Professor Heiner Evanschitzky

Marketing Group

Heiner Evanschitzky

Heiner is Professor and Chair of Marketing at Aston Business School. Previously, he worked as Assistant and Associate Professor at the Marketing Centre at Muenster University (Germany) and as Professor of Marketing at the University of Strathclyde.

Over the years Heiner has had over 100 articles published in specialist journals and proceedings, notably in the field's leading Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Product Innovation Management, and Journal of Service Research. Moreover, his research has won several Best Paper Awards at leading Marketing conferences.

Heiner is on the editorial board of the Journal of Business Research and Industrial Marketing Management and is founder-editor of the book series Applied Marketing Science. In the past he has co-chaired a number of high-profile symposia from the Academy of Marketing Science (AMS), the American Marketing Association (AMA), and Australia and New Zealand Marketing Academy (ANZMAC).

Position: Professor of Marketing
Email: h.evanschitzky@aston.ac.uk Phone: +44 (0)121 204 3113 Room: ABS 234




Ph.D. and Habilitation (University of Muenster, Germany).

Heiner teaches International Marketing Management at the MBA level. He is course director of the MSc Market Research & Consultancy and is also actively involved in the Aston PhD program with a focus on quantitative methods. Previously, he taught Service- and Retail Marketing as well as Research Methods at the PhD level.

Heiner’s research investigates interesting and relevant problems with an attempt to develop impactful conclusions. The current focus primarily lies in Service and Retail Marketing/Management where he focuses on issues around the Service Profit Chain concept. These include the areas of customer (value) management, franchising, myopic marketing management, research on satisfaction and loyalty, sales management, and relationship marketing.


  • Nagengast, L., Evanschitzky, H., Blut, M., Rudolph, T.: “New Insights in the Moderating Effect of Switching Costs on the Satisfaction-Loyalty Link,” Journal of Retailing (forthcoming).
  • Blut, M., Beatty, S., Evanschitzky, H., Brock, C. (2014): “When Do Switching Cost Matter? The Impact of Service Characteristics on the Switching Costs-Customer Loyalty Link,” Journal of Retailing (forthcoming).
  • Evanschitzky, H., Emrich, O., Sangtani, V., Ackfeld, A., Reynolds, K., Arnold, M. (2014): “Hedonic Shopping Motivations in Collectivistic and Individualistic Consumer Cultures,” International Journal of Research in Marketing (forthcoming).
  • Evanschitzky, H., Iyer, G.R., Pillai, K.G., Kenning, P., Schütte, R. (2014): “Information Technology Enabled Retail Service Innovation: Conceptual Model and Empirical Study,” Journal of Product Innovation Management (forthcoming).
  • Schumann, J., Wünderlich, N., Evanschitzky, H. (2014): “Spillover Effects of Service Failures in Coalition Loyalty Programs: The Buffering Effect of Perceived Program Benefits,” Journal of Retailing, Vol. 90, No. 1, 111-118.
  • Brock, C., Blut, M., Evanschitzky, H., Kenning, P. (2013): “Satisfaction with Complaint Handling: A Replication Study on its Determinants in a Business-to-Business Context,” International Journal of Research in Marketing, Vol. 30, No. 3, 319-322.
  • Evanschitzky, H., Eisend, M., Jiang, Y., Calantone, R. (2012): “Success Factors of Product In-novation: An Updated Meta-Analysis,” Journal of Product Innovation Management, Vol. 29, No S1, 21–37.
  • Evanschitzky, H., Wangenheim, F., Wünderlich, N. (2012): “Perils of Managing the Service Profit Chain: The Role of Time Lags and Feedback Loops,” Journal of Retailing, Vol. 88, No. 3, 356-366.
  • Evanschitzky, H., Ramaseshan, B., Woisetschläger, D., Richelsen, V., Blut, M., Backhaus, C. (2012): “Consequences of Customer Loyalty to the Program and to the Company,” Journal of the Academy of Marketing Science, Vol. 40, No. 5, 625-638.
  • Evanschitzky, H., Brock, C., Blut, M. (2011): “Will You Tolerate this? The Impact of Affective Commitment on Complaint Intention and Post-Recovery Behavior,” Journal of Service Research, Vol. 14, No. 4, 410-425.
  • Blut, M., Backhaus, C., Heussler, T., Woisetschläger, D., Evanschitzky, H., Ahlert, D. (2011): “What to Expect after the Honeymoon: Testing a Life Cycle Theory of Franchise Relationships,” Journal of Retailing, Vol. 87, No. 3, 306-319.
  • Evanschitzky, H., Groening, C., Mittal, V., Wunderlich, M. (2011): “Customer, Employee, and Employee Satisfaction in Franchise Networks: A Generalized Exchange Perspective,” Journal of Service Research, Vol. 14, No. 2, 136-148.
  • Evanschitzky, H., Armstrong, J.S. (2010): “Replications of Forecasting Research,” International Journal of Forecasting, Vol. 26, No. 1, 4-8.
  • Vogel, V., Evanschitzky, H., Ramaseshan, R. (2008): “Customer Equity Drivers and Future Sales” Journal of Marketing, Vol. 72, No. 6, 98-108.


