We conduct internationally recognised research on management-relevant relationship marketing topics. The aim of our research is to generate new insights from our relationship marketing perspective that will benefit marketing research and practice as well as society.

The Chair of Marketing and Digital Transformation conducts research into relationship marketing. Relationship marketing has become a standard in marketing research and practice over the last few decades and deals with the activities of companies that serve to establish, develop and maintain successful relationships with customers and other stakeholders. Our overarching research interest is to better understand the effects of relationship marketing instruments and to derive recommendations for their optimal use. In terms of a comprehensive perspective, we systematically investigate why and under what conditions both intended positive and unintended negative relationship marketing effects occur. Our research focuses on the diverse opportunities and challenges of digital transformation for customer relationships.

Our research has four characteristic features:

• The theoretical foundation of our research is important to us. A behavioral science frame of reference is applied in our research projects.
• We have strong methodological expertise in the investigation of causal relationships using experimental designs in laboratory and field environments. In our research projects, we use a broad repertoire of quantitative analysis methods (e.g. structural equation modeling, propensity score matching).
• Our practical orientation is reflected in numerous corporate collaborations. Our research projects focus on the management relevance of the problem under consideration and the development of concrete recommendations for action for companies and their decision-makers.
• Our research is also characterized by its international orientation. In our projects, we work together with a broad network of national and international research partners and are involved in initiatives such as the Sales & Marketing Strategy (SAMS) Institute, which promotes networking and cooperation between marketing research and practice.

The research conducted by our professorship can be divided into three main areas. Our object of study is customer relationships. We investigate (1) how loyalty develops in customer relationships and how it can be managed in the long term, (2) what effects digital transformation has on customer relationships, and (3) how customer relationships can be made sustainable not only economically, but also ecologically and socially.

Our research is published in high-ranking international journals in the marketing discipline and has already received several awards. We are regularly represented at international scientific conferences with our ongoing research projects.

Articles in peer-reviewed journals

VHB rating 2024: A+

Eggert, A.; Steinhoff, L.; Witte, C. (2019). Gift Purchases as Catalysts for Strengthening Customer-Brand Relationships, Journal of Marketing, 83 (5), 115-132 [Link]

VHB-Rating 2024: A

Steinhoff, L.; Kim, J. J.; Kanuri, V. K.; Palmatier, R. W. (2025). Unintended Consequences of Selling B2B Digital Subscription Add-ons for Customer Onboarding, Journal of the Academy of Marketing Science, 53 (5), 1447-1481.

Steinhoff, L.; Martin, K. D. (2023). Putting Data Privacy Regulation into Action: The Differential Capabilities of Service Frontline Interfaces, Journal of Service Research, 26 (3), 330-350. [Link]

Henderson, C. M.; Steinhoff, L.; Harmeling, C. M.; Palmatier, R. W. (2021). Customer Inertia Marketing, Journal of the Academy of Marketing Science, 49 (2), 350-373. [Link]

Kim, J. J.; Steinhoff, L.; Palmatier, R. W. (2021). An Emerging Theory of Loyalty Programme Dynamics, Journal of the Academy of Marketing Science, 49 (1), 71-95. [Finalist 2021 JAMS Best Paper Award] [Link]

Martin, K. D.; Kim, J. J.; Palmatier, R. W.; Steinhoff, L.; Stewart, D. W.; Walker, B. A.; Wang, Y.; Weaven, S. K. (2020). Data Privacy in Retail, Journal of Retailing, 96 (4), 474-489. [Winner 2021 Davidson Award] [Link]

Steinhoff, L.; Arli, D.; Weaven, S.; Kozlenkova, I. V. (2019). Online Relationship Marketing, Journal of the Academy of Marketing Science, 47 (3), 369-393. [Finalist 2019 JAMS Best Paper Award] [Link]

Steinhoff, L.; Palmatier, R. W. (2016). Understanding Loyalty Programme Effectiveness: Managing Target and Bystander Effects, Journal of the Academy of Marketing Science, 44 (1), 88-107. [Link]

Eggert, A.; Steinhoff, L.; Garnefeld, I. (2015). Managing the Bright and Dark Sides of Status Endowment in Hierarchical Loyalty Programmes, Journal of Service Research, 18 (2), 210-228. [Link]

VHB-Rating 2024: B

Ozuna, E.; Steinhoff, L. (2024). "Look Me in the Eye, Customer": How Do Face-to-Face Interactions in Peer-to-Peer Sharing Economy Services Affect Customers' Misbehaviour Concealment Intentions?, Journal of Business Research, 177, 114582. [Link]

Steinhoff, L.; Liu, J. (S.); Li, X.; Palmatier, R. W. (2023) Customer Engagement in International Markets, Journal of International Marketing, 31 (1), 1-31. [Link]

Steinhoff, L.; Zondag, M. M. (2021). Loyalty Programmes as Travel Companions: Complementary Service Features across Customer Journey Stages, Journal of Business Research, 129, 70-82. [Link]

Payne, A.; Frow, P.; Steinhoff, L.; Eggert, A. (2020). Toward a Comprehensive Framework of Value Proposition Development: From Strategy to Implementation, Industrial Marketing Management, 87, 244-255. [Link]

