Sonja Gensler

University of Münster | WWU · Marketing Center Münster (MCM)

Home sharing platforms have experienced a rapid growth over the last decade. Following negative publicity, many cities have started regulating the short-term rental market. Regulations often involve a cap on the number of days a property can be rented out on a short-term basis. We draw on rich data for short-term rentals on Airbnb and for the long-...

Regression analysis is one of the most flexible and most frequently used multivariate methods. It is employed to analyze relationships between a metrically scaled dependent variable and one or more metrically scaled independent variables. In particular, it is used to describe relationships quantitatively and to explain them. As a result, we can est...

The (traditional) conjoint analysis is a procedure for measuring and analyzing consumers’ preferences for specific objects. The test persons evaluate different objects stating their preferences using metric or ordinal scales. The measured preferences are used as proxies for the utility value of an object. The goal of conjoint analysis is to identif...

In many problems in science and practice, the following questions arise: Which one of two or more alternative states is present or which event will occur? Which factors are suitable for the decision or prognosis and what influence do they have on the occurrence of a state or event? Often, only two alternative states or events are involved, as in th...

Analysis of variance is a procedure that examines the effect of one (or more) independent variable(s) on one (or more) dependent variable(s). For the independent variables, which are also called factors or treatments, only a nominal scaling is required, while the dependent variable (also called target variable) is scaled metrically. The analysis of...

Cluster analysis is a procedure for grouping cases (objects of investigation) in a data set. For this purpose, the first step is to determine the similarity or dissimilarity (distance) between the cases by a suitable measure. The second step searches for the fusion algorithm which combines the individual cases successively into groups (clusters). T...

The explorative factor analysis is a procedure of multivariate analysis which aims at identifying structures in large sets of variables. Large sets of variables are often characterized by the fact that as the number of variables increases, it may be assumed that more and more variables are correlated. The exploratory factor analysis aims to structu...

Contingency analysis is used to detect and investigate relationships between nominally scaled variables. Typical examples are the investigation of associations between income class, profession or gender and consumer behavior, or the examination of whether the level of education or the family background (social class) is associated with the membersh...

This chapter introduces, characterizes and classifies the eight methods of multivariate data analysis (MVA) covered in this book. When using MVA, several variables are considered simultaneously and their relationship is analyzed quantitatively. MVA aims to describe and explain these relationships or to predict future developments. Bivariate analyse...

Discriminant analysis is a multivariate procedure for the analysis of group differences. It allows examining the difference between two or more groups with respect to a variety of variables in order to answer questions such as: Do the considered groups differ significantly from each other with respect to the variables? Which variables are suitable...

Analysis of variance is a procedure that examines the effect of one (or more) independent variable(s) on one (or more) dependent variable(s). For the independent variables, which are also called factors or treatments, only a nominal scaling is required, while the dependent variable (also called target variable) is scaled metrically. The analysis of...

This chapter introduces, characterizes and classifies the eight methods of multivariate data analysis (MVA) covered in this book. When using MVA, several variables are considered simultaneously and their relationship is analyzed quantitatively. MVA aims to describe and explain these relationships or to predict future developments. Bivariate analyse...

In many problems in science and practice, the following questions arise: Which one of two or more alternative states is present or which event will occur? Which factors are suitable for the decision or prognosis and what influence do they have on the occurrence of a state or event? Often, only two alternative states or events are involved, as in th...

Cluster analysis is a procedure for grouping cases (objects of investigation) in a data set. For this purpose, the first step is to determine the similarity or dissimilarity (distance) between the cases by a suitable measure. The second step searches for the fusion algorithm which combines the individual cases successively into groups (clusters). T...

Discriminant analysis is a multivariate procedure for the analysis of group differences. It allows examining the difference between two or more groups with respect to a variety of variables in order to answer questions such as: Do the considered groups differ significantly from each other with respect to the variables? Which variables are suitable...

The (traditional) conjoint analysis is a procedure for measuring and analyzing consumers' preferences for specific objects. The test persons evaluate different objects stating their preferences using metric or ordinal scales. The measured preferences are used as proxies for the utility value of an object. The goal of conjoint analysis is to identif...

