Marcus Schögel
Thumbnail Image
Title
Prof. Dr.
Last Name
Schögel
First name
Marcus
Email
marcus.schoegel@unisg.ch
Phone
+41 71 224 2833
Homepage

Filters

Reset filters

Settings
Now showing 1 - 10 of 193
No Thumbnail Available
Publication

Stolpersteine auf dem Weg zum Kunden

, Herhausen, Dennis , Schögel, Marcus

View
No Thumbnail Available
Publication

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.

View
No Thumbnail Available
Publication

Hungry for Growth

2022 , Lienhard, Severin Dominic , Berger, Martin Rudolf , Schögel, Marcus

View
No Thumbnail Available
Publication

The Prerequisites for D2C Strategies - A Close View at Established Consumer Goods Manufacturers

2021-10-28 , Lienhard, Severin Dominic , Schögel, Marcus , Boppart, Angela

View
No Thumbnail Available
Publication

Customer Success Management - Kundenbindung 4.0

2024-09-03 , Laura-Eve Grellmann , Marcus Schögel

View
No Thumbnail Available
Publication

Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy Orientation

2022-02-25 , Friesenecker, Matthias , Gotsch, Mauro Luis , Schögel, Marcus

Marketers are in a unique position to improve customers’ data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers’ privacy literacy and their firms’ privacy orientation.

View
No Thumbnail Available
Publication

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

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

View
No Thumbnail Available
Publication

Zukunftssichere Loyalitätsprogramme - Loyalitätsprogramme sind im Aufwind, aber nicht gut verstanden

2023 , Laura-Eve Grellmann , Mauro Luis Gotsch , Marcus Schögel

Loyalty programs are still primarily used as a marketing tool for acquisition and sales promotion. However, due to stricter data protection regulations, access to customer data through these programs is becoming increasingly important. The article includes a current market analysis from the German market, which show that the majority of loyalty programs are mainly used for hard benefits, such as discounts and cash. Customers are trained to be "Coupon Kings & Queens" and "bargain hunters." Genuine service promises, beyond discounts and deals, are found only in exceptional cases. From the perspective of customers and executives, soft and community benefits are becoming increasingly important. The survey indicates that loyalty programs have been primarily used for customer acquisition and less for actual retention. Levers for long-term successful management of loyalty programs focus here: A mix of hard, soft, and community benefits can be sensible to generate first-party data.

View
No Thumbnail Available
Publication

Privacy as Strategy - Ein Framework für das kundenzentrierte Datenmanagement

2022-02-28 , Gotsch, Mauro Luis , Schögel, Marcus

View
No Thumbnail Available
Publication

Addressing the Privacy Paradox on the Organizational Level - Review and Future Directions

2021-09-09 , Gotsch, Mauro Luis , Schögel, Marcus

The discrepancy between informational privacy attitudes and actual behaviour of consumers is called the “privacy paradox”. Researchers across disciplines have formulated different theories on why consumers’ privacy concerns do not translate into increased protective behaviour. Over the past two decades multiple differing explanations for the paradox have been pub-lished. However, authors generally agree that companies are in a strong position to reduce consumers’ paradoxical behaviour by improving their customers’ informational privacy. Hence, this paper aims at answering the question: How can companies address the privacy paradox to improve their customers’ information privacy? Reviewing a sample of improve-ment recommendations from 138 papers that explore 41 theories in total, we determined that companies can generally align their privacy practices more closely with customers’ expectations across 4 interconnected managerial processes: (1) strategic initiatives, (2) structural improvements, (3) human resource management, and (4) service development. The findings of this systematic literature review detail how companies can address both the rational and irra-tional nature of the privacy decision-making process. Furthermore, we propose a dynamic model able to identify weaknesses and strengths in companies’ privacy orientation.

View