Welcome to the Institute for Marketing and Service Research

Chair of Service Management II (Assistant Professor)

Prof. Dr. Lena Steinhoff

Holder of the Professorship

Room 307

 

Fon 0381 498 4090
Fax 0381 498 118 4378
eMail

Office Hours: by arrangement.

Biography

Since September 2018, Prof. Dr. Lena Steinhoff is Assistant Professor of Service Management at the Institute for Marketing and Service Research at the University of Rostock. She is also an affiliated faculty of the Center for Sales and Marketing Strategy at the Foster School of Business at the University of Washington. Prior to joining University of Rostock, Lena Steinhoff held a position as Assistant Professor of Marketing at the University of Paderborn. She earned her bachelor’s and master’s degrees in international business as well as a doctoral degree in marketing from the University of Paderborn. In 2015 and 2012, Lena Steinhoff was a visiting scholar at University of Washington’s Foster School of Business, funded through scholarships awarded by the German Research Foundation (DFG) and the German Academic Exchange Service (DAAD).

Her research interests are service management, service marketing, service and marketing strategy, and relationship marketing, with a particular focus on managing customer relationships through loyalty programs and rewards. Specifically, Lena Steinhoff explores the intended as well as the unintended effects diverse relationship marketing instruments might spur and looks at their impact on company performance. Her research has appeared in Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Service Management, Journal of Service Management Research, and the Marketing Science Institute (MSI) Working Paper Series where she has received the 2016 Robert D. Buzzell MSI Best Paper Award.

Lena Steinhoff already served as a consultant and research advisor to several firms in business-to-consumer as well as business-to-business industries. In 2016, she conducted a workshop for 60 executives on understanding and designing effective loyalty programs at the Center for Sales and Marketing Strategy.

Publications
Monographs

Steinhoff, L. (2014). Loyalitätswirkung des geschenkten bevorzugten Kundenstatus – Eine theoretische und empirisch-experimentelle Analyse, Wiesbaden: Springer Gabler.

 

Publications in Refereed Journals

Steinhoff, L.; Witte, C.; Eggert, A. (2018). Mixed Effects of Company-Initiated Customer Engagement on Customer Loyalty: The Contingency Role of Service Category Involvement, Journal of Service Management Research, 2 (2), 22-35.

Steinhoff, L.; Palmatier, R. W. (2016). Understanding Loyalty Program Effectiveness: Managing Target and Bystander Effects, Journal of the Academy of Marketing Science, 44 (1), 88-107. [VHB-JOURQUAL3: A]

Eggert, A.; Steinhoff, L.; Garnefeld, I. (2015). Managing the Bright and Dark Sides of Status Endowment in Hierarchical Loyalty Programs, Journal of Service Research, 18 (2), 210-228. [VHB-JOURQUAL3: A]

Garnefeld, I.; Steinhoff, L. (2013). Primacy versus Recency Effects in Extended Service Encounters, Journal of Service Management, 24 (1), 64-81. [VHB-JOURQUAL3: B]

Publications in Refereed Working Paper Series

Steinhoff, L.; Fang, E.; Palmatier, R. W.; Wang, K. (2016). Dynamic Effects of Loyalty Rewards for Contractual Customers, Marketing Science Institute (MSI) Working Paper Series, [16-121].

Henderson, C. M.; Steinhoff, L.; Palmatier, R. W. (2014). Consequences of Customer Engagement: How Customer Engagement Alters the Effects of Habit-, Dependence-, and Relationship-Based Intrinsic Loyalty, Marketing Science Institute (MSI) Working Paper Series, [14-121]. [Gewinner des 2016 Robert D. Buzzell MSI Best Paper Award]

Steinhoff, L.; Palmatier, R. W. (2013). Understanding the Effectiveness of Loyalty Programs, Marketing Science Institute (MSI) Working Paper Series, [13-105].

Publications in Refereed Edited Books

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2014). How Profound Is the Allure of Endowed Status in Hierarchical Loyalty Programs? in Geyer-Schulz, A.; Meyer-Waarden, L. (Hrsg.): Customer & Service Systems, Special Issue: Customer Empowerment, 1 (1), Karlsruhe: KIT Scientific Publishing, 31-36.

Steinhoff, L.; Palmatier, R. W. (2014). Three Perspectives for Making Loyalty Programs More Effective, in Geyer-Schulz, A.; Meyer-Waarden, L. (Hrsg.): Customer & Service Systems, Special Issue: Customer Empowerment, 1 (1), Karlsruhe: KIT Scientific Publishing, 147-152.

Publications in Refereed Conference Proceedings

Eggert, A.; Steinhoff, L.; Witte, C. (2018). Are Gift Purchases an Effective Driver of Customer Loyalty? 2018 Winter AMA Conference Proceedings, New Orleans. [VHB-JOURQUAL3: D]

Steinhoff, L.; Zondag, M. (2018). Enhancing Loyalty Program Effectiveness by Engaging Members along the Customer Journey, 2018 Winter AMA Conference Proceedings, New Orleans. [VHB-JOURQUAL3: D]

Eggert, A.; Steinhoff, L.; Witte, C. (2017). The Loyalty Effect of Gift Purchases, 2017 Winter AMA Conference Proceedings, Orlando. [VHB-JOURQUAL3: D]

Witte, C.; Steinhoff, L.; Eggert, A. (2016). The Power of Gift Purchases in Strengthening Customer-Company Relationships, Proceedings of the 45th European Marketing Academy (EMAC) Conference, Oslo. [VHB-JOURQUAL3: D]

Eggert, A.; Steinhoff, L.; Witte, C. (2015). You Might Want to Engage Your Customers, But Choose Them Wisely: The Mixed Effects of Company-Initiated Customer Engagement on Customer Loyalty, 2015 AMA Summer Marketing Educators’ Conference Proceedings, Chicago. [VHB-JOURQUAL3: D]

Steinhoff, L.; Palmatier, R. W. (2013). The Effect of Loyalty Programs on Target and Bystander Customers: A Customer Portfolio Perspective on Loyalty Program Performance, Proceedings of the 42nd European Marketing Academy (EMAC) Conference, Istanbul. [VHB-JOURQUAL3: D]

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2012). The Bright and Dark Side of Endowed Status in Hierarchical Loyalty Programs, 2012 AMA Summer Marketing Educators’ Conference Proceedings, Chicago. [VHB-JOURQUAL3: D]

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2012). Endowed Status in Hierarchical Loyalty Programs, 2012 AMA Winter Marketing Educators’ Conference Proceedings, St. Petersburg. [VHB-JOURQUAL3: D]

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2011). Identifying Valence as a Contingency Variable for the Primacy-Recency-Controversy, 2011 AMA Winter Marketing Educators’ Conference Proceedings, Austin. [VHB-JOURQUAL3: D]

Hunter, G.; Garnefeld, I.; Steinhoff, L. (2011). Can Retailers Improve Loyalty by Empowering Consumers? 2011 AMA Winter Marketing Educators’ Conference Proceedings, Austin. [VHB-JOURQUAL3: D]