Regression analysis is one of the most flexible and most frequently used multivariate methods. It is employed to analyze relationships between a metrically scaled dependent variable and one or more metrically scaled independent variables. In particular, it is used to describe relationships quantitatively and to explain them. As a result, we can est...

Contingency analysis is used to detect and investigate relationships between nominally scaled variables. Typical examples are the investigation of associations between income class, profession or gender and consumer behavior, or the examination of whether the level of education or the family background (social class) is associated with the membersh...

The explorative factor analysis is a procedure of multivariate analysis which aims at identifying structures in large sets of variables. Large sets of variables are often characterized by the fact that as the number of variables increases, it may be assumed that more and more variables are correlated. The exploratory factor analysis aims to structu...

Die Varianzanalyse ist ein Verfahren, welches die Wirkung einer (oder mehrerer) unabhängiger Variablen auf eine (oder mehrere) abhängige Variablen untersucht. Für die unabhängigen Variablen, die auch als Faktoren oder Treatments bezeichnet werden, wird dabei lediglich eine nominale Skalierung verlangt, während die abhängige Variable (auch Zielvaria...

Die Kontingenzanalyse dient dazu, Zusammenhänge zwischen nominal skalierten Variablen aufzudecken und zu untersuchen. Beispielsweise könnte uns interessieren, ob die beiden kategorialen Variablen „Ernährungsstil“ und „Geschlecht“ zusammenhängen. Die Kontingenzanalyse prüft, ob ein Zusammenhang zwischen den beiden Variablen besteht und es kann zudem...

Die (traditionelle) Conjoint-Analyse ist ein Verfahren zur Messung und Analyse von Präferenzen. Die Probanden bewerten unterschiedliche Alternativen mithilfe metrischer oder ordinaler Skalen. Die gemessenen Präferenzen dienen als Maß für den Nutzenwert einer Alternative. Ziel der Conjoint-Analyse ist es, aus den gemessenen Nutzenwerten den Nutzenbe...

Die explorative Faktorenanalyse ist ein Verfahren der multivariaten Analyse, das darauf gerichtet ist, Strukturen in großen Variablensets erkennen zu können. Große Variablensets sind oftmals dadurch gekennzeichnet, dass mit steigender Zahl der Variablen davon auszugehen ist, dass sich mehr und mehr Variablen überlappen. Statistisch drückt sich dies...

Die Diskriminanzanalyse ist ein multivariates Verfahren zur Analyse von Gruppenunterschieden. Sie ermöglicht es, die Unterschiedlichkeit von zwei oder mehreren Gruppen hinsichtlich einer Vielzahl von Variablen zu untersuchen. Ein weiteres Anwendungsgebiet der Diskriminanzanalyse ist die Prognose der Gruppenzughörigkeit neuer Objekte oder Personen....

Bei vielen Problemstellungen in Wissenschaft und Praxis treten immer wieder die folgenden Fragen auf: Welcher von zwei oder mehreren alternativen Zuständen liegt vor oder welches Ereignis wird eintreffen? Welche Faktoren eignen sich für die Entscheidung oder Prognose und welchen Einfluss haben sie auf das Zustandekommen eines Zustandes oder Ereigni...

In diesem einleitenden Kapitel werden die in diesem Buch behandelten acht Methoden der multivariaten Datenanalyse vorgestellt, charakterisiert und klassifiziert. Bei der Anwendung von Methoden der multivariaten Analyse (MVA) werden mehrere Variablen gleichzeitig betrachtet und ihre Zusammenhänge quantitativ analysiert. Ziel der Methoden der multiva...

Die Clusteranalyse ist ein Verfahren zur Gruppierung von Fällen (Untersuchungsobjekten) in einem Datensatz. Zu diesem Zweck muss im ersten Schritt die Ähnlichkeit bzw. Unähnlichkeit (Distanz) zwischen den Fällen über ein geeignetes Maß festgestellt werden. Im zweiten Schritt ist der Fusionierungsalgorithmus zu bestimmen, mit dessen Hilfe die einzel...

