In the summer of 1993, the American Marketing Association announced the creation of Special Interest Groups within the AMA Academic Council. In that announcement, the topic of services marketing was not included among the first SIGs. Hence, a team of dedicated people formed the AMA Services Marketing Special Interest Group, which we now call SERVSIG.

The SERVSIG Research Conference was initiated by Ray Fisk and Liam Glynn. The concept was that the conference would be hosted every two years by a different school in a different country. The first SERVSIG Research Conference was held in 1999 and was hosted by The University of New Orleans. The second SERVSIG Research Conference was held in 2001 in Sydney, Australia and hosted by Macquarie University. The third SERVSIG Research Conference was held in 2003 in Reims, France and hosted by the Reims Management School.

The Fourth SERVSIG conference will be held June 2-4, 2005 in Singapore.