Marcus Schögel
Title
Prof. Dr.
Last Name
Schögel
First name
Marcus
Email
marcus.schoegel@unisg.ch
Phone
+41 71 224 2833
Web Site
251 results
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Item type:Publication, Stolpersteine auf dem Weg zum Kunden(Marketing Review St.Gallen) - Some of the metrics are blocked by yourconsent settings
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Item type:Publication, Customer Privacy Orientation: Conceptualization, Scale Development and ConsequencesAs new personal data processing capabilities are made available to more firms, demonstrating privacy friendly marketing strategies becomes an essential part of a firm’s value proposition. Yet, so far, no research has systematically conceptualized and operationalized the different organizational facets that span a firm’s customer privacy orientation (CPO). We address the resulting conceptual ambiguity by (re-)conceptualizing CPO, defining it as the extent to which an organization engages in strategic, structural, and operative privacy orientation while developing, delivering, and maintaining products and/or services that ensure favorable privacy perceptions by customers, which is determined by four component dimensions (strategic CPO, structural CPO, operative CPO, and customer perceptions of CPO). This conceptualization emerges from a two-stage multimethod conceptualizing process leveraging the existing literature and qualitative data from 39 in-depth expert interviews. We then use several studies with a total of 813 managerial participants to develop and validate a parsimonious four-factor, 12-item CPO scale that shows internal consistency, reliability, and validity. Our findings provide scholars a unifying understanding and measurement instrument of CPO and equip managers with a selfassessment tool to analyze and develop their privacy orientation.Type:journal articleJournal:Institut for Marketing and Customer Insight White Paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Zukunftssichere Loyalitätsprogramme - Loyalitätsprogramme sind im Aufwind, aber nicht gut verstanden(Institute for Marketing and Customer Insight, 2023); ; Loyalty programs are still primarily used as a marketing tool for acquisition and sales promotion. However, due to stricter data protection regulations, access to customer data through these programs is becoming increasingly important. The article includes a current market analysis from the German market, which show that the majority of loyalty programs are mainly used for hard benefits, such as discounts and cash. Customers are trained to be "Coupon Kings & Queens" and "bargain hunters." Genuine service promises, beyond discounts and deals, are found only in exceptional cases. From the perspective of customers and executives, soft and community benefits are becoming increasingly important. The survey indicates that loyalty programs have been primarily used for customer acquisition and less for actual retention. Levers for long-term successful management of loyalty programs focus here: A mix of hard, soft, and community benefits can be sensible to generate first-party data.Type:journal articleJournal:Marketing Delta - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Generative AI Tools in Customer Service - Beyond the Hype of "Prompt Engineering"(Thexis Verlag, 2023-06); ; ; Dennis HerhausenThe adoption of artificial assistant tools (AAT) powered by generative artificial intelligence and large language models to support frontline employees (FLEs) opens up promising new use cases while also introducing changing skillset requirements and new challenges (e.g., in compliance and data security). In this paper, the authors explore AAT implementation in a customer contact center, drawing conclusions from a qualitative study of practical use cases, necessary FLE skills and data security requirements and solutions. Recommendations are provided for implementing AATs using the GPT-3.5 Turbo API.Type:journal articleJournal:Marketing Review St. GallenVolume:6/2023 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Knowing is Half the Battle - The Influence of Marketers' Privacy Literacy on SMEs' Privacy OrientationMarketers are in a unique position to improve customers’ data privacy but often lack the necessary know-how. Hence, this study examines the link between marketers’ privacy literacy and their firms’ privacy orientation.Type:journal articleJournal:Marketing Review St. GallenVolume:2022Issue:2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Privacy as Strategy - Ein Framework für das kundenzentrierte
DatenmanagementType:journal articleJournal:GfM ForschungsreiheVolume:2 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Hungry for Growth(transfer – Zeitschrift für Kommunikation und Markenmanagent, 2022); ; Type:journal articleVolume:68(1) - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Believe the Hype? Herausforderungen und Herangehensweisen an das „Metaverse"(Thexis Verlag, 2022-11-04); ; ; Herhausen, DennisType:journal articleJournal:Marketing Review St. GallenVolume:2022Issue:6