 800,000 copies, they have become globally leading services marketing text books. His other books include Winning in Service Markets: Success Through People, Technology, Strategy (World Scientific, 2016) and Flying High in a Competitive Industry: Secrets of the World’s Leading Airline (co-authored with Heracleous and Pangarkar, McGraw Hill, 2009). In recognition of his excellence in teaching and research, Professor Wirtz has received over 40 awards, including the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally) and the prestigious, top university-level Outstanding Educator Award at NUS. He also was the winner of the inaugural Outstanding Service Researcher Award 2010 and the Best Practical Implications Award 2009, both by Emerald Group Publications. He serves on the editorial review boards of over ten academic journals, including the Journal of Service Management, Journal of Service Research, Service Industries Journal, Service Science, Journal of Service Theory & Practice, and Cornell Hospitality Quarterly.

He has been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little and KPMG, and major service firms in the areas of strategy, business development and customer feedback systems. He has been involved in a number of start-ups including Accellion (, Angeloop (, TranscribeMe ( and Up! Your Service College ( Originally from Germany, Professor Wirtz spent seven years in London before moving to Asia. Today, he shuttles between Asia, the US and Europe.

For free downloads of his work and selected book chapters see

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