Research Focus

• Online Marketing 
• Customer Journey analyzes 
• Free Internet Services

Education

Business Administration Studies with focus on International Management and Marketing, University of Passau and International Cultural and Business Studies, University of Passau

Awards

2020 3rd place in the EMAC/Sheth Foundation Doctoral Dissertation Competition
2020 Preis der Deutschen Marktforschung finalist in the category young scholar 2020 by BVM

Publications

Castell, C., Kiefer, J., Schubach, S., Schumann, J. H., Graf-Vlachy, L., & König, A. (2023) Integrating Digital Platform Dynamics into Customer Orientation Research: A Systematic Review and Research Agenda. Journal of Business Research, 163, 113911. (VHB3: B)

Garbas, J., Schubach, S., Mende, M., Scott, M. L., & Schumann, J. H. (2022). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. Journal of the Academy of Marketing Science, 51, 286–309. (VHB3: A)

• 2024 SERVSIG Best Service Article Award

März, A., Schubach, S., & Schumann, J. H. (2017). „Why Would I Read a Mobile Review?” Device Compatibility Perceptions and Effects on Perceived Helpfulness. Psychology & Marketing, 34(2), 119-137. (VHB3: B)

Conferences and other research contributions

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2023). “Mystery Resolved! And Then?—How (Dis)Confirmation Effects and Positive Affective Spillover Effects Impact Customer Loyalty After the Purchase of Mystery Promotions." EMAC Conference, Odense, Denmark, 23.05. – 26.05.2023.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products - How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. 6th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 21.07.-22.07.2022.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. SERVSIG Conference, Glasgow, United Kingdom, 16.06. – 18.06.2022.

Brodschelm, F., Schubach, S., Schumann, J. H., Hüttl-Maack, V., & Lazarovici, I.-S. (2022). “Will High Expectations Backfire?” – The Role of Overoptimism, Disconfirmation, and Affective Reactions When Resolving a Mystery Deal. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2022). Variable Opaque Products – How Adapting the Outcome of Opaque Products Influences Consumers’ Pre- and Post-Purchase Behavior. EMAC Conference, Budapest, Hungary, 24.05. – 27.05.2022.

Castell, C., Kiefer, J., König, A., Schumann, J. H., Graf-Vlachy, L., & Schubach, S. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. Academy of Management, Seattle, USA.

Castell, C., Kiefer, J., König, A., Schumann, J. H., Graf-Vlachy, L., & Schubach, S. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. Strategic Management Society, London, UK.

Kiefer, J., Castell, C., König, A., Schubach, S., Schumann, J. H. , & Graf-Vlachy, L. (2022). Towards a Socio-Cognitive View on Digital Platform Firms: An Organizational Identity Perspective. European Academy of Management, Winterthur.

Kiefer, J., Castell, C., Schumann, J. H., König, A., Schubach, S., & Graf-Vlachy, L. (2022). Integrating digital platform dynamics into the next wave of customer orientation research. 2022 AMA Winter Academic Conference, Las Vegas, NV, USA.

Bidler, M., Schumann, J.H., Widjaja, T., Schubach, S., & Garbas, J. (2021). Privacy-Related Decision-Making in Business Network Data Exchange Settings: The Role of Consumers' Immediate Affective Reactions. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). Variable Opaque Products and their Impact on Consumers’ Pre- and Post-Purchase Behavior. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Lehrstuhltreffen, Passau, 22.07.2021.

Volkmann, A., Garbas, J., Schubach, S., Schumann, J.H. (2021). "Oops! …I Can Do it Again?!" – How the reversibility of customization decisions influences consumer perceptions and behavior in the pre-purchase phase. Lehrstuhltreffen, Passau, 22.07.2021.

