Michael Paul studied Business Administration at Leibniz University of Hanover, Dublin City University Business School, and the Department of Journalism and Communication Research, Hanover, focusing on marketing, international economics, and media research. After completing his doctoral thesis at Bauhaus-University of Weimar, he was Post-Doc and Acting Professor for Marketing and Media at the Faculty of Media at Bauhaus-University of Weimar and Junior Professor for Marketing at the Westfälische Wilhelms-University of Münster.

 

Since October 2012, he holds the Chair for Value Based Marketing at University of Augsburg. His primary research and teaching interests are brand management, corporate sociopolitical activism, customer experience management, digital/new media marketing, marketing research, services marketing, and value based marketing. His work has repeatedly received awards and has been accepted for publication by leading international journals. He is a member of the Working Group Social Resilience at the University of Augsburg. He is Vice Dean of the Faculty of Business and Economics.

 

For more information see: XING | LinkedIn

Journal Articles

Kleine, Janina, Nico Friederich, and Michael Paul (2023): Celebrity Endorser Scandals and Competitor Firm Value, in: Journal of Advertising (forthcoming). [ Download]

 

Gahler, Markus, Jan F. Klein, and Michael Paul (2023): Customer Experience: Conceptualization, Measurement, and Application in Omnichannel Environments, in: Journal of Service Research, 26 (2), 191–211. [ Download]

 

Lechner, Andreas T., Frank Mathmann, and Michael Paul (2022): Frontline Employees’ Display of Fake Smiles and Angry Faces: When and Why They Influence Service Performance, in: Journal of Service Research, 25 (2), 211-226. [ Download]

 

Bruder, Maximilian, Andreas T. Lechner, and Michael Paul (2021): Toward Holistic Frontline Employee Management: An Investigation of the Interplay of Positive Emotion Displays and Dress Color, in: Psychology & Marketing, 38, 2089–2101. [ Download]

 

Kralj, Sonja N., Andreas T. Lechner, and Michael Paul (2019): Subtle but Spotted? Influencing Factors of Customer-Perceived Weight Discrimination, in: Journal of Services Marketing, 33 (5), 532-546. [ Download]

 

Lechner, Andreas T. and Michael Paul (2019): Is this Smile for Real? The Role of Affect and Thinking Style in Customer Perceptions of Frontline Employee Emotion Authenticity, in: Journal of Business Research, 94 (1), 195-208. [ Download]

 

Marchand, André, Michael Paul, Thorsten Hennig-Thurau, and Georg Puchner (2017): How Gifts Influence Relationships with Service Customers and Financial Outcomes for Firms, in: Journal of Service Research, 20 (2), 105-119. [ Download]

 

Vogel, Julia and Michael Paul (2015): One Firm, One Product, Two Prices: Channel-Based Price Differentiation and Customer Retention, in: Journal of Retailing and Consumer Services, 27 (1), 126-139. [ Download]

 

Emrich, Oliver, Michael Paul, and Thomas Rudolph (2015): Shopping Benefits of Multichannel Assortment Integration and the Moderating Role of Retailer Type, in: Journal of Retailing, 91 (2), 326-342. [ Download] 

 

Paul, Michael, Thorsten Hennig-Thurau, and Markus Groth (2015): Tightening or Loosening the “Iron Cage”? The Impact of Formal and Informal Display Controls on Service Customers, in: Journal of Business Research, 68 (5), 1062–1073. [ Download]

 

Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2009): Toward a Theory of Repeat Purchase Drivers for Consumer Services, in: Journal of the Academy of Marketing Science, 37 (2), 215-237. [ Download]

 

Hennig-Thurau, Thorsten and Michael Paul (2007): Can Economic Bonus Programs Jeopardize Service Relationships?, in: Service Business. An International Journal, 1 (2), 159-175. [ Download]

 

Hennig-Thurau, Thorsten, Markus Groth, Michael Paul, and Dwayne D. Gremler (2006): Are All Smiles Created Equal? How Emotional Contagion and Emotional Labor Affect Service Relationships, in: Journal of Marketing, 70 (3), 58-73. [ Download]

