Matthew Alexander, PhD, MPhil, BA(hons), Pg(Dip), Pg(Cert), FHEA, MIH


  • United Kingdom

Willing to speak to media

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Personal profile

Personal Statement

I am a Reader in the Department of Marketing where I have been based since 2009. My research interests are focused within the services domain around the complementary concepts of Service Dominant Logic, value co-creation and customer engagement. Within this domain I have a particular focus on the behavioural manifestations of engagement and their impact within society. I am currently director of Postgraduate Research and also teach a variety of subjects which relate closely to my research interests. I am currently an elected member of the University Senate and sit on the Senate Business Committee.

My research has been published in a range of academic journals including the Journal of Service Research, Annals of Tourism Research and Tourism Management.

In my spare time I enjoy singing and spending time with my family.

Teaching Interests

I have been nominated in the last six consecutive years (2011-2016) by students as part of Strathclyde's Teaching Excellence awards across all categories (best overall, most passionate, most innovative, most supportive). I teach classes at both undergraduate and postgraduate level. My undergraduate classes are centred on services marketing (Managing the Service Encounter) and relationship marketing (Managing Customer Relationships). At postgraduate level I contribute to classes on our Tourism Marketing Management MSc and also deliver classes on research methods and academic skills. I am also part of a team of 3 academics who manage our highly innovative, knowledge exchange focussed, class 'Marketing Works' where our postgraduate students work with industry clients on a consultancy project.

I have considerable overseas teaching experience having delivered classes for the Business School in both Hong Kong and Iran. I have also been a visiting academic at Turku School of Economics in Finland, University of Paderborn in Germany, Aston Business School and Heriot-Watt University in the UK.

Expertise & Capabilities

  • Service Research (in particular Service-Dominant Logic; Customer Participation; Customer Journeys; Transformative Service Research; Co-Production; Relationships)
  • Engagement Research (in particular customer engagement behaviors/actor engagement and engagement in service ecosystems).

  • Ancestral Tourism

  • Community Based Tourism

Research Interests

My research mainly centres on the complementary concepts of Customer Engagement, Value Co-Creation and their various incarnations within the service and tourism domains.

Recent successes include:

  • A best paper nomination (2014) in the Journal of Service Research for the paper: Jaakkola, E., & Alexander, M. (2014). The Role of Customer Engagement Behavior in Value Co-Creation: A Service System Perspective. Journal of Service Research, 17(3), 247-261.
  • Principal Investigator on an AHRC Collaborative Doctoral Award worth (£57,597). The project “Cultural Heritage and Ancestral Tourism: reclaiming Scottish identity from "Highlandisation" is a collaboration with Glasgow Life.

Current active projects include ‘Ancestral Tourism’ and its delivery within local tourism attractions and ‘Community Destination Branding’ exploring the challenges of community based tourism.

My research is published in journals such as: Journal of Service Research, Annals of Tourism Research, Tourism Management, and the International Journal of Contemporary Hospitality Management.

I act as an ad-hoc reviewer for several journals including: Journal of Service Research, European Journal of Marketing, Journal of Marketing Management, Industrial Marketing Management and the International Journal of Contemporary Hospitality Management.

Industrial Relevance

Knowledge exchange activity is a key aspect of my own research philosophy embedding the University’s ‘place of useful learning’ alongside the SBS goal to engage and collaborate and engage ‘with a broad range of stakeholders in business, government and civil society on issues that matter and are of benefit to all’ furthering the University’s reputation in the wider community. As co-class coordinator on the departments ‘Marketing Works’ programme I am involved with a wide range of companies that work on projects with students on our MSc programmes, this role includes communication with clients and the organisation and operation of presentations and a grand finale.

Ancestral Tourism

This ongoing project has identified gaps in service provision between national tourism bodies promoting ancestral tourism and where it is consumed, largely small local museums and archive centres. Our research has attracted the interest and involvement of a range of stakeholders and the project emobodies the the University's collaborative value. Knowledge exchange activities include:

  • Contributions to the annual meeting of the Scottish Ancestral Tourism Group (SATG) (Oct 2014)
  • Discussions with representatives of the Scottish Ancestral Tourism Group, ‘scotlandspeople’ and the National Records of Scotland (Nov 2014)
  • Briefing session for representatives of the Scottish government and VisitScotland (Jan 2015)
  • Two events which ran as part of the 2015 ‘Engage with Strathclyde’ season. Event 1 was held outside of engage week (Feb 2015) and delivered at the Highland Archive Centre in Inverness. Event 2 was held in May 2015 in collaboration with colleagues from the ‘Centre of Lifelong Learning’ who teach and research genealogical studies.
  • Successful application for £5000 innovation voucher for consultancy project with Highlife Highland to explore potential for ancestral tourism membership scheme.

