Wirtschaftswissenschaftliche Fakultät



Markus Gahler, M.Sc.


Researcher & Lecturer

E-mail: markus.gahler@wiwi.uni-augsburg.de
Tel.: +49 821 598-4248
Fax: +49 821 598-4242
Room: J 1202
Office hours: For appointments, please contact Markus Gahler via email.


Bachelor/Master Theses, IT



Born in Werl in 1989, Markus Gahler studied Business Administration (Bachelor of Science) at the University of Münster and the University of California, Riverside in the USA. After completing this degree in 2012, he continued his studies in Marketing and Channel Management (Master of Science) at Georg-August-University of Göttingen. In 2015 he graduated with a master thesis about the online use of pay-what-you-want pricing. Since April 2015, he has been part of the team at the Chair for Value Based Marketing at University of Augsburg.

During his studies, he gathered work experience from internships in the field of online marketing and content management. Throughout his years of study, Markus Gahler also ran a local advertising agency with a focus on corporate design, event marketing, and management of specialist websites.

Markus Gahler has reviewed for the American Marketing Association Summer Educator's Conference. His research project on customer experience is financially supported by the Marketing Science Institute.



Conference Papers

Gahler, Markus, Michael Paul, Thorsten Hennig-Thurau, and Thomas Rudolph (2017): The Path to Success: Maximizing Customer Equity through Customer Journey Analysis, in: 4th Marketing Edge Summit, New Orleans, LA. [Download]

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): The CX Scale: Measuring Customer Experiences throughout the Customer Journey, in: 25th International Colloquium on Relationship Marketing, Munich, GER. [Download]

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): Developing a Measurement Scale for the Customer Experience along the Customer Journey, in: 26th Frontiers in Service Conference, New York, NY. [Download]

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): How to Measure the Customer Experience along the Customer Journey, in: 39th ISMS Marketing Science Conference, Los Angeles, CA, 118. [Download]



Gahler, Markus (2016): Pay-What-You-Want im Internet: Empirische Analyse der Einflussgrößen auf die freiwillige Zahlungsbereitschaft, BestMasters, Springer Gabler, 103 pages. [Download]


Invited Talks

Developing a Measurement Scale for the Customer Experience along the Customer Journey, 3rd Digital Marketing Conference, University of Passau, GER, March 16, 2018.


Doctoral Colloquia & Courses

Advanced Structural Equation Modeling and Measurement Theory, University of Ljubljana
Adamantios Diamantopoulos (University of Vienna)
Summer Term 2017

EMAC Doctoral Colloquium, Marketing Research Advanced Track, University of Groningen
P.K. Kannan (University of Maryland), Arvind Rangaswamy (Penn State University), and Arnaud De Bruyn (ESSEC Business School Paris)
Summer Term 2017

Text Analysis, University of Augsburg
Stephan Ludwig (University of Surrey)
Winter Term 2016/2017

Introduction to Measurement Theory and Scale Development, RWTH Aachen University
Petra Riefler (University of Applied Sciences Wiener Neustadt)
Summer Term 2016

Publishing Scholarly Research, University of Augsburg
Dwayne D. Gremler (Bowling Green State University)
Summer Term 2016

Computational Statistics, University of St. Gallen
Francesco Audrino (University of St. Gallen)
Summer Term 2015