 

Hennig-Thurau, Thorsten, Kevin P. Gwinner, Dwayne D. Gremler, and Michael Paul (2005): Managing Service Relationships in a Global Economy: Exploring the Impact of National Culture on the Relevance of Customer Relational Benefits for Gaining Loyal Customers, in: Advances in International Marketing, 15 (1), 11-31. [ Download]

 

 

Working Papers

Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: Marketing Science Institute Working Paper Series 2019, Report No. 19-119, 1-53. [ Download]

 

 

Conference Papers

Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023): Segmenting Consumers Based on Subjective Utilities: How to Promote Climate-Friendly Consumer Behaviors Across Countries, in: QUIS18 Conference, Hanoi, VNM.

 

Saborowski, Katharina and Michael Paul (2023): Supporting Climate-Friendly Consumer Decisions: A Utility-Based Decision Support Approach, in QUIS18 Conference, Hanoi, VNM.

 

Skamel, Janne G., Maximilian Bruder, and Michael Paul (2023): Corporate Sociopolitical Activism Strategies and their Effects on Consumer Attitudes, in: QUIS18 Conference, Hanoi, VNM. 

 

Saborowski, Katharina, Maximilian Bruder, and Michael Paul (2023): A Cross-Country Utility-Based Market Segmentation of Climate-Friendly Actions, in Research Innovations in Sustainable Marketing 2023, Hawaii, USA. [ Download]

 

Bruder, Maximilian and Michael Paul (2022): What`s the Sound of Your Brand? Development and Validation of a Voice Typology, in 2022 AMA Summer Academic Conference, Chicago, IL, USA.

 

Bruder, Maximilian and Michael Paul (2022): Voice Types and Their Influence on Marketing Outcomes, in 30th Frontiers in Service Conference, Babson Park, USA.

 

Kleine, Janina and Michael Paul (2022): Offsetting Low Online Prices with Communication! The Effect of Relational Model Appeals to Counter Competitive Showrooming., in 30th Frontiers in Service Conference, Babson Park, USA.

 

Saborowski, Katharina and Michael Paul (2022): Promoting Climate-Friendly Consumer Behaviors with Minimal “Pain”: A Cross-Country Utility-Based Market Segmentation Approach, in 30th Frontiers in Service Conference, Babson Park, USA.

 

Bruder, Maximilian and Michael Paul (2022): Voice Types and Their Effects on Brand Personality Perceptions, in 12th SERVSIG Conference, Glasgow, UK.

 

Kleine, Janina and Michael Paul (2022): Can Communication Offset Low Online Prices? The Use of Relational Model Appeals to Prevent Showrooming., in 12th SERVSIG Conference, Glasgow, UK.

 

Saborowski, Katharina and Michael Paul (2022): A Cross-Country Utility-Based Market Segmentation for Promoting the Most Effective Climate-Friendly Consumer Behaviors, in 12th SERVSIG Conference, Glasgow, UK.

 

Bruder, Maximilian and Michael Paul (2022): The Development of a Typology for Voices in Marketing Communications, in: 51th EMAC Conference, Budapest, HUN. 

 

Bruder, Maximilian and Michael Paul (2022): Voices of Marketing Communications: Exploratory Development and Validation of a Voice Typology, in: 2022 AMA Winter Academic Conference, Las Vegas, NV. [  Download]

 

Kleine, Janina and Michael Paul (2022): What About Relational Models? The Effect of Relational Model Appeals on Showrooming Intentions., in: 2022 AMA Winter Academic Conference, Las Vegas, NV. [ Download]

 

Bruder, Maximilian and Michael Paul (2022): The Development and Examination of a Voice Typology, in: QUIS17 Conference, Valencia, S.

 

Kleine, Janina and Michael Paul (2022): Can Communication Offset Low Online Prices? The Use of Relational Model Appeals to Prevent Showrooming, in: QUIS17 Conference, Valencia, S.

