SERVSIG serves worldwide academics who are interested in services research. SERVSIG was founded by Ray Fisk in 1993 as a special interest group of the American Marketing Association. Since then, SERVSIG has sponsored numerous panels and sessions. The mission of SERVSIG is to be the best full-service system for keeping in touch with people, events, and ideas in services marketing and management. SERVSIG adopted three goals: Open, Flexible, and Fun.