Research Areas:
Social Media and Social Networks
Service Marketing and Consumer Behavior
Innovation Communication & Perception
Honors:
2011 Awarded with the Best Paper Award of 19th International Colloquium in Relationship Marketing in Rochester, NY for “Does Social Media Marketing work? – Evidence of the Impact of Fan Pages on the Brand Relationship (co-author Benedikt Jahn)
2011 Awarded with the Outstanding Paper Award 2011 of Managing Service Quality for “Consumer Trust in Service Companies: a Multiple Mediating Analysis” , (co-author Roland Kantsperger)
2011 Awarded as one of the Best Papers on the 12th International Research Symposium on Service Excellence in Management (QUIS) in Ithaca, New York, June 2011, for “Transforming Users into Fans – How Fan Pages Influence the Consumer-Brand Relationship”, (co-author Benedikt Jahn)
2010 College of Management Teaching Fellow, 2011-2013
2009 College of Management Faculty Research Award, 2009
2005 Dissertation Excellence Award of the Ludwig-Maximilians-University donated by the Munich Business Forum
2004 Best-paper award on the 9th International Research Symposium on Service Excellence in Management (QUIS) in Karlstad, Sweden, July 2004, for “Measuring and Managing Overall Service Quality in Customer Care Centers – Empirical Findings of a Multi-Perspective Approach”, (co-author Roland Kantsperger and Alexander Wilkozewski)
List of Publications:
Articles in Refereed Journals
Obal, Mike; Burtch, Gordon; Kunz, Werner (2011): How Can Social Networking Sites Help US? The Role of Online Weak Ties in the IMC Mix. International Journal of Integrated Marketing Communication, 3(2), 33–47.
Kunz, Werner; Hogreve, Jens (2011): Toward a Deeper Understanding of Services Marketing: The Past, the Present, and the Future, International Journal of Research in Marketing, 3, Vol. 28,
Kunz, Werner; Schmitt, Bernd; Meyer, Anton (2011): How does perceived firm innovativeness affect the consumer? Journal of Business Research, Vol. 64, pp. 816–822
Kantsperger, Roland; Kunz, Werner (2010): Consumer Trust in Service Companies: a Multiple Mediating Analysis, Managing Service Quality, 1 (Jan), Vol. 20, pp. 4 – 25 (Outstanding Paper Award 2011)
Kunz, Werner (2007): Visualization of Competitive Market Structure by Means of Choice Data, Computational Statistics, 4 (Dec), Vol. 22, pp. 521-531
Kantsperger, Roland; Kunz, Werner (2005): Managing Overall Service Quality in Customer Care Centers – Empirical Findings of a Multi-Perspective Approach, International Journal of Service Industry Management (IJSIM), 2 (Feb), Vol. 16, pp. 135-152 (QUIS 9 Best Paper Award)
Kantsperger, Roland; Kunz, Werner (2004): Macht in einer triadischen Sichtweise von Dienstleistungsnetzwerken – eine ökonomische Analyse [power from a triadic perspective within service networks – a economic analysis], Marketing – Zeitschrift für Forschung und Praxis, 1, Vol. 26, pp. 5-14
Books
Werner Kunz (2006): Innovativität von Unternehmen – Operationalisierung & Wirkungsmechanismen aus einer kundenorientierten Perspektive [Firm Innovativeness – Measurement & Processing Mechanism from a customer perspective], FGM-Verlag: München, Germany
Book Chapters [translation in parentheses]:
Haas, Michael; Kunz, Werner (2009): How to Master the Challenges of Service Mass Customization – A Persona Based Approach, in: Handbook of Research in Mass Customization and Personalization, 1, Vol. 2, pp. 649-668
Kunz, Werner; Hogreve, Jens (2008): Entwicklungslinien und Einfluss der Dienstleistungsforschung – Ein quantitativer Ansatz [Development and Influence of service research – a quantitative approach], in: Benkenstein (Eds.): Neue Herausforderungen an das Dienstleistungsmarketing [New Challenges for the service marketing], Gabler:Wiesbaden, pp. 181-196
