Newcastle University Business School

Staff Profile

Professor Klaus Schoefer

Chair in Marketing


Professor Schoefer joined NUBS in March 2010, having previously held positions at the University of Vienna's Department of Business Administration and the Nottingham University Business School. On becoming the Business School's inaugural Chair in Marketing, he led the growth of the then newly formed Marketing Subject Group from 6 to 15 members. He later established as well as jointly directed a research group focusing on Services Marketing/Management which subsequently contributed to having the research performance of Newcastle University's marketing academics ranked 96th in an international comparison of universities in Australia, New Zealand, Canada, the UK and the US (Soutar et al., 2015).

Professor Schoefer holds a Ph.D. in Marketing and obtained the venia docendi (Habilitation - Dr. habil.) in Business Studies. His research relates predominantly to the field of services marketing/management where he focuses on consumer behaviour-related topics such as customer experience management, service branding, service innovation, service failure/recovery, and technology-mediated service encounters. Characteristic of his work is the utilisation of mixed methods research designs and the examination of cross-cultural variations where appropriate. His work has appeared, amongst others, in the Journal of Service Research [AJG:4]British Journal of Management [AJG:4]Industrial Marketing Management [AJG:3], Journal of Business Research [AJG:3] and the European Journal of Marketing [AJG:3]  and received best paper awards at major conferences (e.g., British Academy of Management Conference 2016 Best Developmental Paper Award) as well as from academic journals (e.g., Journal of Service Research Best Paper Award 2017).

Roles and Responsibilities at NUBS (Past and/or Present)

  • Head of the Marketing Subject Group (2010-2013)
  • Ex officio member of the Business School's Executive Board (2010-2013)
  • Chaired Professor of Marketing (2010-present)
  • Head of the Services Marketing Research Group (2013-2018)
  • Ex officio member of the Research, Innovation and Impact Committee (2010-2019)
  • Chair of the RIIC's Accreditation and Research Development Sub-Groups (2018-2019)
  • Chair of the Marketing Subject Board of Studies (2010-2013)
  • Acting PhD Convenor for Marketing (2016)
  • Personal tutor (2010-present)
  • Academic mentor (2019-present)
  • Deputy Director of Research (2017-2019)                                                                 
  • Elected member of the University's Senate (2015-2018)


  • Industriekaufmann, Chamber of Commerce, Rhineland-Palatinate, Neustadt/Wstr. (Germany): 1990
  • Dipl.-Bw. (FH) in Management und Rechnungswesen/Controlling, University of Applied Sciences Ludwigshafen (Germany): 1996
  • M.A. in Corporate Strategy and Governance, University of Nottingham (UK): 1998
  • Ph.D. in Marketing, University of Nottingham (UK): 2002
  • Habilitation (Dr. habil.) in Business Studies (focus on Marketing), University of Vienna (Austria): 2009
  • Ed.D. (cand.) in Higher Education Pedagogy/Management Education, University of Newcastle (UK): ongoing

Previous Positions

  • 2004-2010 Assistant/Associate Professor, University of Vienna, Austria
  • 2003-2004 Lecturer, University of Nottingham, UK
  • 2002 Management Consultant, Accenture, Kronberg, Germany
  • 1997 Research & Teaching Assistant, University of Applied Sciences, Ludwigshafen, Germany
  • 1991-1994 Industriekaufmann, Julius Fillibeck Soehne GmbH & Co. KG, Neustadt/Wstr., Germany
  • 1990-1991 National Service, German Armed Forces, Ellwangen/Jagst, Germany
  • 1987-1990 Apprenticeship as an Industriekaufmann, Julius Fillibeck Soehne GmbH & Co. KG, Neustadt/Wstr., Germany


  • External Examiner, MSc in Global Marketing, The York Management School (2017-present)


  • Academy of Marketing UK
  • European Marketing Academy (EMAC)
  • German Academic Association for Business Research (VHB)
  • Accenture Alumni Network