Brodschelm, F., Schubach, S., Schumann, J. H. & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). “Solving the Mystery about Mystery Deals”—How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. EMAC Conference, Madrid, Spain, 26.05.–28.05.2021. (online)

Brodschelm, F., Schubach, S., Schumann, J. H., & Hüttl-Maack, V. (2021). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Madrid, Spain, 23.05.–25.05.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. EMAC Conference, Madrid, Spain, 26.05.-28.05.2021. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2021). What Makes the Deal in the Mystery Deal? How Variable Opaque Products Influence Consumers’ Pre- and Post-Purchase Behavior. 4th Conference of the Bavarian Service Research Cluster, Passau, Germany, 16.04.2021. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). “Solving the Mystery about Mystery Deals” – How the Resolution of Mystery Deals Influences Consumers' Post-Purchase Behavior. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Lazarovici, I.-S., Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). What Makes the Deal in the Mystery Deal? How Uncertainty Influences Consumers’ Purchase Decisions. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Resolution of Mystery Deals Impacts Consumers’ Loyalty Intentions. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.–28.06.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? Consumer Response to Internal Hardware Upgrading. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.-28.06.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Conference, Budapest, Hungary, 26.05.–29.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 49th EMAC Annual Conference, Budapest, Hungary, 26.05.-29.05.2020. (cancelled due to COVID-19)

Brodschelm, F., Schubach, S., & Schumann, J. H. (2020). Solving the Mystery about Mystery Deals – How the Creation and Resolution of Mystery Deals Impacts Consumers’ Purchase Motivation and Loyalty Intentions. EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.–26.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 33rd EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.-26.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2020 AMA Winter Academic Conference, San Diego, CA, USA, 14.02.-16.02.2020.

Schubach, S., Schumann, J. H., & Bleier, A. (2020). How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising. 2020 AMA Winter Academic Conference, San Diego, CA, USA, 14.02. - 16.02.2020.

Brodschelm, F., Schubach, S., & Schumann, J. H. (2019). The Impact of Expectations about Mystery Appeals on Consumers´ Postpurchase Evaluation. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Schubach, S., Heß, N. J., Schumann, J. H. (2019). Born Free?! How Organizational Prehiostory Influence Customer Orientation Behaviors and their Outcomes in Free E-Services. 2. Konferenz des Bayerischen Service Research Clusters, Augsburg, Germany, 18.09.2019 - 19.09.2019. 

Schubach, S. & Schumann, J. H. (2019). Search Engine Optimization (SEO) im Online- und Offline-Marketing-Mix von Unternehmen. In: Kollmann T. (eds) Handbuch Digitale Wirtschaft, Springer Reference Wirtschaft, 1-15. Wiesbaden: Springer Gabler.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. Theory + Practice in Marketing, New York City, USA, 16.05. – 18.05.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Perceptions Threaten Product Reconfiguration Services. Accepted at Annual Frontiers in Service Conference, Singapore, 18.07.–21.07.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 48th EMAC Conference, Hamburg, Germany, 28.05. – 31.05.2019.

Schubach, S., Schumann, J. H., & Bleier A. (2019). How Online Shopping Behavior Informs Positioning Strategies in Search Engine Advertising. Lehrstuhltreffen, Luzern, Switzerland, 21.03. - 22.03.2019.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). The Influence of Online Shopping Behavior on Position Effects in Search Engine Advertising. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Garbas J., Schubach, S., & Schumann, J. H. (2018). How Product Reconfiguration Through Add-on Features Impacts Customer Perceptions and Behavior. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Brodschelm, F., Schubach, S., & Schumann, J. H. (2018). The Effect of Predictions on the Intention to Participate in Online Surveys of Predictive Behavioral Targeting. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Garbas, J., Schubach, S., & Schumann, J. H. (2018). How Activating Hardware Features Impacts Customer Perceptions and Behavior. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.09. – 21.09.2018.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). Leveraging Browsing Behaviour for Enhanced Bidding Strategies in Search Engine Advertising. 40th Annual ISMS Marketing Science Conference, Philadelphia, USA, 13.06. – 16.06.2018.

