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Research

2021-10_Forschungneueng

Our philosophy

The research of the Chair of Service Management focuses on the continuous improvement of the understanding of customer needs and the resulting demands on the customer orientation of companies. Our research focuses on innovation management, customer relationship and sales management as well as brand management. We often work interdisciplinary with colleagues from the engineering sciences and (business) informatics on challenging and practical questions. In teaching, we distinguish ourselves through the close integration of our main research areas with the courses offered.

Based on the respective questions, we design research models and test them with a suitable empirical approach. We have a pronounced competence in the application of research methods. Our qualitative spectrum of methods includes in-depth interviews, focus groups and design thinking approaches. In the field of quantitative research methods we use laboratory and real experimental approaches and conduct field research. We evaluate the resulting data using variance analysis, covariance-based structural equation models and multi-level models.

Our research focuses on the contexts of "mobility", "communications- and data-based services" and "sports marketing and sponsoring". For these contexts, we develop innovative solutions for current challenges in business practice.

Our research areas

Mobility Services

Numerous technological, social and environmental factors are currently ensuring that mobility is undergoing a rapid transformation. In this dynamic environment, many ideas for mobility services are conceived, tested and introduced. However, not everything that works technically is economically successful. In particular, services must be co-designed from the customer's point of view right from the start (customer co-creation) and continuously improved. Phenomena such as a low adoption rate, low usage intensity or observed customer misconduct are often the result of an interplay of numerous causes. With our concepts and methods we uncover these causes and derive measures from these findings. We validate their effect, for example with experimental tests, and thus make a contribution to improving mobility in the future.

Thematic focus

  • Incentive design for cooperative mobility services
  • Services based on automated driving functions
  • Success factors of mobility platforms
  • Design of customer loyalty programs for mobility service providers
  • Customer Relationship Management for Shared Mobility Services
  • Customer misconduct in car sharing
  • Customer-oriented services based on automated driving functions
  • Ridesharing in rural areas

Contact

Rick Pingel

Selected projects

EIT Urban Mobility Innovation projects to improve the quality of life in urban agglomerations
NEMo Sustainable fulfillment of mobility needs in rural areas
SynCoPark Synergies from cooperation and standardization in manufacturer-independent automated parking
Future Lab Mobility Digitization as the basis for new solutions and business models in mobility

Selected publications

Jahns, M./Woisetschläger, D. M./Seegebarth, B.: Never Trust a Stranger - Even if (S)he is Beautiful? - How Attractiveness, Gender, and Role of Associates Influence Ridesharing Intention, Proceedings of the 47th European Marketing Academy Conference, Glasgow (awarded as one of the top twenty papers considered for the Best Paper Award based on a Doctoral Work).

Lindloff, K., Pieper, N., Bandelow, N. C., & Woisetschläger, D. M. (2014). Drivers of carsharing diffusion in Germany: an actor-centred approach. International Journal of Automotive Technology and Management, 14(3/4), S. 217-245.

Pieper, N., Heußler, T., Woisetschläger, D. M., & Backhaus, C. (2013). Relevanz der Intermodalität für CarSharing‐Konzepte. In Schritte in die künftige Mobilität (S. 379-399). Springer Gabler, Wiesbaden.

Woisetschläger, D. M. (2016). Consumer perceptions of automated driving technologies: an examination of use cases and branding strategies. In Autonomous Driving (S. 687-706). Springer, Berlin, Heidelberg.

Communications- and data-based services

Digitalization is driving the development of new communication and data-based services. Smart products enable many tasks to be (partially) automated, while mobile devices and fast data infrastructures enable complex services to be provided decentrally. Despite the undisputed benefits, however, there are numerous adoption barriers that we are researching with our range of methods. In the innovation process for communication- and data-based services, we also analyze success factors for the collaboration of organizations in the development of technology-based innovations in service networks. With regard to individual customer relationships, we analyze drivers, consequences and the development of key performance indicators such as the net promoter score, customer satisfaction or customer value. In addition, we examine the impact of incentives and pricing policies on customer relationships. We work with survey and behavioral data and use experiments to test the effect of alternative measures.