 

Maximilian Bruder and Michael Paul (2021): When Brands Start Talking: The Role of Voice and Speech in Brand Perception, in: 28th Frontiers in Service Conference, Philadelphia, PA.

 

Kleine, Janina and Michael Paul (2021): The Effect of Communication Appeals on Consumers' Showrooming Decisions, in: 29th Frontiers in Service Conference, Philadelphia, USA.

 

Kralj, Sonja N. and Michael Paul (2021): The Impact of Societal Conditions on Migrants’ Consumer Acculturation Prospects, in 52^nd ACR Conference. [ Download ]

 

Kralj, Sonja N. and Michael Paul (2021): The Dynamics of Repatriate Consumer Acculturation, in: 2021 AMA Winter Academic Conference. [ Download ]

 

Maximilian Bruder and Michael Paul (2020): The Impact of Voice and Speech on Brand Personality Perceptions, in: 11th SERVSIG Conference, Brisbane, AU. [ Download]

 

Kleine, Janina and Michael Paul (2020): Why Don’t Consumers Competitively Showroom?, in: 11th SERVSIG Conference, Brisbane, AU. [ Download]

 

Kralj, Sonja N. and Michael Paul (2020): Familiar Foreigners? Collective Consumer Identity (De)Legitimation Dynamics in the Case of Repatriate Migrants, in: 51^st ACR Conference, virtual format. [ Download ]

 

Kralj, Sonja N. and Michael Paul (2020): (Il)Legitimate in the Homeland? The Co-Construction of a Collective Consumer Identity of Repatriate Migrants, in: Georgios Patsiaouras, James Fitchett and Amanda J. Earley, eds. 16^th Consumer Culture Theory Conference 2020: Interrogating Social Imaginaries, Leicester, UK. [ Download ]

 

Kralj, Sonja N. and Michael Paul (2020): Legitimately Illegitimate? Migrants' Consumer Identity in Institutional Complexity, in Proceedings of the European Marketing Academy, 49^th EMAC Conference. [ Download ]

 

Gahler, Markus, Jan F. Klein, and Michael Paul (2020): Measuring Customer Experience with Text-Based and Pictorial Scales, in AMA Winter Academic Conference, San Diego, CA. [ Download ]

 

Kralj, Sonja N. and Michael Paul (2019): (Il)Legitimate in the Homeland? Repatriate Migrants’ Consumption in a Complex Institutional Environment, in: 50th ACR Conference, Atlanta, GA. [ Download ]

 

Kralj, Sonja N. and Michael Paul (2019): Institutional Complexity in Migrant Consumption, in: 15th CCT Conference, Montréal, CA. [ Download ]

 

Gahler, Markus, Jan F. Klein, and Michael Paul (2019): Measuring Customer Experiences: A Text-Based and Pictorial Scale, in: QUIS16 Conference, Karlstad, SE. [ Download ]

 

Kleine, Janina and Michael Paul (2019): Towards a Better Understanding of Competitive Showrooming, in: QUIS16 Conference, Karlstad, SE. [ Download ]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2019): Measuring the Customer Experience: Developing a Textual and Graphical Scale, in: 48th EMAC Conference, Hamburg, GER. [ Download ]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measure of Customer Experience, in: 2018 AMA Summer Academic Conference, Boston, MA. [ Download ] [This paper has won the BEST PAPER IN TRACK AWARD.]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2018): The CX Scale: Towards a Holistic Measurement of Customer Experiences along the Customer Journey, in: 10th SERVSIG Conference, Paris, FR. [ Download ] [This paper has won the BEST PAPER AWARD.]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2018): Measuring the Customer Experience along the Customer Journey: Development of the CX Scale, in: 47th EMAC Conference, Glasgow, UK. [ Download ]

 

Hennig-Thurau, Thorsten, Alegra Kaczinski, and Michael Paul (2018): Social Media's Coming of Age - The Effects of Social Media Marketing Practices on Consumer Mindsets and Firm, in: Marketing Edge Interactive Marketing Research Conference, Amsterdam, NL.

