Anne Scherer - Academia.edu (original) (raw)
Papers by Anne Scherer
Kundinnen und Kunden wünschen sich personalisierte Informationen und Angebote. Gleichzeitig sorge... more Kundinnen und Kunden wünschen sich personalisierte Informationen und Angebote. Gleichzeitig sorgen sie sich um ihre Daten. Die Frage ist nicht, ob Unternehmen persönliche Daten nutzen sollten. Die Frage ist, wie sie dies verantwortungsvoll tun können
Computers in Human Behavior
This article is embedded in the context of researching cycle management of innovation processes a... more This article is embedded in the context of researching cycle management of innovation processes and in particular addresses the cycle of launching new products with the goal of increasing the planning reliability. Manifold factors along the product lifecycle – possibly influencing the market launch intentionally or unintentionally – have been identified based on existing literature in innovation management and literature dealing with the customer’s technology acceptance. The identified factors are further assigned to according categories and structured within a corresponding framework.
This research would not have been possible without the support of many wonderful people. First an... more This research would not have been possible without the support of many wonderful people. First and foremost, I want to thank my PhD advisor, Prof. Florian v. Wangenheim, for introducing me to the world of research, for letting me pursue my ideas, and never growing old to discuss these ideas and their true merit with me. I am also very grateful for the outstanding opportunities to attend international conferences and spend a semester at the Arizona State University. These experiences have helped me grow both, academically and personally. I am also very grateful to ASU faculty, Prof. Mary Jo Bitner and Prof. Naomi Mandel in particular, for providing valuable feedback to this research. I would also like to thank the remaining members of my dissertation committee: Prof. Christina Raasch, who agreed to be the chairperson, and Prof. Oliver Alexy, who agreed to be the second examiner of this thesis. My path to this dissertation would also have been a whole lot less fun without my recent and former co-doctorates:
Wie mit künstlicher Intelligenz umgehen? Die Gesellschaft begegnet der Digitalisierung teilweise ... more Wie mit künstlicher Intelligenz umgehen? Die Gesellschaft begegnet der Digitalisierung teilweise mit tiefem Misstrauen. Um die Chancen der künstlichen Intelligenz für die Gesellschaft nutzbar zu machen, muss man diese Skepsis ernst nehmen.
Technology-based self-services have found their way into business practice of the 21st century se... more Technology-based self-services have found their way into business practice of the 21st century service economy. Today, customers are used to scan their items at the grocery store, check-in for their flight at a check-in kiosk, or conduct banking transactions online. Relying on a unique longitudinal dataset as well as a series of experiments, this thesis examines how the use of self-services influences customer satisfaction, loyalty intentions, and long-term retention. Results demonstrate that self-services may harm customer satisfaction and retention and hence should not replace traditional personal services completely.
Journal of Business Research, 2017
This study clarifies the marketing discipline's conceptualization of place by presenting a revise... more This study clarifies the marketing discipline's conceptualization of place by presenting a revised perspective and conceptual framework of place, referred to as REPLACE. Drawing from resource exchange theory and attention restoration theory, the framework problematizes the assumption that places are merely physical locales by foregrounding how places can become inseparable aspects of consumers' lives. We present an alternative resource-based perspective of place, namely as a repository of resources that are potentially available to consumers through exchange processes. These exchange processes, and the complexity of the offered resources, influence consumers' relationship with a locale as well as their sense of well-being. With this alternative perspective, we bridge the place concept to public health and extend the understanding of attachment in service settings.
Advancements in information technology have changed the way customers experience a service encoun... more Advancements in information technology have changed the way customers experience a service encounter and their relationship with service providers. Especially technology-based self-service channels have found their way into the 21st century service economy. While research embraces these channels for their cost-efficiency, it has not examined whether a shift from personal to self-service affects customer-firm relationships. Drawing from the service-dominant logic and its central concept of value-in-context, we discuss customers’ value creation in self-service and personal service channels and examine the long-term impact of these channels on customer retention. Using longitudinal customer data, we investigate how the ratio of self-service vs. personal service use influences customer defection over time. Our findings suggest that the ratio of self-service vs. personal service used affects customer defection in an U-shaped manner, with intermediate levels of both, self-service and personal service use, being associated with the lowest likelihood of defection. We also find that this effect mitigates over time. We conclude that firms should not shift customers towards self-service channels completely, especially not at the beginning of a relationship. Our study underlines the importance to understand when and how self-service technologies can create valuable customer experiences and stresses the notion to actively manage customers’ co-creation of value.
