Themenvorschläge Bachelorarbeit im Sommersemester 2021
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Betriebswirtschaftliches Institut der Universität Stuttgart
Abteilung VI
Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing
Prof. Dr. Christina Kühnl
Keplerstraße 17, 70174 Stuttgart, Telefon 0711/685-82940
Themenvorschläge Bachelorarbeit im
Sommersemester 2021
Customer Journey Management / Customer
Experience Management
1. Customer Experience Management in Peer-to-Peer Sharing Services
// Collaborative Consumption
A companie's total customer experience is the result of customers who engange with firm-
controlled (e.g., website) and non-firm-controlled touchpoints (e.g., other customers,
influencers, or other firms and brands). "A taditional hotel chain like Marriott, for instance,
has full control on room design and cleanliness. Airbnb properties, on the other hand,
display considerable variance, and much of the customer experience is left in the hands
of the individuals hosting their properties on the platform" (De Keyser et al. 2020, p. 11).
Guiding questions within this research-oriented thesis could deal (1) with the potential
differences of customer experiences in multi-actor settings, such as sharing platforms or
(2) whether customers distinguish between the sharing platform (e.g., Airbnb) and other
actors (e.g., host) in the perceptions and evaluation of their experiences.
▪ Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises
and implications for research. Journal of the Academy of Marketing Science,
48(4), 630-648.
▪ De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020).
Moving the Customer Experience Field Forward: Introducing the Touchpoints,
Context, Qualities (TCQ) Nomenclature. Journal of Service Research,
https://doi.org/10.1177%2F1094670520928390
▪ Eckhardt, Giana M., Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric
Rindfleisch, and Georgios Zervas (2019), “Marketing in the Sharing Economy,”
Journal of Marketing, 83 (5), 5-27.
Seite 1▪ Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience
management: toward implementing an evolving marketing concept. Journal of
the Academy of Marketing Science, 45(3), 377-401.
▪ Nummer: BA01
2. Personalized Customer Experience – A firm perspective.
Connectivity and context sensitivity of touchpoints were identified as strategic directions
for firms in designing customer experiences (Homburg, Jozic & Kühnl, 2017). Guiding
questions of the research-oriented thesis could be: How do companies personalize the
customer experience along the customer journey? How do companies arrange online and
offline touchpoints? What are technological foundations for personalizing customer
experiences and are there any technological trends? The thesis should be based on a
scientific literature review.
▪ Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management:
toward implementing an evolving marketing concept. Journal of the Academy of
Marketing Science, 45(3), 377-401. https://doi.org/10.1007/s11747-015-0460-7
▪ Vesanen, J. (2007). What is personalization? A conceptual framework. European
Journal of Marketing. https://doi.org/10.1108/03090560710737534
▪ De Keyser, A., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020).
Moving the Customer Experience Field Forward: Introducing the Touchpoints,
Context, Qualities (TCQ) Nomenclature. Journal of Service Research,
https://doi.org/10.1177%2F1094670520928390
▪ Nummer: BA02
3. Personalized Customer Experience - A customer perspective.
Connectivity and context sensitivity of touchpoints were identified as strategic directions
for firms in designing customer experiences (Homburg, Jozic & Kühnl, 2017). Guiding
questions of the thesis could be: How do customers perceive a personalized customer
experience? What are potential positive and/or negative consequences of personalized
customer experience? The thesis should be based on a scientific literature review. The
work should be based on a scientific literature review.
▪ Chen, Q., Feng, Y., Liu, L., & Tian, X. (2019). Understanding consumers’
reactance of online personalized advertising: A new scheme of rational choice
from a perspective of negative effects. International Journal of Information
Management, 44, 53-64. https://doi.org/10.1016/j.ijinfomgt.2018.09.001
▪ Hess, N. J., Kelley, C. M., Scott, M. L., Mende, M., & Schumann, J. H. (2020).
Getting Personal in Public!? How Consumers Respond to Public Personalized
Advertising in Retail Stores. Journal of Retailing, 96(3), 344-361.
https://doi.org/10.1016/j.jretai.2019.11.005
▪ Kotras, B. (2020). Mass personalization: Predictive marketing algorithms and the
reshaping of consumer knowledge. Big Data & Society, 7(2), 2053951720951581.
https://doi.org/10.1177%2F2053951720951581
▪ Nummer: BA03
Seite 24. Customer experience during the COVID 19 crisis
The COVID-19 crisis has a massive impact on consumer behavior. Do consumers return
to old familiar consumption patterns when the pandemic has come to an end or do they
adapt to the new conditions in the long run? How do consumers perceive shopping
experiences in stationary trade with the current hygiene restrictions? Are there any
measures companies are taking to provide customers with an extraordinary customer
experience in the stationary retail sector? An empirical approach towards these issues is
possible.
