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Maik Hammerschmidt

Maik Hammerschmidt
Smart Retail Group University of Göttingen

PhD Economic Sciences
Professor of Marketing

About

123
Publications
64,629
Reads
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2,445
Citations
Citations since 2016
38 Research Items
1526 Citations
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Introduction
Maik Hammerschmidt is Professor of Marketing and Chair in Marketing and Innovation Management at the University of Goettingen, Germany. His research focuses on improving the financial performance of marketing activities in the areas of service marketing, channel management, social media and stakeholder management. He has edited 4 books on marketing performance and published in Journal of Marketing, Journal of the Academy of Marketing Science, Journal of the Association for Consumer Research and Journal of Service Research. He received numerous awards for his academic achievements (e.g., an Overall Best Paper Award from the American Marketing Association and The Sheth Foundation).
Additional affiliations
March 2020 - present
Hamdan Bin Mohammed Smart University
Position
  • Professor (Associate)
October 2010 - present
Georg-August-Universität Göttingen
Position
  • Chair
August 2009 - September 2009
The Pennsylvania State University
Position
  • Researcher
Education
August 1999 - April 2005
Universität Mannheim
Field of study
  • Marketing
October 1993 - December 1998
Universität Mannheim
Field of study
  • Business Administration

Publications

Publications (123)
Article
Full-text available
This article introduces customer stewardship control (CSC) to the marketing field. This concept represents a frontline employee’s felt ownership of and moral responsibility for customers’ overall welfare. In two studies, the authors show that CSC is a more encompassing construct than customer orientation, which reflects a frontline employee’s focus...
Article
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Customer prioritization strategies, which focus a firm’s efforts on its most important customers, are expected to improve account profitability. Anecdotal evidence suggests, however, that such strategies may also undermine account profitability by inducing customers to become overly demanding. Building on social exchange theory, this research evalu...
Article
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While previous studies have demonstrated that organizational pride (OP) enhances frontline employees’ customer-oriented behavior (COB), they have neglected to address the dynamics of the relationship. This research helps close this gap by elaborating on a theory of spirals positing that the extent of COB depends not only on current levels of OP but...
Article
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Corporate social responsibility (CSR) can enhance firm value. However, many firms are also involved in corporate social irresponsibility (CSI), which could lead stakeholders to judge CSR actions as hypocritical, subsequently damaging firms financially. This study shows how CSR initiatives should respond to corporate "wrongdoing" and how they should...
Conference Paper
Full-text available
Learning curve literature in operations management has established that the accumulation of output enhances volume-based experience and leads to per-unit performance improvements. However, little is known how experiences related to specific task characteristics affect performance. Using a large-scale longitudinal dataset from a German brick-and-mor...
Conference Paper
Full-text available
Although conversational agents (CA) are increasingly used for providing purchase recommendations, important design questions remain. Across two experiments we examine with a novel fluency mechanism how recommendation modality (speech vs. text) shapes recommendation evaluation (persuasiveness and risk), the intention to follow the recommendation, an...
Conference Paper
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Firms increasingly invest in chatbots that provide purchase recommendations. However, customers often reject recommendations by chatbots because they find neither the contents of the recommendation (message-level) nor the chatbot itself (source-level) persuasive. To overcome these barriers and increase purchase intention, this study examines how th...
Conference Paper
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Common wisdom proposes that consumers prefer human agents over non-human, AI-based agents when interacting with service providers. However, no research has explored on whether this mantra holds for vulnerable consumers as well - consumers whose control over resources is restricted in ways that significantly inhibit their abilities to function in th...
Conference Paper
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Firms increasingly deploy artificial intelligence (AI) based agents for service delivery. While extant research suggests that consumers are oftentimes reluctant to rely on AI agents and prefer human agents, this short paper suggests that for vulnerable consumers the opposite should be the case. The authors theorize that vulnerable consumers make in...
Article
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This editorial provides an overview of the current situation of sustainability management research in the Arab World which enables us to develop the vision for Management and Sustainability: An Arab Review (MSAR). Six principles encompass the MSAR vision: Relevance, Interdisciplinarity, Adaptation of Vital International Research Goals with Local Ap...
Article
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Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially n...
Article
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Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study exp...
Conference Paper
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Service robots are changing the nature of service delivery in the digital economy. However, frequently occurring service failures represent a great challenge to achieve service robot acceptance. To understand how different service outcomes in interactions with service robots affect usage intentions, this research investigates (1) how users attribut...
Conference Paper
Full-text available
Consumers increasingly rely on chatbots when interacting with firms. This is not only because it is convenient, but also because consumers do not feel judged by these artificial conversational agents. However, when compared to interacting with human employees, interactions with chatbots lack human warmth and sociability. To facilitate these social...