Eggert, A.; Frow, P.; Payne, A.; Steinhoff, L. (2020). Understanding and Managing Customer Value Propositions: Introduction to the Special Issue, Industrial Marketing Management, 87, 242-243. [Link] 

Garnefeld, I.; Steinhoff, L. (2013). Primacy versus Recency Effects in Extended Service Encounters, Journal of Service Management, 24 (1), 64-81. [Link]

VHB-Rating 2024: C

Böhm, E.; Eggert, A.; Garnefeld, I.; Holzmüller, H.; Schaefers, T; Steinhoff, L.; Woisetschläger, D. M. (2022) Exploring the Customer Journey of Voice Commerce: A Research Agenda, Journal of Service Management Research, 6 (4), 216-231. [Link]

Steinhoff, L.; Palmatier, R. W.; Martin, K. D.; Fox, G.; Henderson, C. M.; Saint Clair, J. K.; Yan, S.; Lee, J.-Y.; Perko, T.; Harmeling, C. M. (2022). Commentaries on Relationship Marketing: The Present and Future of Customer Relationships in Services, Journal of Service Management Research, 6 (1), 2-27. [Link]

Steinhoff, L.; Palmatier, R. W. (2021). Commentary: Opportunities and Challenges of Technology in Relationship Marketing, Australasian Marketing Journal, 29 (2), 111-117. [Link]

Steinhoff, L.; Witte, C.; Eggert, A. (2018). Mixed Effects of Company-Initiated Customer Engagement on Customer Loyalty: The Contingency Role of Service Category Involvement, Journal of Service Management Research, 2 (2), 22-35. [Link]

Monographs

Palmatier, R. W.; Steinhoff, L. (2019) Relationship Marketing in the Digital Age, New York and Abingdon: Routledge Taylor & Francis Group. [Link]

Steinhoff, L. (2014). Loyalty effect of the gift of preferred customer status - A theoretical and empirical-experimental analysis, Wiesbaden: Springer Gabler. [Link]

Articles in edited volumes

Ozuna, E.; Bergel, M.; Brock, C.; Steinhoff, L. (2023). Sustainable Service Management in Tourism, in: Bruhn, M.; Hadwich, K. (Eds.): Shaping Change in Service Management, Volume 1: Innovation Perspective - Digitalisation Perspective - Sustainability Perspective, Wiesbaden: Springer Gabler, 523-542. [Link]

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2014) How Profound Is the Allure of Endowed Status in Hierarchical Loyalty Programmes?, in: Geyer-Schulz, A.; Meyer-Waarden, L. (eds.): Customer & Service Systems, Special Issue: Customer Empowerment, 1 (1), Karlsruhe: KIT Scientific Publishing, 31-36. [Link]

Steinhoff, L.; Palmatier, R. W. (2014). Three Perspectives for Making Loyalty Programmes More Effective, in: Geyer-Schulz, A.; Meyer-Waarden, L. (eds.): Customer & Service Systems, Special Issue: Customer Empowerment, 1 (1), Karlsruhe: KIT Scientific Publishing, 147-152. [Link]

Contributions to refereed working paper series

Steinhoff, L.; Fang, E.; Palmatier, R. W.; Wang, K. (2016) Dynamic Effects of Loyalty Rewards for Contractual Customers, Marketing Science Institute (MSI) Working Paper Series, [16-121]. [Link]

Henderson, C. M.; Steinhoff, L.; Palmatier, R. W. (2014). Consequences of Customer Engagement: How Customer Engagement Alters the Effects of Habit-, Dependence-, and Relationship-Based Intrinsic Loyalty, Marketing Science Institute (MSI) Working Paper Series, [14-121]. [Winner 2016 Robert D. Buzzell MSI Best Paper Award] [Link]

Steinhoff, L.; Palmatier, R. W. (2013) Understanding the Effectiveness of Loyalty Programmes, Marketing Science Institute (MSI) Working Paper Series, [13-105]. [Link]

Contributions to peer-reviewed conference proceedings

Witte, C.; Steinhoff, L.; Husemann, K. (2026). Extending Transformative Service Research: How Commercial Services Shape Spiritual Well-Being, 2026 AMA Winter Academic Conference Proceedings, Madrid.

Alberternst, B.; Kessing, K.; Böhm, E.; Eggert, A.; Garnefeld, I.; Schaefers, T.; Steinhoff, L.; Woisetschläger, D. (2026). A Relational Perspective on Responsibility for Sustainable Market Behavior, 2026 AMA Winter Academic Conference Proceedings, Madrid.

Witte, C.; Steinhoff, L. (2025). Unlocking Spiritual Value: Magical Experiences of Commercial Services, 2025 AMA Winter Academic Conference Proceedings, Phoenix.

Alberternst, B.; Steinhoff, L., Woisetschläger, D. M. (2025) Responsible Loyalty Programmes: How Redemptions for a Cause Impact Customer Loyalty, 2025 AMA Winter Academic Conference Proceedings, Phoenix.