Schubach, S., Schumann, J. H., & Bleier, A. (2018). Leveraging Browsing Behaviour for Enhanced Bidding Strategies in Search Engine Advertising. EMAC Conference, Glasgow, United Kingdom, 29.05. ­– 01.06.2018.

Garbas, J., Schubach, S., & Schumann, J. H. (2017). Cross-Channel Shopping – The Role of Payment Timing and Collection Duration. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Improved Bidding Strategies in Search Engine Advertising: The Role of Past Browsing Behavior. International Conference on Service and Technology Marketing, Zurich, Switzerland, 30.09 – 31.09.2017.

Schubach, S., Heß, N. J., & Schumann, J. H. (2017). Customer Orientation in Free Online Services and the Commitment to the Free Business Logic. 26th Annual Frontiers in Service Conference, New York City, NY, USA, 22.06. – 25.06.2017.

Schubach, S. (2017). Customer Orientation in Free Online Services and the Commitment to the Free Business Logic. Frontiers in Service Conference - Doctoral Consortium, New York City, NY, USA, 21.06. – 22.06.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). The Role Of Personalization And Position Effects In Paid Search Advertising. ISMS Marketing Science, Los Angeles, CA, USA, 07.06. – 10.06.2017.

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. EMAC Conference, Groningen, Netherlands, 23.05. – 26.05.2017. 

Schubach, S. (2017). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. 30th EMAC Doctoral Colloquium, Groningen, Netherlands, 21.05. – 23.05.2017. 

Schubach, S., Schumann, J. H., & Bleier, A. (2017). Improved Bidding Strategies in Search Engine Advertising: The Role of Past Browsing Behavior. 7th annual Theory + Practice in Marketing (TPM) Conference, Charlottesville, VA, USA, 10.05. – 12.05.2017.

Schubach, S., Garbas, J., & Schumann, J. H. (2017). Kundenbindung im digitalen Zeitalter. In: M. Bruhn, & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement: Strategien und Instrumente für ein erfolgreiches CRM, (pp. 301-331). Wiesbaden: Springer Gabler.

Schubach, S., Schumann J. H., & Bleier, A. (2016). Using Past Browsing Behavior to Improve Bidding Strategies in Search Engine Advertising. ISMS Marketing Science, Shanghai, China, 16.06. – 18.06.2016. 

Schubach, S., Heß, N. J., Schumann, J. H., & Reynolds, D. (2016). Is a Paying Customer Always Better? The Importance of Customer Orientation Towards the “Free” Customer in Two- or Multi-Sided Markets. EMAC, Oslo, Norway, 24.05. – 27.05.2016.

Schubach, S., Schumann, J. H., & Bleier, A. (2016). Being First Isn't Always Best - Personalisierung im Suchmaschinenmarketing. 2. Passauer Digital-Marketing-Konferenz, Passau, Germany, 11.03.2016. 

Schubach, S., Schumann, J. H., & Bleier, A. (2015). Being First Isn't Always Best – How Past Onsite Browsing Behavior Influences a Firm's Decision When To Bid in Search Engine Advertising. Conference on Service and Technology Marketing, Paderborn, Germany, 19.11. – 21.11.2015.

Schubach, S. & Heß, N. J. (2015). Understanding Your Network Effects – Customer Orientation Structure and Consequences in Markets for Free Digital Services. Frontiers in Service Conference - Doctoral Consortium, San Jose, CA, USA, 08.07. – 09.07.2015.

Schubach, S., Heß, N. J., & Schumann, J. H. (2015). Customer Orientation in Multi-sided Markets. Workshop Dienstleistungsmarketing 2015, Berlin, Germany, 27.08. – 28.02.2015.

Schubach, S., Heß, N. J., & Schumann, J. H. (2014). He Who Pays the Piper Calls the Tune? - The Importance of Customer Orientation Towards “Free” Customers in Two- or Multi-sided Markets. Conference on Service and Technology Marketing, Passau, Germany, 20.11. – 22.11.2014.