▪ Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., &
Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics
and management strategies. Journal of retailing, 85(1), 31-41.
▪ Voorhees, C. M., Fombelle, P. W., & Bone, S. A. (2020). Don’t Forget About the
Frontline Employee During the COVID-19 Pandemic: Preliminary Insights and a
Research Agenda on Market Shocks.
▪ Manthiou, A. (2020). Applying the EEE customer mindset in luxury: reevaluating
customer experience research and practice during and after corona. Journal of
Service Management.
▪ Nummer: BA05
5. How does technology acceptance model affect customer
experience with smart products?
Technology Acceptance Model proposed by Davis (1989) has been one of the most
influential models of technology acceptance, which points out that perceived ease of use
and perceived usefulness are the two primary factors influencing an individual’s intention
to use new technology. An older adult who perceives digital games as too difficult to play
or a waste of time will be unlikely to adopt this technology, while an older adult who
perceives digital games as providing needed mental stimulation and as easy to learn will
be more likely to learn how to use digital games. How can TAM affect customer’s behavior
and which effect does it have on customer experience with smart products? These two
questions should be researched and answered in your bachelor thesis. An extensive
literature review, a survey or a structured interview are recommended to be adopted as
research methods.
▪ Canhoto, A. I., & Arp, S. (2017). Exploring the factors that support adoption and
sustained use of health and fitness wearables. Journal of Marketing Management,
33(1-2), 32-60.
▪ Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user
acceptance of information technology. MIS quarterly, 319-340.
▪ Mani, Z., & Chouk, I. (2017). Drivers of consumers’ resistance to smart products.
Journal of Marketing Management, 33(1-2), 76-97.
▪ Morgan-Thomas, A., & Veloutsou, C. (2013). Beyond technology acceptance:
Brand relationships and online brand experience. Journal of Business Research,
66(1), 21-27.
▪ Schweitzer, F., Belk, R., Jordan, W., & Ortner, M. (2019). Servant, friend or
master? The relationships users build with voice-controlled smart devices. Journal
of Marketing Management, 35(7-8), 693-715.
▪ Nummer: BA12
Seite 36. Ethics beyond data: How does IoT challenge our perspective on
data ethics?
Even though public awareness about privacy risks in the internet is increasing, in the
evolution of the Internet of Things (IoT) these risks are likely to become more relevant
due to the large amount of data collected and processed by the device and its manufactor.
In this bachelor thesis, following questions should be researched and answered: Which
ethical issues does the usage of IoT products have? Which effect does it have on
marketing and customer experience? Are there any solutions of these ethical issues?
▪ Baldini, G., Botterman, M., Neisse, R., & Tallacchini, M. (2018). Ethical design in
the internet of things. Science and engineering ethics, 24(3), 905-925.
▪ De Cremer, D., Nguyen, B., & Simkin, L. (2017). The integrity challenge of the
Internet-of-Things (IoT): on understanding its dark side. Journal of Marketing
Management, 33(1-2), 145-158.
▪ Ferrell, O. C. (2017). Broadening marketing’s contribution to data privacy. Journal
of the Academy of Marketing Science, 45(2), 160-163.
▪ Hunt, S. (1990). Commentary on an empirical investigation of a general theory of
marketing ethics. Journal of the Academy of Marketing Science, 18(2), 173-177.
▪ Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing.
Journal of the Academy of Marketing Science, 45(2), 135-155.
▪ Nummer: BA13
7. State of the art: Overview on customer experience, concept, theory
and practices
Customer experience has emerged as an important marketing concept aimed at creating
a unique, pleasurable and memorable experience. It has gained larger attention in both
theory and practice in the recent past. In this bachelor thesis, an extensive literature
review regarding following questions should be conducted. How has the concept of
customer experience emerged, developed and theorized in the literature? What is the
research agenda for customer experience?
▪ Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises
and implications for research. Journal of the Academy of Marketing Science,
48(4), 630-648.
▪ Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management:
toward implementing an evolving marketing concept. Journal of the Academy of
Marketing Science, 45(3), 377-401.
▪ Kuehnl, C., Jozic, D., & Homburg, C. (2019). Effective customer journey design:
consumers’ conception, measurement, and consequences. Journal of the
Academy of Marketing Science, 47(3), 551-568.