Ozuna, E.; Steinhoff, L. (2023). Customer Misbehaviour in the Peer-to-Peer Sharing Economy: The Mixed Role of Face-to-Face Interactions, Proceedings of the 52nd European Marketing Academy (EMAC) Conference, Odense.

Küpper, K.; Garnefeld, I.; Steinhoff, L. (2023) Evaluation of Product Testing Programmes as an Effective Marketing Tool - Negative and Positive Effects of Rejections in Product Testing Programs, Proceedings of the 52nd European Marketing Academy (EMAC) Conference, Odense.

Ozuna, E.; Steinhoff, L. (2023). Face-to-Face Interactions in Peer-to-Peer Sharing Economy Services: An Effective Barrier to Customer Misbehaviour?, 2023 AMA Winter Academic Conference Proceedings, Nashville.

Alberternst, B.; Giesler, M.; Steinhoff, L.; A. Eggert. (2023). The Consumerisation of Care: How Capitalism Is Co-Opting Solidarity, 2023 AMA Winter Academic Conference Proceedings, Nashville.

Alberternst, B.; Steinhoff, L.; Eggert, A.; Giesler, M. (2022). Theorising Marketplace Solidarity Systems: From Consumer-Firm Dyads to Structures of Mutual Support, 2022 AMA Summer Academic Conference Proceedings, Chicago. [Best in Conference Award]

Becker, M.; Wiegand, N.; Steinhoff, L.; Baidina, K. (2022) The Role of Self-Rewarding Behaviour in Cashback Loyalty Programs, Proceedings of the 51st European Marketing Academy (EMAC) Conference, Budapest.

Garnefeld, I.; Steinhoff, L.; Küpper, K. (2022). How Do I Tell Them? Analysing Companies' Provision of Rejection Reasons in Product Testing Programs,2022 AMA Winter Academic Conference Proceedings, Las Vegas.

Alberternst, B.; Eggert, A.; Steinhoff, L.; Giesler, M. (2021). Understanding and Measuring Consumer Solidarity as a Collective Bond, Proceedings of the 50th European Marketing Academy (EMAC) Conference, Madrid.

Alberternst, B.; Steinhoff, L.; Eggert, A.; Giesler, M. (2021). Consumer Solidarity: A Social-System Perspective on the Glue that Holds Society Together, 2021 AMA Winter Academic Conference Proceedings, St. Petersburg.

Reimer, T.; Steinhoff, L.; Leyer, M. (2020). "Dear Stranger, This Looks Good on You": The Effect of Ambiguous Interactive Virtual Presence on Store Loyalty in Offline Retailing, 2020 AMA Winter Academic Conference Proceedings, San Diego.

Steinhoff, L.; Zondag, M. M. (2019). Enhancing Loyalty Programme Effectiveness by Stimulating Member Activity along the Customer Journey, Proceedings of the 48th European Marketing Academy (EMAC) Conference, Hamburg.

Eggert, A.; Steinhoff, L.; Witte, C. (2018). Are Gift Purchases an Effective Driver of Customer Loyalty?, 2018 AMA Winter Academic Conference Proceedings, New Orleans.

Steinhoff, L.; Zondag, M. (2018). Enhancing Loyalty Programme Effectiveness by Engaging Members along the Customer Journey, 2018 AMA Winter Academic Conference Proceedings, New Orleans.

Eggert, A.; Steinhoff, L.; Witte, C. (2017). The Loyalty Effect of Gift Purchases, 2017 Winter AMA Conference Proceedings, Orlando.

Witte, C.; Steinhoff, L.; Eggert, A. (2016). The Power of Gift Purchases in Strengthening Customer-Company Relationships, Proceedings of the 45th European Marketing Academy (EMAC) Conference, Oslo.

Eggert, A.; Steinhoff, L.; Witte, C. (2015). You Might Want to Engage Your Customers, But Choose Them Wisely: The Mixed Effects of Company-Initiated Customer Engagement on Customer Loyalty, 2015 AMA Summer Marketing Educators' Conference Proceedings, Chicago.

Steinhoff, L.; Palmatier, R. W. (2013). The Effect of Loyalty Programmes on Target and Bystander Customers: A Customer Portfolio Perspective on Loyalty Program Performance, Proceedings of the 42nd European Marketing Academy (EMAC) Conference, Istanbul.

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2012). The Bright and Dark Side of Endowed Status in Hierarchical Loyalty Programmes, 2012 AMA Summer Marketing Educators' Conference Proceedings, Chicago.

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2012). Endowed Status in Hierarchical Loyalty Programmes, 2012 AMA Winter Marketing Educators' Conference Proceedings, St. Petersburg.

Eggert, A.; Garnefeld, I.; Steinhoff, L. (2011). Identifying Valence as a Contingency Variable for the Primacy-Recency Controversy, 2011 AMA Winter Marketing Educators' Conference Proceedings, Austin.

Hunter, G.; Garnefeld, I.; Steinhoff, L. (2011). Can Retailers Improve Loyalty by Empowering Consumers?, 2011 AMA Winter Marketing Educators' Conference Proceedings, Austin.