Aston Inaugural - Professor Heiner Evanschitzky 22nd Jan

Today’s friend, tomorrow’s foe and the thing called loyalty

Heiner Evanschitzky, Professor of Marketing

Inaugural Lecture by Professor Heiner Evanschitzky from Aston Business School

Date: Thursday 22nd January 2015

Time: 6.30pm start with tea and coffee from 6.00pm. 

A free buffet will follow the lecture.

Venue: Sumpner Lecture Theatre, 6th Floor, Main Building, Aston University, Birmingham, B4 7ET (Just a short walk from Birmingham City Centre)

About the lecture

Common knowledge seems to dictate that loyal customers are generally better for firms. They spend more and are more profitable. Further, it is assumed that loyalty programmes help to build and maintain loyalty and if something goes wrong during an encounter, appropriate recovery mechanisms will restore relationships. If it only was that easy! 

This lecture will challenge some of the dearly held beliefs of Marketing. Based on a series of studies conducted during the past 10 years, the usefulness of loyalty programmes will be unpicked and the role of complaint management critically assessed. Finally, the issue of relationship dynamics as a more realistic approach to understanding customer-brand relationships will be discussed.

About the speaker

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 and his research has won several best paper awards at leading Marketing conferences.

Click here to watch Heiner talk about his research in more detail. 

Reasons to attend   

  • Hear from a celebrated academic in the area of service and retail marketing/management 
  • Learn about the impact Aston’s research has on society
  • Network over a complimentary buffet with local business professionals and academics from Aston Business School

Use the ticket button below to book your free place now or click here to register. 

For further information please contact Emma Tromans on 0121 204 4542 or email

The lectures are open to the general public and there is no entry charge.