 

Gahler, Markus, Michael Paul, Thorsten Hennig-Thurau, and Thomas Rudolph (2017): The Path to Success: Maximizing Customer Equity through Customer Journey Analysis, in: 4th Marketing Edge Summit, New Orleans, LA. [ Download ]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): The CX Scale: Measuring Customer Experiences throughout the Customer Journey, in: 25th International Colloquium on Relationship Marketing, Munich, GER. [ Download ]

 

Friederich, Nico and Michael Paul (2017): Celebrity Endorser Scandals: Do They Spill Over to the Sponsor Firms’ Competitors?, in: 46th EMAC Conference, Groningen, NL. [ Download ] [This paper has been nominated for the BEST PAPER BASED ON DOCTORAL WORK AWARD.] 

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): Developing a Measurement Scale for the Customer Experience along the Customer Journey, in: 26th Frontiers in Service Conference, New York, NY. [ Download ]

 

Gahler, Markus, Michael Paul, and Jan F. Klein (2017): How to Measure the Customer Experience along the Customer Journey, in: 39th ISMS Marketing Science Conference, Los Angeles, CA, 118. [ Download ]  

 

Lechner, Andreas T. and Michael Paul (2016): On Being Happily Mistaken and Sadly Right: Customer Pre-Consumption Affect as a Moderator of Emotional Labor Perceptions and Service Evaluations, in: 25th Frontiers in Service Conference, Bergen, NOR. [ Download ] 

 

Lechner, Andreas T. and Michael Paul (2016): Do They Always See It, Do They Always Care? Choice and Attentional Resources as Boundary Conditions of Customer Reactions to Frontline Employees’ Emotional Authenticity, in: 2016 AMA Winter Educators´ Conference, Las Vegas, NV, K74-K75. [ Download ]

 

Marchand, André, Michael Paul, Thorsten Hennig-Thurau, and Georg Puchner (2016): Affection or Money: What Really Drives Customer Loyalty?, in: 2016 AMA Winter Educators´ Conference, Las Vegas, NV, E28. [ Download ]

 

Lechner, Andreas T. and Michael Paul (2015): Is Emotional Authenticity in Service Delivery Always Key to Customer Satisfaction? An Empirical Investigation of Boundary Conditions, in: 24th Frontiers in Service Conference, San José, CA, 159-160. [ Download ] 

 

Germer, Sarah and Michael Paul (2015): Social Media Success Factors and Firm Performance, in: 37th ISMS Marketing Science Conference, Baltimore, MD. [ Download ]

 

Vogel, Julia and Michael Paul (2015): Internet Kills the Physical Store? – Empirical Investigation of a Contingency Framework on the Financial Performance of Multi- versus Single-Channel Strategies, in: 44th EMAC Conference, Leuven, BEL, 73. [ Download ]

 

Vogel, Julia and Michael Paul (2015): The Financial Performance of Multichannel versus Pure-Play Retailers: Testing a Contingency Framework, in: Marketing Strategy Meets Wall Street IV, Singapore, SGP. [ Download ] 

 

Beckmann, Julia and Michael Paul (2014): A Theoretical Framework of Multichannel Strategy Success, in: 16th AMS World Marketing Congress, Lima, PER. [ Download ]

 

Beckmann, Julia and Michael Paul (2014): The Success of Multichannel Strategies: Testing A Contingency Framework, in: 36th ISMS Marketing Science Conference, Atlanta, GA. [ Download ] 

 

Emrich, Oliver, Michael Paul, and Thomas Rudolph (2014): Should Retailers Integrate Assortments Across Channels to Drive Customer Loyalty? Insights From Mediating Mechanisms and Moderating Conditions, in: 43rd EMAC Conference, Valencia, ESP, 150. [ Download ] 

 

Beckmann, Julia and Michael Paul (2014): When and How Are Multichannel Strategies Successful? Identification of Strategy Types, Underlying Mechanisms, and Development of a Moderator Framework, in: 2014 AMA Winter Educators´ Conference, Orlando, FL, J5-J6. [ Download ] 

