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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.