Thorsten Hennig-Thurau

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The importance of developing and maintaining enduring relationships with customers of service businesses is generally accepted in the marketing literature. A key challenge for researchers is to identify and understand how managerially controlled antecedent variables influence important relationship marketing outcomes (e.g., customer loyalty and(More)
The Internet makes it possible for consumers to obtain electronic word of mouth from other consumers. Customer comments articulated via the Internet are available to a vast number of other customers, and therefore can be expected to have a significant impact on the success of goods and services. This paper derives several motives that explain why customers(More)
Thorsten Hennig-Thurau is Assistant Professor, Department of Marketing, University of Hanover, Germany, (+49) 511 762 4343, (+49) 511 762 5630 (fax), th@muk.ifb.uni-hannover.de. Gianfranco Walsh, Lecturer, Department of Marketing, University of Hanover, Germany, (+49) 511 762 4540, walsh@m2.uni-hannover.de. Oliver Wruck, Consultant, Dievision, (+49) 511 28(More)
A key issue for marketers resulting from the dramatic rise of social media is how it can be leveraged to generate value for firms. Whereas the importance of social media for brand management and customer relationship management is widely recognized, it is unclear whether social media can also help companies market and sell products. Extant discussions of(More)
With the performance of service personnel often constituting a major element of a service per se, the customer orientation of service personnel is often regarded as a main determinant of service firms’ success. Drawing on a deductively derived four-dimensional conceptualization of the customer orientation of service personnel, consisting of employees’(More)
Hierarchical loyalty programs award elevated customer status (e.g., “elite membership”) to consumers who meet a predefined spending level. However, if a customer subsequently falls short of the required spending level, firms commonly revoke that status. The authors investigate the impact of such customer demotion on loyalty intentions toward the firm.(More)
Emotional dissonance resulting from an employee's emotional labor is usually considered to lead to negative employee outcomes, such as job dissatisfaction and emotional exhaustion. Drawing on Festinger's (1957) cognitive dissonance theory, we argue that the relationship between service employees' surface acting and job dissatisfaction and emotional(More)
We examine the relative roles of marketing actions and product quality in determining commercial success. Using the motion picture context, in which product quality is difficult for consumers to anticipate and information on product success is available for different points in time, we model the effects of studio actions and movie quality on a movie’s sales(More)
Recommender systems are intended to assist consumers by making choices from a large scope of items. While most recommender research focuses on improving the accuracy of recommender algorithms, this paper stresses the role of explanations for recommended items for gaining acceptance and trust. Specifically, we present a method which is capable of providing(More)
In extending the perspective of opinion leadership and seeking to the online environment, this study showed that there were consistent patterns of opinion leadership and seeking behaviors between the online and offline environments. The study also demonstrated that some psychological characteristics would be significant predictors for online opinion(More)