Schubach, S., Heß, N. J., & Schumann, J. H. (2014). Stakeholder Theory as a Mean to Understand Customer Orientation if There is More Than One Customer Population. EMAC Conference, Valencia, Spain, 03.06. – 06.06.2014.

Heß, N. J., Schubach, S., & Schumann, J. H. (2013). Stakeholder Theory as a Mean to Understand Customer Orientation in Two-sided Markets. Conference on Service and Technology Marketing, Zurich, Switzerland, 21.11. – 23.11.2013.

Reutner, U. & Schubach, S. (2012). Kulturspezifische Ästhetik im Internet. Typografie und Bildlichkeit im deutsch-französischen Vergleich. In U. Reutner (Ed.), Von der digitalen zur interkulturellen Revolution. Baden-Baden: Nomos-Verlagsgesellschaft.

Research Focus

• Cross-Channel Management
• Consumer Behavior
• Employee-Consumer Interactions in Service Environments

Education

Business Administration studies with focus on International Management and Marketing, University of Passau and Corvinus University Budapest, Hungary

Professional Experience

• ETERNA Mode GmbH, Passau
• BSH Hausgeräte GmbH, München
• Wattline GmbH, Passau

Awards

2017 IHK-Award for outstanding theses
2nd Place EMAC/Enginius Doctoral Dissertation Competition 2023 
2nd Place Frontiers in Service Conference/Best Dissertation Award 2023

Publications

Garbas, J., Schubach, S., Mende, M., Scott, M. L., & Schumann, J. H. (2022). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. Journal of the Academy of Marketing Science. (VHB3: A)

• 2024 SERVSIG Best Service Article Award

Conferences and other research contributions

Bidler, M., Schumann, J.H., Widjaja, T., Schubach, S., & Garbas, J. (2021). Privacy-Related Decision-Making in Business Network Data Exchange Settings: The Role of Consumers' Immediate Affective Reactions. 5th Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 26.11.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Lehrstuhltreffen, Passau, 22.07.2021.

Volkmann, A., Garbas, J., Schubach, S., Schumann, J.H. (2021). "Oops! …I Can Do it Again?!" – How the reversibility of customization decisions influences consumer perceptions and behavior in the pre-purchase phase. Lehrstuhltreffen, Passau, 22.07.2021.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. Frontiers in Service Conference 2021, Philadelphia, PA, USA, 09.07.–10.07.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2021). You Want to Sell This to Me Twice!? How Perceptions of Betrayal May Undermine Internal Product Upgrades. EMAC Conference, Madrid, Spain, 26.05.-28.05.2021. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). You want to sell this to me twice!? How perceptions of betrayal may undermine internal product upgrades. 3rd Conference of the Bavarian Service Research Cluster, Ingolstadt, Germany, 06.11.2020. (online)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? Consumer Response to Internal Hardware Upgrading. Frontiers in Service Conference 2020, Boston, MA, USA, 25.06.-28.06.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 49th EMAC Annual Conference, Budapest, Hungary, 26.05.-29.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Norm Violations Threaten Product Upgrading Services. 33rd EMAC Doctoral Colloquium, Budapest, Hungary, 24.05.-26.05.2020. (cancelled due to COVID-19)

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2020). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2020 AMA Winter Academic Conference, San Diego, CA, USA, 14.02.-16.02.2020.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18.09. – 19.09.2019.

Garbas, J., Schubach, S., Schumann, J.H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Perceptions Threaten Product Reconfiguration Services. Annual Frontiers in Service Conference, Singapore, 18.07.–21.07.2019.

Garbas, J., Schubach, S., Schumann, J.H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. 48th EMAC Conference, Hamburg, Germany, 28.05. – 31.05.2019.

Garbas, J., Schubach, S., Schumann, J. H., Mende, M., & Scott, M. L. (2019). Can We Provide Access to Ownership? How Ownership Inferences Threaten Product Reconfiguration Services. Theory + Practice in Marketing, New York City, USA, 16.05. – 18.05.2019.