▪ Siebert, A., Gopaldas, A., Lindridge, A., & Simões, C. (2020). Customer
experience journeys: Loyalty loops versus involvement spirals. Journal of
Marketing, 84(4), 45-66.
▪ Nummer: BA14
Seite 4Digital Marketing
8. Online Relationship Marketing
Customer relationships are more and more online-based, with the shift accelerating due
to Covid-19. In this context, the thesis should/could aim to answer the following questions
by an extensive literature review: How can companies effectively build and manage
customer relationships online? Which elements require further research? What can firms
learn from the leaders on this field?
▪ Kozlenkova, Irina V., Robert W. Palmatier, Eric Fang, Bangming Xiao, and Minxue
Huang (2017), “Online Relationship Formation,” Journal of Marketing, 81 (3), 21–
40.
▪ Lemon, Katherine N. and Peter C. Verhoef (2016), “Understanding Customer
Experience Throughout the Customer Journey,” Journal of Marketing, 80 (6), 69–
96.
▪ Steinhoff, Lena, Denni Arli, Scott Weaven, and Irina V. Kozlenkova (2019),
“Online Relationship Marketing,” Journal of the Academy of Marketing Science,
47 (3), 369–393.
▪ Nummer: BA06
9. Privacy-Observant Marketing
Marketing relies on an ever growing pool of data, but regulators and consumer concerns
increase the need for privacy-observing implementations of marketing tactics. In this
context, the thesis should/could aim to answer the following questions by an extensive
literature review: Which practices can firms employ to be more privacy-observant? How
can they balance possible lower effectiveness of their efforts with positive effects?
▪ Bleier, Alexander, Avi Goldfarb, and Catherine Tucker (2020), “Consumer Privacy
and the Future of Data-Based Innovation and Marketing,” International Journal of
Research in Marketing, 37 (3), 466–480.
▪ Karwatzki, Sabrina, Olga Dytynko, Manuel Trenz, and Daniel Veit (2017),
“Beyond the Personalization–Privacy Paradox: Privacy Valuation, Transparency
Features, and Service Personalization,” Journal of Management Information
Systems, 34 (2), 369–400.
▪ Martin, Kelly D. and Patrick E. Murphy (2017), “The Role of Data Privacy in
Marketing,” Journal of the Academy of Marketing Science, 45 (2), 135–155.
▪ Wedel, Michel and P. K. Kannan (2016), “Marketing Analytics for Data-Rich
Environments,” Journal of Marketing, 80 (6), 97–121.
▪ Nummer: BA07
Seite 5Green Marketing
10. Can marketing be ethical?
This bachelor thesis should provide an overview on the existing literature on ethics and
social responsibility claims in companies´ marketing campaigns. Based on the literature
review and/or empirical evidence, the author should be able to indicate the diverse facets
of ethical- and responsible marketing and outline consumers´ reactions to these
practices.
▪ Campbell, M. C., & Winterich, K. P. (2018). A Framework for the Consumer
Psychology of Morality in the Marketplace. Journal of Consumer Psychology,
28(2), 167-179.
▪ Eilert, M., & Nappier Cherup, A. (2020). The Activist Company: Examining a
Company’s Pursuit of Societal Change Through Corporate Activism Using an
Institutional Theoretical Lens. Journal of Public Policy & Marketing, 39(4), 461-
476.
▪ Kronrod, A., Grinstein, A., & Wathieu, L. (2012). Go green! Should environmental
messages be so assertive?. Journal of Marketing, 76(1), 95-102.
▪ Olson, J. G., McFerran, B., Morales, A. C., & Dahl, D. W. (2016). Wealth and
welfare: Divergent moral reactions to ethical consumer choices. Journal of
Consumer Research, 42(6), 879-896.
▪ Verplanken, B., & Roy, D. (2016). Empowering interventions to promote
sustainable lifestyles: Testing the habit discontinuity hypothesis in a field
experiment. Journal of Environmental Psychology, 45, 127-134.
▪ Nummer: BA08
11. Effective Green Marketing Strategies
This bachelor thesis should provide an overview on the existing literature on
sustainability-oriented communication (e.g. green claims, eco-labels, environmental
awards) during the customer journey. It is based on an extensive literature review and it
can be complemented by an empirical part with consumers´ interviews (to be discussed
with supervisor). Based on the literature review and/or empirical evidence, the author
should be able to indicate which communication strategies are frequently used and which
ones are the most successful and goal-achieving.
