Main research areas - FB07

The Department of Marketing supervises a number of its own research projects in the areas of customer experience management (CEM), acceptance of new (communication) technologies and sustainable consumer behavior as well as communication and sales management. This essentially includes the investigation of strategies, instruments and methods for optimizing the customer centricity of public and private sector institutions.

The importance of haptics in marketing communication

The aim of this research area is to analyze the relevance of haptic stimuli for target group contact via offline and online media. In this context, the connection or interaction between haptic and visual perception is examined in particular.

Acceptance of new products and communication technologies by consumers

The objective of this research area is to analyze the acceptance of new product and communication technologies by consumers. In this context, the relevance of usability and the trustworthiness of innovative technical product-related and / or communication-related applications for user acceptance are examined.

Sustainable consumer behavior (Transformative Consumer Research)

In this research focus area, socio-psychological and structural influencing factors are examined with regard to their significance for (non-)sustainable purchasing decisions and lifestyles. A particular focus is on the tension between personal interest and moral considerations in the context of individual purchasing decisions. Implications for the promotion of sustainable purchasing decisions for the marketing of sustainability-oriented companies and consumer policy are to be derived from the results of this research.

Avoiding returns in online shopping

The aim of this research area is to investigate subjective reasons for returns in online shopping and to derive implications for avoiding returns. Subjective reasons refer to causes of returns that relate to the expectations and behavior of customers (e.g. shopping therapy) and for which the supplier is not directly responsible.

Customer experience management in digital contexts

The aim of this research area is to develop approaches and methods for determining relevant requirements and for designing important touchpoints in e-commerce and to derive practical implications for action.

The scientific research is flanked by changing practical and transfer projects such as image analyses, customer satisfaction studies and workshops for private companies and public institutions.