Garbas J., Schubach, S., & Schumann, J. H. (2018). How Product Reconfiguration Through Add-on Features Impacts Customer Perceptions and Behavior. Lehrstuhltreffen, Passau, Germany, 24.10. – 25.10.2018.

Garbas, J., Schubach, S., & Schumann J. H. (2018). How Activating Hardware Features Impacts Customer Perceptions and Behavior. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.09. – 21.09.2018.

Treger, S., Garbas, J., Büttgen, M., Schumann, J. H., & Ates, Z. (2018). Reducing Customer Participation Stress in Financial Services. SERVSIG Conference, Paris, France,  14.06 – 16.06.2018.

Garbas, J., Schubach, S., & Schumann, J. H. (2017). Cross-Channel Shopping – The Role of Payment Timing and Collection Duration. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.

Treger, S., Büttgen, M., Garbas, J., Schumann, J. H., & Ates, Z. (2017). Reducing Customer Participation Stress in Financial Services. International Conference on Service and Technology Marketing, Zurich, Switzerland, 30.09 – 31.09.2017.

Schubach, S., Garbas, J., & Schumann, J. H. (2017). Kundenbindung im digitalen Zeitalter. In: M. Bruhn, & C. Homburg (Eds.), Handbuch Kundenbindungsmanagement: Strategien und Instrumente für ein erfolgreiches CRM, 301-331. Wiesbaden: Springer Gabler.

Research Focus

• Service Innovation in the B2B Sector
• Digitization
• Individualization of Services

Education

Business Administration Studies with focus on International Management and Marketing, University of Passau 

Professional Experience

• MAN Diesel & Turbo SE, Augsburg

Awards

2019 ISBM Doctoral Dissertation Award Competition Finalist

Publications

Bongers, F. M., Schumann, J. H., & Schmitz, C. (2021). How the Introduction of Digital Sales Channels Affects Salespeople in Business-to-Business Contexts: A Qualitative Inquiry. Journal of Personal Selling & Sales Management. (VHB3: B)

Conferences and other research contributions

Winkler, C., Bongers, F. M., & Schumann, J. H. (2021). Kundenintegration und Individualisierung bei digitalen Dienstleistungsinnovationen. Entwicklung eines Methodenbaukastens und Strategietoolkits. In: Beverungen D., Schumann J. H., Stich V., Strina G. (Hrsg.), Dienstleistungsinnovationen durch Digitalisierung (3-47). Springer Gabler. 

Bongers, F. M., Winkler, C., & Schumann, J. H. (2019). Veränderungen in Märkten durch Digitalisierungsprozesse. In: Stich V., Schumann J. H., Beverungen D., Gudergan G., Jussen P. (Hrsg.), Digitale Dienstleistungsinnovationen – Smart Services agil und kundenorientiert entwickeln, 429-444. Berlin, Heidelberg: Springer Vieweg

Bongers, F.M., Kinateder, G., Totzek, D., & Schumann, J. H. (2019). Exploring Salesperson Solution Involvement in Business-to-business Markets. 2nd Conference of the Bavarian Service Research Cluster, Augsburg, Germany, 18. – 19.09.2019.

Bongers, F. M., Kinateder, G., Schumann, J. H., & Totzek, D. (2019). Exploring Salesperson Solution Involvement in Business-to-Business Markets: A Temporal Perspective. Annual Frontiers in Service Conference, Singapore, 18.07. – 21.07.2019.

Bongers, F. M., Schumann, J. H., & Schmitz, C. (2019). When High Tech Boosts High Touch: How E-Commerce Enables Business-to-Business Suppliers to Manage Relationships with Large and Small Buyer Firms. 9th BMM EMAC Conference, Berlin, Germany, 27.06.2019 – 29.06.2019.

Bongers, F. M., Schumann, J. H., & Schmitz, C. (2019). When High Tech Boosts High Touch: How E-Commerce Enables Business-to-Business Suppliers to Manage Relationships with Large and Small Buyer Firms. 48th EMAC Conference, Hamburg, Germany, 28.05.2019 – 31.05.2019.