Data can be extremely valuable if we are able to extract information from them. This is why multivariate data analysis is essential for business and science. This book offers an easy-to-understand introduction to the most relevant methods of multivariate data analysis. It is strictly application-oriented, requires little knowledge of mathematics an...

In light of the emerging discourse on AI systems' effect on society, whose perception swings widely between utopian and dystopian, we conduct herein a critical analysis of how artificial intelligence (AI) affects the essential nature of customer relationship management (CRM). To do so, we survey the AI capabilities that will transform CRM into AI-C...

This study examines the relative effectiveness of traditional advertising, impressions generated through firm-to-consumer (F2C) messages on Facebook, and the volume and valence of consumer-to-consumer (C2C) messages on Twitter and forums for brand-building and customer acquisition efforts. To a unique data set from a European telecom firm, the auth...

This paper examines the factors that influence competitive showrooming, whereby consumers visit an offline retail store to gather information but make their purchase online at a competing retailer. We survey 556 respondents to study how the benefits and costs of showrooming influence the consumer's decision to showroom. Not surprisingly, we find th...

While many studies examined the effects of online customer reviews (OCRs) on product sales, a clear understanding of the effects of OCRs on product returns is lacking. This study examines the impact of OCRs characteristics (valence, volume, and variance) on return decisions with a rich multi-year dataset from a major online retailer covering the el...

Online consumer-generated product reviews are a growing phenomenon and have led to the posting of colossal amounts of data by consumers on the Web. These data include consumers' thoughts, opinions, and feelings about brands and offer firms the opportunity to "listen in" on consumers to get a better understanding of the topics discussed about their...

Finite Mixture models are a state-of-the-art technique of segmentation. Next to segmenting consumers or objects based on multiple different variables, Finite Mixture models can be used in conjunction with multivariate methods of analysis. Unlike approaches combining multivariate methods of analysis and cluster analysis, which require a two-step app...

We propose a framework for the joint study of the consumer’s decision of where to buy and what to buy. The framework is rooted in utility theory where the utility is for a particular channel/brand combination. The framework contains firm actions, the consumer search process, the choice process, and consumer learning. We develop research questions w...

The dynamic, ubiquitous, and often real-time interaction enabled by social media significantly changes the landscape for brand management. A deep understanding of this change is critical since it may affect a brand's performance substantially. Literature about social media's impact on brands is evolving, but lacks a systematic identification of key...

The literature discusses several methods to control for self-selection effects but provides little guidance on which method to use in a setting with a limited number of variables. The authors theoretically compare and empirically assess the performance of different matching methods and instrumental variable and control function methods in this type...

This article provides a more integrative approach toward channel choice than previous research by considering all stages of the buying process (search, purchase, and after-sales), and by taking channel attributes, experience, and spillover effects into account when examining consumers’ channel choice intentions. The authors show that such an integr...

Die Profitabilität von Kunden wird durch ihre Nutzung der unterschiedlichen Vertriebskanäle beeinflusst. Ist dies der Fall, so scheint eine gezielte Migration der Kunden zu bestimmten Vertriebskanälen sinnvoll. Um dies leisten zu können, ist es erforderlich, jene Faktoren zu kennen, die das Kanalwahlverhalten der Kunden beeinflussen. Denn eine „gew...

Developing a strategy for online channels requires knowledge about the effects of online use on customer revenues and costs to serve, which ultimately influence customer profitability. The authors theoretically discuss and empirically examine these effects. The results of an empirical study, with information about retail banking customers, reveal t...

The increasing consideration of behavioral aspects in operations management models has prompted greater use of choice-based conjoint (CBC) studies in operations research. Such studies can elicit consumers' willingness to pay (WTP), a core input for many optimization models. However, optimization models can yield valid results only if consumers' WTP...

Social media outlets constitute excellent vehicles for fostering relationships with customers. One specific way to do this is to create brand fan pages on social networking sites. Companies can place brand posts (containing videos, messages, quizzes, information, and other material) on these brand fan pages. Customers can become fans of these brand...

Accountability of marketing actions is a topic of ongoing interest. In accordance with the growing importance of the subject, a multitude of customer metrics has been developed intended to measure and value marketing investments and link their returns to financial results and performance. Managers widely acknowledge the need for quantitative measur...

