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Research in service marketing

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Our research staff is conducting high impact quantitative and computational academic research that has been published in highly-reputed international journals. For our research projects in service marketing, we frequently collaborate with international industry partners. Our business partners benefit by getting new insights into market characteristics, observations on certain marketing behaviors, customer preferences, industry characteristics and tools for their specific market research problem setups (e.g., to predict future performance of products).

Current research topics

  • Customer relationship management (CRM)

  • Service quality and customer satisfaction

  • E-Services and tourism

  • Marketing science methods

For a complete list of publications as well as past and current research projects conducted by our see the individual faculty profiles or FIDES.

In case you are interested in becoming an industry partner, please contact us via

Insights into the marketing research environment

Marketing research is a form of applied research that examines the current state, trends, and future prospects of a business, product or service. It is a form of applied research that is specialized in seeking out and understanding the specific characteristics and needs of firms, and specific client groups. Ideally, specialized professionals are then called upon to create and maintain a specific set of policies and procedures that will achieve specific outcomes. It is a specialized form of research because specialized knowledge is obtained by various marketing research techniques, like by observing the environment, the survey method, testing packaging, and analyzing sales procedures.

Different marketing research methods are used to analyze trends and predict future performance. Some methods are based on observations of social phenomena. For example, market research has shown that certain personality types are more likely to engage in certain marketing behaviors. Others are based on observations of market characteristics such as product characteristics, customer preferences, industry characteristics, political conditions, economic trends, etc. We develop quantitative and computational methods to provide better insights.

Research in service marketing as information gathering process

Marketing research is the systematic and deliberate process of gathering information on a product line, on a product concept, on a specific customer, and on general business conditions. It is the systematic gathering of information to create a realistic picture of the business environment and the consumers who reside in that environment. The goal of marketing research is to provide companies and individuals with accurate information about the consumers, firms, and services within a given geographic area regarding a product or service.

The primary information gathered during marketing research is the observable market characteristics of a product, such as product characteristics, customer satisfaction levels, brand awareness, etc. This information is then used to develop several insights, like a market forecast, which is a prediction about the future sales of a product or service. For example, further information is gathered by the buyers themselves, either through direct questioning in a survey or indirectly through online reviews. This is also often used during the design and development of service and product specifications.

Observational techniques are applied to help predict future behavior of specific groups of consumers. For example, the goal of market research is to find out what changes would be required to achieve a specific goal of market penetration.

However, these are by no means the only methods. Besides classical methods, we develop computational procedures to get and apply big data.

Applied market research in specific organizations and industries

As an anonymous market researcher famously observed, "History repeats itself, but as fast as it does, it gives us new ways to look at things." This quote captures the essence of what drives corporate strategy and management.

Organizations that conduct research are often led by experts in their fields, such as statisticians, economists, lawyers, doctors, dentists, veterinarians, etc. These organizations have years of experience in analyzing data, and have developed techniques for combining that experience with the insights gained from their fields. This leads to better insights in market research, i.e., into the motivations behind market trends, into consumer behavior, and provides an opportunity for improvement in the way marketing is conducted.

Organizations that conduct qualitative research often gain more from examining customer behavior than analyzing data. For example, the success or failure of an organization may depend on the quality of the customer experience. If the customer experience is poor, then the organization cannot survive. If the customer experience is good, then the organization will be successful.

The term "customer experience researcher" is often used to refer to employees in businesses who specialize in customer experience research. The professional training required to become a professional customer experience researcher includes months of professional experience in marketing research, as well as experience with batching and analyzing data. Some organizations even have a professional service department that specializes in customer experience research.

Some organizations have a professional service department that specializes in customer service. This means that the professional staff member has years of professional experience improving the marketing research capabilities.

Other organizations, such as insurance companies, employ a range of people, ranging from junior managers to senior managers, to help them solve problems in their fields. The research staff includes representatives from various departments of the company, such as sales, marketing, operational research, etc. The result is a wide variety of perspectives on the problems being investigated, allowing companies to devise solutions that are more likely to be effective.

In some industries, such as construction, the research staff includes representatives from various departments of the construction site, such as planning and design, as well as representatives from various government agencies. The result is a wide variety of government agencies, such as commerce, agriculture, that can all help solve problems.

We support teams in these various industries with the result of on hands tools and new precise and deep insights.