▪ Balderjahn, I., Peyer, M., & Paulssen, M. (2013). Consciousness for fair
consumption: conceptualization, scale development and empirical validation.
International Journal of Consumer Studies, 37(5), 546-555.
▪ Banerjee, S. B., Iyer, E. S., & Kashyap, R. K. (2003). Corporate environmentalism:
Antecedents and influence of industry type. Journal of Marketing, 67(2), 106-122.
▪ Lin, Y. C., & Chang, C. C. A. (2012). Double standard: The role of environmental
consciousness in green product usage. Journal of Marketing, 76(5), 125-134.
▪ Olsen, M. C., Slotegraaf, R. J., & Chandukala, S. R. (2014). Green claims and
message frames: how green new products change brand attitude. Journal of
Marketing, 78(5), 119-137.
▪ Nummer: BA09
Seite 6Social Media
12. The power of Social Media in B2B sales
What impact does Social Media have for B2B channels and what key role do sales people
in Social Media Management play?
This Bachelor Thesis is focusing on the B2B market and its Social Media channels. An
analysis of existing Social Media channels for the B2B market as well as the application
of the selected channels should be examined. Due to the focus on the B2B market, the
role of a sales team should be additionally investigated.
▪ Kumar A, Bezawada R, Rishika R, Janakiraman R, Kannan PK. (2016). From
Social to Sale: The Effects of Firm-Generated Content in Social Media on
Customer Behavior. Journal of Marketing. 80(1), 7-25
▪ Valos, M., Maplestone, V. L., Polonsky, M. J., Ewing, M. (2017). Integrating social
media within an integrated marketing communication decision-making framework.
Journal of Marketing Management, 33(17), 1522-1558.
▪ Houtari, L, Ulkuniemi, P., Saraniemi, S., Mäläskä, M. (2015). Analysis of content
creation in social media by B2B companies. Journal of Business & Industrial
Marketing, 30(6), 761-770.
▪ Nummer: BA11
Hot Topics in Marketing
13. Consumer behavior in the COVID 19 crisis: An opportunity for
stationary trade?
The COVID-19 crisis has a massive impact on consumer behavior. Do consumers return
to old familiar consumption patterns when the pandemic has ended or do they adapt to
the new conditions in the long run? What influence does the crisis has on the classic
stationary trade? The thesis compares consumer behavior, with focus on the stationary
trade, how it was before the crisis, how it behaves during the crisis and how it will
potentially develop.
▪ Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and
research. Journal of Business Research, 117, 284.
▪ Hall, M. C., Prayag, G., Fieger, P., & Dyason, D. (2020). Beyond panic buying:
consumption displacement and COVID-19. Journal of Service Management.
▪ Sheth, J. (2020). Impact of Covid-19 on Consumer Behavior: Will the Old Habits
Return or Die?. Journal of Business Research, 117, 280-283.
▪ Nummer: BA04
Seite 7Produktdesign / Product Management
14. State of the Art Overview on Sustainable New Product Development
Manufacturing green products means to translate sustainability issues into corporate
decisions, create value and transform organisations and markets. Against this
background, it is the aim of this bachelor thesis is to [1] outline the state-of-the-art
research in sustainable new product development and [2] provide an overview of the main
reasons leading to positive customers´ reactions in the decision‐making process when it
comes to green products.
▪ Bodur, H. O., Duval, K. M., & Grohmann, B. (2015). Will you purchase
environmentally friendly products? Using prediction requests to increase choice
of sustainable products. Journal of Business Ethics, 129(1), 59-75.
▪ Claudy, M. C., Peterson, M., & Pagell, M. (2016). The roles of sustainability
orientation and market knowledge competence in new product development
success. Journal of Product Innovation Management, 33, 72-85.
▪ Du, S., Yalcinkaya, G., & Bstieler, L. (2016). Sustainability, social media driven
open innovation, and new product development performance. Journal of Product
Innovation Management, 33, 55-71.
▪ Paparoidamis, N. G., Tran, T. T. H., Leonidou, L. C., & Zeriti, A. (2019). Being
innovative while being green: An experimental inquiry into how consumers
respond to eco‐innovative product designs. Journal of Product Innovation
Management, 36(6), 824-847.
▪ Varadarajan, R. (2017). Innovating for sustainability: a framework for sustainable
innovations and a model of sustainable innovations orientation. Journal of the
Academy of Marketing Science, 45(1), 14-36.
▪ Nummer: BA09
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