Kantsperger, Roland; Kunz, Werner (2005): Wettbewerbsstrategien internationaler Dienstleistungsunternehmen [Competitive strategies of international service companies], in: Marco Gardini; Dieter Dahlhoff: Internationales Dienstleistungsmanagement: Kontext-Konzepte-Erfahrungen, [International service management: context – concept – experience ] Gabler:Wiesbaden, pp. 111-132
Kunz, Werner; Mangold, Marc (2004): Kundenintegration in Innovationsprozesse im Kontext eines Medienunternehmens [customer integration into innovation processes in the context of a media company], in: Anton Meyer (Ed.): Dienstleistungsmarketing – Impulse für Forschung und Management [Service marketing – Impulse for research and management], DUV:Wiesbaden, pp. 31-51
Kunz, Werner; Mangold, Marc (2004): Hybride Communities als Treiber des Kundenwertes [Hybrid communities as driver of the customer value], in: Cornelius Herstatt; Jan Sander (Eds.): Virtuelle Communities, Gabler:Wiesbaden, pp. 69 – 99
Meyer, Anton; Kunz, Werner; Specht, Nina (2004): Die Marktforschung und ihre Netzwerke [market research and their networks], in: Haas, H.-D.; Heß, M; Klohn, W.; Windhorst, H.-W. (Eds.) (2004): Nationalatlas Bundesrepublik Deutschland – Unternehmen und Märkte [National atlas federal republic of Germany – Business and Markets], Vol. 8, Institue für Länderkunde:Leipzig, pp. 136-138
Kunz, Werner; Mangold, Marc (2004): Segmentierungsmodell für die Kundenintegration in Dienstleistungsinnovationsprozesse – Eine Anreiz-Beitrags-theoretische Analyse [Segmentation models for customer integration into service innovation processes – a stimulus-contribution theory analysis], in: Manfred Bruhn; Bernd Stauss (Eds.): Jahrbuch Dienstleistungsmanagement 2003, [Yearbook service management 2003], Gabler:Wiesbaden, pp. 327-357
Meyer, Anton; Kantsperger, Roland; Kunz, Werner (2003): Kundenorientierte Mitarbeiter im Stationären Einzelhandel [Customer orientation of employee in the retail industry], in: Volker Trommsdorff (Ed.): Handelsforschung 2003, [Research in retailing 2003] Köln, pp. 403-420.
Kantsperger, Roland; Kunz, Werner (2003): Macht-, Kooperations- und Vertrauensprobleme in einer erweiterten Sichtweise von Dienstleistungsnetzwerken [Power, cooperation, and trust conflicts from a extended perspective of service networks], in: Sabine Fließ (Ed.): Entwicklungstendenzen des Dienstleistungsmarketing – Vom Marketing zum Management, [Trends in service marketing] Gabler:Wiesbaden, pp. 87-111
Schäfer, Heiko; Schmeken, Gregor; Sieben, Frank; Kunz, Werner (2000): E-Strategy – Vom „Internet-Chaos“ zur strategischen Orientierung [E-strategy – From „internet-chaos“ towards strategic orientation], in: Sonja Kurz; Michael Reinhardt; Nina Strömsdorfer (Eds.): E-Commerce – Wettbewerbsvorteile realisieren, [E-Commerce – realization of competitive advantages], Stuttgart, pp. 38-69
Conference Proceedings and Academic Conference Papers
Obal, Mike; Burtch, Gordon; Kunz, Werner (2011): Considering Weak Tie Expertise and Similarity as Surrogates for Tie Strength: An Experimental Examination of Reliance Upon Weak Tie Information in Consumption Decisions, 2011 Direct/Interactive Marketing Research Summit, Boston 2011
Kunz, Werner; Liu, Raymond (2011): How Does Online Community Behavior Affect the Consumer’s Community Relationship? – A Cross-Cultural Comparison between the East and West, 7th meeting of the Royal Bank International Research Seminar, Montreal, Canada, October 2011
Jahn, Benedikt; Kunz, Werner (2011): Transforming Users into Fans – How Fan Pages Influence the Consumer-Brand Relationship, Relationship Conference in Rochester, NY, September 2011
