SERVSIG (Service Special Interest Group) is the biennial service conference of the American Marketing Association (AMA), dedicated to advancing knowledge in service marketing and management. Since 1999, it has become one of the world’s most important academic events for researchers, educators, and professionals committed to service-related issues, providing a vibrant platform for international exchange and innovation.

The 2026 edition, hosted in Braga, Portugal, celebrates the 27th anniversary of SERVSIG.

Over its 26 years, SERVSIG has visited several iconic cities worldwide, creating a welcoming and collaborative environment for debate, networking, research development, and generating a positive impact on both academia and society.