Vorlesen

Research

With our rese­arch projects, we strive to make a signi­fi­cant cont­ri­bu­tion to the deve­lop­ment of the marke­ting disci­pline. 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. As the world is not neatly compart­ment­a­lized into single-­pro­blem ques­tions, much of our rese­arch requires colla­bo­ra­tion across disci­pli­nary borders. Prior rese­arch findings have been published in high­ly-­re­puted jour­nals inclu­ding Marke­ting Science, Journal of Marke­ting, Journal of Inter­ac­tive Marke­ting, Journal of Service Rese­arch, or the Euro­pean Journal of Opera­tional Rese­arch (EJOR).

Current Rese­arch Topics

Work conducted by the Insti­tute’s faculty covers a broad spec­trum of rese­arch topics. The follo­wing is a brief selec­tion of the major topics under inves­ti­ga­tion at the Insti­tute:

CUST­OMER RELA­TI­ONSHIP MANAGE­MENT (CRM)

In this rese­arch area we are parti­cu­larly inte­rested in studying and fore­cas­ting the dyna­mics in evol­ving cust­o­m­er-­firm rela­ti­ons­hips using advanced statis­tical metho­do­logy. In a multi-­pro­duct company context (e.g. in retailing), we inves­ti­gate the role of specific products (cate­go­ries) in attrac­ting „valuable“ cust­omer groups to the company. Another important stream of rese­arch aims to leverage regu­la­ri­ties in past tran­sac­tion timings to improve predic­tions of future cust­omer beha­vior.

SERVICE QUALITY AND CUST­OMER SATIS­FAC­TION

Because it is directly related to cust­omer satis­fac­tion, cust­omer loyalty and firm value, service quality percep­tion plays a crucial role in service marke­ting. In our rese­arch we inves­ti­gate how cust­o­mers form their service quality expec­ta­tions over time and how varia­tions in service quality affect the overall cust­omer service expe­ri­ence. In this field of rese­arch we also explore the specific role of employees in the service deli­very process.

E-SER­VICES AND TOURISM

The key drivers in this rese­arch area are recent advances in infor­ma­tion tech­no­logy and their impact on how consu­mers gather infor­ma­tion, make deci­sions, and interact with orga­niza­t­ions. Using senti­ment analysis and text-­mi­ning tech­no­lo­gies, we analyze user-­ge­ne­rated content to derive new insights for marke­ting deci­sion makers. A further project is inves­ti­ga­ting how low-­level features of pictures affect indi­vi­duals’ emotional responses. Using eye-­tracking data, we are also explo­ring the impact of diffe­rent varia­tions of data visua­liza­tion formats on mana­gers’ deci­sion quality.

MARKE­TING SCIENCE METHODS

In inter­di­sci­pli­nary teams we aim to develop, adopt and empi­ri­cally test the perfor­mance of newly emer­ging analy­tical, compu­ta­tio­nally intense metho­do­logy and/or mode­ling approa­ches to marke­ting problems. Selected areas of inte­rest include the appli­ca­tion of data mining tech­ni­ques, model-­based clus­te­ring, psycho­metric methods, or cohor­t-ana­lysis in the field of marke­ting.

For a complete list of publi­ca­tions as well as past and current rese­arch projects conducted by the Insti­tute's team members see the indi­vi­dual faculty profiles or FIDES.