About the Institute
"There are no such things as service industries. There are only industries whose service components are greater or less than those of other industries. Everybody is in service." (Theodore Levitt)
The Service Marketing Challenge
Service is going through a revolution and accounts for a growing and rapidly changing part of businesses in developed economies. Philip Kotler, the father of modern marketing, once said: “Every business is a service business”. From a marketing perspective, physical products are only the tangible vehicles to provide service, and as such generate value to the customer.
Service is being transformed by advances in information technology, which makes service marketing an extremely exciting and challenging field of study. New databases accruing from interactive online media, social networks and user generated content affect consumers’ information acquisition, decision making, as well their interaction with organizations.
These developments offer our team members tremendous opportunities to make important contributions and to create and disseminate new knowledge in the domain of service marketing and management. Because of their important role in the Austrian economy, we aim to put special emphasis on touristic services.
We have a strong empirical research tradition and typically employ advanced management and marketing science methods to provide decision support for issues of managerial relevance. To serve the needs of our industry partners and interested policy makers, we try to maintain a balance of basic and applied research. With a lack of basic research society would run out of radically new ideas in the long run. Without applied research there is no knowledge transfer.
As managerial problems do not arrive in nice 'intradisciplinary' packages, much of our research requires collaboration across disciplinary borders. In terms of dissemination of our findings, our team members aim to publish their research in highly respected international marketing journals.
Our students are typically seeking research-driven course content and wish to acquire hard skills in marketing research, business analytics, and decision making. They are trained to employ these skills for critically reflecting and analyzing practical marketing-related problems. The combination with a rich set of practical-oriented and experiental teaching formats warrants that they also acquire qualifications to translate their skills into operational marketing programs.
For more information on our team members, please click here.