Florian U. Siems

Florian U. Siems
Technische Universität Dresden | TUD · Lehrstuhl Marketing

Professor of Management, Dr.rer.pol.

About

123
Publications
15,205
Reads
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426
Citations
Citations since 2016
38 Research Items
245 Citations
201620172018201920202021202201020304050
201620172018201920202021202201020304050
201620172018201920202021202201020304050
201620172018201920202021202201020304050
Additional affiliations
September 2008 - November 2013
RWTH Aachen University
Position
  • Research Area for Technology and Service Marketing
September 2005 - August 2008
Fachhochschule Salzburg
Position
  • Fachbereichsleiter und Professor für Marketing

Publications

Publications (123)
Conference Paper
Full-text available
Increasingly complex products and services, as well as the continuing trend of customer participation in service creation processes, reinforce the need for companies to provide customers with the necessary stimulus, knowledge and skills so that they can obtain and/or use said products and services in a value-adding manner. This is where the custome...
Conference Paper
Full-text available
In the 1990s, the then increasingly differentiated "classic" marketing instrument of "promotion" led to the idea of so-called "integrated marketing communications," in which special methods of a reintegration of the individual instruments are intended to increase the overall effect of marketing communications or make it efficient. In this article,...
Chapter
Relationship Marketing umfasst das Bilden, die Aufrechterhaltung sowie bei Bedarf die Auflösung von Beziehungen zwischen Unternehmen und Kunden. Mit zunehmender Mobilität und sich ausdehnender physischer Distanz werden neue Ansätze zur Interaktion zwischen Unternehmen und Kunden benötigt, um entstehende Beziehungslücken zu überbrücken und Kundenabw...
Article
Full-text available
The article ‘The effect of stress on customer perception of the frontline employee: an experimental study’, written by Marie-Christin Papen, Thomas Niemand, Florian U. Siems, Sascha Kraus, was originally published electronically on the publisher’s Internet portal (currently SpringerLink) on 15 November 2017 without open access.
Article
Mithilfe einer Inhaltsanalyse wird untersucht, ob und wie das Konzept der klassischen Konditionierung zur Erklärung unternehmerischer Social-Media-Aktivitäten genutzt werden kann.
Chapter
Die Analyse von olfaktorischen Reizen aus Kundensicht stellt seit vielen Jahren einen Teilaspekt zur Schaffung informatorischer Grundlagen für Marketingentscheidungen dar. Bisherige Untersuchungen beziehen sich jedoch insbesondere auf klassische Marketingziele, beispielsweise den Absatz. Einem modernen Marketingverständnis im Sinne eines Relationsh...
Chapter
Technische Innovationen sind für viele Unternehmen in Industrieländern heute notwendig, um im (zunehmend globalen) Wettbewerb bestehen zu können. Die Wirtschaftswissenschaften, insbesondere das Marketing, haben dabei die wichtige Aufgabe, die erfolgreiche Einführung der neuen Technologie vorzubereiten und zu begleiten. Dies betrifft vor allem die K...
Conference Paper
Full-text available
When customers engage in negative word-of-mouth (nWOM) on social media platforms, their behavior can be motivated by vindictive intentions. While the effects of nWOM have widely been studied, the antecedences, especially in the case of revenge behavior remains unclear. In order to address this issue, we first derive three hypotheses that examine an...
Article
Aufgezeigt wird, was Customer Education ist und welche Möglichkeiten der Ansatz für das Marketing Management bietet. Darüber hinaus werden die Grenzen bei der Anwendung des Konzeptes betrachtet. Abschließend werden weiterführende Ansätze hinsichtlich eines besonders geeigneten „Kundenerziehungsstils“ im Marketing präsentiert.
Article
Full-text available
Marketing research shows that customer relationship management can reduce consequences of service failures. The question is how long a former customer engagement can still have an effect on a current critical incident. In extreme cases, this means whether and how interactions between company and customer during childhood can still influence the eff...
