Andreas Hauschke
Title
Dr.
Last Name
Hauschke
First name
Andreas
Email
andreas.hauschke@unisg.ch
Phone
+41 71 224 71 90
2 results
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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, 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