Matthias Eggenschwiler
Title
Dr.
Last Name
Eggenschwiler
First name
Matthias
Email
matthias.eggenschwiler@unisg.ch
ORCID
Phone
+41 71 224 71 92
43 Ergebnisse
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Item type:Veröffentlichung, Inspiring Customers Early: How Social Online Touchpoints in the Pre-Purchase Phase Drive Customer Inspiration and Purchase Decisions(2026-02); ; Inspiring customers is a powerful strategy for retailers to increase basket values and unplanned purchases. Based on Social Impact Theory and Shopping Goal Theory, this article examines how the socialness of the pre-purchase journey influences customer inspiration and purchase behavior. Analyzing 1,391 customer journeys, we find that higher socialness of the pre-purchase phase significantly boosts customer inspiration, but only when the touchpoints used are primarily online. Customers who feel more inspired through social touchpoints spend more (+7.3 %) and make unplanned purchases more frequently (+24.5 %). These findings highlight the opportunities for management to leverage targeted online touchpoint strategies in the pre-purchase phase to drive customer inspiration. To unlock this potential, companies should strategically realign their customer journey and omnichannel management with the goal of fostering customer inspiration.cris-layout.advanced-attachment.dc.type:journal articleJournal:Betriebswirtschaftliche Forschung und Praxis (BFuP)Volume:78Issue:1 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, Zusatzumsätze ohne Rabatte?(2025); Rabatte erzeugen kurzfristige Umsatzsprünge, reduzieren jedoch häufig Marge, Markenwert und Zahlungsbereitschaft. Rabatte allein reichen nicht aus, um in wirtschaftlich schwierigen Zeiten zu überleben. Viel wichtiger wird das Ziel, die Inspirationsbereitschaft zu erhöhen. Daraus entsteht die Chance, Kundinnen und Kunden stärker emotional an sich zu binden und zu inspirieren. Es kommt zu Zusatzumsätzen, ohne die Rendite zu opfern.cris-layout.advanced-attachment.dc.type:journal articleJournal:Marketing Review St.GallenVolume:2025Issue:6 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, The Customer Spending Map - A Framework for Omnichannel Excellence(2025); ; As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the customer spending map enables omnichannel managers to steer customer journeys more profitably.cris-layout.advanced-attachment.dc.type:journal articleJournal:Marketing Review St.GallenVolume:2025Issue:2 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, Retailing in the metaverse: A framework of managerial considerations for success(2024-03-12); ; metric-badges.scopusCitation 40 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, Kundensegmentierung für eine nachhaltige und gesunde Ernährungcris-layout.advanced-attachment.dc.type:journal articleJournal:Marketing Review St. Gallen: Marketingfachzeitschrift für Theorie und PraxisIssue:3 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, CROSS-BUYING IN RETAILING: THE ROLE OF CUSTOMER INSPIRATION(2023-02-12); ; The disruption in the retail industry makes businesses struggle to stay profitable. Retaining existing customers is cheaper than acquiring new customers and long-tenured customers are more profitable. Thus, retailers are urged to leverage existing customer relationships. One way of doing so is to cross-sell additional products to current customers. However, among the most frequently studied antecedents, scholars found conflicting evidence about the direction and significance of the effects. Under what circumstances antecedents have robust implications on cross-buying behavior remains unclear. We try to address this gap in the existing literature by investigating the most frequently used drivers of cross-selling in past literature, along with an underlying psychological mechanism of cross-selling. We argue that cross-selling decisions are driven by customer inspiration. Three key findings emerge from the study. First, customers’ inspirational state is an essential predictor of cross-buying. Second, the study shows that customer inspiration must be viewed as a mediator rather than an additional driver. Third, some driving forces of cross-selling indirectly affect cross-buying behavior through inspiration.cris-layout.advanced-attachment.dc.type:conference paperJournal:2023 AMA Winter Academic Conference Proceedings - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, Emotionalizing the Point of Sale: Evidence from a Quasi-Experimental Field Study(2023); ; Most retailers place their top-selling products (oftentimes also their promotional products) in the best locations in stores (i.e., A-places) to maximize revenue. The purpose of this research project is to examine the impact of placing emotional advertising (instead of product displays) in retailers' A-places on consumer spending behavior. In a quasiexperiment, we manipulated the store layout in two stores of a large European grocery chain (hereafter referred to as test stores). During the experimental period, we replaced product displays at 12 to 16 A-places (endcaps) in two stores with emotional advertising displays. We introduced