Klaus Schoefer - Academia.edu (original) (raw)

Papers by Klaus Schoefer

Industrial Marketing Management

Marketing Opportunities and Challenges in a Changing Global Marketplace, 2020

Despite the compelling evidence linking complaint handling to subsequent purchase behaviour, rela... more Despite the compelling evidence linking complaint handling to subsequent purchase behaviour, relatively little progress has been made in developing a theoretical understanding of how consumers evaluate a company‘s response to their complaints. One construct that has shown promise in explaining individuals’ reactions to a variety of conflict situations is perceived justice. This theoretical perspective suggests that the fairness of the resolution procedures, the interactional communications and behaviour, and the outcome are the principal evaluative criteria of the customer. Using perceived justice theory as a conceptual foundation, the current research develops and tests a model that explains (1) how customers evaluate a company‘s response to their complaints and (2) how these evaluations affect customer satisfaction and post-purchase behaviour. Primary data were collected through a structured-undisguised electronic questionnaire. Care was taken to choose a research setting that wou...

Journal of Marketing Education, 2021

Business schools are increasingly concerned about retaining and recruiting new students. We exami... more Business schools are increasingly concerned about retaining and recruiting new students. We examine interactions among marketing students to consider their consequences on student satisfaction. This article’s objective is to determine the drivers of satisfactory and dissatisfactory student-to-student interactions by employing a critical incident technique. In doing so, this study identifies three groups (group assignments, peer relations, and outcomes) and 11 categories of satisfiers and dissatisfiers. The study’s findings advance the understanding of the impact of students-to-student interactions on student satisfaction and illustrate the importance of the management of these interactions in the context of marketing education.

International Marketing Review, 2021

PurposeThe purpose of this study sets out to examine (1) how have conflicts been conceptualized a... more PurposeThe purpose of this study sets out to examine (1) how have conflicts been conceptualized and operationalized within the context of online consumption communities? (2) what are the main conflict management, resolution strategies and frameworks that have been identified? and (3) what are the gaps in the relevant body of work in terms of theoretical and methodological dimensions, and what implications do they have for future research.Design/methodology/approachThis study adopts a systematic and multidisciplinary literature review of online conflicts. Following a descriptive and thematic content analysis, it examines 79 peer-reviewed scholarly articles of the past 20 years within 6 scientific databases.FindingsThe authors propose a literature-based conceptualization of online conflicts and a multi-level conflict resolution matrix based on the different governance structures and social control mechanisms investigated in extant research.Originality/valueThe originality of this stud...

Journal of International Marketing, 2021

Extensive research has investigated how perceived brand globalness (PBG) and perceived brand loca... more Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand. In this systematic literature review, the authors organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. They identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.

Journal of Business Research, 2020

Corporate rebranding that modifies logos, tagline and the corporate brand name is common among pr... more Corporate rebranding that modifies logos, tagline and the corporate brand name is common among practitioners. Available literature reports the success of corporate rebranding by the response and perception of external stakeholders but there is little reflection of the internal perspective. Employees however represent the brand values and fulfil the corporate brand promise. To fill this gap a multiple case study approach was adopted, and semi-structured indepth interviews were conducted followed by thematic analysis of the data. Findings of the study emphasized upon the role of rebranding communication by leadership in facilitating changes to the corporate brand, resulting in employee buy-in. This important contribution to the literature will also help managers achieve employee buy-in to strategic changes in the organisation especially post Brexit. Further research is recommended to measure existing levels of employee engagement and corporate brand identification that will support post rebranding employee buy-in.

Global Fashion Management Conference, 2018

Journal of Service Research, 2019

While numerous studies have examined the benefits of customer participation (CP), understanding o... more While numerous studies have examined the benefits of customer participation (CP), understanding of the dark side of involving customers in service firms’ processes is limited. This study proposes that the changing role of customers who actively participate in service co-development can cause role stress and negative feelings, which may, in turn, reduce customer satisfaction and the perceived value of participation. We develop and test a comprehensive role theory–based framework for CP-role stress. Using a video-based experiment, behavioral lab experiment, and field study, we find that greater CP leads to heightened role stress including role conflict, role overload, and role ambiguity. These adverse effects occur contingent on customers’ prior participation experience and firm-provided support. Furthermore, role stress effects vary across service co-development types depending on (a) the scope of the task (i.e., open task, closed task) and (b) the beneficiary of participation (i.e.,...

Corporate Reputation Review, 2019

E-mass customization has received much attention as it aims to increase brand performance and pre... more E-mass customization has received much attention as it aims to increase brand performance and preserve customer loyalty towards a brand by means of customer co-design and mass production, so that individual customer needs are met by affordable prices within the online shopping experience. However, little is known about e-mass customization strategy. This paper identifies two typologies of e-mass customization based on the degrees of customer co-design in the process: collaboration-based customization which involves customers in the early stage and promises major revisions in the product, and adoption-based customization which brings customers into the post-design stage and offers segmented revisions in the product. This paper also proposes plausible implementation of e-mass customization involving the design of a web interface, modularity-based manufacturing, and enabling technologies. Subsequently, theoretical and managerial implications of this study are discussed at length. Finally, future research directions are outlined.

Industrial Marketing Management, 2018

This research explores the topics of perceived brand globalness (PBG) and perceived brand localne... more This research explores the topics of perceived brand globalness (PBG) and perceived brand localness (PBL) in the B2B context-specifically in terms of how brand localness and globalness factor into B2B buyers' decision making. It does so by examining co-branding relationships that involve alliances between well-known global and local B2B brands with unknown B2B brands in order to tease out the specific influence of brand globalness and localness on buyers' quality evaluations of the unknown brand. In other words, it considers the potential spillover effects of well-known PBG and PBL ally brands on lesser-known focal brands in brand alliances. Notably, we analyze data collected from a sample of Brazilian and U.S. based purchase decision-makers and uncover a number of robust findings likely to benefit both academics and practitioners.

Journal of Retailing and Consumer Services, 2019

Journal of Service Research, 2016

To facilitate efficient and effective service delivery, firms are introducing self-service techno... more To facilitate efficient and effective service delivery, firms are introducing self-service technologies (SSTs) at an increasing pace. This article presents a meta-analysis of the factors influencing customer acceptance of SSTs. The authors develop a comprehensive causal framework that integrates constructs and relationships from different technology acceptance theories, and they use the framework to guide their meta-analysis of findings consolidated from 96 previous empirical articles (representing 117 independent customer samples with a cumulative sample size of 103,729 respondents). The meta-analysis reveals the following key insights: (1) SST usage is influenced in a complex fashion by numerous predictors that should be examined jointly; (2) ease of use and usefulness are key mediators, and studies ignoring them may underestimate the importance of some predictors; (3) several determinants of usefulness impact ease of use, and vice versa, thereby revealing crossover effects not pr...