Article
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Globally, there is a strong focus on leveraging smart technologies to meet the growing demand for developing government services for economic and social improvement. Assessing smart service quality is crucial for the UAE due to the huge investments made in developing high-quality and 24/7 services in the public sector. This research identifies impe...
Article
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This study presents a critical review of the existing studies on the relationship between leadership styles and innovation culture in the healthcare sector with a focus on transactional, transformational and collaborative leadership. At a macro level, effective leadership has been positively linked to innovativeness of healthcare organizations as a...
Article
Consumers are increasingly using technologies such as wearables or mobile apps to achieve their self-improvement goals. Such technologies often contain features that enable social interdependence among users (competition or cooperation) to support them in improving their engagement, performance, and well-being (life satisfaction and personal growth...
Conference Paper
Full-text available
Chatbots are increasingly able to pose as humans. However, this does not hold true if their identity is explicitly disclosed to users-a practice that will become a legal obligation for many service providers in the imminent future. Previous studies hint at a chatbot disclosure dilemma in that disclosing the non-human identity of chatbots comes at t...
Conference Paper
Full-text available
Fueled by recent technological advancements, chatbots are more frequently used in the online customer service landscape. As chatbots are more and more capable to pose as humans, the question for firms arises whether they should disclose their chatbots’ non-human identity or not. While identity disclosure seems to be the intuitive approach as it pro...
Article
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This research suggests that survey invitations impair non-responding customers’ attitudinal and behavioral loyalty. A large-scale field experiment and three controlled experiments explore the mechanism behind the effect and offer guidance for market researchers on how to eliminate the effect. Furthermore, theoretical and methodological implications...
Article
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Brand buzz sentiment - the favorability of public communications about the brand - has become a major source to gauge brand reputation and predict investor returns. In this research, the authors build a prediction model of investor returns by empirically elaborating on its intricate relations with two novel sentiment measures by integrating brand r...
Conference Paper
Full-text available
Brand buzz sentiment–the favorability of public communications about the brand–has become a major source to gauge brand reputation and predict investor returns. In this research, the authors build a prediction model of investor returns by empirically elaborating on its intricate relations with two novel sentiment measures by integrating brand reput...
Chapter
Full-text available
Many engagement metrics have emerged to gauge the effectiveness of content marketing, which relates to disseminating marketer-generated content (MGC) in social media. Such metrics focus on productive and consumptive behaviors in social media. However, when examining the consequences of different MGC characteristics (e.g., informativeness, entertain...
Article
Digital service providers are increasingly “gamifying” their services (i.e., enriching non-game services with game elements) to foster additional user value in terms of specific user experiences. Understanding how such experiences of gamified services influence business outcomes is critical. Drawing on service-dominant logic and self-determination...
Article
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Profitability considerations lead service providers to divest from customer service contracts, either by service contract demotion (cutting back services) or service contract termination (ending service provision). Such initiatives have been associated with customer revenge. The pressing question for practitioners is which divestment approach has a...
Article
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The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths (i.e. autonomous vs controlled motivation for community membership) and the role of users’ preference for intimate (vs broad) social networks...
Conference Paper
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Searching product information online but then migrating to stationary stores for purchasing has increased dramatically. This webrooming behavior is a major threat for online pure players. They have no offline stores which could compensate for lost online revenues. To increase purchases in their online shops and to make switching to offline competit...
Article
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How do social media users react when marketers inform them about positive brand attributes or simply encourage them to click on a link? This study suggests that such seemingly innocuous techniques can severely backfire. In social media, many consumers deem it inexcusable when marketers just play their traditional role as advertisers instead of soci...
Conference Paper
Full-text available
Digital service providers are increasingly gamifying their services (i.e., enriching non-game services with game elements) to maintain a loyal customer base. In this research, the authors aim at examining whether gamification actually translates into user behavior that is beneficial for the firm (i.e., customer commitment). In viewing gamification...
Article
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Although professional sports are a major interest for consumers and a soaring contributor to economic growth, very little is known about how sports brands are built over time and what makes some clubs’ market performance so much stronger than others. Based on a unique dataset of 40 German professional soccer brands tracked from 1963 through 2014, t...
Article
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Recently, many digital service providers started to gamify their services to promote continued service usage. Although gamification has drawn attention in both practice and research, it remains unclear how users experience gamified services and how these gameful experiences may increase service usage. This research adopts a user-centered perspectiv...
Article
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Sustainable innovation has gained enormous attention over the last decade. A multitude of antecedents have been found to drive sustainable innovation. To develop a deeper grasp of its antecedents, this study integrates the institutional theory and the resource-based view of a firm to explain the mechanism how sustainable innovation is facilitated a...