SSRN Electronic Journal, 2015
Introducing access as an alternative consumption mode next to ownership constitutes a major busin... more Introducing access as an alternative consumption mode next to ownership constitutes a major business model innovation. Managers need to better understand how to brand these new access offers and how this innovation affects current customers of the parent brand. In a series of experiments, we show that the product brand affects consumers' access attitude less strongly than the offer's service convenience in the carsharing context. However, in the fashion context, we find that brand prestige becomes essential for consumers' access attitude. Regardless of the context, we repeatedly find that owners of a prestige brand evaluate new access offers more favorably than non-owners. In the carsharing context, this effect reverses for value brand owners. Furthermore, we do not find evidence that the access offer affects the parent brand negatively. Instead, we find that the parent brand is considered more innovative when a new access offer is introduced.
Management internationaler Dienstleistungen mit 3K, 2009
Management internationaler Dienstleistungen mit 3K, 2009
Im Rahmen der Internationalisierung von Dienstleistungen gewinnt die Kundenintegration zunehmend ... more Im Rahmen der Internationalisierung von Dienstleistungen gewinnt die Kundenintegration zunehmend an Akzeptanz und Anwendung. So konnen Kunden etlicher Banken inzwischen weltweit kostenlos an einem Geldautomaten auf ihr Guthaben zugreifen, anstatt mit Hilfe des Servicepersonals am Bankschalter zu Bargeld zu gelangen. Auch in der Flugindustrie sind Kunden unlangst an eine derartige Mitarbeit gewohnt, denn auch hier konnen sie an sogenannten „Self Check-In“-Automaten der Airline eigenstandig fur ihren Flug einchecken. Waren Kunden hier noch vor einigen Jahren auf die Arbeit des Servicepersonals angewiesen, konnen sie sich heute aktiv am Leistungserstellungsprozess beteiligen. Im Gegensatz zur klassischen Dienstleistung geht dabei die Beteiligung des Kunden weit uber das ubliche Mas hinaus, indem er aktiv Arbeiten des Unternehmens ubernimmt oder zusatzliche Informationen und Inputs liefert.
Danksagung Das Autorenteam möchte sich hiermit herzlich bei allen Expertinnen und Experten bedank... more Danksagung Das Autorenteam möchte sich hiermit herzlich bei allen Expertinnen und Experten bedanken, welche sich für das Ausfüllen der Umfrage(n) sowie für die Teilnahme an unserem Workshop Zeit genommen haben. Ohne die Mitwirkung dieser Fachpersonen wäre die Umsetzung dieser Studie nicht möglich gewesen.
Kundinnen und Kunden wünschen sich personalisierte Informationen und Angebote. Gleichzeitig sorge... more Kundinnen und Kunden wünschen sich personalisierte Informationen und Angebote. Gleichzeitig sorgen sie sich um ihre Daten. Die Frage ist nicht, ob Unternehmen persönliche Daten nutzen sollten. Die Frage ist, wie sie dies verantwortungsvoll tun können
Computers in Human Behavior
This article is embedded in the context of researching cycle management of innovation processes a... more This article is embedded in the context of researching cycle management of innovation processes and in particular addresses the cycle of launching new products with the goal of increasing the planning reliability. Manifold factors along the product lifecycle – possibly influencing the market launch intentionally or unintentionally – have been identified based on existing literature in innovation management and literature dealing with the customer’s technology acceptance. The identified factors are further assigned to according categories and structured within a corresponding framework.
This research would not have been possible without the support of many wonderful people. First an... more This research would not have been possible without the support of many wonderful people. First and foremost, I want to thank my PhD advisor, Prof. Florian v. Wangenheim, for introducing me to the world of research, for letting me pursue my ideas, and never growing old to discuss these ideas and their true merit with me. I am also very grateful for the outstanding opportunities to attend international conferences and spend a semester at the Arizona State University. These experiences have helped me grow both, academically and personally. I am also very grateful to ASU faculty, Prof. Mary Jo Bitner and Prof. Naomi Mandel in particular, for providing valuable feedback to this research. I would also like to thank the remaining members of my dissertation committee: Prof. Christina Raasch, who agreed to be the chairperson, and Prof. Oliver Alexy, who agreed to be the second examiner of this thesis. My path to this dissertation would also have been a whole lot less fun without my recent and former co-doctorates:
Wie mit künstlicher Intelligenz umgehen? Die Gesellschaft begegnet der Digitalisierung teilweise ... more Wie mit künstlicher Intelligenz umgehen? Die Gesellschaft begegnet der Digitalisierung teilweise mit tiefem Misstrauen. Um die Chancen der künstlichen Intelligenz für die Gesellschaft nutzbar zu machen, muss man diese Skepsis ernst nehmen.
