CSM Co-Director Professor Thorsten Gruber participated in a SERVSIG Special Session at the American Marketing Association (AMA) Winter Marketing Educators’ Conference in Orlando. The Special Session was organised by Dr Martin Mende from Florida State University and was called “Transformative Service Research – A Cutting Edge Area for Marketing Scholars”.

The Special Session consisted of four presentations and Prof Gruber was part of a paper together with Dr Jamie Burton (MBS) and Ms Linda Nasr (MBS) whose PhD thesis is concerned with the impact of positive customer feedback on the wellbeing of frontline employees.

The name of the presentation was: A Transformative Service Research Approach to Positive Customer Feedback”. In this presentation, a theoretical framework was proposed illustrating potential categories of positive customer feedback and their impact at micro (front-line employees), meso (company) and macro levels (society). The Special Session was very well attended and there was a lively discussion afterwards.