Bongers, F. M., Kinateder, G., Totzek, D., & Schumann, J. H. (2018). The More the Merrier? Exploring the Effect of Salespeople’s Solution Involvement in the B2B Context. 1st Conference of the Bavarian Service Research Cluster, Passau, Germany, 20.-21.09.2018.

Bongers, F. M. & Schumann, J. H. (2018). Do Personal Interaction and E-Commerce Constitute A Contradiction in Business-to-Business-Settings? 2018 AMA Summer Academic Conference, Boston, MA, USA, 10.08. – 12.08.2018.

Bongers, F. M. & Schumann, J. H. (2018). Do Personal Selling and E-Commerce Constitute a Contradiction in B2B Settings? 2018 Biennial ISBM Academic Conference, Cambridge, MA, USA, 08.08. – 09.08.2018.

Bongers, F. M. & Schumann, J. H. (2018). Do Personal Interaction and E-Commerce Constitute A Contradiction in Business-to-Business-Settings? 1. Doktoranden-Workshop des Netzwerks Internet und Digitalisierung Ostbayern (INDIGO), Passau, Germany, 20.06.2018.

Bongers, F. M., & Schumann, J. H. (2018). Business-to-Business E-Commerce from a Multi-Channel Perspective: A qualitative study on provider and customer motives. SERVSIG Conference, Paris, France, 14.06 – 16.06.2018.

Bongers, F. M. & Schumann, J. H. (2018). Business-to-Business E-Commerce from a Multi-Channel Perspective: A qualitative study on provider and customer motives. Poster at EMAC Conference, Glasgow, Scotland, United Kingdom, 29.05 ­– 01.06.2018.

Bongers, F. M. & Schumann, J. H. (2018). E-Commerce in B2B Settings: A Contradiction to Relational Selling? Lehrstuhltreffen, Rorschach, Switzerland, 21.03. – 23.03.2018.

Bongers, F. M. & Schumann, J. H. (2018). E-Commerce in B2B Settings: A Contradiction to Relational Selling? Dienstleistungsinnovation durch Digitalisierung 2018. Doktorandenseminar, Aachen, Germany, 20. – 21.03.2018.

Bongers, F.M. & Schumann, J. H. (2017). Service Mass Customization in B2B-Settings - A Literature Analysis and Research Agenda. Lehrstuhltreffen, Passau, 12.10. - 13.10.2017.

Research Focus

• Free E-Services
• Employee-Customer Interactions in Service Environments
• International Marketing

Contact

Email: Björn Hüttel

Publications

Hüttel, B.A. (2021). Antecedents of Frontline Employees' Customer Orientation: A Comprehensive Review. Journal of Service Management Research, 5(1), 50-70. (VHB3: -) 

Hüttel, B.A., Ates, Z., Schumann, J. H., Büttgen, M., Haager, S., Komor, M., Volz, J. (2019). The Influence of Customer Characteristics on Frontline Employees’ Customer Need Knowledge. Journal of Services Marketing, 33(2), 220-232. (VHB3: C)

Hüttel, B.A., Schumann, J. H., Mende, M., Scott, M., & Wagner, C. (2018). How Consumers Assess Free E-Services: The Role of Benefit-Inflation and Cost-Deflation Effects. Journal of Service Research, 21(3), 267-283. (VHB3: A)

Conferences and other research contributions

Hüttel, B.A. (2017). Three Essays on Success Factors of Digital and Non-digital Services. Passau: Universität Passau.

Hüttel, B.A., Schumann, J. H., Büttgen, M., Ates, Z., Komor, M., & Volz, J. (2016). The Influence Of Customer Characteristics On The Customer Need Knowledge Of Frontline Employees. Lehrstuhltreffen, Rorschach, Switzerland, 31.08. - 02.09.2016.