Conference Paper
Full-text available
Marketers increasingly employ persuasive social media content to boost purchases, with advertising tone and calls to action being most prevalent. Although both tactics are effective in driving purchase behavior, research showing reduced social media response to brand posts suggests they could harm individual customers’ engagement in social media. B...
Chapter
Full-text available
This research is motivated by the unexplored intersection between surveys participation effects (i.e., the mere-measurement effect; see Dholakia 2010 for a review) and survey nonresponse. Specifically, we investigate whether survey invitations influence attitudes and behaviors of nonrespondents. We define such a “nonmeasurement effect” as a causal...
Conference Paper
Survey participation influences customers’ subsequent relationship preferences and behaviors—a phenomenon called the question-behavior effect (QBE). Research has shown that the QBE depends on the current state of customer relationships. Yet, relationships develop dynamically which might have repercussions for the QBE, a fact this paper focusses on....
Article
Full-text available
Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed...
Article
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Firms operating multiple channels as parallel routes to market face intense pressure to ensure superior customer satisfaction in their entire channel system. Relying on the structural alignment framework, the authors argue that to address this challenge, providers of concurrent channels should give priority to alignable channel attributes—attribute...
Article
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The study examines how firms can engage in Corporate Social Responsibility (CSR) action when it is preceded by Corporate Social Irresponsibility (CSI) so as to preserve opportunities to enhance firm value. Specifically, the authors ask three research questions: (1) How can CSR engagements be delineated to account for prior CSI? (2) Do these CSR eng...
Conference Paper
Full-text available
This research addresses the effectiveness of normative and utilitarian appeals for engagement. Specifically, the authors answer the following research questions: (1) Are marketer-generated appeals effective to enhance users’ community engagement? (2) Which context factors leverage or threaten the effectiveness of appeals for triggering community en...
Article
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Trotz der gängigen Differenzierung von Kunden nach ihrer Wichtigkeit für den Vertrieb fehlt es oft an Wissen zum Management des hieraus entstehenden Kundenstatus. Dieser Beitrag identifiziert zentrale Herausforderungen von Statushierarchien und zeigt, wie deren Potenziale voll ausgeschöpft werden können.
Chapter
Full-text available
Sport clubs are increasingly shifting from non-profit organizations to business companies, making professional sports one of the most important and top-selling industries (Chadwick 2009). Like other business companies, sports clubs battle for customers and aim at gaining their commitment (Decrop and Derbaix 2010). With respect to antecedents of com...
Conference Paper
As brand related user-generated content (UGC) affects firms’ financial performance marketers are getting increasingly interested in identifying drivers of content generation (i.e., the volume of brand-related UGC).This paper provides an understanding of the motivations of content generation in different social media channels - captured by the degre...
Conference Paper
Full-text available
This paper examines the role of self-determination in social media channels. Although research has recognized that the creation of brand related user-generated content (UGC) is an important determinant of firms’ performance, less attention has been given to its motivational and instrumental drivers. We conduct two studies to provide an understandin...
Article
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This study investigates how firm reactions to social misconducts impact firm value. We contribute to CSR research by showing (1) whether a firms’ capability to abandon social misconducts as well as two distinct compensation strategies (i.e., misconduct-specific and misconduct-unspecific compensation through CSR activities) affect firm value, (2) ho...
Article
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Health organizations have intensified their efforts to establish network-like structures with service partners who are responsible for different functions along the health value chain. To calculate the potential value and cost benefits of service production within health care networks and to improve performance in such networks, the authors propose...
Article
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Netzwerke und Kooperationen sind entscheidende Instrumente zur Steigerung des Unternehmenswertes. Bisher haben sich Ansätze hier auf die Unternehmensseite (Wertschöpfungs-, Entwicklungsund Vertriebsnetzwerke) konzentriert. In jüngster Zeit rücken auch Netzwerke auf Nachfragerseite etwa in Form von Kommunikations- und Empfehlungsnetzwerken zunehmend...
Conference Paper
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This study introduces the concepts of in-domain compensation and extra-domain compensation to capture the two possibilities that companies might choose to react to social misconducts. While in-domain compensation refers to firms’ favorable CSR activities in the domain of social misconduct, extra-domain compensation is linked to favorable CSR activi...
Conference Paper
Full-text available
The purpose of this paper is to provide a conceptual understanding of the brand democratization phenomenon. Broadly defined as the empowerment of the customer in social media channels, brand democratization poses a major challenge for marketing practitioners and scholars. Although marketing research has recently proclaimed the era of brand democrat...