Liu, Raymond; Kunz, Werner (2011): Social Online Community Behavior and Its Driving factors – A Cross-Country Comparison between the US and China, Asian Academy of Consumer Research Conference, Bejing, China, June 2011
Jahn, Benedikt; Kunz, Werner; Meyer, Anton (2011): The role of fan pages for the customer relationship – Drivers of customer engagement and impact on brand relationship, AMA Frontiers in Service Research, Columbus, Ohio, July 2011
Kunz, Werner (2011): Consumer Information Processing of the Social Newsfeed -
The Interplay of Drivers for Consumer Engagement and Negative Consumer Reaction, QUIS 12 – The 12th International Research Symposium on Service Excellence in Management, Ithaca, NY, June 2011
Jahn, Benedikt; Kunz, Werner (2011): Transforming Users into Fans – How Fan Pages Influence the Consumer-Brand Relationship, QUIS 12 – The 12th International Research Symposium on Service Excellence in Management, Ithaca, NY, June 2011
Kunz, Werner (2010): How do Social Networking Platforms Influence their Members? -
Understanding the Two Sides of Consumer Addiction to Social Networks, Special Session on “Social Networks”, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2010, Porto, June 2010
Kunz, Werner; Liu, Raymond (2009): Consumer Addiction to Consumer Communities – How to Influence the Underlying Dimensions? QUIS 11 – Moving Forward with Service Quality, Wolfsburg, June 2009
Kunz, Werner; Liu, Raymond (2009): Why do consumers get addicted to online communities? – Towards an understanding of the underlying influence factors, 38th European Academy of Marketing Association conference EMAC 2009, Nantes, May 2009
Kunz, Werner; Liu, Raymond (2008): Consumer Addiction to Consumer Communities – Exploring the Underlying Dimensions, AMA Frontiers in Service Research, Washington, October 2008
Kunz, Werner; Hogreve, Jens (2008): The Evolution of the Service Research Field – Insights Based on a Co-Citation Analysis, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2008, Liverpool, June 2008
Kunz, Werner; Hogreve, Jens (2008): The Evolution of the Service Research Field – Insights Based on a Co-Citation Analysis, 37th European Academy of Marketing Association conference EMAC 2008, Brighton, May 2008
Kunz, Werner; Hogreve, Jens (2008): Twenty Years of SERVQUAL and the Evolution of Service Research – Implications by Means of a Co-citation Analysis, American Marketing Association (AMA) Marketing Educators Winter Conference, Austin, January 2008
Haas, Michael; Kunz, Werner (2007): Tangiblize the Intangible – Service Mass Customization by Means of Personas, World Conference on Mass Customization & Personalization, MIT Boston, October 2007
Kunz, Werner; Hogreve, Jens (2007): The Impact of Service Literature on Marketing Research: A co-citation analysis of the discipline over time, AMA Frontiers in Service Research, San Francisco, September 2007
Kunz, Werner (2006): Visualization of Competitive Market Structure by Means of Choice Data, Workshop on Data and Information Visualization, Berlin, August 2006
Kunz, Werner (2006): Estimation of Market Shares in Consideration of Market Structure Shifts – Methodical Approaches and Applications, SFB Research Forum, Motzen, June 2006
Kunz, Werner (2005): The Impact of perceived firm innovativeness, interdisciplinary research seminar “Marketing and Innovation Management”, Humboldt-University Berlin, November 2005
Kunz, Werner; Schmitt, Bernd; Meyer, Anton (2005): Innovativeness and the Customer – How does Perceived Innovativeness Affect Loyalty? American Marketing Association Marketing Educators Summer Conference, San Francisco, August 2005