  • German
  • English

Selected Research Output


Research Interests

  • Service Failure/Recovery
  • Buyer-Seller Relationships
  • Service Innovation
  • (Services) Branding
  • Brand Transgressions
  • Dysfunctional Customer Behaviour
  • Technology-Mediated Service Encounters
  • Customer Relationship Management
  • Customer Experience (Management)/Customer Journey
  • Transformative Service Research
  • Digital Services
  • B2B/Industrial/Professional Services
  • Servitisation
  • Retailing
  • Higher Education Pedagogy
  • Marketing/Management Education

Esteem Indicators

Professor Schoefer regularly reviews manuscript submissions for a number of academic journals (e.g., Journal of Retailing, Journal of Service Research, Journal of Business Research, European Journal of Marketing, International Marketing Review, International Business Review, Industrial Marketing Management, Managing Service Quality, Journal of Interactive Marketing, Journal of Retailing and Consumer Services, Journal of Consumer Behaviour, BuR - Business Research and Marketing ZFP – Journal of Research and Management) as well as for various scholarly Marketing Conferences (e.g., European Academy of Marketing Conference, Academy of Marketing Science Annual Conference, SERVSIG, and Academy of Marketing Conference). In addition to this, he acts as an ad hoc reviewer for research grant applications submitted to the Oesterreichische Nationalbank (OeNB).

Doctoral Supervision

  • Julija Dzenkovska (Completion: 2019): "Customer experience quality (CXQ):multi-dimensional reconceptualisation, scale development and application" [External examiner: Prof Moira Clark, Henley Business School] [*Recipient of the Sharon E. Beatty Best Services Marketing Proposal Award 2015]
  • Charles Kemp (Completion: 2020): "Asymmetric Brand Extensions: An investigation into consumer mechanisms of evaluations and success drivers: An empirical examination of success factors in branding strategy" [External examiner: Prof Babak Taheri, Heriot-Watt University Edinburgh]
  • Wenjiao "Ruby" Zhang (Completion: 2018): "How outraged consumers react: from antecedents to the consequences of customer rage emotions in service failure and intervention strategies" [External examiner: Dr Kate L. Daunt, Cardiff Business School]
  • Chutinida Phalusuk (Completion: 2020): "Service failure and recovery within service networks: how customers perceive the critical incidents and how service firms should remedy the situation" [External examiner: Prof Fraser McLeay, Sheffield University Management School  [*Recipient of the Sharon E. Beatty Best Services Marketing Proposal Award 2016]
  • Nora Alomar (Completion: 2020): "Authentic ethnic advertisement: scale development and validation" [External examiner: Prof Charles Chi Cui, Northumbria University]
  • Abraham Joseph (Start: academic year 2016/17): Corporate branding                                                        
  • Koblarp Chandrasapth (Start: academic year 2017/18): Online consumer communities [*AMA-Sheth Foundation Doctoral Consortium Fellow 2018]
  • Hao "Aaron" Liu (Start: academic year 2018/19): global/local branding
  • Ye Yang (Start: academic year 2017/18): e-branding

Doctoral Examinations

  • Lars Ostergaard (DBA, 2010): "Optimizing retail banking channels for mass-market customers in Denmark" [Grenoble Ecole de Management]
  • Jing Cao (PhD, 2012): "A structural equation model of customers' behavioral intentions in the Chinese restaurant sector" [Newcastle University Business School]
  • Hector Gonzalez Jimenez (PhD, 2014): "An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientation" [University of Bradford School of Management]
  • Sean B. Chung (PhD, 2014): "The role of culture in service quality: a cross-national study in the United Kingdom and Trinidad & Tobago" [Alliance Manchester Business School]
  • Jun "Maria" Luo (PhD, 2016): "From anger to aggressive behaviour: a systematic analysis of the factors that influence the process" [Nottingham University Business School China]
  • Wardah Hakimah Haji Sumardi (PhD, 2017): "Transformative service and the sense of wellbeing: a study of ESOL programme and its impact on the lives of immigrants in the UK" [Alliance Manchester Business School]
  • Charles Ndubuisi Nnaji (PhD, 2018): "Institutionalisation of ethics, ethical climate, and project performance outcomes: The case of business-to-business contractual relationships" [Newcastle University Business School]
  • Fahd Khudier Alfarsi (PhD, 2019): "Supply chain resilience: an empirical study of its composition and mechanism" [Newcastle University Business School]
  • Saleh Bazi (PhD, 2020): "Demystifying Customers' Engagement with Luxury Brands on Social Media: Antecedents, Consequences, Validation & Application" [Newcastle University Business School]

