M Business Administration and Business Economics; Marketing; Accounting
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This cumulative dissertation investigates the newly emerged phenomenon of customer success management (CSM). CSM has received a significant amount of attention from academics and practitioners alike. However, the body of academic literature is still in its infancy, especially when comparing CSM’s relevance to the field of relationship marketing.
Manuscript 1: Zakrzewski, K., Krause, V., Pfaff, C. & Seidenstricker, S. (2023). Is customer success management a new relationship marketing practice? A review, definition, and future research agenda based on practice theory.
Manuscript 2: Zakrzewski, K., Krause, V., Eberl, D. & Rangarajan, D. (2023). Dynamic & proactive segmentation of post-sale customer relationships in B2B subscription settings: The customer health score.
Manuscript 3: Zakrzewski, K. (2023). Customer success management - closing a capability gap in the customer-focused structure toward customer centricity in B2B service contexts.
The first manuscript adopts a new approach to the investigation of CSM, providing a practice-based definition that distinguishes CSM from other relationship marketing constructs. By utilizing the 3 Ps framework of practice theory (praxis, practices, and practitioners), the definition of CSM as a strategic function was refined. In addition, the second manuscript utilized praxis to develop the customer health score, which can be used as an indicator for the dynamic and proactive segmentation of customers. The third manuscript builds on this functional definition to show how CSM’s organizational embeddedness can help overcome barriers to customer centricity by enabling adaptive organizational capability.
Die kumulative Dissertation „The Effectiveness of Segment Disclosures under the Management Approach: Empirical Evidence from Europe” untersucht die Determinanten und ökonomischen Auswirkungen von Segmentberichtsangaben, welche nach International Financial Reporting Standard (IFRS) 8 aufgestellt wurden. Die Dissertation erweitert die bestehende Literatur zur Wirksamkeit des IFRS 8 in Europa und besteht dabei aus drei Beiträgen.
Der erste Beitrag untersucht den Einfluss von Kultur als Determinante für die Quantität und Qualität der Segmentberichtsangaben europäischer Unternehmen. Im Rahmen der empirischen Analyse werden darüber hinaus die ökonomischen Auswirkungen der kulturinduzierten Veröffentlichungsmuster nachgewiesen.
Der zweite Beitrag beantwortet die Forschungsfrage welche Auswirkungen Non-IFRS Segmentdaten auf die Prognosegenauigkeit von Finanzanalysten haben. In der empirischen Analyse wird dieser Wirkungszusammenhang zudem für spezielle Abweichungen von IFRS Rechnungslegungsgrundsätzen untersucht.
Der dritte Beitrag stellt Änderungsvorschläge an IFRS 8 seitens des internationalen Standardsetters vor und untersucht deren potenzielle Auswirkungen aus Perspektive der Jahresabschlussersteller.
This cumulative dissertation aims to provide novel and holistic ideas on how companies can solve different challenges in the implementation of responsible business conduct (RBC).
The dissertation entails three individual scientific papers:
1. Baier, C., Göttsche, M., Hellmann, A., and Schiemann, F. (2021), “Too good to be true: Influencing credibility perceptions with signaling reference explicitness and assurance depth”, published online in the Journal of Business Ethics (VHB-JQ3: B), doi: 10.1007/s10551-020-04719-7.
2. Baier, C., Beckmann, M., and Heidingsfelder, J. (2020), “Hidden allies for value chain responsibility? A system theory perspective on aligning sustainable supply chain management and trade compliance”, published in the International Journal of Physical Distribution & Logistics Management (VHB-JQ3: B), Vol. 50 No. 4, pp. 439-456, doi: 10.1108/IJPDLM-02-2019-0037.
3. Baier, C. (2020), “Strengere Sorgfaltspflichten für verantwortungsvolle Lieferketten?”, published in DER BETRIEB (VHB-JQ3: D), Vol. 35, pp. 1801-1805.
The three papers of this dissertation concentrate on specific facets of RBC and aim to find new insights and solutions for different challenges in the implementation of RBC. The first paper investigates ethical sustainability reporting and assurance practices. The second paper emphasizes that corporations are responsible to manage both the upstream and downstream sustainability impacts on the value chain and thus concentrates on the RBC aspect of value chain responsibility. The third paper focuses on the concept of supply chain due diligence to identify, prevent, mitigate, and account for adverse human rights and environmental impacts as an elementary part of RBC.
This dissertation consists of three articles that point out new perspectives on customer experience in service recovery, and that enrich the current state of research through considerable efforts to better understand customer responses to service failure and recovery:
1. Hogreve, J., Bilstein, N., & Mandl, L. (2017). Unveiling the recovery time zone of tolerance: when time matters in service recovery. Journal of the Academy of Marketing Science, doi: 10.1007/s11747-017-0544-7, 1-18.