Kantsperger, Roland; Kunz, Werner; Engelmann, Marc (2005): A Two-Dimensional Conceptualization of Trust – An Empirical Analysis of Antecedents and Results in the Banking Industry, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2005, Singapore, July 2005
Kunz, Werner (2005): Perceived Innovativeness – Empirical Findings of a Cross-Industrial Study, 34th European Academy of Marketing Association conference EMAC 2005, Milano, May 2005
Kunz, Werner (2005): Perceived Innovativeness – A Cross-Industrial Study of its Impact on Customer Loyalty, 18th EMAC Doctoral Colloquium, Milano, May 2005
Kunz, Werner (2005): How does Perceived Firm Innovativeness Affect Customer Loyalty? European Academy of Management Conference 2005 (EURAM), Munich, April 2005
Kantsperger, Roland; Kunz, Werner; Engelmann, Marc (2004): A Behavioural Approach to asses Antecedents and Effects of Perceived Price Complexity in Service Industries, AMA Frontiers in Service Marketing 2004, Miami, USA, November 2004
Kantsperger, Roland; Kunz, Werner; Wilkozewski, Alexander (2004): Measuring and Managing Overall Service Quality in Customer Care Centers – empirical findings of a multi-perspective approach, QUIS 9 – Service Excellence in Management: Interdisciplinary Contributions, Karlstad, August 2004
Kunz, Werner; Mangold, Marc, Engelmann, Marc (2003): Customer Integration into Innovation Processes: Implications from B-to-B and B-to-C Cases, 2. Mass customization and Personalisation Conference, Munich, Germany, September 2003
Conference Proceedings and Academic Conference Papers
Obal, Mike; Burtch, Gordon; Kunz, Werner (2011): Considering Weak Tie Expertise and Similarity as Surrogates for Tie Strength: An Experimental Examination of Reliance Upon Weak Tie Information in Consumption Decisions, 2011 Direct/Interactive Marketing Research Summit, Boston 2011
Kunz, Werner; Liu, Raymond (2011): How Does Online Community Behavior Affect the Consumer’s Community Relationship? – A Cross-Cultural Comparison between the East and West, 7th meeting of the Royal Bank International Research Seminar, Montreal, Canada, October 2011
Jahn, Benedikt; Kunz, Werner (2011): Transforming Users into Fans – How Fan Pages Influence the Consumer-Brand Relationship, Relationship Conference in Rochester, NY, September 2011
Liu, Raymond; Kunz, Werner (2011): Social Online Community Behavior and Its Driving factors – A Cross-Country Comparison between the US and China, Asian Academy of Consumer Research Conference, Bejing, China, June 2011
Jahn, Benedikt; Kunz, Werner; Meyer, Anton (2011): The role of fan pages for the customer relationship – Drivers of customer engagement and impact on brand relationship, AMA Frontiers in Service Research, Columbus, Ohio, July 2011
Kunz, Werner (2011): Consumer Information Processing of the Social Newsfeed -
The Interplay of Drivers for Consumer Engagement and Negative Consumer Reaction, QUIS 12 – The 12th International Research Symposium on Service Excellence in Management, Ithaca, NY, June 2011
Jahn, Benedikt; Kunz, Werner (2011): Transforming Users into Fans – How Fan Pages Influence the Consumer-Brand Relationship, QUIS 12 – The 12th International Research Symposium on Service Excellence in Management, Ithaca, NY, June 2011
Kunz, Werner (2010): How do Social Networking Platforms Influence their Members? -
Understanding the Two Sides of Consumer Addiction to Social Networks, Special Session on “Social Networks”, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2010, Porto, June 2010
Kunz, Werner; Liu, Raymond (2009): Consumer Addiction to Consumer Communities – How to Influence the Underlying Dimensions? QUIS 11 – Moving Forward with Service Quality, Wolfsburg, June 2009