different seasonal advertising campaigns for one to two months each. The campaigns were thematically diverse and ranged from product-related (e.g., pumpkin) to more abstract topics (e.g., sustainability). The results provide evidence for increased customer satisfaction and better net promoter scores when faced with emotional advertisements instead of product placements. Using difference-indifference estimation, we conclude that the average daily revenue per store increased by 2.96 percent (p = .021), and the revenue margin increased by 0.49 percentage points (p = .006). Academic and managerial implications are discussed.cris-layout.advanced-attachment.dc.type:conference paper - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, CONNECTING RETAIL EDUCATION TO RETAIL PRACTICE: HOW INNOVATIVE TEACHING FORMATS INFLUENCE STUDENTS’ AND EMPLOYEES’ TRANSFORMATIVE LEARNING(2023-02-06); ; ; The abundance of new touchpoints (e.g., mobile apps, price comparison portals), stakeholders (e.g., manufacturers, other customers), and technologies (e.g., artificial intelligence, virtual reality) that shape today’s customer journey have rendered retailing more complex, fast-moving, and competitive than ever before. In light of the high demands on retail managers of tomorrow to use innovative practices and service solutions for delivering customized and delightful customer experiences, educational institutions struggle to make their courses more relevant for the challenges that students are about to be confronted with in their professional life. With the help of two qualitative studies, this paper investigates the role of experiential learning in triggering transformative learning, i.e., the process of continuous critical reflection and perspective transformation, among students, retail managers, and frontline employees. Findings reveal that experiential learning formats may induce students’ transformative learning along five different categories centered on the students’ self and the interaction between the self and others. Our results extend research on retailing and experiential and transformative learning and derive valuable implications for retailers and educators alike.cris-layout.advanced-attachment.dc.type:conference paperJournal:2023 AMA Winter Academic Conference Proceedings - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, Do, Undo, Redo: How Experiential Teaching Formats Prepare Marketing Students for Retail PracticeThe abundance of new touchpoints, stakeholders, and technologies that shape today's customer journey have rendered retailing more complex than ever before. In light of the high demands on retail managers of tomorrow to use innovative practices and service solutions for delivering customized and delightful customer experiences, business schools struggle to make their courses more relevant to the challenges that students are about to be confronted with in their professional life. With the help of an ethnographic study, this paper investigates the role of experiential learning formats in preparing marketing students for business practice. Findings reveal that experiential learning formats may induce vital skills in students and strengthen their empathy, discourse with others, critical self-reflection, perspective transformation, and adapted behaviors. Our results extend research on experiential learning in marketing and derive valuable implications for retail practice and educators alike.cris-layout.advanced-attachment.dc.type:conference paperJournal:Proceedings of the European Marketing AcademyVolume:52ndIssue:113623 - third-party-metrics-blockedthird-party-metrics-cookies.consent-settings
Item type:Veröffentlichung, The Role of Emotions in Masked Service Encounters(2022-10-28); ; A smile alone does not guarantee excellent customer service, but excellent customer service almost always starts with a smile. However, face mask obligations in nearly all service interactions all around the world cover around 60-70% of the face area during COVID-19, and this newly covered face area is crucial for facial emotional reading, including friendly smile detection. Results from two online studies and one field study indicate that most customers can decode employee smiles even when covered with a face mask. If employees express a neutral or negative emotion, mask-wearing covers the unfavorable emotions and, thus, increases perceived warmth. This effect can be mitigated by wearing smiling masks. Smiling masks increase perceived warmth, leading to higher customer inspiration through a serial mediation with rapport, and finally end up in more successful service evaluations (i.e., higher customer satisfaction, more positive word-of-mouth communication, and higher average ticket sizes). These findings enrich our understanding of face masks in service encounters. We extend the literature on emotional services and show that emotional contagion may occur through artificially created facial expressions (i.e., a smile printed on a mask). Furthermore, we recommend that managers empower their employees to display friendly smiles, even under masks.cris-layout.advanced-attachment.dc.type:conference paper