Tomás Bayón

Tomás Bayón (born January 29, 1965 in Stuttgart ) is a German - Spanish economist and professor of business administration .

Life

Bayón is Professor of Marketing and Service Management as well as Academic Dean and Managing Director of the German Graduate School of Management and Law (GGS) Heilbronn . His main research interests focus on the areas of value-oriented customer relationship management and the financial effects of marketing . Projects deal with the topics of capital market relevance of customer base values, the influence of customer satisfaction on employee satisfaction and loyalty, the attitude and behavioral effects of cause-related marketing as well as the success effects of compliance . The guidelines for research are empirical-quantitative orientation and close cooperation with companies, especially from the service sector.

Bayón's research results have appeared in the Journal of Marketing , Journal of the Academy of Marketing Science , European Journal of Marketing , European Management Journal , Journal of Consumer Behavior , in the Marketing - Zeitschrift für Forschung und Praxis or in the Zeitschrift für Betriebswirtschaftlichen Forschung . He is also a reviewer for these scientific journals. His article "Behavioral Consequences of Overbooking Service Capacity", published together with Florian von Wangenheim in the Journal of Marketing (2007, Volume 71, No. 4), was awarded the "AMA Best Services Article in 2007 Award" by the American Marketing Association ( AMA) excellent. With Bayón and von Wangenheim, two German scientists received this award for the first time. Bayón is a member of the European Marketing Academy, the American Marketing Association and a regular speaker at specialist conferences at home and abroad.

He is married and has three children.

Fonts

• together with A. Herrmann: On the transferability of the portfolio theory to the product portfolio problem. In: Wirtschaftswwissenschaftliches Studium (WiSt), Volume 23, February 1994, pp. 59–64.
• together with HH Bauer: On the relevance of principled-agent-theoretical statements for the marketing of contract goods: Design, results and implications of an empirical study on the procurement of manufacturing special machines. In: Journal for Business Research. zfbf, special issue 35, 1995: Contracts, Business Relationships, Networks - Marketing and New Institutional Economics. Pp. 79-99.
• Modern Microeconomics and Marketing - An Scientific Theory Driven Analysis. Wiesbaden 1997.
• together with J. Gutsche and HH Bauer: Customer Equity Marketing: Touching the Intangible. In: European Management Journal. Volume 20, No. 3, June 2002, pp. 213-222.
• together with L. Weber and F. v. Wangenheim: The influence of personal communication on customer satisfaction, customer loyalty and recommendation behavior: Design and results of an empirical study in the private electricity market. In: Marketing - Journal for Research and Practice. Volume 24, Issue 3, September 2002, pp. 181–194.
• together with F. v. Wangenheim: Satisfaction, Loyalty and Word-of-Mouth Giving Within the Customer Base of a Utility Provider: Differences between Stayers, Switchers and Referral Switchers. In: Journal of Consumer Behavior. Volume 3, No. 3, March 2004, pp. 211-220.
• together with F. v. Wangenheim: The Effect of Word-of-Mouth on Services Switching: Measurement and Moderating Variables. In: European Journal of Marketing. Volume 38, No. 09/10, October 2004, pp. 1173-1185.
• together with F. v. Wangenheim: A two-dimensional customer loyalty model with direct and moderating influencing variables: The example of the corporate customer business of electricity suppliers. In: Marketing - Journal for Research and Practice. Volume 27, Issue 3, September 2005, pp. 167-183.
• together with A. Herrmann and F. v. Wangenheim: The Submission of Customer Recommendations - Determinants and Econometric Modeling. In: Journal for Business Research. zfbf, Volume 58, Issue 5, 2006, pp. 304–336.
• together with F. v. Wangenheim: Effects of Capacity-Driven Service Experiences on Customer Usage Levels: Why Revenue Management Systems are due for Change, Marketing Science Institute (MSI) Research Report No. 06-103. In: MSI Research Report Series. No. 06-001, Cambridge, MA, USA, March 2006.
• together with F. v. Wangenheim: The Chain from Customer Satisfaction via Word-of-Mouth Referrals to New Customer Acquisition. In: Journal of the Academy of Marketing Science. JAMS, Vol. 35, No. 2, June 2007, pp. 233-249.
• together with F. v. Wangenheim: Behavioral Consequences of Overbooking Service Capacity. In: Journal of Marketing. Volume 71, No. 4, October 2007, pp. 36-47.
• ed. together with A. Herrmann and F. Huber: Diversity and Unity in Marketing Science - A Tension Relationship. Wiesbaden 2007.

Web links

• Biography and bibliography on the GGS website