Poster
So far, research on fear appeals rather focuses on classic marketing aspects, e.g. advertising effectiveness. In contrast, the present study focuses on the effect of different intensities of fear appeals on relationship marketing constructs, such as repurchase intention and word of mouth. Related constructs, like trust and sympathy are also tested....
Article
For companies, complaints are a valuable customer reaction to dissatisfaction. They enable the company to respond to customer issues to prevent them from changing supplier or spreading negative word-of-mouth communication. Previous research identified various influencing factors of complaint behaviour. However, it has been scarcely considered which...
Article
Full-text available
Following the idea of the life event cycle, relationships between organizations and customers are characterized by recurring gaps in interaction. This article provides an overview of theories on maintenance strategies, particularly in the context of long-distance relationships in social sciences, and transfers existing theories to relationship mark...
Article
Full-text available
This article examines positive effects of customer stress drawn upon the theory of excitation transfer. Contrary to previous marketing and management literature, the present study focuses on positive outcomes of stress based on a study by Dutton and Aron (J Pers Soc Psychol 30(4):510–517, 1974), who found increasing interpersonal attraction in stre...
Chapter
Full-text available
Zur Gestaltung von Beziehungen zwischen Anspruchsgruppen hat es sich im Rahmen des Relationship Marketing als vielversprechend erwiesen, Theorien über zwischenmenschliche Beziehungen als mögliche theoretische Basis zu nutzen. Hier setzt der vorliegende Beitrag an, indem Partnerwahltheorien der interpersonalen Attraktion im Sinne eines Gleich und gl...
Chapter
Full-text available
In Verbindung mit dem Themenfeld Marketing wird seit 20 Jahren verstärkt der Ansatz eines Relationship Marketing in Wissenschaft und Praxis diskutiert, auch vor dem Hintergrund von Neuentwicklungen in den Kommunikations- und Informationstechnologien. In jüngerer Zeit ist Digitalisierung als zentraler, neuer Trend hinzugekommen. Zweifelsohne stehen...
Chapter
An der TU Dresden startete im Herbst 2016 ein Forschungsprojekt zur Entwicklung eines digitalen Assistenzsystems (‚Smarte Werkbank’), gefördert durch den Europäischen Sozialfonds und die Sächsische Aufbaubank. Ziel des Projektes ist es, ein System zu entwickeln, das – insbesondere auch unter Nutzung der neuen Möglichkeiten, die die Digitalisierung...
Chapter
Against the background of in marketing recently established so-called “Relationship Marketing”, which examines the design of relationships of companies to their stakeholders, it is increasingly discussed to transfer theories from sociology and psychology to marketing. One specific area is the issue of “customer education”. This is the starting-poin...
Article
Full-text available
Relationship marketing has become an important part of today’s economic research and practice that complements the traditional marketing approach. With regard to building a reliable theoretical foundation for this branch of science, the transference of established psychological and sociological theories is of particular significance. As an attempt...
Chapter
Kommunikations- und Preispolitik zählen neben Produkt- und Vertriebspolitik zu den „klassischen“ Instrumenten des Marketing. In Wissenschaft und Praxis werden dabei gerade Kommunikation und Preis oft mehr oder weniger isoliert voneinander betrachtet und mögliche Interdependenzen weitestgehend vernachlässigt. Dies überrascht, da sowohl die Preisposi...
Chapter
Marketing hat sich in den letzten Jahrzehnten kontinuierlich weiterentwickelt (für einen Überblick z.B. Homburg 2012, 6ff.; Meffert, Burmann, Kirchgeorg 2012, 7ff.; Bruhn 2016, 14ff.). Seit den späten 90er Jahren hat dabei insbesondere das sogenannte „Relationship Marketing“ an Bedeutung gewonnen, in dem weniger das „Verkaufen“ von Leistungen, sond...
