Andreas Hauschke
Title
Dr.
Last Name
Hauschke
First name
Andreas
Email
andreas.hauschke@unisg.ch
Phone
+41 71 224 71 90
8 results
Now showing 1 - 8 of 8
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Item type:Publication, The Customer Spending Map - A Framework for Omnichannel Excellence(2025); ; As omnichannel shopping is becoming the norm, new tools are required for managing customer touchpoints. This article introduces a novel customer-oriented framework that combines three important levels of customer journey analysis. By identifying eight mutually exclusive customer segments, the customer spending map enables omnichannel managers to steer customer journeys more profitably.Type:journal articleJournal:Marketing Review St.GallenVolume:2025Issue:2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Chancen für den Handel im MetaverseDas Metaverse bietet dem Handel neue Möglichkeiten der Kundenansprache. Das Spektrum hierbei ist breit und immer öfter stellt sich die Frage, welche Anwendungen Konsumentinnen und Konsumenten schätzen und in welche Bereiche der Handel investieren sollte. Diese und weitere Fragen zur Beliebtheit des Metaverse beantwortet eine Befragung von 451 Nutzerinnen und Nutzern. Die Befragungsergebnisse sprechen, sowohl AR- als auch VR-Anwendungen, welche das Metaverse für den Handel zu gleichen Teilen prägen, ein hohes Inspirations-Potenzial zu. Daraus leiten die Autoren mögliche Ziele für Handelsunternehmen ab, die das Metaverse wirtschaftlich nutzen möchten.Type:journal articleJournal:Marketing Review St. GallenVolume:41Issue:2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Kundeninspiration im Schweizer Handel 2023(Forschungszentrum für Handelsmanagement (IRM-HSG), 2023-06-13); ; ; Wie kann es gelingen, trotz stark angestiegener Sparneigung, den Umsatz zu halten? Die Kundeninspirationsstudie des Forschungszentrums für Handelsmanagement an der Universität St.Gallen gibt Auskunft. Waren es 2016 noch 27.8% der Schweizer Bevölkerung, die künftig sparen möchten, so stieg dieser Wert 2023 auf 39.3% an. Ein bemerkenswerter Anstieg, der sich auch in der negativen Entwicklung der Konsumentenstimmung des Staatssekretariats für Wirtschaft SECO widerspiegelt. Die erhöhte Sparneigung unter Konsument:innen zwingt viele Detailhändler zum Handeln. Häufig bedeutet das: Mehr Rabattaktionen und damit Margenverlust. Eine neu aufgelegte Studie des IRM-HSG unterstreicht die Rolle von Kundeninspiration, damit Handelsunternehmen auch in herausfordernden Zeiten wirtschaftlich erfolgreich zu bleiben. Haupterkenntnisse der Studie: Eine Steigerung der Kundeninspiration um einen Skalenpunkt führte 2023 zu einem 12,5% höheren Einkaufsbetrag. Kundenzufriedenheit hingegen hatte 2023 keinen signifikanten Einfluss auf die Einkaufsbeträge (+0,05%). Inspirierte Kunden kaufen mehr Produkte (+79%) zu höheren Preisen (+105%) und zeigen sich loyaler (+34%) gegenüber Detailhändlern. Soziale Medien und das Verkaufspersonal spielten eine wichtige Rolle bei der Inspiration von Konsument:innen.Type:book - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Service Excellence by Inspired Frontline Employees(2023-05); ; Evanschitzky, HeinerRetailers struggle to stay competitive without cutting payroll expenses for frontline employees (FLEs). Against rising cost pressure, they need to deliberate about how to achieve excellent service offerings without increasing costs. Therefore, retailers try to reengage with their customers by positioning themselves as providers of inspiring shopping experiences. FLEs are one important source of such inspiring shopping experiences. Indeed, recent findings in the literature have indicated that inspired FLEs pass on new ideas to customers. Inspired FLEs’ new ideas help uncover customers' latent needs faster, solve service problems creatively, and promote adaptive service offerings. We administered an online survey to 248 FLEs and showed that FLE inspiration significantly mediates the effect of retailers’ perceived service climate and structural empowerment on three FLE variables, namely empathy, anticipation, and creativity. These three variables precede adaptive service offerings.Type:conference keynote - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Contagious Frontline Employees: The Effect of Frontline Employee Empowerment on Online Customer Reviews(2021-09); ; ; Type:conference keynote - Some of the metrics are blocked by yourconsent settings
Item type:Publication, PROMOTING ADAPTIVE SERVICE EXPERIENCE WITH INSPIRED FRONTLINE EMPLOYEES - A Replication and Extension Study in Retailing(2024-09-16)Delivering excellent service offerings is critical to physical retailers’ long-term success. In this context, frontline employees (FLEs) have become the key players in creating value for customers and represent a key opportunity, particularly for service-focused retailers, to strengthen the future of physical retail. Facing changing consumer behaviors due to the aftermath of COVID-19 and increasingly fierce competition from established offline and new online competitors, physical retailers struggle to stay competitive without cutting payroll expenses for FLEs. In response to this dilemma, scholars recognized the importance of FLEs customizing their services to customer needs to enhance service interactions at the physical point of sale (POS) in so-called adaptive service offerings. Understanding the factors that affect adaptive service offerings, specifically in retail, is important because physical retail is heavily disrupted by the progressive shift from product to customer experience. As a result, retailers must educate FLEs on why and how to adapt service offerings and provide the right work settings. Consequently, physical retailers need to reengage with their customers by positioning themselves as providers of inspiring shopping experiences to increase their share of wallets, cross-selling, and profitability. FLEs are one important source of such inspiring shopping experiences. This dissertation contributes to a better understanding of how retailers can promote FLE inspiration by extending Wilder et al.’s (2014) study and testing a more comprehensive framework of adaptive service offerings that considers psychological mechanisms, namely FLE inspiration. My findings can help physical retailers train their FLEs more effectively. Building on the qualitative data from 293 FLEs in the DACH region (Study 1), two online survey studies were conducted, in the UK (Study 2) with 248 FLEs, and with 525 FLEs from the German-speaking DACH area (Study 3) to test this new model. The findings showed that FLE inspiration significantly mediates the effect of retailers’ perceived service climate and FLEs’ structural empowerment on three FLE variables, namely empathy, anticipation, and creativity. These three FLE-level variables precede adaptive service offerings. Most importantly, the combined findings of the three studies provide strong support for FLE inspiration mediating the relationship between FLEs’ immediate work environment and their attitudinal and behavioral outcomes. These findings offer managers practical insights into how they can inspire their FLEs and improve service offering adaptation.Type:doctoral thesis - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Amazon, Galaxus und Zalando am beliebtesten(2025-04-03); Internationale Onlinehändler finden in der Schweiz immer mehr Anklang – insbesondere jene aus China. Aber auch Schweizer Händler sind im Ranking der beliebtesten Onlinehändler weiterhin vertreten. Das zeigt eine Studie des Instituts für Handelsmanagement an der Universität St. Gallen.Type:newspaper articleJournal:Die Volkswirtschaft - Some of the metrics are blocked by yourconsent settings
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