Alexander Rossmann

An adoption framework for mobile augmented reality games: The case of Pokémon Go

Pokemon Go was the first mobile augmented reality (AR) game to reach the top of the download charts of mobile applications. However, little is known about this new generation of mobile online AR games. Existing theories provide limited applicability for user understanding. Against this background, this research provides a comprehensive framework based on uses and gratification theory, technology risk research, and flow theory. The proposed framework aims to explain the drivers of attitudinal and intentional reactions, such as continuance in gaming or willingness to invest money in in-app purchases. A survey among 642 Pokemon Go players provides insights into the psychological drivers of mobile AR games. The results show that hedonic, emotional, and social benefits and social norms drive consumer reactions while physical risks (but not data privacy risks) hinder consumer reactions. However, the importance of these drivers differs depending on the form of user behavior.

Drivers of user engagement in eWoM communication

Purpose This paper aims to complement the current understanding about user engagement in electronic word-of-mouth (eWoM) communications across online services and product communities. It examines the effect of the senders’ prior experience with products and services, and their extent of acquaintance with other community members, on user engagement with the eWoM. Design/methodology/approach The study used a sample of 576 unique user postings from the corporate fan page of two German firms: a service community of a telecom provider and a product community of a car manufacturer. Multiple regression analysis is used to test the conceptual model. Findings Senders’ prior experience and acquaintance positively affect user engagement with eWoM, and these effects differ across communities for products and services and across their influence on “likes” and “comments”. The results also suggest that communities for products are orientated toward information sharing, while those discussing services engage in information building. Research limitations/implications This research explains mechanisms of user engagement with eWoM and opens directions for future research around motives, content and social media tools within the structures of online communities. The insights on information-handling dimensions of online tools and antecedents to their use contribute to the research on two prioritized topics by the Marketing Science Institute – “Measuring and Communicating the Value of Online Marketing Activities and Investments” and “Leveraging Digital/Social/Mobile Technology”. Practical implications This research offers insights for firms to leverage user engagement and facilitate eWoM generation through members who have a higher number of acquaintances or who have more experience with the product or service. Executives should concentrate their community engagement strategies on the identification and utilization of power users. The conceptualization and empirical test about the role of likes and comments will help social media managers to create and better capture value from their social media metrics. Originality/value The insights about the underlying factors that influence engagement with eWoM advance our understanding about the usage of online content.

A narrative review and meta-analysis of service interaction quality: new research directions and implications

– This paper aims to conceptualize and empirically test the determinants of service interaction quality (SIQ) as attitude, behavior and expertise of a service provider (SP). Further, the individual and simultaneous effects of SIQ and its dimensions on important marketing outcomes are tested. , – The narrative review of extant research helps formulate a conceptual model of SIQ, which is investigated using the univariate and multivariate meta-analysis. , – There are interdependencies between drivers of SIQ that underlines the need to conceptualize service interaction as a dyadic phenomenon; use contemporary multilevel models, dyadic models, non-linear structural equation modeling and process studies; and study new and diverse services contexts. Meta-analysis illustrates the relative importance of the three drivers of SIQ and, in turn, their impact on consumer satisfaction and loyalty. , – The meta-analysis is based on existing research, which, unfortunately, has not examined critical services or exigency situations where SIQ is of paramount importance. Future research will be tasked with diversifying to several important domains where SIQ is a critical aspect of perceived service quality. , – This study emphasizes that, although the expertise of an SP is important, firms would be surprised to learn that the attitude and behavior of their employees are equally important antecedents. In fact, there is a delicate balance that needs to be found; otherwise, attitudinal factors can have an overall counterproductive effect on consumer satisfaction. , – This paper provides an empirical synthesis of SIQ and opens up interesting areas for further research.

Vertrauen in Kundenbeziehungen

Vertrauen ist eine wesentliche Ressource fur die Zusammenarbeit zwischen Anbietern und Kunden. In der postmodernen Gesellschaft sind beide Seiten auf Kooperation angewiesen. Ohne Vertrauen fuhren gemeinsame Beziehungen jedoch selten zu den erwunschten Resultaten. Alexander Rossmann zeigt auf, wie sich das Vertrauen von Kunden stimulieren lasst und welche Verhaltensweisen zu vermeiden sind. Dabei werden personale und organisationale Vertrauensstrategien konzeptionell entwickelt und am Beispiel der IT-Branche empirisch untersucht. Eine Analyse der Auswirkungen von Vertrauen bietet differenzierte Einblicke in die Chancen und Risiken von Vertrauen aus Anbieter- und Kundenperspektive.