EDITORSHIP (Book Series)

  • Applied Marketing Science, DUV – Springer/Gabler Academic Press, Wiesbaden, New York.



  • Woisetschläger, D., Michaelis, M., Evanschitzky, H., Eiting, H., Backhaus, C. (2010): Marketing von Solutions - Innovative Ansätze und Best Practices.
  • Ahlert, D., Backhaus, C., Blut, M. (2009): Handbuch internationale Markenführung – Case Studies und Best Practices.
  • Garnefeld, I. (2008): Kundenbindung durch Weiterempfehlung.
  • Wübben, M. (2008): Analytic CRM: Developing and Maintaining Profitable Customer Relation-ships in Non-Contractual Settings.
  • Stolper, M. (2008): Market Driving-Konzept: Modellierung und empirische Prüfung von Erfolg und Erfolgsfaktoren.
  • Lentz, P. (2007): Der Einfluss des Marktklimas auf das Beschwerdeverhalten von Konsumenten.
  • Ahlert, D., Vogel, V., Woisetschläger, D. (2007): Exzellentes Sponsoring – Innovative Ansätze und Best Practices für das Markenmanagement, 2nd Ed.
  • Evanschitzky, H., Iyer, G. R. (2007): E-Services: Current Trends and Future Challenges.



  • Baumgarth, C., Eisend, M., Evanschitzky, H. (Eds.): Empirische Mastertechniken: Eine anwendungsorientierte Einführung für die Marketing- und Management, Wiesbaden 2009.
  • Schröder, H., Olbrich, R., Kenning, P., Evanschitzky, H. (Eds.): Distribution und Handel in Theorie und Praxis, Wiesbaden 2009.
  • Evanschitzky, H., Reihlen, M. (Eds.): Allgemeine Verfahren und Tools für neue Gestaltungskonzepte – Dokumentation der Forschungsgruppe Wissen2100, Bonn 2004.
  • Ahlert, D., Evanschitzky, H., Hesse, J., Salfeld, A. (Eds.): Exzellenz in Markenmanagement und Vertrieb – Grundlagen und Erfahrungen, Wiesbaden 2004.
  • Ahlert, D., Evanschitzky, H., Hesse, J. (Eds.): Exzellenz in Dienstleistung und Vertrieb – Konzeptionelle Grundlagen und empirische Ergebnisse, Wiesbaden 2002.



  • Boulay, J., Caemmerer, B., Duniach-Smith, K., Evanschitzky, H. (2011): L’option multi-franchise dans la stratégie de développement des réseaux de franchise, Contrat de recherche 2010-2011 commandité par la Fédération Française de la Franchise, Paris.
  • Evanschitzky, H.: Erfolg von Dienstleistungsnetzwerken – Ein Netzwerkmarketingansatz, Wies-baden 2003.
  • Ahlert, D., Evanschitzky, H.: Dienstleistungsnetzwerke, Berlin 2003.


Employable Graduates; Exploitable Research