 

Beckmann, Julia and Michael Paul (2013): One Retailer, One Product, Two Prices - Effects of Channel-Based Price Differentiation on Customer Retention and Feasibility Conditions, in: 42nd EMAC Conference, Istanbul, TUR, 247. [ Download ] 

 

Voss, Christin, Thorsten Hennig-Thurau, and Michael Paul (2013): Determining Customer Outcomes by Managing Employee Emotional Display: A Multilevel Approach, in: 42nd AMS Conference, Monterey, CA. [ Download ] 

 

Paul, Michael, Thorsten Hennig-Thurau, Caroline Wiertz, and Bjoern Bohnenkamp (2013): What Drives Consumption and Engagement on Online Media Sharing Platforms? An Investigation of Youtube, in: 2013 AMA Winter Educators' Conference, Las Vegas, NV, 23-24. [ Download ] 

 

Paul, Michael and Julia Beckmann (2012): The Impact of Channel-Based Price Differentiation on Customers, in: 2012 AMA SERVSIG International Service Research Conference, Helsinki, FIN, 82. [ Download ] 

 

Voss, Christin, Thorsten Hennig-Thurau, and Michael Paul (2012): Optimizing Customer Outcomes by Managing Employee Emotional Display, in: 2012 AMA SERVSIG International Service Research Conference, Helsinki, FIN, 54. [ Download ] 

 

Paul, Michael and Julia Beckmann (2012): Channel-Based Price Differentiation: Does It Affect Customer Retention and Is It Feasible for Mobile Communications Retailer?, in: 2012 AMA Winter Educators´ Conference, St. Petersburg, FL, 131-132. [ Download ]  

 

Emrich, Oliver, Michael Paul, and Thomas Rudolph (2011): The Impact of Multichannel Assortment Integration on Customer Choice, in: 2011 AMA Summer Educators´ Conference, San Francisco, CA, 326-327. [ Download ] 

 

Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2010): Modeling Optimal Multichannel Strategies in Service Industries, in: 39th EMAC Conference, Copenhagen, DK. [ Download ] 

 

Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2009): Do Relationship Marketing Instruments Really Have an Impact on Service Customers? Insights from a Large-Scale Field Experiment, in: 2009 AMA Summer Educators´ Conference, Chicago, IL, 391-392. [ Download ] 

 

Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2009): Modeling the Chain of Effects of Relationship Marketing Instruments on Customer Perceptions and Behaviors, in: QUIS 11 - Services Conference, Ingolstadt, GER. 

 

Wiertz, Caroline, Thorsten Hennig-Thurau, Björn Bohnenkamp, and Michael Paul (2009): Demystifying YouTube: An Analysis of the Drivers of User-Generated Online Video Consumption, in: 31th ISMS Marketing Science Conference, Ann Arbor, MI. 

 

Hennig-Thurau, Thorsten, Michael Paul, and Georg Puchner (2008): The Impact of Relationship Marketing Actions on Customer Attitudes and Behavior: Insights from a Large-Scale Field Experiment, in: 17th Frontiers in Service Conference, College Park, MD.  

 

Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): How to Allocate Marketing Resources across Multiple Service Channels? A Customer Value Approach, in: 1st Rostock Conference on Service Research, Rostock, GER. [This paper has won the BEST PAPER AWARD.] 

 

Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): Using Customer Equity to Determine Optimal Multichannel Strategies, in: 2008 AMA Summer Educators´ Conference, San Diego, CA, 443-444. [ Download ] 

 

Paul, Michael, Thorsten Hennig-Thurau, and Thomas Rudolph (2008): Identifying the Right Mix of Bricks and Clicks: Customer Equity Maximizing Multichannel Strategies for Service Firms, in: 2008 AMA SERVSIG International Research Conference, Liverpool, UK.

