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Chair in Marketing and Service Management – Professor Dr. Herbert Woratschek

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The management of the Service-Profit-Chain and their (situative) moderating variables builds the focus of research at the Department of Marketing and Services Management. The question is raised, how values are created by services management.

The research highlights can be subdivided as following:

Value Adding Oriented Services Management:

  • Value Added Oriented Benchmarking
  • Innovative Media and User Behavior
  • Brand Equity in Sports
  • Quality Measurements in the Service Sector (Tourism, Health Care, Sports, Financial Service Provider)
  • Customer Identification and Customer Behavior
  • Merchandising in Sports

Value Co-Creation:

  • Sports Value Framework
  • Brand Management
  • Emotions and Value Co-Creation
  • Variety-Seeking Behavior and Recommendation in Sports Tourism

Price Management:

  • Demand-Driven Price Management in Sports
  • Price Perception and Price Assessment

Incentive Systems:

  • Incentive Systems in Employee Management
Colloquia and SeminarsHide

Seminar for Diplomates and Postgraduates at the Chair for Services Management:  

Doctoral candidates from the department Marketing & Services present selected methods and topics from the research on services.

The techniques being discussed are:

  • Clusteranalysis
  • Qualitative Methods of the Marketing Research
  • Manual Supported Interviews
  • Conjoint Measurement
  • Structure Equations/PLS
  • Synthetic Neuronal Nets

International Research Colloquium

Together with the Institute for Strategic Marketing, Marketing and Tourism of the University of Innsbruck under the leadership of Prof. Dr. Hans Mühlbacher selected topics of marketing research are being discussed within a several days lasting research colloquium. Past emphases were among others Brand Management, Virtual Communities and Videography in the services research.

Participating Chairs:

Workshop Services Marketing           

The Workshop Services Marketing has been established as debate platform for the German-speaking service research since 1991 and takes now place every year. The Chair for Service Management also presents current research results in regular intervals. Furthermore Prof. Woratschek is one of the editors of the series "Focus Service Marketing".

Participating Chairs: 

Research CooperationsHide

Services and Relationship Marketing 

Concerning Services Marketing and Relationship Marketing, the Chair for Services Management is integrated in all sorts of research communities and there is a steady interchange about research projects within numerous colloquia. Besides conferences such as ACR and ICRM serve as a panels for research exchange:

Chairs in the Services und Relationship Marketing area:



Eventmanagement stands in the center of an international cooperation of scientists from Canada, Spain, Italy and Germany. Especially the stakeholder of an event and their influences on the event as well as the management of the stakeholders are being investigated within this research.

Cooperation Partners:

International Research Colloquium in Services Marketing           

Current research topics and possibilities of cooperation are being discussed in the frame of research colloquia. These research colloquia take place among others in participation of following chairs:

Sports Management

The Chair for Services Management can look back on an intense cooperation within an international network of top scientists and practitioners in Sports Management for years. The European Association for Sport Management (EASM), whose managing board Prof. Dr. Woratschek has belonged to since 2005, forms the center of this network. EASM persecutes the goal to support research, teaching and vocational development of the sports management as independent personal consortium. Essential parts of this coorperation are the quarterly magazine European Sport Management Quarterly (ESMQ) and the Homepage of EASM. Both of these media deliver current information on European development in the Sports Management. In addition the annual congress of the EASM represents best opportunities to educe extra research cooperations or to deepen existing projects. In 2008 the EASM Congress took place in Germany for the first time ever.  Bayreuth and Heidelberg has enqueued in the list of the venues under the leadership of Prof. Dr. Woratschek.

Cooperation Partners:

Scramble Tourism          

Empirical research about scramble tourism in scramble areas in Germany, Czech Republic and Italy in participation with the Karlsuniversity of Prague. Qualitative and quantitative surveys on motivation and tourism behaviour of scramble tourists.

Cooperation partners: 


 Current research projects

Development of accounting concepts for value networks

Sport leagues

The value creation process of sport businesses regularly differs from that implied by the value chain. In the course of a preliminary study, it has been found out that the value configurations “value shop” and “value network” oftentimes fit better to the value creation process of sport organisations. Objective of the project “Development of accounting concepts for value networks at the example of sport leagues” is to represent the specialities of the value creation process of sport organisations in accounting systems. On that basis, we plan to develop a performance measurement system for sport organisations that particularly take the specialities of value shops and value networks in terms of leading and lagging indicators into account.