Kundenservice 2.0: Kundenverhalten und Serviceleistungen in der digitalen Transformation

Die digitale Transformation bezieht sich auf die zunehmende Digitalisierung von Inhalten und Prozessen und die steigende Bedeutung digitaler Medien in Wirtschaft und Gesellschaft. Dabei wird der Wandel u. a. durch die Evolution in der Nutzung des Internets getrieben. Wahrend in der Phase des so genannten Web 1.0 die Publikation und Verbreitung statischer Inhalte im Fokus stand, werden durch das Web 2.0 uberwiegend Prozesse der dezentralen Erzeugung und einfachen Verbreitung von User Generated Content stimuliert. Unternehmen mussen auf diese Veranderungen reagieren, um die eigene Wettbewerbsfahigkeit nachhaltig abzusichern. Der vorliegende Beitrag konzentriert sich auf die Weiterentwicklung des Kundenservice. Dieser wurde in den zuruckliegenden Jahren von vielen Unternehmen uberwiegend als Kostenfaktor mit geringer strategischer Bedeutung eingestuft. Diese Sichtweise hat sich in der digitalen Transformation grundlegend geandert. Kunden konnen heute Mangel an Produkten und Dienstleistungen durch Foren und Social Media Kanale sofort und mit hoher Reichweite adressieren. Unternehmen mussen auf den gleichen Kanalen reagieren, um die Multiplikation negativer Sichtweisen einzudammen und Ubertragungseffekte auf traditionelle Medien zu vermeiden. Gleichzeitig entstehen durch digitale Kanale vollig neue Serviceangebote, die sich nachhaltig auf die unternehmerische Wettbewerbsfahigkeit auswirken. Der vorliegende Beitrag gibt zunachst einen Uberblick zu wesentlichen Entwicklungslinien der digitalen Transformation. Auf dieser Grundlage werden die Perspektiven fur Unternehmen zur Integration digitaler Medien in die eigene Wertschopfungskette skizziert. Daruber hinaus steht v. a. die Veranderung des Kundenservice im so genannten Web 2.0 zur Diskussion. Ein Ausblick auf zukunftige Entwicklungen der Digitalisierung rundet den Beitrag entsprechend ab.

Social Commerce – Der Einfluss interaktiver Online-Medien auf das Kaufverhalten der Kunden

Der vorliegende Artikel beleuchtet die grundsatzlichen Moglichkeiten der Integration von Funktionalitaten der sozialen Medien in Unternehmen. Darauf aufbauend wird Social Commerce als zentraler Gegenstand der Unternehmensfuhrung hergeleitet. Dabei stehen der kundenseitige Kaufprozess und dessen Schnittstellen zu Kommunikationsinstrumenten des Social Webs im Vordergrund. Gezeigt wird die Beeinflussung des individuellen Kaufprozesses durch Social Media.

Enterprise Social Networks: Status Quo of Current Research and Future Research Directions

This paper provides an introduction to the topic of Enterprise Social Networks (ESN) and illustrates possible applications, potentials, and challenges for future research. It outlines an analysis of research papers containing a literature overview in the field of ESN. Subsequently, single relevant research papers are analysed and further research potentials derived therefrom. This yields seven promising areas for further research: (1) user behaviour; (2) effects of ESN usage; (3) management, leadership, and governance; (4) value assessment and success measurement; (5) cultural effects, (6) architecture and design of ESN; and (7) theories, research designs and methods. This paper characterises these areas and articulates further research directions.

Towards Agility in IT Governance Frameworks.