Chapter
Marketing hat sich in den letzten 40 Jahren kontinuierlich weiterentwickelt (Homburg 2012, 6ff.; Meffert, Burmann et.al. 2012, 7ff.; Bruhn 2016a, 15ff.). Eine der neuesten Entwicklungen ist, dass vermehrt Kunden in den Erstellungsprozess von Leistungen integriert werden (z.B. Bruhn, Stauss 2009; Siems 2014; Ballendat, Hütten et al. 2015). Beispiele...
Book
Ziel des Bandes ist es, aktuelle interdisziplinäre Ansätze der Forschung an der Schnittstelle von Kommunikation und Technik aufzuzeigen und Einblicke aus ganz unterschiedlichen Perspektiven zu ermöglichen: Technischer Wandel oder Innovation als Gegenstand der Kommunikation; Kommunikation zum Abbau von Reaktanzen bei komplexen Technologien; Erwartun...
Chapter
Der vorliegende Beitrag hat das Ziel, einen Überblick über die aktuelle Forschung zur digitalen Dialogkommunikation zu geben und dabei die Eignung von digitalen, interaktiven Kommunikationsinstrumenten für den Einsatz im online Kundenservice zu diskutieren. Neu dabei ist, dass nicht nur die Anforderungen der Kunden an die Servicequalität digitaler...
Article
Over the past fifty years, the discussion of management topics has become more and more specialized. Thus, different topics in regard to management have been considered increasingly isolated. The aim of this paper is to show that a re-integration of different management fields can offer many opportunities. We demonstrate this for the fields of mark...
Article
Relationship marketing is commonly defined as a process. Its essential process dimension, however, remains surprisingly under-theorized. In this conceptual paper, we address this theoretical void and begin to develop a process-centric framework to explore company-customer relationships. This framework distinguishes four ideal-typical models of the...
Article
This article explores managers’ ethical reasoning for behaviors in price negotiations using evidence from 15 in-depth interviews conducted with sales and purchasing representatives in the chemical industry in Germany. Applying transaction cost economics, we find that negotiators in commoditized market-like exchanges either refer to deontological no...
Chapter
Rache ist ein Phänomen, das in vielen Wissenschaftsbereichen eine Rolle spielt. Im Marketing ist dies nicht anders, wenn insbesondere Kunden wahrgenommenes Fehlverhalten eines Unternehmens oder Ungerechtigkeiten durch Rache zu bestrafen suchen. Ziel des vorliegenden Beitrags ist es zu untersuchen, wie in Kunde-Anbieter-Beziehungen das Motiv der Wah...
Chapter
Unternehmen und Organisationen stehen zunehmend vor der Herausforderung, langfristige Kundenbeziehungen aufzubauen und zu vertiefen. Der vorliegende Beitrag stellt den Life Event Cycle als ein Instrument vor, dieser Herausforderung zu begegnen. Der Life Event Cycle beruht auf der Annahme, dass konkrete Ereignisse im Leben („Life Events“) des Kunden...
Chapter
Kommunikations- und Preispolitik zählen neben Produkt- und Vertriebspolitik zu den „klassischen“ Instrumenten des Marketing. In Wissenschaft und Praxis werden dabei gerade Kommunikation und Preis oft mehr oder weniger isoliert voneinander betrachtet und mögliche Interdependenzen weitestgehend vernachlässigt. Dies überrascht, da sowohl die Preisposi...
Article
Recent years have seen the development of a trend where customers are increasingly involved by companies in the provision of services. The following will examine (1) the fact that the customer can make mistakes in this process, (2) how they make these mistakes, and (3) which management implications result from this.
Article
The life event cycle is a modern relationship marketing tool. The following exploratory study will demonstrate how small and medium enterprises (SMEs) can efficiently apply it to investigate and guide customer development actively in their companies. This paper will provide explorative data from an SME for the first time, generating a detailed anal...
Article
Full-text available
This paper presents a review of research literature on the life event cycle in the past 10 years. A short synopsis of the life event cycle into existing concepts demonstrates the advantages of this approach to managing long-term customer relationships. Afterwards this paper provides an overview about the life event cycle's fields of application tha...