Destination management organisations

Destination management is conducted by tourism organisations that design tourist services transparently for the market, mediate them, and coordinate sub-functions of tourism organisations. The value creation process of tourism organisations follows the logic of a value network – arranging its primary activities to fulfil the intermediation function. The objective of the research project “Development of accounting concepts for value networks at the example of destination management organisations” is to further develop appropriate accounting systems on the basis of existing performance management concepts that are effective as well as suited for the particular needs of tourism organisations.

Financial service providers

Objective of this project is to develop a comprehensive quality management system for a financial service provider. Fundamental aspects of the quality measurement system are indicators that allow for the determination of the quality of processes as well as of the organisation. Subsequently, these are to be integrated into a quality management system that can be used as a monitoring and evaluation instrument in order to detect the strengths and weaknesses as well as the optimisation potentialities of processes and services offered.

Relationships to customer stakeholder groups

Opinion leader und networks of potential customers in tourism

Starting point of this project is the observably high occurrence of variety-seeking behaviour in tourism, i.e. the tendency of many tourists to seek for other holiday resorts on their next vacation trip albeit their contentedness with previously visited holiday resorts. Nevertheless, it has become evident that one-time visitors also make recommendations when they are satisfied and therefore also contribute to the acquisition of new guests. Objective of the project is to analyse to which degree variety-seeking tourists make recommendations and how influential their recommendations are, i.e. to what extent new guests can be acquired on the basis of their recommendations. Hereby, the hypothesis is to be proved whether variety-seekers are oftentimes opinion leaders at the same time, as they know a lot about the industry sector due to their extensive experience. By being an opinion leader, they are able to provide access to a whole network of potential customers and therefore are particularly valuable recommenders, who are to be taken into consideration in the course of managing customer relationships.

Fan loyalty in sport

In the research project “Fan loyalty in Sport,” we are particularly interested in finding out what makes sports fans follow their idols. For this, we will analyse behavioural patterns of football fans in order to find out what the difference is between fans who travel to out of town games and those who do not. In particular, we plan on examining what kind of role specific relations of fan tourism to the club, to the team, or also to the other fans play in this context. German football club fans are used as a survey group. A particularity of the project is the application of video analysis as a survey instrument. Hereby, in-depth interviews as well as the context of the social situation “fan tourism” are to be captured with a video camera and analysed afterwards. By doing so, not only will the loss of information be prevented, but also does it become feasible to interpret other possible factors beyond what is being said (e.g. facial expressions and the gesture of the test persons). Besides a qualitative content analysis of the in-depth interviews, a short film is planned as a result of the project which exemplarily supports the main insights.

Festival tourism of young artists

Topic of the research project “Festival tourism of young artists” are the travelling motives of young artists to international festivals. In general, we are interested in examining the motives that make participants visit the festivals. Furthermore, we will survey to what extent particular relations of the participants to the festival management, to workshop supervisors, or to other participants influence their participation. The project is organised jointly with the “Festival Junger Kuenstler” (Festival of Young Artists) in Bayreuth, Germany. For a first exploratory analysis of the research object, we intend to conduct in-depth interviews that will be captured on camera (video analysis).

Relationships to supplier stakeholder groups

Stratigical destination management, international business networking and developmental chances for rural tourism areas in Eastern Europe

Within this project problems are discussed that deal with the interactions in tourism economy between participants from Western Europe and East European countries as well as the touristic demand for these countries. New forms of alternative tourism such as trekking, bike excursions, mountain biking and rafting can play an important role for the East European countries. One reason is an increasing demand for such offerings in recent years. Another reason is the natural experience and a certain nativeness of the travel destination, which reflect important criteria for the business success in this tourism segment. The alternative tourism forms seem to be predestined for the development of peripheral regions. Regarding demand, the project determines the structure of visitors and the motivation of travel within this context. Regarding supply, it explores the touristic acting at the international, national, regional and local level.

Commercialization of sport competitions

Prices for broadcasting rights

Within the scope of the project "Prices for broadcasting rights", we will examine determinants influence the prices of broadcasting rights of the German Football League. Objective is to explain the development of prices. Up to now, empirical studies have been conducted within the project for the time period of 1965-2002. Up to now, two influencing factors were identified: the interacting effect resulting from the purchasing power and consumption capital of the spectators and the expected advertising revenues. For liberalised advertising markets and competition on the television market, the impact of the advertising market is dominating. So far, this model has been tested in Germany and in the Czech Republic.