Digital transformation has changed corporate reality and, with that, firms’ IT environments and IT governance (ITG). As such, the perspective of ITG has shifted from the design of a relatively stable, closed and controllable system of a self-sufficient enterprise to a relatively fluid, open, agile and transformational system of networked co-adaptive entities. Related to this paradigm shift in ITG, this paper aims to clarify how the concept of an effective ITG framework has changed in terms of the demand for agility in organizations. Thus, this study conducted 33 qualitative interviews with executives and senior managers from the banking industry in Germany, Switzerland and Austria. Analysis of the interviews focused on the formation of categories and the assignment of individual text parts (codings) to these categories to allow for a quantitative evaluation of the codings per category. Regarding traditional and agile ITG dimensions, 22 traditional and 25 agile dimensions were identified. Moreover, agile strategies within the agile ITG construct and ten ITG patterns were identified from the interview data. The data show relevant perspectives on the implementation of traditional and new ITG dimensions and highlight ambidextrous aspects in ITG frameworks.

Einfluss von Führung auf die Nutzung von Enterprise Social Networks

Mit dem Betrieb von Enterprise Social Networks (ESN) versprechen sich Unternehmen bedeutsame Vorteile fur die Kommunikation und Zusammenarbeit im Vergleich zu traditionellen Kanalen. Diese Netzwerke eignen sich aufgrund deren Flexibilitat fur den Einsatz in einer Vielzahl an organisationalen Kontexten. Jedoch birgt diese Fulle an Einsatzmoglichkeiten die Gefahr einer Verunsicherung unter den Mitarbeitern in Bezug auf die Nutzung des ESN, die sich in einer Ablehnung der Plattform und schlieslich in hinter den Erwartungen zuruckbleibenden Nutzungsgraden niederschlagen kann. Unternehmen sehen sich daher mit der Herausforderung konfrontiert die Mitarbeiter von der Nutzung zu uberzeugen um die erhofften Vorteile herbeizufuhren. In diesem Zusammenhang kann die Fuhrung im Unternehmen einen zentralen Einfluss auf die individuelle ESN-Adoption und Nutzung ausuben. Aufbauend auf der Fuhrungs-Fachliteratur verfolgt die vorliegende Studie einen explorativen Forschungsansatz. Um Erkenntnisse aus der Praxis in Unternehmen zu gewinnen wurde eine Interview-Studie mit Experten aus zehn grosen deutschen Unternehmen durchgefuhrt. Die Ergebnisse unterstreichen die Bedeutung der Fuhrung fur die ESN-Adoption und -Nutzung. Weiterhin stellt die Studie die ESN-spezifischen Fuhrungsaufgaben in Hierarchie und Netzwerk einander gegenuber und illustriert den Einfluss des Fuhrungsstils auf die ESN-Nutzung durch Fuhrungskrafte. Zuletzt werden Implikationen fur Theorie und Praxis dargestellt.

Toward a conceptualization of perceived complaint handling quality in social media and traditional service channels

Purpose This study aims to conceptualize and test the effect of consumers’ perceptions of complaint handling quality (PCHQ) in both traditional and social media channels. Design/methodology/approach Study 1 systematically reviews the relevant literature and then carries out a consumer and manager survey. This approach aims to conceptualize the dimensionality of PCHQ. Study 2 tests the effect of PCHQ on key marketing outcomes. Using survey data from a German telecommunications company, the study provides an explanation for the differences in outcomes across traditional (hotline) and social media channels. Findings Study 1 reveals that PCHQ is best conceptualized as a five-dimensional construct with 15 facets. There are significant differences between customers and managers in terms of the importance attached to the various dimensions. The construct shows strong psychometric properties with high reliability and validity, thereby opening up opportunities to treat these facets as measurement indicators for the construct. Study 2 indicates that the effect of PCHQ on consumer loyalty and word-of-mouth (WOM) communication is stronger in social media than in traditional channels. Procedural justice and the overall quality of service solutions emerge as general dimensions of PCHQ because they are equally important in both channels. In contrast, interactional justice, distributive justice and customer effort have varying effects across the two channels. Research limitations/implications This study contributes to the understanding of a firm’s channel selection for complaint handling in two ways. First, it evaluates and conceptualizes the PCHQ construct. Second, it compares the effects of different dimensions of PCHQ on key marketing outcomes across traditional and social media channels. Practical implications This study enables managers to understand the difference in efficacy attached to different dimensions of PCHQ. It further highlights such differences across traditional and social media service channels. For example, the effect of complaint handling on social media is of particular importance when generating WOM communication. Originality/value This study offers a comprehensive conceptualization of the PCHQ construct and reveals the general and channel contingent effects of its different dimensions on key marketing outcomes.