Chapter
Als wichtiger Ansatz interaktiver Wertschöpfung wird heute die Integration des Kunden in die Wertschöpfungsaktivitäten von Unternehmen gesehen (Reichwald/Piller 2009, S. 56ff.; Schenk et al. 2012). In Forschung und Praxis wurden entsprechend diverse Ansätze entwickelt, eine erfolgreiche Kundenintegration vorzunehmen, zum einen in Form von Integrati...
Article
There is consensus in the marketing literature that satisfaction of customers concerning the perceived quality and pricing of products or services is critical for customer retention. In contrast, there is lack of empirical evidence about the exact functional relationship. Using parametric and nonparametric regression, this contribution empirically...
Conference Paper
In recent years, interdisciplinary research projects grew in importance. The reasons are twofold: On the one hand research areas become more and more specialised. On the other hand, “out-of-the-box-research” seems especially successful for innovations. Further, research projects are increasingly associated with the need to re-integrate the traditio...
Chapter
In immer mehr Bereichen des täglichen Lebens ist der Trend festzustellen, dass der Kunde von Unternehmen aktiv in die Erstellung von Leistungen eingebunden wird: Beim Tanken ist es heute selbstverständlich, dass der Kunde selbst Benzin in sein Auto einfüllt, an Geldautomaten bezieht der Kunde Geld von seiner Bank, bei einer Flugreise nutzt der Kund...
Article
This paper analyses the nanotechnology industry with respect to the application of open innovation. By analyzing different open innovation practices first in a theoretical discussion, we identified the broadcast search mechanism as the open innovation method with a great potential to overcome the commercialization barrier in nanotechnology. First,...
Article
The paper investigates the influence of cold loyalty that occurs for different kinds and classes of consumer goods. Thereby it will be examined which kinds of products are particularly affected and which factors facilitate this. Therefore, the article first shows that customers can be divided according to their object of loyalty and describes the c...
Article
Full-text available
The Not Invented Here syndrome (NIH) refers to the rejection of external knowledge, ideas or technologies. Because a consequent rejection of external knowledge can lead to wrong choices when it comes to make-or-buy decisions, NIH is something businesses can not afford to ignore. The objective of this paper is to transfer and apply existing research...
Chapter
Seit Mitte der 90er Jahre findet in den Wirtschaftswissenschaften das Thema Customer Relationship Management („CRM“) Beachtung. Die Grundidee, die Beziehung eines Unternehmens zu seinen Kunden zu verbessern, wurde zum einen von der (Wirtschafts-)Informatik aufgegriffen und findet u.a. in Form von Software-Lösungen Anwendung. Zum anderen entstand in...
Article
As a result of the past decade's financial crises, the focus on students' values as an output of higher management education has increased. Simultaneously, marketing theory has become prevalent in the management of higher education institutions, such that student satisfaction represents a key output variable for their service provision. This study...
Article
Pricing is a classical marketing instrument. While it affects companies of all sizes and categories, scientific research often sees pricing as focused on large enterprises, particularly the consumer products industry. In the limited amount of articles on SMEs and/or start-ups, new developments in pricing and/or marketing often receive no attention....
Article
The topics of compensation in human resource management and pricing in marketing theory both involve a monetary component that is important for companies to manage. While the role that price perceptions play for consumers is the subject of the well-established reference price theory, human resource management theory lacks any related concept for th...
Article
Price negotiations in supply chain relationships often take place during annual pricing reviews. This study integrates transaction cost economics and reference price thinking from consumer behavior to understand better how a seller's reservation price, aspiration price, and initial price offering might influence the ultimate settlement price. We ap...
Article
Innovations are one of the key drivers for competitiveness in a global market. There are various sources where innovations can be emerged from. Focussing on technology push innovations, which are often realised without identifying customer needs on the market, provide high potential success and radical innovations. The risk of technology driven inn...
Conference Paper
Full-text available
In many retail situations, customers today face vast assortments and often have limited ability to find exactly what they need. By implementing a need-based toolkit for assortment matching, retailers can limit this complexity of choice, increasing the satisfaction of consumers with the goods acquired. Building such a need-based system however is co...
