Mark Serva

Associate Professor, Director of the Global Enterprise Technology Program

Department: Accounting & MIS
Campus Address: 012 Purnell Hall
Newark, DE 19716
Phone: 302-831-1795


  • Ph.D., The University of Texas at Austin
  • M.B.A., Syracuse University, NY
  • B.S., Mansfield University of Pennsylvania


  • Kher, H. and Serva, M., " Changing the Way We Study Change: Advocating Longitudinal Research in MIS," forthcoming in Data Base for Advances in Information Systems, 2013.
  • Saltz, J., Serva, M., and Heckman, R., “The GET Immersion Experience: A New Model for Leveraging the Synergies between Industry and Academia,” forthcoming in Journal of Information Systems Education, 2013.
  • Serva, M., Kher, H., and Laurenceau, J., “Leveraging Latent Growth Models to Better Understand MIS Theory: A Primer,” Communications of the AIS.
  • Benamati, J., Fuller, M., Serva, M., "The Productive Tension of Trust and Distrust: The Coexistence and Relative Role of Trust and Distrust in Online Banking," Journal of Organizational Computing and Electronic Commerce, vol. 20, no. 4, 2010.
  • Benamati, J., Fuller, M., Serva, M., Baroudi, J., “Clarifying the Integration of Trust and TAM in E-Commerce Environments: Implications for Systems Design and Management,” IEEE Transactions for Engineering Management, vol., 57, no. 3, pp. 380-393, 2010.
  • Serva, M., Baroudi, J., and Kydd, C., “The Effects of Stereotype Threat on MIS Students: Are Our Female Students Underperforming?” Journal of Computer Information Systems, Winter 2009, pp. 142-150.
  • Fuller, M., Serva, M., Benamati, J., “Seeing is Believing: The Transitory Influence of Reputation Information on E-Commerce Trust and Decision-Making,” Decision Sciences, vol. 38, no. 4, 2007.
  • Benamati, John, Serva, Mark A., Galleta, D., Harris, A., Niederman, F., “The Slippery Slope of MIS Academia: A Discussion of the Quest for Relevance in Our Discipline,” volume 18, article 32, March 2007, Communications of the AIS, 2007.
  • Benamati, J. and Serva, M.A., “Trust and Distrust in Online Banking,” Journal of Information Technology Development, vol. 17, no. 3, February 2007.
  • Serva, M. A., Fuller, M. A. and Mayer, R. C., “The Evolution of Trust between Interdependent Teams: A Model of Reciprocal Trust,” Journal of Organizational Behavior, vol. 26, no. 6, September 2005.
  • Serva, M. A., Fuller, M. A., and Benamati, J., “Trustworthiness In B2C E-Commerce: Empirical Test Of Alternative Models," Data Base for Advances in Information Systems, vol. 36, no. 3, Summer 2005.
  • Aquino, K. and Serva, M., “Using Dual Role Assignment to Improve the Systems Analysis and Design Class: An Investigation of Social Capital in Teams,” Journal of Management Education, February 2005.
  • Serva, M. A. and Fuller, M. A., “The Effects of Trustworthiness Perceptions on the Formation of Initial Trust: Implications for MIS Student Teams,” Journal of Information Systems Education, Winter 2004.
  • Serva, M. and Fuller, M. A., “Aligning What We Do and What We Measure in Business Schools: Incorporating Media Use and Active Learning in the Assessment of Instruction,” Journal of Management Education, February 2004.
  • Serva, M., Sherer, S. and Sipior, J., “’When Do You ASP?’ The Software Life Cycle Control Model,” Information Systems Frontiers, April 2003.
  • Serva, M. and Serva, L., “’So Where Are You From, Originally? Using Ineffective and Inappropriate Recruiting Procedures in MIS Tenure-Track Job Interviews,” Journal of Information Systems Education, Winter 2001.
  • Serva, M., “The Stresses and Politics of Project Management: A Systems Analysis and Design Simulation,” Journal of Information Systems Education, Winter 1999.
  • Serva, M. and Fuller, M. A., “Teaching Evaluation: Acknowledging the New Realities in the Modern Business School Classroom,” Journal of Information Systems Education, Winter 1999.

Awards & Honors

  • Recipient of the Lerner College's Outstanding Teacher Award
  • Recipient of the Lerner College's Student Choice Excellence in Undergraduate Teaching Award
  • Recipient of UD’s Exemplary Use of Technology Award, Spring 2007.
  • Nominee for University of Delaware’s University-wide Teaching Award, 2006.
  • Nominee for MBA Teaching Award, 2006 & 2007.
  • Information Systems Department Best Teacher Award, Baylor University, 1998 & 1999.


The Lerner College is home to a state-of-the-art financial trading facility, the $1.5 million student-led Blue Hen Investment Club, a student-managed restaurant and hotel, a high-technology development center of a global bank and a start-up experience for students with new business ideas.

Undergraduate scholarships, made possible through the generosity of alumni and friends, enable us to support promising scholars. Here, Delaware Gov. Jack Markell and his mother, Leni Markell, join recipients of the William Markell Scholarship (center), which benefits students in Accounting and MIS.

The Institute for Financial Services Analytics is a collaboration between the Lerner College, UD's College of Engineering and JPMorgan Chase, and hosts events for academics and the business community designed to address consumer analytics and industry applications.

All Lerner College departments offer discovery learning experiences and emphasize data-based analytics to enrich the student experience. Here, students at Vita Nova, our award-winning restaurant run through HRIM, joined professional chefs and winemakers in hosting a 2014 Mid-Atlantic Wine and Food Festival event.

Lerner College faculty - like Meryl Gardner, whose research on foods and moods was recently published in the Journal of Consumer Psychology - are thought leaders who command attention from influential business audiences, economists and policy makers.

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