Export of national sports series

The research project “Export of sports series” examines the potentialities of exporting national sport series in the form of television broadcasts. Objective of this research project is to identify inhibitory and boosting factors of the export of sport competitions. The necessary empirical analyses are to be conducted on an international basis. Accordingly, the research project is explorative at first. The insights shall benefit the providers of sport competitions by pointing out how to make their offerings exportable.

Arrangement of preferences and orientation on preferences

Preference effect of phantoms

An alternative way of enhancing the offerings from the perspective of the customer is in the arrangement of preferences. Starting point of the project “Preference effect of phantoms” (Wo/Ro/Ho) is the observance that services are often not available at the time of demand. In the field of behavioural science research, a number of studies document that non-available alternative preferences influence the preferences of actually available alternatives. This is where the experimental analysis of this project comes in. We plan on analysing how different types and points of time the apparentness of the non-availability as well as the miscellaneous positioning of the non-available preferences affect the preferences of the actual offerings. Relevant implications are intended to be derived for that shall be useful for managing the non-availability of services.

Location assessment methods

The evaluation and selection of a location marks a constitutive step in the strategic planning process of service firm. The project “Location assessment methods” evaluates several models for assessing locations in terms of their adequacy for service firms. Hereby, neural networks and non-linear multiple regression methods are particularly taken into consideration. Furthermore, the advantageousness of a location is intended to be justified with a cost/benefit analysis. Also, the development of a software tool for selecting miscellaneous alternative decisions is planned.

Completed research projects

Theoretical Analysis of value adding configurations in the e-commerce sector

Within the "Theoretical Analysis of value adding configurations in the e-commerce sector" the variety of business models on the internet are reduced to the three universal types: the value chain, value shops and value networks. Even more, the analysis of different theoretical modules identifies potential sources of adding values for companies in the e-business sector. Now there is a basis for a systematization of business models on the internet, which provide a theoretical scope for a strategical analysis and planning.

Relationship to customer stakeholder groups


In the debate concerning the competitiveness of German universities, topics such as research and teaching evaluation, performance-orientated wage compensation, as well as service and customer orientation are at the core of the discussion. However, the major problem of complex power structures is not taken into consideration separately: customer and service relationships, incentive models, bases for claims and the analysis of market participants often are not considered. In the research project: “Q_UBT: Measurement of service quality at the University of Bayreuth,” at first academia market participants are identified and analysed with the help of the stakeholder approach. Subsequently, this frame of reference is used for selecting appropriate measurement methods as well as for defining specifications for the management of quality at universities. This structured approach points out that the economic particularities of the academia market require a modification of existing managerial approaches.

Relationships to supplier stakeholder groups

Co-operation of destinations in sports tourism

Within the scope of the project “Co-operation of destinations in sports tourism,” empirical studies in Germany, in the Czech Republic, and in Italy are being conducted. Objective of the project is to determine the potentials, discrepancies, and co-operation potentialities of rock climbing tourism. The project is supported by Euregio Egrensis of the European Union and is carried out co-operatively with the Karls-University of Prague, the University of Cheb, and various local tourism organisations.

Commercialization of sport competitions

Determination of television demand

With the project “Determination of television demand” we plan on explaining the demand for the coverage of sport on television and on that basis to subsequently make predictions on the demand. These insights are beneficial to providers of broadcasting rights (clubs, associations) as well as to their customers (broadcasters, dealerships). In an indirect way, the advertising industry also takes advantage of the study in matters of placing ads.

Arrangement of preferences and orientation on preferences

Positioning models

The positioning of a service is part of the fundamental decision process in marketing. By developing and discussing models that allow for service firms to position their offerings on the market in the best possible way, the research project “Positioning models” (Wo/Ro) contributes to this field of interest.

Price research for services

Price formation mechanisms

The project "price formation mechanisms" deals with the analysis of alternative price formation mechanisms (e.g. exchanges, auctions and submissions). Requirements, congruencies, as well as their preferred fields of application are to be analysed.

Prices for service bundles

Services can be offered separately (as individual price setting) and/or in combination (as a price bundling). In a detailed analysis, the project "Prices for Service Bundles" (Ro) examines the influencing factors (variable costs, bargaining power) and in this way the advantageousness of price bundling for services and proposes a typology for this purpose. In an additional step, the pricing implications of the analysis are pointed out.


All publications are published and presented by the eref-server of the University of Bayreuth. On the sites of eref you can sort the publications by year or person or type of publication.

On the team-site you find the individual publications of the team members.

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