ServCollab Officers

Rodoula Tsiotsou

Communications Officer

Professor of Services Marketing, Department of Business Administration, University of Macedonia, Greece. Founder and Director of the Marketing Laboratory MARLAB ( and at the University of Macedonia since 2015. Currently Visiting Professor, at the Hellenic Open University, and Athens University in Greece. Before entering academia, Prof. Tsiotsou worked in the professional sport industry and in the media industry as Marketing Director.  She is the author of books on Sport Marketing, Services Marketing, and Tourism Marketing. Her research interests include services marketing, digital and social media marketing, brand management, relationship marketing, and nonprofit marketing.

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Karim Sidaoui

Technology Officer

Assistant Professor of Marketing, Radboud University, Netherlands. Ph.D. candidate at the Alliance Manchester Business School, University of Manchester, UK. His recent publications appeared in the Journal of Business Research and the Journal of Service Management. Karim serves as a technology advisor on the board of the American Marketing Association Service Special Interest Group (SERVSIG). He also possesses more than 8 years of extensive international industry experience in software development/management, and retail category management and business development. His research interests include utilizing artificial intelligence technologies and their applications to enhance the holistic understanding of customer experience in services. 

Linh Hoang Vu

Engagement Officer

Ph.D. candidate at NEOMA Business School, France. Permanent faculty member at National Economics University, Vietnam. President of the Union of Vietnamese Students and Youth in Rouen UEVR, France since 2017. Executive Board Member of the Union of Vietnamese Students and Youth in France UEVF since 2019. She has participated in several international and national research projects such as the VISTA-AR European Union- funded project as well as written some chapters in published reference books. She has received many international and national awards such as the Young Service Researcher Award at the IRSSM-9. Her main research interests include transformative service research, service-dominant logic, customer-dominant logic, customer experience, virtual reality, and augmented reality.

Amir Raki

Engagement Officer

Ph.D. candidate at Alliance Manchester Business School, University of Manchester, UK. His research interest lies in the intersection of Transformative Service Research (TSR), service design and consumer vulnerability. His PhD is entitled “Designing Transformative Services for Refugees” where he studies service provision for refugees in the UK, with a focus on employability and educational services, to understand how service design can facilitate refugees` wellbeing. Amir is a recipient of the University of Manchester Doctoral Scholarship and a winner of AMS Review – Sheth Foundation Doctoral Competition for Conceptual Articles in 2019. He has extensive experience as a practitioner, working in not-for-profit organisations in the UK. 

Amjad Shamim

Engagement Officer

Senior Lecturer in Marketing at the Department of Management and Humanities, and Core Researcher at the Institute of Self-Sustainable Building, Universiti Teknologi PETRONAS, Malaysia. He obtained Ph.D in Service Marketing, MS & MBA in Marketing. His publications have appeared in Asia Pacific Journal of Marketing and Logistics, Journal of Consumer Marketing, International Journal of Hospitality Management, Journal of Islamic Marketing, among others. In 2019, Dr. Amjad received the Liam Glynn Research Scholarship award from the American Marketing Association – Services Special Interest Group (AMA-SERVSIG). His research interests include value co-creation, transformative service research, service marketing, and neuromarketing.


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Rebekah Russell-Bennett

Australia Officer

Deputy Director of the Centre for Behavioural Economics, Society and Technology (BEST) and professor in marketing at the School of Advertising, Marketing and Public Relations, Queensland University of Technology, Australia.  Her research lies at the nexus of transformative services marketing and social marketing (behaviour change).  Rebekah applies service theory and uses service design techniques to improve wellbeing and the environment in areas such energy efficiency, educational disadvantage, condom-use, domestic-violence, biosecurity, alcohol use and overconsumption of resources. She is a global leader in shaping the debate and impact of social marketing as a behaviour change approach and works with government agencies and non-profits to achieve positive social change. Rebekah is also the co-editor of the Journal of Services Marketing.


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