Christian Homburg, Ph.D
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Finding the Optimum Level of Customer Orientation
KELLER CENTER RESEARCH REPORT Is The Customer Always King? Finding the Optimum Level of Customer Orientation By Christian Homburg, PhD, Michael Müller, PhD, and Martin Klarmann, PhD This article is an extended summary of a study published in the Journal of Marketing in March 2011, pages 55-74. Whether in retail sales, business-to-business sales, or home sales, conventional wisdom suggests “the customer is always right.” Identifying and meeting customer needs is also at the core of the notion of salesperson customer orientation, introduced by Saxe and Weitz (1982) to the academic marketing literature almost exactly 30 years ago. Moreover, there is much empirical evidence that suggests that customer orientation positively influences customer perceptions. However, as a recent meta-analysis documents, researchers have had a hard time finding an effect of customer orientation on sales performance (Franke and Park 2006). While it is clear that developing long-term, collaborative relationships with customers is important, the lack of a clear effect on sales performance suggests that maybe a salesperson can put too much emphasis on his customers. This unconventional suggestion is worth consideration, as many salespeople may not realize the cost of customer-related activities, both in terms of time and opportunity costs. Therefore, in our recent study we sought to understand and identify the optimal level of customer orientation in a sales encounter. Specifically, we wanted to determine: “How right should the customer be?” (Anderson and Onyemah 2006). The results of our study have important implications for salespeople in the real estate industry. Identifying the optimum level of customer orientation that a real estate agent should exhibit can help her maximize her customer relationship potential to achieve maximum sales results. -
Finding the Optimum Level of Customer Orientation
KELLER CENTER RESEARCH REPORT Is The Customer Always King? Finding the Optimum Level of Customer Orientation By Christian Homburg, PhD (Germany), Michael Müller, PhD (Germany), and Martin Klarmann, PhD (Germany) This article is an extended summary of a study published in the Journal of Marketing in March 2011, pages 55-74. Whether in retail sales, business-to-business sales, or home sales, conventional wisdom suggests “the customer is always right.” Identifying and meeting customer needs is also at the core of the notion of salesperson customer orientation, introduced by Saxe and Weitz (1982) to the academic marketing literature almost exactly 30 years ago. Moreover, there is much empirical evidence that suggests that customer orientation positively influences customer perceptions. However, as a recent meta-analysis documents, researchers have had a hard time finding an effect of customer orientation on sales performance (Franke and Park 2006). While it is clear that developing long-term, collaborative relationships with customers is important, the lack of a clear effect on sales performance suggests that maybe a salesperson can put too much emphasis on his customers. This unconventional suggestion is worth consideration, as many salespeople may not realize the cost of customer-related activities, both in terms of time and opportunity costs. Therefore, in our recent study we sought to understand and identify the optimal level of customer orientation in a sales encounter. Specifically, we wanted to determine: “How right should the customer be?” (Anderson and Onyemah 2006). The results of our study have important implications for salespeople in the real estate industry. Identifying the optimum level of customer orientation that a real estate agent should exhibit can help her maximize her customer relationship potential to achieve maximum sales results. -
Christian Homburg, Ph.D. A) Education B) Research Interests C) Full-Time Employment
