Professor Heiner Evanschitzky

Marketing and Strategy Department

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 Associate Editor of the British Journal of Management. He is also on the editorial board of the Journal of Business Research and Industrial Marketing Management and is founding-editor of the book series Applied Marketing Science. 

Position: Professor of Marketing
Phone: +44(0)121 204 3113
Room: ABS 234


  • The Times
  • BBC WM
  • BBC 
  • Harpers
  • Food Manufacture
  • Essential Retail
  • Retail Times
  • Ph.D. and Habilitation (University of Muenster, Germany).          


  • Professor and Chair in Marketing, Aston Business School. (October 2010 - Present)
  • Visiting Professor of Marketing, University St Gallen, Switzerland. (2011 - 2012)
  • Visiting Professor of Marketing, Curtin Business School, Australia. (November 2010 - April 2011)
  • Professor of Marketing, University of Strathclyde. (October 2007 - September 2010)
  • Associate Professor (Venia Legendi) for Business Administration and Marketing, University of Muenster. (2007)
  • Visiting Professor of Marketing, Florida Atlantic University, USA. (2005 - 2006)
  • Assistant Professor, Marketing Centrum Muenster (MCM). (2003 - 2007)

Administrative roles

  • Course director “MSc Market Research & Consulting”

Heiner teaches International Marketing Management at the MBA level and (quantitative) Research Methods for MSc Market Research & Consultancy and the PhDs programme. 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, relationship marketing, research on satisfaction and loyalty, sales management, and myopic marketing management.

  • The FFF (Fédération Française de la Franchise) entitled “L’option multi-unités dans le développement des réseaux de franchise : modèles décisionnels et avantages compétitifs -  Received 29,000 Euros between 2010- 2011.  

  • Mozard Mohtar (writing-up) - Title- Brand Personality
  • Joanna Pokorska (3rd year) - Title- Consumer Relationship Fading
  • Antel Sakr (2nd year) - Title- The Effect of Visual Metaphor on Advertising Responses and the Moderating Role of Visual Literacy
  • Chris Richardson: Identification and analysis of marketing manager competences: the role of courage traits 
  • Katharina Kils: Effects of customer participation 
  • Julia Hillig: Idea markets and innovation 
  • Ruolan Chen: The impact of retail loyalty programmes on customers and firms 
  • Amela Dizdarevic: Retail marketing in shopping centres and High Streets
  • Associate Editor, British Journal of Management. (2014 – Present)
  • Editorial Board Member, Industrial Marketing Management. (2006 - Present)
  • Editorial Board Member, Journal of Business Research. (2005 - Present)
  • Member, Academy of Marketing Science
  • Member, American Marketing Association
  • Member, British Academy of Management
  • Schaarschmidt, M.; Walsh, G., Evanschitzky, H. (2018): “Customer Interaction and Innovation in Hybrid Offerings: Investigating Moderation and Mediation Effects for Goods and Services Innovation,” Journal of Service Research (forthcoming).
  • Böttger, T., Rudolph, T., Evanschitzky, H., Pfrang, T. (2017): “Customer Inspiration: Conceptualization, Scale Development, and Validation,” Journal of Marketing, 81 (6), 116-131.
  • Eisend, M. Evanschitzky, H., Gilliland, D. (2016): “The Influence of Organizational and National Culture on New Product Performance,” Journal of Product Innovation Management, 33 (3), 260-276. 
  • Eisend, M., Evanschitzky, H., Calantone, R. (2016): “The Relative Advantage of Marketing over Technological Capabilities in Influencing New Product Performance: The Moderating Role of Country Institutions,” Journal of International Marketing, 24 (1), 41-56.
  • Evanschitzky, H., Iyer, G.R., Pillai, K.G., Kenning, P., Schütte, R. (2015): “Consumer Trial, Continuous Use, and Economic Benefits of a Retail Service Innovation: The Case of the Personal Shopping Assistant,” Journal of Product Innovation Management, 32 (3), 459-475.
  • 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, 31 (3), 335-338.
  • Nagengast, L., Evanschitzky, H., Blut, M., Rudolph, T. (2014): “New Insights in the Moderating Effect of Switching Costs on the Satisfaction-Loyalty Link,” Journal of Retailing, 90 (3), 408-427.
  • Blut, M., Beatty, S., Evanschitzky, H., Brock, C. (2014): “The Impact of Service Characteristics on the Switching Costs-Customer Loyalty Link,” Journal of Retailing, 90 (2), 275-290.
  • 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, 90 (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, 30 (3), 319-322.
  • Evanschitzky, H., Eisend, M., Jiang, Y., Calantone, R. (2012): “Success Factors of Product Innovation: An Updated Meta-Analysis,” Journal of Product Innovation Management, 29 (S1), 21–37. (Top-10 cited article in the journal)
  • 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, 88 (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, 40 (5), 625-638. (Lead article)
  • 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, 14 (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, 87 (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, 14 (2), 136-148. (Lead article)
  • Vogel, V., Evanschitzky, H., Ramaseshan, R. (2008): “Customer Equity Drivers and Future Sales” Journal of Marketing, 72 (6), 98-108.
  • Evanschitzky, H., Wunderlich, M. (2006): “An Examination of Moderator Effects in the Four-Stage Loyalty Model,” Journal of Service Research, 8 (4), 330-345.
  • Evanschitzky, H., Iyer, G.R., Hesse, J., Ahlert, D. (2004): “E-Satisfaction: A Re-Examination,” Journal of Retailing, 80 (3), 239-247.