Conference Paper
Full-text available
Past research in sports marketing has mainly identified a direct effect of sport-related success on brand equity for sports clubs. Criticizing the underlying stationary perspective, a first study shows the problematic of reverse causality within that perspective. Therefore, a second study analyses the necessary dynamic perspective. Drawing on a lon...
Conference Paper
Full-text available
Past research in sports marketing has mainly identified a direct effect of sport-related success on brand equity for sports clubs. Criticizing the underlying stationary perspective, a first study shows the problematic of reverse causality within that perspective. Therefore, a second study analyses the necessary dynamic perspective. Drawing on a lon...
Conference Paper
Full-text available
Many manufacturers have structured their post-sale service function as a non-integrated service delivery system, where control over the customer interface is given to an intermediary partner. Following research on consumption systems, the authors explore the existence of cross-firm spillover effects of product failure and service provision. Perform...
Chapter
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Der Einsatz neuer Technologien führt dazu, dass Dienstleistungen immer mehr als so genannte Self Services angeboten werden, was die umfassende und aktive Integration eines Kunden in die Dienstleistungsproduktion zur Folge hat. Der hierdurch verstärkte Wandel eines Kunden vom reinen Empfänger hin zum Co-Produzenten der Dienstleistung bedingt, dass d...
Article
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Conventional wisdom suggests that proactively offering pre-sales services such as product trials encourages customers to test new products, thereby stimulating repurchases. We show, however, that the mere act of proactively reaching out to customers is a double-edged sword and provide evidence on positive and negative “mere proactivity effects”.
Conference Paper
Full-text available
In contrast to many other industries, sport-related success is the most important goal for sports clubs. This article therefore discusses the relevance of marketing-specific factors for sports companies and identifies their contribution to success by investigating the factors brand equity, fan commitment and brand championing. Drawing on a longitud...
Article
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This study provides deeper insight in the link between service quality and customer satisfaction. The traditional assumption of a linear relationship is challenged by exploring asymmetries and dynamics. The simultaneous influence of service quality and customer experience on satisfaction is examined by means of nonlinear structural equation modelin...
Conference Paper
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As a response to the worldwide economic crisis, many firms are cutting back on their brand building investments. These shrinking budgets not only put firms under increased pressure to get more out of their branding dollars but further intensify the need for tools and methods that enable an investigation of the link between brand inputs and financia...
Article
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Stagnierende Umsätze und daraus resultierender Kostendruck zwingen Unternehmen zunehmend, die Wirkungen und finanziellen Ergebnisse von Werbeaktivitäten messbar zu machen, um Fehlinvestitionen zu vermeiden. Um dieser Forderung zu entsprechen, wird im vorliegenden Artikel ein multi-dimensionales Modell zur Messung der Online-Werbeeffizienz entwickel...
Article
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Firms are under increasing pressure to measure and improve the performance of the sales function. Programs to reduce costs, including downsizing on branches and employees, are widely used in response to this pressure. As a consequence, the overall level of service quality does suffer and so does the ultimate revenue. Hence, researchers and practiti...
Article
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This study presents a framework which integrates the key measures of customer relationship management – customer value and customer profitability. By segmenting customers based on both perceived value and profitability this study explores whether and for which segments the process of value creation can be deployed in the marketplace (value appropri...
Article
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This paper addresses fundamental data quality issues in the context of efficiency measurement with Data Envelopment Analysis (DEA). Any DEA requires a data matrix to be specified, with units of analysis and efficiency criteria as dimensions. The choice of both units of analysis and efficiency criteria is crucial for the analysis, as it significantl...
Conference Paper
Full-text available
Several studies have explored relationship instruments that build commitment. Recently, researchers emphasize that creating commitment alone does not warrant the ultimate success of firms. Deploying commitment in the marketplace to gain profitable outcomes is likely a more important process. Thus, in order to make investments into enhanced commitme...
Article
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Although researchers have begun to recognize commitment as a multi-component construct, they missed examining profitability-related effects. We contribute to this research field by succeeding in linking a four-component model - consisting of affective, calculative, locked-in, and normative commitment - to customer profitability and, thereby, demons...
Article
Managers are under increased pressure to verify the return on their quality investments. This is especially true for e-service providers given the highly competitive market dynamics in the Internet. Here, increasing customer satisfaction is pivotal for firm performance. Yet, being faced with limited resources to spend, valid and attribute-specific...
Conference Paper
Full-text available
Brand managers are under increased pressure to illustrate the performance of their multimillion dollar expenditures. This paper provides three contributions in the context of brand management. First, we introduce the concept of brand efficiency as a measure for the perfor- mance of the brand management process. Second, we develop a measure for the...