Adopt a Station

This research project with Dr Kathy Hamilton on First ScotRail’s Adopt a Station Scheme had a number of outputs which demonstrate the Industrial Relevance of my research:

  • Invited speaker at Annual Lunch for Adopters
  • Presenter at Association of Community Rail Partnerships annual conference in 2014
  • ESRC Festival of Social Science Exhibition in November 2013
  • Strathclyde ‘Engage Week’ Exhibition

A project report summarising the various facets of our research has also been produced. The report has been widely circulated and discussed in the community rail world and has received very positive feedback. The External Relations Manager for ScotRail (John Yellowlees) had the following to say about our research project.

“ [the research has inspired] me to expand my own presentations into an analysis of what motivates people to adopt their station. Through Matthew and Kathy this University has applied academic rigour to what might otherwise have seemed a rambling theme. But much more than this, by wrapping station adoption in the wider agenda of place-making their studies have brought a feel-good factor which enhances adopters' pride in their own achievement and thereby makes the whole programme that much more worthwhile.” 

Andy Savage, Director of the Railway Heritage Trust stated that “Matthew and Kathy’s work and report has clearly shown the benefits in a range of ways from involving the community in railway stations.  From the point of view of the Trust it is a good way of encouraging new bodies to either adopt stations, or to take over rooms within stations.  This is obviously helpful for ScotRail, which is setting the pace for station adoption, but the report also helps to show other train operators and potential adopters over the rest of Network Rail just what can be done with heritage buildings on railway stations.”

Academic / Professional qualifications


  • Value Cocreation: Exploring the Effects of Collaborating with a Proactive Generation of Customers”; Department of Marketing, University of Strathclyde (Passed no corrections, Oct 2008 - Feb 2012)


  • An Evaluation of Operations Education in Hospitality Management Higher Education Programmes”; Master of Philosophy – Department of Hospitality and Tourism Management, Strathclyde Business School, University of Strathclyde, Glasgow, (Passed no corrections, 2005 – 2007)

Postgraduate Diploma/Certificate

  • Postgraduate Diploma – Advanced Academic Studies, University of Strathclyde, Glasgow, 2004 – 2006
  • Postgraduate Certificate – Research Methodology in Business and Management, University of Strathclyde, Glasgow, 2005– 2007


Professional memberships:

  • Fellow of The Higher Education Academy (Achieved 2007)
  • Member of the Institute of Hospitality (Member since 2006)

Education/Academic qualification




Fingerprint Dive into the research topics where Matthew Alexander is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 4 Similar Profiles
tourism Earth & Environmental Sciences
diaspora Earth & Environmental Sciences
heritage tourism Earth & Environmental Sciences
museum Earth & Environmental Sciences
tourism market Earth & Environmental Sciences
higher education Earth & Environmental Sciences
Tourism Business & Economics
cultural heritage Earth & Environmental Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2014 2018

Research Output 2007 2019

Actor engagement practices in market shaping

Fehrer, J., Conduit, J., Plewa, C., Li, L., Jaakkola, E. & Alexander, M., 4 Jun 2019.

Research output: Contribution to conferenceAbstract

Open Access
New markets

Customer Engagement Marketing (CEM) framework: a strategic perspective

Karam, E., Alexander, M. & Kumar, V., 13 Jun 2019. 2 p.

Research output: Contribution to conferencePaper

Open Access
Customer engagement
Marketing function


Best Paper Award

Heiner Evanschitzky (Recipient), Katharina Kils (Recipient), Matthew Alexander (Recipient) & Martin Eisend (Recipient), 23 Feb 2018

Prize: Other distinction

Best Paper in Track

Elina Jaakkola (Recipient) & Matthew Alexander (Recipient), 3 Dec 2018

Prize: Prize (including medals and awards)

Customer engagement

Activities 2008 2018

Australia and New Zealand Marketing Academy Conference

Matthew Alexander (Participant)
1 Dec 2018

Activity: Participating in or organising an event typesParticipation in workshop, seminar, course

Australia and New Zealand Marketing Academy Conference

Matthew Alexander (Participant)
1 Jun 20185 Dec 2018

Activity: Participating in or organising an event typesParticipation in conference