Hüttel, B.A., Wagner, C. J., Schumann, J. H., Mende, M., & Scott, M. L. (2016). Let's Look the Gift Horse in the Mouth: A Closer Examination of How Consumers Respond to Free Offers. Association for Consumer Research Conference, Berlin, Germany, 27.10. – 30.10.2016.

Hüttel, B.A., Schumann, J. H., Büttgen, M., Ates, Z., Komor, M., & Volz, J. (2016). The Influence Of Customer Characteristics On The Customer Need Knowledge Of Frontline Employees. ISMS Marketing Science, Shanghai, China, 16.06. – 18.06.2016.

Hüttel, B.A., Wagner, C. J., Schumann, J. H., Mende, M., & Scott, M. L. (2016). Toward a Deeper Understanding of How Consumers Perceive Free Offers: New Insights Into the Zero-price Effect, Its Process, and Boundary Conditions. EMAC, Oslo, Norway, 24.05. – 27.05.2016. 

Hüttel, B.A. (2016). Toward a Deeper Understanding of How Consumers Perceive Free Offers: New Insights Into the Zero-price Effect, Its Process, and Boundary Conditions. EMAC Doctoral Colloquium, Oslo, Norway, 24.05. – 27.05.2016. 

Hüttel, B.A. (2015). The Influence of Zero-priced Offers on Consumers' Non-monetary Cost Perceptions. Invited presentation at Florida State University, College of Business, Tallahassee, FL, USA, 23.10.2015.

Hüttel, B.A. (2015). The Influence of Zero-priced Offers on Consumers' Non-monetary Cost Perceptions. ACR North American Conference - Doctoral Consortium, New Orleans, LA, USA, 01.10. – 04.10.2015.

Hüttel, B.A., Wagner, C. J., & Schumann, J. H. (2015). Adding New Perspectives to the Zero-price Effect – The Role of Non-monetary Cost Perceptions. Academy of Marketing Science World Marketing Congress, Bari, Italy, 14.07. – 18.07.2015.

Hüttel, B.A. (2015). Adding New Perspectives to the Zero-price Effect – The Role of Non-monetary Cost Perceptions. Frontiers in Service Conference - Doctoral Consortium, San Jose, CA, USA, 08.07. – 09.07.2015.

Hüttel, B.A., Wagner, C. J., & Schumann, J. H. (2015). Adding New Perspectives to the Zero-price Effect – The Role of Non-monetary Cost Perceptions. 2015 AMA Winter Educators' Conference, San Antonio, TX, USA, 13.02. – 15.02.2015.

Hüttel, B.A., Wagner, C. J., & Schumann, J. H. (2014). It’s not all about the Benefits – Cost Perceptions as Additional Drivers of the Zero-Price Effect. EMAC 2014, Valencia, Spain, 03.06. – 06.06.2014.

Germelmann, C. C., Hüttel, B.A., Herrman, J.-L., & Kacha M. (2014). Perceived Thematic Congruence Between the Ad, Medium, and Program? First Insights From a Qualitative Study. Poster presented at EMAC 2014, Valencia, Spain, 03.06. – 06.06.2014.

Hüttel, B.A., Wagner, C. J., & Schumann, J. H. (2013). It’s not all about the Benefits – Cost Perceptions as Additional Drivers of the Zero-Price Effect. Conference on Service and Technology Marketing, Zurich, Switzerland, 21.11. – 23.11.2013.

Research Focus

• Consumer behavior
• Innovation and new challenges in digital marketing
• Free Digital Services

Contact

Email: Nicole Heß

Publications

Hess, N. J., Kelley, C. M., Scott, M. L., Mende, M., & Schumann J. H. (2020). Getting Personal in Public!? How Consumers Respond to Public Personalized Advertising in Retail Stores. Journal of Retailing, 96(3), 344-361. (VHB3: A)

Conferences and other research contributions

Heß, N. J. (2018). Three Essays on New Challenges and Opportunities for Marketing in an Evolving Technological Environment. Passau: Universität Passau.

