Wirtschaftswissenschaftliche Fakultät


Services Marketing: Research - Master BWL

After the successful participation in this module, students are able to understand current theories and methods of services marketing research. In particular, they are able to apply scientific methods to create novel insights in services marketing research. Students are able to integrate knowledge and to deal with complexity and limited information. They are able to acquire knowledge and skills independently and to write sound conceptual or empirical research papers. Students can apply their knowledge on scientific methods to any research problem beyond this module. Overall, students are able to conduct research projects in a largely autonomous way and to clearly defend their position towards experts and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply using the seminar application form.

Contact Person: Andreas Lechner

Course Language: English

Course Material: available at Digicampus

Type of Examination: Research paper, presentation, active participation  (guidelines for a scientific presentation and academic writing)


Summer Term 2018

Application deadline: April 15, 2018

First Session: April 19, 2018

Dates & Room:

  • Kick-off: April 19, 2018, 14:00h-17:00h at J 1207
  • Final presentations: July 2, 2018, 9:00h-14:00h at J 2101

Course Contents:

In this course, students will realize a joint empirical research project on the moderating role of frontline employee color of clothing in the relationship of frontline employee displayed emotions and customer service evaluations. The project includes (a) developing a conceptual framework that explains how color of clothing may moderate the relationship of displayed emotion and service evaluations, (b) conducting experiments and analyzing the acquired empirical data, and (c) writing a research paper.