 

Hennig-Thurau, Thorsten and Michael Paul (2007): Standardizing the Human Component of Services: The Impact of Service Rules on Customer-Perceived Service Quality and Trust, in: 2007 AMA Summer Educators´ Conference, Washington D.C., 20-21. [ Download ]  

 

Hennig-Thurau, Thorsten and Michael Paul (2007): Standardizing Frontline Employee Behavior: The Impact of Aesthetic, Emotional, and Verbal Rules on Service Customers, in: 36th EMAC Conference, Reykjavik, ISL. [ Download ] 

 

Hennig-Thurau, Thorsten and Michael Paul (2006): Jeopardizing Customer Loyalty through Economic Bonus Programs? A Cognitive-Evaluation Theory Perspective of Service Relationships, in: 14th International Colloquium in Relationship Marketing, Leipzig, GER. [This paper has won the BEST PAPER PRESENTATION AWARD.]  

 

Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, Kevin P. Gwinner, and Caroline Wiertz (2006): Toward a Means-End Theory of Service Relationships: Linking Relationship-Driving Benefits with Service Attributes and Motivational Values, in: 2006 AMA Summer Educators´ Conference, Chicago, IL, 39-40. [ Download ] 

 

Hennig-Thurau, Thorsten, Markus Groth, Michael Paul, and Dwayne D. Gremler (2005): Not all Smiles Are Created Equal: How Employee-Customer Emotional Contagion Impacts Service Relationships, in: 34nd AMS Conference, Tampa, FL. 

 

Hennig-Thurau, Thorsten, Markus Groth, and Michael Paul (2005): Emotional Contagion in Service Delivery: How Employee Emotions Impact Customers, in: 20th Meeting of the Society of Industrial and Organizational Psychology, Los Angeles, CA. 

 

Paul, Michael, Thorsten Hennig-Thurau, Dwayne D. Gremler, and Kevin P. Gwinner (2004): The `Why´ of Service Relationships: Applying Means-End Theory to Understand Consumers’ Desire for Relationship Building, in: 13th Frontiers in Service Conference, Miami, FL.

 

 

Books

Paul, Michael (2008): Theoriebildung im Marketing: Das Wiederkaufverhalten bei Dienstleistungen [Theory Building in Marketing: Repeat Purchase of Services], Lohmar-Köln: Josef Eul Verlag. [ Download]

 

 

Book Chapters

Paul, Michael and Julia Beckmann (2011): Die dunkle Seite des Kundenmanagements: Kundenbindungsprogramme und ihre negativen Auswirkungen auf Fairness und Selbstbestimmung, in: Keuper, Frank and Rainer Mehl (eds.), Customer Management – Vertriebs- und Servicekonzepte der Zukunft, 1st ed., Berlin: Logos, 245–267. [Download]

 

Paul, Michael and Thorsten Hennig-Thurau (2010): Determinanten der Kundenbindung, in: Bruhn, Manfred and Christian Homburg (eds.), Handbuch Kundenbindungsmanagement, 7th ed., Wiesbaden: Gabler, 81-109. [Download] 

 

Hennig-Thurau, Thorsten and Michael Paul (2007): Mitarbeiteremotionen als Steuerungsgröße des Dienstleistungserfolges, in: Gouthier, Matthias H. J., Christian Coenen, Henning S. Schulze and Christoph Wegmann (eds.), Service Excellence als Impulsgeber. Strategien - Management - Innovationen - Branchen, 1st ed., Wiesbaden: Gabler, 363-382. [Download]

 

 

Other Research Publications

Gahler, Markus, Jan F. Klein, and Michael Paul (2021): Customer-Experience-Tracking im Handel -       Echtzeitmessungen wirksam implementieren    , in: Marketing Review St. Gallen, 5 (2021), S. 18-25. [ Download ]

 

Beckmann, Julia and Michael Paul (2012): "Das ist nicht fair!" - Wenn Kundenbindungsprogramme die Beziehung zu Kunden zerstören, in: Business + Innovation – Steinbeis Executive Magazin, 3 (1), 8-16. [Download]