Schubach, S. A., Heß, N. J., & Schumann, J. H. (2017). Customer Orientation in Free Online Services and the Commitment to the Free Business Logic. Accepted at 26th Annual Frontiers in Service Conference, New York City, NY, USA, 22.06. – 25.06.2017.

Heß, N. J., Scott, M. L., Mende, M., & Schumann, J. H. (2017). Personalized Advertising in Public Environments: Perceptions and Consequences. EMAC, Groningen, Netherlands, 23.05. – 26.05.2017.

Heß, N. J., Schumann J. H., Mende, M., & Scott, M. L. (2016). Personalized Advertising in Public Environments: Perceptions and Consequences. Association for Consumer Research Conference, Berlin, Germany, 27.10. – 30.10.2016.

Heß, N. J., Schumann J. H., Mende, M., & Scott, M. L. (2016). Personalized Advertising in Public Environments: Perceptions and Consequences. ISMS Marketing Science, Shanghai, China, 16.06. – 18.06.2016.

Heß, N. J., Schumann J. H., Mende, M., & Scott, M. L. (2016). Personalized Advertising in Public Environments: Perceptions and Consequences. EMAC, Oslo, Norway, 24.05. – 27.05.2016.

Schubach, S. A., Heß, N. J., Schumann, J. H., & Reynolds, D. (2016). Is a Paying Customer Always Better? The Importance of Customer Orientation Towards the “Free” Customer in Two- or Multi-Sided Markets.  EMAC, Oslo, Norway, 24.05. – 27.05.2016.

Heß, N. J., & Schumann, J. H., Mende, M., & Scott, M. L. (2015). Minority Report at the Point of Sale? Analyzing the Perceptions and Consequences of Personalized Advertising in Public Environments. Conference on Service and Technology Marketing, Paderborn, Germany, 19.11. – 21.11.2015.

Heß, N. J. (2015). Minority Report at the Point of Sale? Analyzing the Perceptions and Consequences of Personalized Advertising in Public Environments. Invited presentation at Florida State University, College of Business, Tallahassee, FL, USA, 23.10.2015. 

Heß, N. J. (2015). Analyzing the Perceptions and Consequences of Personalized Advertising in Public Environments. ACR North American Conference - Doctoral Consortium, New Orleans, LA, USA, 01.10. 04.10.2015.

Schubach, S. A., Heß, N. J., & Schumann, J. H. (2015). Is a Paying Customer Always Better? The Importance of Customer Orientation Towards the “Free” Customer in Two- or Multi-Sided Markets. Frontiers in Service Conference, San Jose, CA, USA, 09.07. – 12.07.2015.

Schubach, S. A., & Heß, N. J. (2015). Understanding Your Network Effects – Customer Orientation Structure and Consequences in Markets for Free Digital Services. Frontiers in Service Conference - Doctoral Consortium, San Jose, CA, USA, 08.07. – 09.07.2015.

Schubach, S. A., Heß, N. J., & Schumann, J. H. (2015). Customer Orientation in Multi-sided Markets. Workshop Dienstleistungsmarketing 2015, Berlin, Germany, 27.02. – 28.02.2015.

Schubach, S. A., Heß, N. J., & Schumann, J. H. (2014). He Who Pays the Piper Calls the Tune? - The Importance of Customer Orientation Towards “Free” Customers in Two- or Multi-sided Markets. Conference on Service and Technology Marketing, Passau, Germany, 20.11. – 22.11.2014.

Schubach, S. A., Heß, N. J., & Schumann, J. H. (2014). Stakeholder Theory as a Mean to Understand Customer Orientation if There is More Than One Customer Population. EMAC 2014, Valencia, Spain, 03.06. – 06.06.2014.

Heß, N. J., Schubach, S. A., & Schumann, J. H. (2013). Stakeholder Theory as a Mean to Understand Customer Orientation in Two-sided Markets. Poster presented at Conference on Service and Technology Marketing, Zurich, Switzerland, 21.11. – 23.11.2013.