Article
Business-to-Business Portale (B2B Portale) sind Internetlösungen, die zu einem bestimmten Geschäftsproblem, an dem mehrere Unternehmen beteiligt sind, vielfache Dienste auf einer Seite bündeln (H. Österle 2001). Beispielsweise kann ein Portal für die Uhrenproduktion und -nutzung Bedienungs- und Reparaturinformationen bereitstellen sowie Anbieter un...
Article
Die Anforderungen an Hochschulen haben sich – gerade auch in den deutschsprachigen Ländern – in den letzten Jahren grundlegend verändert: Vor dem Hintergrund eines zunehmenden Wettbewerbs zwischen Hochschulen sowie zunehmend knapper staatlicher Mittel und damit verbunden Forderungen der Nutzung betriebswirtschaftlicher Überlegungen für Universitäte...
Article
Bundling is a widely-discussed topic in economic research, particularly in marketing. Numerous theoretical and empirical papers discuss the issue of what the best conditions are for combining several products/services and selling them at one total price ("bundling"). However, separating existing services back into their single components and sellin...
Article
Globalization and the merging of economic zones continue their progress among today's economic environment. The introduction of the euro in many European countries has led to increasingly comparable prices across the continent. And the barriers to cross border shopping within Europe e.g. in the form of customs checks are becoming a thing of the pas...
Article
The field of relationship marketing has been established in the past 15 years. Although many theories and models have been developed, ethical aspects have been neglected in the existing relationship marketing research. Because ethical aspects of the supplier–customer relationship have rarely been discussed in mainstream marketing, we integrated the...
Article
Recent years have seen research and business discuss the life event cycle as a new management tool with increasing frequency. But interestingly, there has not been an international discussion dealing with its implications for pricing, which directly result from this approach. The following conceptual study will attempt to close this research gap. I...
Article
Communicating with the customer is an essential element of strategic marketing management. The following will present a management tool that has experienced an increasing amount of consideration in the recent past, and which focuses on the quantitative and qualitative changes in customer re-quirements to allow a dynamic communication strategy. The...
Article
“Relationship marketing,” i.e. a company building and maintaining a long-term relationship to its customers, has established itself as an important economic goal in current research and everyday business. The following will present an internationally (still) seldom-regarded management tool that follows the relationship marketing approach and focuse...
Article
In this paper the life event is introduced, which can be seen as a customer oriented refinement of existing life cycle concepts. Based on the theory of traditional life cycle systems the life event cycle incorporates concepts of mass customization (i.e. modularity) in order to enable a long term relationship between companies and their customers. A...
Article
Wie Unternehmen gegenüber ihren Kunden Preise kommunizieren, wird in Wissenschaft und Praxis intensiv behandelt und diskutiert. Welche Rolle der Preis in der Kommunikation der Kunden untereinander spielt, wird dagegen kaum beachtet. Eine aktuelle empirische Studie zeigt auf, wie und wodurch motiviert die Mund-zu-Mund-Kommunikation von Preisen zwisc...
Article
In the last years, Marketing was extended to internal customers (“internal marketing”). The paper concentrates on one of these new aspects: Based on qualitative empirical research (including in-depth-interviews with one supplier and in-depth-interviews with different of his customers), it is shown what is special for generating a new internal B2B-b...
Chapter
Die beiden Marketinginstrumente Kommunikationspolitik und Preispolitik werden in Wissenschaft und Praxis nur relativ selten simultan betrachtet (vgl. Siems/Hofmann, 2006, S. 49): Die wenigen bisherigen wirklich instrumenteübergreifenden Ansätze befassen sich meist mit dem Trade-off zwischen Investitionen in Preis oder Kommunikation und der Frage, u...
Article
In this chapter it is argued that service stores most often offer standardized services, which may not hit the customers' demands. As a new possibility to customize service offerings the life event cycle is introduced, which builds on traditional lifecycle concepts but refines them by a stronger individual perspective. In the first part of the chap...