Lena Steinhoff How Has Relationship Marketing Changed in the Digital Age?
Lena Steinhoff is an Assistant Professor of Service Management at the University of Rostock and a Research Fellow of the Sales and Marketing Strategy (SAMS) Institute. Having previously worked at the Universities of Paderborn (where she completed her PhD) and Washington (visiting scholarships in 2012 and 2015), Steinhoff’s main research interests include relationship marketing, customer loyalty and marketing strategy. Providing regular consultancy expertise to businesses, Steinhoff’s most recent book, Relationship Marketing in the Digital Age (co-authored with Robert W. Palmatier), was published by Routledge in 2019.
Area of Research
Relationship Marketing, Service Marketing, Service Management, Service and Marketing Strategy
since 2019
Research Fellow and Affiliated Researcher
Sales and Marketing Strategy Institute (SAMS)
since 2018
Assistant Professor (Tenure Track)
University of Rostock (Universität Rostock) (more details)
Institute for Marketing & Service Research
2013-2018
Assistant Professor (Non-Tenure Track)
University of Paderborn (Universität Paderborn)
Marketing Department
2015
Visiting Scholar (funded by DFG)
University of Washington
Foster School of Business, Center for Sales and Marketing Strategy
2009-2013
Research and Teaching Assistant
University of Paderborn (Universität Paderborn)
Marketing Department
2012
Visiting Scholar (funded by DAAD)
University of Washington
Foster School of Business, Department of Marketing and International Business
2009-2013
Ph.D. in Business Administration (Marketing) (Dr. rer. pol.)
University of Paderborn (Universität Paderborn)
2007-2009
Master of Arts in International Business Studies (M.A.)
University of Paderborn (Universität Paderborn)
2003-2007
Bachelor of Arts in International Business Studies (B.A.)
University of Paderborn (Universität Paderborn)
- Journal of the Academy of Marketing Science (Editorial Review Board)
- Journal of Marketing (Ad Hoc)
- Journal of Retailing (Ad Hoc)
- Journal of Service Research (Ad Hoc)
- Journal of Business Research (Ad Hoc)
- Journal of Retailing and Consumer Services (Ad Hoc)
- Journal of Service Management Research (Ad Hoc)
- American Marketing Association (AMA)
- European Marketing Academy (EMAC)
- Deutscher Hochschulverband (DHV)
- Verband der Hochschullehrer für Betriebswirtschaft e. V. (VHB)
Prizes
- Teaching Award of University of Paderborn’s Faculty of Business Administration and Economics (2018)
- Robert D. Buzzell MSI Best Paper Award (2016) (with Conor M. Henderson and Robert W. Palmatier)
- Paderborner Hochschulkreis (PHK) e. V. Dissertation Award (2013)
- Paderborner Services Management Award (2009)
- Weidmüller Award (2005)
- DFG Research Scholarship (2015)
- DAAD Ph.D. Student Scholarship (2012)
© Medienservice, Universität Rostock
University of Rostock (Universität Rostock)
Rostock, GermanyThe University of Rostock is not only the oldest university in the Baltic Sea region and one of the oldest universities in Germany. The ceremonial opening of the university with a Faculty of Law, a Medical Faculty and the Facultas Artium took place on 12 November 1419 at Rostock’s St. Mary’s Church. Magister Petrus Stenbeke from Erfurt was elected as rector. He enrolled 160 students. The University of Rostock consists of nine traditional faculties and an additionel Interdisciplinary Fa-culty. The Interdisciplinary Faculty unities scientists and students of all disciplines in four major departments: ‘Life, Light and Matter‘, ‘Maritime Systems‘, ‘Ageing of the Individuals and of Society‘, and ‘Knowledge – Culture – Transformation‘. These departments represent the key research areas that have developed throughout the long tradition of the University, and contribute to honing the University’s profile through connecting its strengths by means of interdisciplinary and cross-curricular cooperation.
13,323 students in total were enrolled at the University of Rostock in winter term 2018/19. And it was 4,186 university entrants in 2018. The share of international students is above eleven percent. 2,178 students successfully completed their studies. Offering more than 150 courses of study (37 bachelor degree courses, 60 master degree courses and 37 state examination courses including teaching degrees), the University of Rostock is one of Germany‘s Universities with the widest range of aca-demic subjects. Beyond that, its Centre for Teacher Taining and Educational Research conducts research on education and works on improving the quality of teacher training. (Source: University of Rostock)
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Customer-company relationships are increasingly conducted via internet-based technologies. In this video, LENA STEINHOFF explains her work towards developing a theoretically grounded and managerially relevant framework for managing customer relationships online. Focusing on current business practices and extant research, Steinhoff identifies five aspects that distinguish the online customer-firm relationship from its offline counterpart. Suggesting that companies will only reap the full benefits of online relationship marketing if they pay attention to its inherent risks, Steinhoff calls for further research into the opportunities and challenges presented by emergent technologies like artificial intelligence and augmented reality.
LT Video Publication DOI: https://doi.org/10.21036/LTPUB10759
Online Relationship Marketing
- Lena Steinhoff, Denni Arli, Scott Weaven and Irina V. Kozlenkova
- Journal of the Academy of Marketing Science
- Published in 2019