Thematic focus

  • Customer Relationship Management in the Telecommunications Industry
  • Quality of participation in the development of data-based services
  • Drivers of readiness for use of smart products

Contact

Antje Fricke

Selected projects

5G-Reallabor Establishment and operation of an open 5G real laboratory with the focus on mobility in the Braunschweig-Wolfsburg region

Selected Publications

Fricke, A., Pieper, N., & Woisetschläger, D. M. (2019). Security concerns as barriers of smart product acceptance: The case of automated parking. International Conference on Challenges in Managing Smart Products and Services – CHIMSPAS, Bielefeld.

Ommen, N. O., Blut, M., Backhaus, C., & Woisetschläger, D. M. (2016). Toward a better understanding of stakeholder participation in the service innovation process: More than one path to success. Journal of Business Research, 69(7), S. 2409-2416.

Schnöring, M., Woisetschläger, D. M., & Backhaus, C. (2015). Reward Redemption in Loyalty Programs, Proceedings of the 44. Annual EMAC Conference, Leuven, BE.

Woisetschläger, D. M.; Evanschitzky, H.; & Backhaus, C. (2011). Zur Wirkung von Neukunden-Promotions auf Bestandskunden: Eine empirische Analyse in der Mobilfunkbranche. Zeitschrift für Betriebswirtschaft, 81 (2), S.183-204.

Sports marketing and sponsoring

Sport, sporting events and sportsmen have an enormous attraction for many people, which is evident from the almost limitless growth in the major sports such as football, but also in many trend sports. Sport offers a platform for companies to benefit from positive effects such as increased brand awareness and an improved brand image through sponsoring partnerships. Clubs can also decouple themselves economically from short-term fluctuations through professional customer and brand management. However, both on the side of the sponsors and on the side of the sponsored clubs, athletes or events, a low effectiveness of the measures can often be observed. With our concepts and methods we analyze the success drivers of communication measures and derive implications from these findings. We validate their effect, e.g. with experimental tests, and thus contribute to improving the effectiveness of customer relationship and brand management in sport.

Thematic focus

  • Activation of sports sponsoring
  • Management levers of sponsorship success
  • Brand image of football clubs

Contact

Vanessa O'Neill

 

Selected Projects

Fußballstudie 2012-2019 Football study of the TU Braunschweig

Selected publications

Dreisbach, J., Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2018). The role of fan benefits in shaping responses to sponsorship activation. Journal of Business Research, doi.org/10.1016/j.jbusres.2018.11.041.

Grohs, R., Reisinger, H., & Woisetschläger, D. M. (2015). Attenuation of negative sponsorship effects in the context of rival sports teams’ fans. European Journal of Marketing, 49 (11/12), S. 1880-1901.

Woisetschläger, D. M., Backhaus, C., & Cornwell, T. B. (2017). Inferring corporate motives: How deal characteristics shape sponsorship perceptions. Journal of Marketing, 81(5), S. 121-141, ausgezeichnet mit dem AMA Sport & Sponsorship-Linked Marketing Special Interest Group’s “Paper of the Year in Sport Marketing” Award (2018).

Woisetschläger, D., Backhaus, C., Grohs, R., & Koll, O. (2019). Positionierung im Wettbewerb. Markenartikel: Das Magazin für Markenführung, 81(8), S. 18-20.

Woisetschläger, D. M., Backhaus, C., Hagebölling, M., & Jaensch, V. (2018). Drivers of Brand Equity in Professional Sports. Brand Camp IV, Academic Conference at the Universitätszentrum Obergurgl, Austria.

Woisetschläger, D. M., Haselhoff, V. M., Backhaus, C. (2014). Fans’ resistance to naming right sponsorships: Why stadium names remain the same for fans. European Journal of Marketing, 48 (7/8), S. 1487-1510.

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