The Grönroos Service Research Award

The Grönroos Service Research Award was established in 2010 by the Centre for Relationship Marketing and Service Management (CERS). The goal of this award is to inspire service marketing researchers to pioneering and innovative research that challenges and expands existing knowledge and theories in the service discipline. The Grönroos Service Research Award is named after the marketing professor Christian Grönroos to honor his pioneering contributions to and advancements in service research.

The two main criteria for the award are that the recipient needs to have demonstrated:

• Pioneering and innovative research in the spirit of the Nordic school of thought
• Non-traditional contributions made to service management theory

Other criteria for the award are participation in teaching and mentoring, general creativity and innovativeness and service to the marketing community and the public at large.

The Grönroos Service Research Award 2026

During the 2026 Frontiers in Service conference hosted at Hanken School of Economics, we had the honor of presenting the 2026 Grönroos Award to Roland Rust, Distinguished University Professor and David Bruce Smith Chair in Marketing at the Robert H. Smith School of Business at the University of Maryland.

In the true spirit of the Nordic School of Marketing Thought, this year's recipient has always been willing to do things differently. Throughout his career, Roland Rust has shaped the field of service research by founding the Frontiers in Service conference, the Journal of Service Research—one of the field's leading journals—and establishing the Center for Excellence in Service (CES). These are just a few of the many contributions recognized by the Grönroos Award, which honors pioneering and innovative contributions to service research. Roland's career embodies the idea of daring to be different. His pioneering work continues to inspire researchers and shape the future of service research. We are proud to recognize his achievements with the 2026 Grönroos Award and look forward to following the continued impact of his work for years to come. 

The Grönroos Service Research Award 2025

Cristina Mele, Professor of Service Innovation at University of Naples Federico II, received the 2025 Grönroos Service Research Award at the QUIS 19 conference. The award recognizes scholars who stay at the forefront of service research, shaping emerging areas and forging their own paths. Cristina’s work on service robots and technology-enabled transformation is a strong example of that forward-looking mindset. Beyond her scholarly contributions, Cristina is a dedicated mentor, a generous supporter, and a thoughtful colleague. She is always ready to share ideas, offer encouragement, and strengthen the community around her.

The Grönroos Service Research Award 2024

Per Kristensson, professor of psychology and director of CTF at Karlstad University, received the 2024 Grönroos Service Research Award during the CERS 30th anniversary. Per's research, focuses on the customer perspective and involves close connections to society, exemplifies being 'one step ahead,' embodying the principles of the Nordic School of Marketing thought.

The Grönroos Service Research Award 2023

During the 13th ServSIG conferenceconference in Bordeaux, CERS presented Professor Jochen Wirtz with the Grönroos Service Research Award an award recognizing exceptional service research in the Grönroosian spirit.

The Grönroos Service Research Award 2019

The Grönroos Service Research Award of the year 2019 was appointed to two pioneers of service and relationship management, Professors Suvi Nenonen and Kaj Storbacka from the University of Auckland, New Zealand.

The Grönroos Service Research Award 2017

The Grönroos Service Research Award of the year 2017 was a well-deserved recognition of the outstanding contributions made by Professor Mary Jo Bitner and Professor Stephen Brown, from Arizona State University. 

Professor Mary Jo Bitner accepting the Grönroos Service Research Award by Professor Maria Holmlund-Rytkönen.