Christian Homburg, Ph.D. October 2019 University of Mannheim Institute for Market-Oriented Management 68131 Mannheim, Germany Phone: +49/6 21/1 81-15 55 Fax: +49/6 21/1 81-15 56 A) Education University of Mainz HabiLitation, Business Administration, 1995 University of Karlsruhe Ph.D., Marketing, 1988 DipLoma, Business Administration and Mathematics, 1986 B) Research Interests - Marketing Strategy - Business-to-Business Marketing - Sales Management C) Full-Time Employment University of Distinguished Professorial Fellow Since September Manchester 2018 University of Professorial Fellow at the Department December 2007 to Melbourne of Management and Marketing, December 2014 University of Melbourne Mannheim Business President and Managing Director December 2006 to October 2010 School, Mannheim University of Professor of Marketing Since January 1999 Mannheim Chair of the Marketing Department Director of the Institute for Market-Oriented Management; the institute’s goal is to promote the dialogue and cooperation between academia and manageriaL practice. CurrentLy, the institute counts approx. 50 firm members incl. BASF, Deutsche Bank, Deutsche Post, Deutsche Telekom, HeideLberger Druckmaschinen, IBM, Roche, PfiZer, Procter&Gamble, Bosch, SAP ApriL 2006 to March Associate Dean 2008 1 October 2001 to Academic Director of the European MBA September 2004 Program November 1999 to Associate Dean for Public Relations March 2004 Kommission July 2008 to June Marketing Chair of the Kommission Marketing im 2009 Verband der Hochschullehrer für Betriebs- -
Department of Marketing Wimp Bachelor Bachelor Of
Department of Marketing WiMP Bachelor Bachelor of International Marketing Date: 08.06.2014 by Elisabeth B. Moen Erik Jahren John Reinert Ulland Philipp Pascal Schmitz This paper is done as a part of the undergraduate program International Marketing at BI Norwegian Business School. This does not entail that BI Norwegian Business School has cleared the methods applied, the results presented, or the conclusion drawn Acknowledgements We would like to thank all the people that have been involved in our bachelor thesis on the different levels. We would like to thank the staff at WiMP for giving us the opportunity to write about the company, and contributing us with information on this thesis. A special thanks to Ms. Bettina Engelmann, Ms. Annelie Beccu and Ms. Meike Nolte from WiMP Germany and also Mr. Are Thu from WiMP Norway for providing us with information throughout the process. We would also like to thank the participants in our survey. Last but not least we would like to express our great gratitude towards Mr. Stephan Mühlhäuser (Lehrstuhl für ABWL und Marketing I, Professor Dr. Dr. h.c. mult. Christian Homburg) at the University of Mannheim for being our supervisor and mentor throughout the entire process and providing us with his expertise. ———————— ———————— Elisabeth B. Moen Erik Jahren ———————— ————————- John Reinert Ulland Philipp Pascal Schmitz Mannheim, the 8th June 2014 1 Bachelor International Marketing- WiMP Executive summary WiMP is a music streaming service that provides the user with customized music offerings. The company is established in several countries including Germany, which will be the focus of this thesis. -
Research Report 2014
Excellence in Management Education Research Report 2014 EFMD SYSTEMAKKREDITIERT nach durch 2 Imprint: Publisher Dean’s Office WHU – Otto Beisheim School of Management Burgplatz 2, 56179 Vallendar, Germany [email protected], www.whu.edu Editorial office Director Research’s Office WHU – Otto Beisheim School of Management Burgplatz 2, 56179 Vallendar, Germany [email protected], www.whu.edu Layout Baggen Design GmbH Benzenbergstraße 45, Hofgebäude, 40219 Düsseldorf, Germany Printed by Görres-Druckerei und Verlag GmbH Niederbieberer Straße 124, 56567 Neuwied, Germany 3 Contents 02 Contents 04 Research at WHU 06 Awards and Editorial Services 14 Groups 16 Economics Group Achim I. Czerny, Ralf Fendel, Michael Frenkel, Christina Günther, Christian Hagist, Rolf Langhammer, Michael Massmann, Markus Reisinger, Jan-Christoph Rülke, Jürgen Weigand Honorary Professor: David B. Audretsch Associated Faculty Member: Paul de Bijl Selected Publications 38 Entrepreneurship and Innovation Group Malte Brettel, Anna Dubiel, Holger Ernst, Christoph Hienerth, Ayse Karaevli, Max Peter Leitterstorf, Serden Ozcan, Sabine Rau, Sascha L. Schmidt Honorary Professor: Klaus Brockhoff Associated Faculty Member: Franz Kellermanns Selected Publications 60 Finance and Accounting Group Nihat Aktas, Christian Andres, Martin Glaum, Martin Jacob, Lutz Johanning, Maximilian Müller, Markus Rudolf, Mei Wang, Burcin Yurtoglu Selected Publications 78 Management Group Thomas Fischer, Sebastian Fourné, Thomas Hutzschenreuter, Peter-J. Jost, Jochen Menges, Miriam Müthel, Sven-Volker Rehm, Marko Reimer, Utz Schäffer, Stefanie Schubert, Jürgen Weber Selected Publications 100 Marketing and Sales Group Tim Oliver Brexendorf, Martin Fassnacht, Walter Herzog, Ove Jensen, Christian Schlereth, Tillmann Wagner Selected Publications 114 Supply Chain Management Group Arnd Huchzermeier, Lutz Kaufmann, Stefan Spinler, Carl Marcus Wallenburg Selected Publications 124 Centers 138 WHU at a glance 4 5 Research at WHU: 2009 to 2014 Prof.