Die Privatuniversität Schloss Seeburg organisiert regelmäßige Forschungsvorträge aus dem eigenen Professorium sowie auch von externen WissenschaftlerInnen. Die Vorträge sind offen für alle interessierten StudentInnen, WissenschaftlerInnen und PraktikerInnen.
Bei Interesse, Fragen oder Anmerkungen melden Sie sich bitte bei Ass.-Prof. Clemens Hutzinger, Ph.D. oder bei Assoc.-Prof. Dr. Theresa Treffers.
Zukünftige Forschungsseminare 2018
04. Oktober (13:00 / SR3)
Tra il dire e il fare c’è di mezzo il mare*: An investigation into the ethical purchasing gap *Italian proverb: Between saying and doing is half a sea
Ass.-Prof. Dr. Andreas Plank – Assistant Professor Management & Sustainability
This study contributes to prior research on ethical consumption by comparing the effects of driver and barrier variables on Fair Trade purchasing intentions and observed Fair Trade purchasing behavior. Combining observation in the field with a survey, this study shows that while attitude, ethical obligation, and self-identity have positive effects on Fair Trade purchasing intentions these factors have no effects on actual Fair Trade purchasing behavior. The results moreover show that price sensitivity and inertia are barriers to ethical consumption. Comparing self-reported intentions and observed actual behavior this study contributes to our understanding of the ethical purchasing gap. The results show that consumers who don’t walk their talk are more price sensitive, exhibit more inertia in purchasing behavior, and have a lower income than consumers with consistent Fair Trade purchasing intentions and Fair Trade purchasing behavior.
08. November (13:00 – 14:00 / SR3)
Customer Participation: The New Normal for Services Marketing Management
Assoc.-Prof. Dr. Ursula Scholl-Grissemann – Associate Professor für Service Marketing & Konsumentenverhalten
The nature of services has shift dramatically in recent years. Customers, more than ever, demand greater involvement, customization, and personalization from services. Online banking, arranging travel packages online, and using self-service kiosks at airports represent daily routines for many customers. The Internet and the raise of big data and advanced analytics allow companies to personalize and tailor their services. Moreover, it also grants customers access to a wide range of opportunities to engage with companies. In our research, we identify outcomes of such customer participation behaviors, including increased loyalty intentions, satisfaction with a company, and purchase intentions. Our research contributes to marketing management by revealing not only whether or if participation leads to positive customer responses but also how and in which circumstances these effects arise. Another key tenet involves the question of for whom these effects occur—that is, which individual traits strengthen the effects of customer participation on customer responses. Answering such how and when questions can lead to a deeper understanding of key phenomena and new insights into how that understanding can be applied.