This paper demonstrates the use of an agent-based model (ABM) to investigate factors that can speed the diffusion of eco-innovations, namely alternative fuel vehicles (AFVs). The ABM provides the opportunity to consider the interdependencies inherent between key participants in the automotive industry: manufacturers, consumers, and governmental age...

Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample...

Entscheidungsunterstützungsmodelle müssen nicht nur relevante Problemaspekte umfassen, sondern auch besonderen Anforderungen von Seiten der Entscheidungsträger genügen, wenn diese in der Praxis implementiert werden sollen. So fordern Entscheidungsträger, in die Auswahl der Lösung aktiv involviert zu sein. Dies erlaubt ihnen, auch nicht modellierte...

Recent years have witnessed the rise of new media channels such as Facebook, YouTube, Google, and Twitter, which enable customers to take a more active role as market players and reach (and be reached by) almost everyone anywhere and anytime. These new media threaten long established business models and corporate strategies, but also provide ample...

Entscheidungsunterstützungsmodelle müssen nicht nur relevante Problemaspekte umfassen, sondern auch besonderen Anforderungen von Seiten der Entscheidungsträger genügen, wenn diese in der Praxis implementiert werden sollen. So fordern Entscheidungsträger, in die Auswahl der Lösung aktiv involviert zu sein. Dies erlaubt ihnen, auch nicht modellierte...

A competitive implementation of customer relationship management (CRM) in retail banking requires business processes aligned to the value contribution. The objective of this paper is to derive a reference process on macro-level from industry best practice and validate its applicability in a survey. Furthermore, we introduce a new method for evaluat...

In order to evaluate the advantageousness of online-banking, it is necessary to determine the effect of online-banking use on customer profitability. A simple mean comparison does not achieve this aim because customers select themselves into the use of online-banking. As a consequence, the group of customers using online banking might be distinct f...

Online banking is wide spread among German banking customers. But what really characterizes those customers? Using data from a nation-wide survey of about 20,000 retail banking customers, the authors analyze the profile of online banking customers and their banking behavior.

Evaluating channel performance is crucial for actively managing multiple sales channels, and requires understanding the customers’ channel preferences. Two key components of channel performance are (i) the existing customers’ intrinsic loyalty to a particular channel and (ii) the channel's ability to attract switching customers. We apply the Colomb...

In diesem ersten Teil des Beitrags wird die Choice-Based Conjoint Analyse vorgestellt. Es wird zudem ge-zeigt, wie die Nutzenparameter für die Ermittlung der Präferenzen der Konsumenten geschätzt werden. Alle Berechnungen werden mit Microsoft EXCEL durchge-führt und können anhand eines aus dem Internet he-runterladbaren Tabellenkalkulationsblatts n...

Häufig ist es von Interesse, den Effekt der Teilnahme an einer Massnahme auf eine Ergebnisvariable zu untersuchen. Um jedoch eine Kausalität adäquat evaluieren zu können, müssen Selbstselektionseffekte berücksichtigt werden. Hierfür wird die Matching Methode vorgeschlagen. Bei der Matching Methode besteht das Ziel darin, durch die Bildung von Paare...

The objective of this paper is to identify the sources of profitability differences between offline and online customers in order to allow for the development of efficient and effective multi-channel management strategies. Therefore, we distinguish between the profit contribution due to the self-selection effect and due to the channel effect. The f...

The aim of this paper is to analyze the effects which additional sales channels have on customers’ purchase behavior. Therefore, a method is proposed to decompose the impact of additional sales channels on revenues into an up-selling effect, a cross-selling effect and a loyalty effect. Furthermore, the use of intervention analysis is proposed to se...

Eine stärkere Orientierung an den Präferenzen der Konsumenten rückt heute immer mehr ins Zentrum von Marketingmaßnahmen. In diesem Zusammenhang werden häufig Ansätze diskutiert, die eine gezielte Ansprache der Kunden erlauben, wie das beispielsweise im Rahmen von personalisierten Angeboten oder Mass Customization möglich ist. Voraussetzung hierfür...