„Stadtmarketing“ für die Universitätsstadt Gießen : Ein Projekt der Professurfür BWL I und der Gießen Marketing GmbH

Die Universitätsstadt Gießen weist mit über 32.000 Studierenden im Jahr 2011 bei einer Wohnbevölkerung von rund 75.000 wohl die höchste Dichte an Studierenden in Deutschland auf. Doch hat sie in ihrer Außenwahrnehmung mit Defiziten zu kämpfen. Hier knüpften die Ziele eines Projektes zum Thema „Stadtmarketing“ im Bereich der Wirtschaftswissenschaften an, das die Professur für BWL I gemeinsam mit der Gießen Marketing GmbH im Sommersemester 2011 organisierte

Facilitating retail customers’ use of AI-based virtual assistants: A meta-analysis

Retailers rely on virtual assistants (VAs), such as Amazon's Alexa and chatbots, to deliver 24/7 customer service at low costs, as well as novel shopping opportunities. Despite improved VA capabilities due to artificial intelligence (AI), many retailers still struggle to convince customers to become repeat users of VAs. Therefore, to establish recommendations for how to facilitate VA use, this meta-analysis extracts 2,766 correlations from 244 independent samples of customers interacting with VAs. The results suggest that customer-, VA-, and shopping occasion–related factors all influence technology use. Price value is the strongest driver, followed by support, social influence, and anthropomorphism. Performance risk, competence, and trust matter to lesser extents. These factors exert strong indirect effects by triggering two customer responses: cognitive and emotional. Negative emotions emerge as a particularly important mediator. Finally, several VA types enhance or weaken the noted effects, including whether they are intelligent/less intelligent, commercial/noncommercial, voice-/text-based, and avatar-/non-avatar-based. The results suggest no one-size-fits-all approach applies for VAs, because their performance varies across customer responses. The current meta-analysis provides in-depth guidance for retailers seeking to select appealing VAs

Spillover effects of service failures in coalition loyalty programs:the buffering effect of special treatment benefits

Coalition loyalty programs are on the rise, yet few studies investigate the impact of service failures in such programs. Using data from a retail context, the authors show that a program partner deemed responsible for a service failure suffers negative customer responses. However, customers' perceptions of the benefits of the coalition loyalty program buffer these consequences. Perhaps most importantly, when customers perceive the program's special treatment benefits as low, direct and indirect spillover effects occur, such that a service failure by one program partner has a negative effect on customer loyalty toward the program itself

Understanding Anthropomorphism in Service Provision: A Meta-Analysis of Physical Robots, Chatbots, and other AI

An increasing number of firms introduce service robots, such as physical robots and virtual chatbots, to provide services to customers. While some firms use robots that resemble human beings by looking and acting humanlike to increase customers’ use intention of this technology, others employ machinelike robots to avoid uncanny valley effects, assuming that very humanlike robots may induce feelings of eeriness. There is no consensus in the service literature regarding whether customers’ anthropomorphism of robots facilitates or constrains their use intention. The present meta-analysis synthesizes data from 11,053 individuals interacting with service robots reported in 108 independent samples. The study synthesizes previous research to clarify this issue and enhance understanding of the construct. We develop a comprehensive model to investigate relationships between anthropomorphism and its antecedents and consequences. Customer traits and predispositions (e.g., computer anxiety), sociodemographics (e.g., gender), and robot design features (e.g., physical, nonphysical) are identified as triggers of anthropomorphism. Robot characteristics (e.g., intelligence) and functional characteristics (e.g., usefulness) are identified as important mediators, although relational characteristics (e.g., rapport) receive less support as mediators. The findings clarify contextual circumstances in which anthropomorphism impacts customer intention to use a robot. The moderator analysis indicates that the impact depends on robot type (i.e., robot gender) and service type (i.e., possession-processing service, mental stimulus-processing service). Based on these findings, we develop a comprehensive agenda for future research on service robots in marketing

“Service Encounter 2.0” : an investigation into the roles of technology, employees and customers

The service encounter – one of the foundational concepts in service research – is fundamentally changing due to rapid evolutions in technology. In this paper, we offer an updated perspective on what we label the “Service Encounter 2.0”. To this end, we develop a conceptual framework that captures the essence of the Service Encounter 2.0 and provides a synthesis of the changing interdependent roles of technology, employees, and customers. We find that technology either augments or substitutes service employees, and can foster network connections. In turn, employees and customers are taking on the role of enabler, innovator, coordinator and differentiator. In addition, we identify critical areas for future research on this important topic

Advancing research on loyalty programs:a future research agenda

Artículo de publicación ISIDespite the growing literature on loyalty program (LP) research, many questions remain underexplored. Driven by advancements in information technology, marketing analytics, and consumer interface platforms (e.g., mobile devices), there have been many recent developments in LP practices around the world. They impose new challenges and create exciting opportunities for future LP research. The main objective of this paper is to identify missing links in the literature and to craft a future research agenda to advance LP research and practice. Our discussion focuses on three key areas: (1) LP designs, (2) Assessment of LP performance, and (3) Emerging trends and the impact of new technologies. We highlight several gaps in the literature and outline research opportunities in each area

Animals in our lives: an interactive well-being perspective

Humans have long interacted with animals. Recently, market-based responses to societal challenges, including loneliness and mental well-being include the use of animals. Considerable research concerning consumer–animal relationships has also examined the benefits (micro, meso, and macro) of human-animal interaction and companionship. However, much of this research is fragmented and lacks a broader organizing framework. It also suffers from an anthropomorphic bias, whereby the interests of animals are excluded. To address this, we provide a macromarketing perspective on consumer–animal relations and explore the interdependencies of consumer–animal relationships on consumer, animal, and community well-being. We introduce and apply the Interactive Well-Being framework to four contexts –ranging from private to public consumption spaces– that highlight the interdependencies and systems involved in consumer–animal relationships: (1) co-habitation with animals, (2) emotional support animals, (3) working with animals, and (4) animals in commercial service contexts. We discuss the implications of our framework for the resilience of marketing systems and how the framework aligns with alternative economy development