Now showing 1 - 10 of 27
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Stolpersteine auf dem Weg zum Kunden

, Herhausen, Dennis , Schögel, Marcus

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When Does Customer-Oriented Leadership Pay Off? An Investigation of Frontstage and Backstage Service Teams

2017-06-19 , Herhausen, Dennis , De Luca, Luigi , Miceli, Gaetano “Nino” , Morgan, Robert E. , Schögel, Marcus

The service literature highlights the importance of organizational leaders in creating an organization-wide customer orientation (CO). Yet some open questions remain regarding this relationship: Are organizational leaders from different hierarchical levels equally effective in creating a CO? Does the functional role of employees affect the importance of certain leaders? More generally, when does customer-oriented leadership really pay off? To address these questions, we investigate how senior managers’ and direct supervisors’ CO affects the CO climate and effectiveness of both frontstage and backstage service teams. Analyzing multisource data from 575 employees and their supervisors from 110 teams in a retail bank, we find that the effect of perceived senior manager CO on team CO climate and team effectiveness is stronger in backstage teams while perceived direct supervisor CO has a greater influence in frontstage teams. Moreover, team CO climate consensus moderates the effect of team CO climate on team effectiveness. These results suggest that, contrary to past theorizing, customer-oriented leadership does not per se increase team CO climate and team effectiveness; rather, the correct coupling of leadership source and degree of customer contact needs to be achieved. Service managers should use these findings and appoint the correct leader to implement CO, to make the organization-wide CO diffusion more efficient and effective.

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Customer Centricity bei der Graubündner Kantonalbank : Kundenorientierung als Veränderungsprogramm

2013-10-18 , Villiger, Alex , Herhausen, Dennis , Schögel, Marcus

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Learnings from "healthymagination" - How GE Provides Better Care to More People at Lower Cost

2011-12-14 , Herhausen, Dennis , Trumann, Markus , Schögel, Marcus

Healthcare is at a crossroads. There is enormous pressure on governments to reduce costs; hospitals and clinicians are looking to improve quality; and an increasing population is striving to get access to medical care. Current healthcare models are in many ways not fit to meet these challenges. The " healthymagination" strategy of GE is designed to meet the growing demands of the market. This initiative that emphasizes customer-driven innovation, stakeholder orientation and multiple communication channels significantly helps reduce costs, improve quality and increase patient access.

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Generative AI Tools in Customer Service - Beyond the Hype of "Prompt Engineering"

2023-06 , Thedda Deecke , Dr. Sina Wulfmeyer , Marcus Schögel , Marcus Schögel , Dennis Herhausen

The adoption of artificial assistant tools (AAT) powered by generative artificial intelligence and large language models to support frontline employees (FLEs) opens up promising new use cases while also introducing changing skillset requirements and new challenges (e.g., in compliance and data security). In this paper, the authors explore AAT implementation in a customer contact center, drawing conclusions from a qualitative study of practical use cases, necessary FLE skills and data security requirements and solutions. Recommendations are provided for implementing AATs using the GPT-3.5 Turbo API.

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Co-Marketing Capability: Scale Development and Performance Implications

2014-05-01 , Herhausen, Dennis , Schögel, Marcus

Co-marketing alliances are a sustainable source of competitive advantage, though alliances still pose significant management challenges. Little is known about which capabilities allow firms to manage ongoing co-marketing alliances. Drawing on in-depth interviews with marketing alliance managers, the authors differentiate three dimensions of co-marketing capability and develop a multi-dimensional scale for its measurement. They test the relationship of co-marketing capability with alliance performance, as well as the moderating role of boundary conditions specific to alliances, using a cross sectional survey of 287 chief marketing officers. They find amplifying and buffering effects of the alliance context. The empirical results imply that managers who want to benefit from their co-marketing alliances should invest in alliance coordination, inter-firm communication, and knowledge management capabilities, and that alliance tenure, power imbalance among partners, and alliance flexibility affect resource allocation decisions.

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Channel Extension Strategies: The Crucial Roles of Internal Capabilities and Customer Lock-In

2012-02 , Binder, Jochen , Herhausen, Dennis , Pernet, Nicolas , Schögel, Marcus

This study addresses the important but yet unresolved question of how firms can create com-petitive advantage from their multichannel marketing strategy. More specifically, the authors investigate the antecedents of channel extension strategies and their performance implications. Results from an empirical study including top managers from 308 firms indicate that in addi-tion to environmental factors, a firm's channel expansion is directly related to its strategic channel management capability, and that this capability is more important in turbulent envi-ronments. Furthermore the study reveals that firms need an appropriate customer lock-in strategy to benefit from the addition of novel channel types or traditional channel expansion.

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Believe the Hype? Herausforderungen und Herangehensweisen an das „Metaverse"

2022-11-04 , Schögel, Marcus , Grellmann, Laura-Eve , Lienhard, Severin Dominic , Herhausen, Dennis

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Profiting from customer relationship management : The overlooked role of generative learning orientation

2013-08-01 , Herhausen, Dennis , Schögel, Marcus

This study aims to examine the direct and moderating effects of generative learning on customer performance. The authors test the relationships between CRM capabilities, generative learning, customer performance, and financial performance with a cross industry survey of CEOs and senior marketing executives from 199 firms. Partial Least Squares are used to estimate the parameters of the resulting model. The results reveal that generative learning affects customer performance directly. Moreover, the interaction of CRM capabilities and generative learning contributes to customer performance. This finding suggests that firms need a well-developed generative learning orientation to fully benefit from translating new insights resulting from CRM capabilities into establishing, maintaining, and enhancing long-term associations with customers, and vice versa. The main limitations are those that typically apply to cross-sectional-surveys. Although several steps were taken to reduce the concern of key informant bias and common method variance, dependent and independent variables were collected from the same source at a single moment in time. Ceteris paribus, an increase of generative learning orientation by one unit (seven-point scale) can command an increase of up to 7% of the average customer performance due to its direct and interaction effect. Because even small changes in customer performance have a strong impact on financial performance, this finding indicates a remarkable and substantial result for managers. Though previous research provides evidence of the adaptive learning consequences of CRM, a review of the literature reveals a lack of studies that analyze the importance of generative learning orientation for successful CRM.

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Steering customers to the online channel: The influence of personal relationships, learning investments, and attitude toward the firm

2012-05 , Herhausen, Dennis , Schögel, Marcus , Schulten, Matthias

Understanding the consequences of customer steering is a key challenge of multichannel customer management. Although many firms are faced with the question whether customers should be steered to the online channel to realize the potential benefits of this channel, little is known about the circumstances under which customers will be unreceptive to the online channel and displeased if they are steered. This research addresses this critical gap and examines the impact of customer steering with assortment modifications on customers' online migration decisions and overall satisfaction in three experimental studies. The results highlight the importance of three contingency factors: personal relationships in the current channel, learning investments into the online channel and attitude toward the steering firm.