Technology-based self-services have found their way into business practice of the 21st century se... more Technology-based self-services have found their way into business practice of the 21st century service economy. Today, customers are used to scan their items at the grocery store, check-in for their flight at a check-in kiosk, or conduct banking transactions online. Relying on a unique longitudinal dataset as well as a series of experiments, this thesis examines how the use of self-services influences customer satisfaction, loyalty intentions, and long-term retention. Results demonstrate that self-services may harm customer satisfaction and retention and hence should not replace traditional personal services completely.
Journal of Business Research, 2017
This study clarifies the marketing discipline's conceptualization of place by presenting a revise... more This study clarifies the marketing discipline's conceptualization of place by presenting a revised perspective and conceptual framework of place, referred to as REPLACE. Drawing from resource exchange theory and attention restoration theory, the framework problematizes the assumption that places are merely physical locales by foregrounding how places can become inseparable aspects of consumers' lives. We present an alternative resource-based perspective of place, namely as a repository of resources that are potentially available to consumers through exchange processes. These exchange processes, and the complexity of the offered resources, influence consumers' relationship with a locale as well as their sense of well-being. With this alternative perspective, we bridge the place concept to public health and extend the understanding of attachment in service settings.
Advancements in information technology have changed the way customers experience a service encoun... more Advancements in information technology have changed the way customers experience a service encounter and their relationship with service providers. Especially technology-based self-service channels have found their way into the 21st century service economy. While research embraces these channels for their cost-efficiency, it has not examined whether a shift from personal to self-service affects customer-firm relationships. Drawing from the service-dominant logic and its central concept of value-in-context, we discuss customers’ value creation in self-service and personal service channels and examine the long-term impact of these channels on customer retention. Using longitudinal customer data, we investigate how the ratio of self-service vs. personal service use influences customer defection over time. Our findings suggest that the ratio of self-service vs. personal service used affects customer defection in an U-shaped manner, with intermediate levels of both, self-service and personal service use, being associated with the lowest likelihood of defection. We also find that this effect mitigates over time. We conclude that firms should not shift customers towards self-service channels completely, especially not at the beginning of a relationship. Our study underlines the importance to understand when and how self-service technologies can create valuable customer experiences and stresses the notion to actively manage customers’ co-creation of value.
SSRN Electronic Journal, 2015
Introducing access as an alternative consumption mode next to ownership constitutes a major busin... more Introducing access as an alternative consumption mode next to ownership constitutes a major business model innovation. Managers need to better understand how to brand these new access offers and how this innovation affects current customers of the parent brand. In a series of experiments, we show that the product brand affects consumers' access attitude less strongly than the offer's service convenience in the carsharing context. However, in the fashion context, we find that brand prestige becomes essential for consumers' access attitude. Regardless of the context, we repeatedly find that owners of a prestige brand evaluate new access offers more favorably than non-owners. In the carsharing context, this effect reverses for value brand owners. Furthermore, we do not find evidence that the access offer affects the parent brand negatively. Instead, we find that the parent brand is considered more innovative when a new access offer is introduced.
Management internationaler Dienstleistungen mit 3K, 2009
Management internationaler Dienstleistungen mit 3K, 2009
Im Rahmen der Internationalisierung von Dienstleistungen gewinnt die Kundenintegration zunehmend ... more Im Rahmen der Internationalisierung von Dienstleistungen gewinnt die Kundenintegration zunehmend an Akzeptanz und Anwendung. So konnen Kunden etlicher Banken inzwischen weltweit kostenlos an einem Geldautomaten auf ihr Guthaben zugreifen, anstatt mit Hilfe des Servicepersonals am Bankschalter zu Bargeld zu gelangen. Auch in der Flugindustrie sind Kunden unlangst an eine derartige Mitarbeit gewohnt, denn auch hier konnen sie an sogenannten „Self Check-In“-Automaten der Airline eigenstandig fur ihren Flug einchecken. Waren Kunden hier noch vor einigen Jahren auf die Arbeit des Servicepersonals angewiesen, konnen sie sich heute aktiv am Leistungserstellungsprozess beteiligen. Im Gegensatz zur klassischen Dienstleistung geht dabei die Beteiligung des Kunden weit uber das ubliche Mas hinaus, indem er aktiv Arbeiten des Unternehmens ubernimmt oder zusatzliche Informationen und Inputs liefert.
Danksagung Das Autorenteam möchte sich hiermit herzlich bei allen Expertinnen und Experten bedank... more Danksagung Das Autorenteam möchte sich hiermit herzlich bei allen Expertinnen und Experten bedanken, welche sich für das Ausfüllen der Umfrage(n) sowie für die Teilnahme an unserem Workshop Zeit genommen haben. Ohne die Mitwirkung dieser Fachpersonen wäre die Umsetzung dieser Studie nicht möglich gewesen.