Kunz, Werner; Liu, Raymond (2009): Why do consumers get addicted to online communities? – Towards an understanding of the underlying influence factors, 38th European Academy of Marketing Association conference EMAC 2009, Nantes, May 2009
Kunz, Werner; Liu, Raymond (2008): Consumer Addiction to Consumer Communities – Exploring the Underlying Dimensions, AMA Frontiers in Service Research, Washington, October 2008
Kunz, Werner; Hogreve, Jens (2008): The Evolution of the Service Research Field – Insights Based on a Co-Citation Analysis, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2008, Liverpool, June 2008
Kunz, Werner; Hogreve, Jens (2008): The Evolution of the Service Research Field – Insights Based on a Co-Citation Analysis, 37th European Academy of Marketing Association conference EMAC 2008, Brighton, May 2008
Kunz, Werner; Hogreve, Jens (2008): Twenty Years of SERVQUAL and the Evolution of Service Research – Implications by Means of a Co-citation Analysis, American Marketing Association (AMA) Marketing Educators Winter Conference, Austin, January 2008
Haas, Michael; Kunz, Werner (2007): Tangiblize the Intangible – Service Mass Customization by Means of Personas, World Conference on Mass Customization & Personalization, MIT Boston, October 2007
Kunz, Werner; Hogreve, Jens (2007): The Impact of Service Literature on Marketing Research: A co-citation analysis of the discipline over time, AMA Frontiers in Service Research, San Francisco, September 2007
Kunz, Werner (2006): Visualization of Competitive Market Structure by Means of Choice Data, Workshop on Data and Information Visualization, Berlin, August 2006
Kunz, Werner (2006): Estimation of Market Shares in Consideration of Market Structure Shifts – Methodical Approaches and Applications, SFB Research Forum, Motzen, June 2006
Kunz, Werner (2005): The Impact of perceived firm innovativeness, interdisciplinary research seminar “Marketing and Innovation Management”, Humboldt-University Berlin, November 2005
Kunz, Werner; Schmitt, Bernd; Meyer, Anton (2005): Innovativeness and the Customer – How does Perceived Innovativeness Affect Loyalty? American Marketing Association Marketing Educators Summer Conference, San Francisco, August 2005
Kantsperger, Roland; Kunz, Werner; Engelmann, Marc (2005): A Two-Dimensional Conceptualization of Trust – An Empirical Analysis of Antecedents and Results in the Banking Industry, Conference of the Service Special Interest Group of the American Marketing Association SERVSIG 2005, Singapore, July 2005
Kunz, Werner (2005): Perceived Innovativeness – Empirical Findings of a Cross-Industrial Study, 34th European Academy of Marketing Association conference EMAC 2005, Milano, May 2005
Kunz, Werner (2005): Perceived Innovativeness – A Cross-Industrial Study of its Impact on Customer Loyalty, 18th EMAC Doctoral Colloquium, Milano, May 2005
Kunz, Werner (2005): How does Perceived Firm Innovativeness Affect Customer Loyalty? European Academy of Management Conference 2005 (EURAM), Munich, April 2005
Kantsperger, Roland; Kunz, Werner; Engelmann, Marc (2004): A Behavioural Approach to asses Antecedents and Effects of Perceived Price Complexity in Service Industries, AMA Frontiers in Service Marketing 2004, Miami, USA, November 2004
Kantsperger, Roland; Kunz, Werner; Wilkozewski, Alexander (2004): Measuring and Managing Overall Service Quality in Customer Care Centers – empirical findings of a multi-perspective approach, QUIS 9 – Service Excellence in Management: Interdisciplinary Contributions, Karlstad, August 2004
Kunz, Werner; Mangold, Marc, Engelmann, Marc (2003): Customer Integration into Innovation Processes: Implications from B-to-B and B-to-C Cases, 2. Mass customization and Personalisation Conference, Munich, Germany, September 2003