2. Mandl, L. (2017). Customer conflict styles in service recovery: an empirical analysis. In Buettgen, M. (Ed.), Beiträge zur Dienstleistungsforschung 2016 (pp. 97-113). Wiesbaden: Springer.
3. Mandl, L., & Hogreve, J. (2017). The buffering effect of brand community identification in service failure episodes: the role of customer citizenship behaviors. Paper currently under review at the Journal of Business Research.
The first article takes a new perspective on recovery time and compensation, which service research commonly describes and investigates as two independent service recovery strategies. In contrast, this article discovers and specifies a direct link between recovery time and customers’ compensation expectations about service failures.
The second article presents a new perspective on measuring customer responses to inadequate service recovery. Based on conflict theory, this study conceptually develops and empirically tests a model that examines a broad range of different customer responses to service recovery instead of solely measuring customers’ satisfaction with service recovery.
The third article provides a new perspective on the role of close relationships in service recovery. Whereas most research focuses on the impact of strong customer-firm relationships on customer responses to service recovery, this is the first empirical study to investigate the role of strong relationships in a service recovery and brand community context.
The essays of the cumulative dissertation are concerned with the topic of retail shelf-space optimization.
Increasing product proliferation as well as decreasing space productivity force retailers to efficiently use the limited retail shelf space and assign the right shelf quantities to products they offer to customers. Optimization models support retailers with these decisions.
The first essay analyzes how demand volatility can be integrated into shelf-space optimization models. The developed optimization model furthermore accounts for space- and cross-space elasticities as well as vertical shelf positions. A specialized heuristic solves the model efficiently and returns near-optimal results. The second essay builds on the optimization model developed in the first essay and conducts extensive numerical analyses to examine the impact of cross-space elasticities on optimal shelf quantities. The essay shows that cross-space elasticities have a negligible impact on space decisions. Therefore, the complex measurement as well as the development of corresponding optimization models are of minor relevance for future research.
The third and fifth essay extend the optimization model from the first essay by integrating adjacent decision problems. The third essay accounts for the assortment decision, i.e., supports retailers in selecting the products to offer. Apart from space elasticities, the model accounts for substitution behavior in case items are unavailable and shows that both demand effects reinforce each other, which is why they should be accounted for simultaneously. The fifth essay shows how retails can furthermore guarantee the efficient replenishment of shelves and examines the impact of the availability of a backroom on optimal shelf quantities.
The fourth essay improves the algorithm developed for the optimization model from the third essay. The improved heuristic yields higher retail profits in shorter runtime.
Tourism studies have understood tourism as a “Western” phenomenon, which tended to neglect the presence of “non-Western” tourists and to over-generalise the application and universality of their theories. By now, tourism has become a global phenomenon with growing numbers of “emergent tourists”, especially from China. However, its quantitative importance, the touristic performances of this source market, and especially those of Chinese outbound organized mass tourists in western tourism stages continue to be under-researched. Moreover, the analysis of the Chinese outbound tourism phenomena encompasses mostly economic and business driven-studies and reports, which look for homogeneity instead of plurality of voices.
Drawing from all of the above, the aim of this interdisciplinary research is, therefore, to explore and provide further understanding of the tourism performances of Chinese outbound organized mass tourists on German tourism stages. To achieve this, the research draws on the performance approach in tourism research.
The research is based on a phenomenological approach. Part of the study’s field research was conducted largely from 2011 to 2012, both in China and Germany. In China, information was gathered by using open and semi-structured in-depth expert interviews with representatives from the Chinese tourism industry, tourism boards, as well as with tourism academics. In Germany, the ethnographic fieldwork consisted of participant observations, semi-structured interviews and short questionnaires to Chinese outbound tourist members of group package tours organized by Chinese-German travel companies. Furthermore, expert interviews were conducted with German industry representatives, experts and academics in 2013. As far as the analysis of the field research is concerned, the study relies on the GABEK qualitative method of research analysis supported by the WinRelan 32 software.
As part of the discussion, this research argues that the examination of tourism practices and behaviours of Chinese outbound organized mass tourists under the performance metaphor is able to provide further understanding on the previously neglected tourism consumption of “non-Western” tourists. Within the findings, it was possible to identify both modern und post-modern characteristics of the Chinese outbound organized mass market. This concurs with the recent de-differentiation between the typical tourism binaries (everyday-holiday and home-away) found in tourism theory by acknowledging that everyday conventions and habits inform touristic performances of Chinese tourists in Germany. Moreover, the research presents insights that allow to corroborate the future presence of organized mass tourists in the Chinese outbound market, as well as to de-inferiorise and de–homogenise the segment. With regard to German stages, the research highlights the opportunities and challenges Germany´s tourism industry still has ahead of it. Finally, the study presents a number of implications for future practice, which can be useful to plan a long-term strategy for Chinese outbound tourism.