Research Collaborations

  • Prof Christina Sichtmann (University of Vienna, Austria)
  • Prof Markus Blut (Durham University Business School, UK)
  • Dr Ibrahim Abosag (SOAS - University of London, UK)
  • Prof David Woisetschlaeger (TU Braunschweig, Germany)
  • Dr Nima Heirati (University of Surrey, UK)
  • Dr Mayoor Mohan (Virginia Commonwealth University, USA)
  • Prof Brian P. Brown (Virginia Commonwealth University, USA)
  • Dr Marek Gnusowski (Poznan University of Economics, Poland)
  • Dr Anders Wappling (Northumbria University, UK)
  • Prof Fred Lemke (Vlerick Business School, Belgium)


  • Student interactions (together with Marek Gnusowski)
  • Mobile payment (together with Markus Blut, Nima Heirati and Anders Wappling)
  • Price fairness perceptions (together with Saurabh Bhattacharya)
  • Political marketing (together with David Woisetschlaeger and Saurabh Bhattacharya)
  • B2B Relationships (together with Ibrahim Abosag and Mayoor Mohan)
  • Customer evaluations of mobile applications' interface designs (together with Julija Dzenkovska, Nima Heirati and Fred Lemke) 

Awards & Prizes

  • Nottingham University Doctoral Scholarship Award (1998-2002)
  • Scholarship Award (1998-2002)
  • Science Award of the ITB 2004 for Best International Doctoral Thesis
  • British Academy of Management Conference 2016 Best Developmental Paper Award - Marketing and Retail
  • Journal of Service Research Best Paper Award 2017

h-Index: 13

Scopus Author ID: 23470926600


Google Scholar:






Undergraduate Teaching at NUBS [Past and/or Present]

Module leader and teaching contribution to:

  • MKT1000 Essentials of Marketing - Part 1 [BA/BSc] - Academic year: 2010/11 - 2011/12
  • MKT2008 Services Marketing [BA/BSc] - Academic year: 2014/15 - 2015/16
  • BUS3005 Advanced Business Topics [BA] - Academic year: 2018/19 - present
  • UG Dissertation Supervision - Academic year: 2009/10 - present

Postgraduate Teaching at NUBS [Past and/or Present]

Module leader and/or teaching contribution to:

  • NBS8088 Marketing [MA] - Academic year: 2015/16 - present
  • NBS8517 Consumer Behaviour [MSc] - Academic year: 2015/16 - present
  • NBS8514 Marketing Research [MSc] - Academic year: 2010/11 - 2012/13
  • NBS8236 Customer Relationship Management [MSc/MA] - Academic year 2014/15 - 2015/16
  • NBS8562 Contemporary Trends in Marketing [MSc] - Academic year: 2019/20
  • NBS8520 Individual Project [MBA] - Academic year: 2018/19
  • NBS8124 Strategic Marketing [MBA] - Academic year: 2010/11, 2018/19 - present
  • PG Dissertation Supervision - Academic year: 2009/10 - present

Doctoral Teaching at NUBS [Past and/or Present]

Module leader and/or teaching contribution to:

  • NBSDBA Research Methods [DBA] - Academic year: 2010/11 - 2015/16
  • NBS8556 Core Readings in Management and Business Studies [PhD] - Academic year: 2012/13 - 2016/17
  • NBS8554 Research Designs in Management and Business Studies [PhD] - Academic year: 2012/13 - 2016/17
  • PGR Thesis Supervision - Academic year: 2010/11 - present 

Awards & Prizes: