Leonie Gayer is a PhD candidate in the field of Marketing at Kühne Logistics University under the supervision of Prof. Dr. Jan Becker (Kühne Logistics University) since April 2017. Her research will focus on customer relationship management in e-commerce.
Leonie studied Business Administration at the Westfälische-Wilhelms-Universität Münster and the University of Hamburg and received her Master’s degree in 2017. While writing her Master’s thesis in cooperation with the global consumer goods group Beiersdorf AG she developed an approach to segment and evaluate online shop customers. During her studies, she also worked as a student assistant at the SVI endowed chair of Dialogue Marketing at the University of Hamburg.
Before Leonie started her studies, she gained practical experience as a shipping agent in the commercial shipping industry.
|2014-2016||Student Assistant at SVI endowed chair of Dialogue Marketing at the University of Hamburg|
|2013||Working Student (Department Life Insurance) at HanseMerkur Versicherungsgruppe|
|2012||Working Student (Department Import) at Atlantic Container Line Deutschland GmbH|
|2011||Commercial Specialist (Department Logistics) at Atlantic Container Line Deutschland GmbH|
|2009-2011||Apprenticeship in the commercial shipping industry (Shipping Agent) at Atlantic Container Line Deutschland GmbH|
|since 2017||PhD candidate in the field Marketing at Kühne Logistics University, Hamburg, Germany|
|2017||MSc in Business Administration at University of Hamburg, Germany|
|BSc in Business Administration at University of Hamburg/Westfälische-Wilhelms-Universität Münster, Germany|
Anne Michel, Chris Baumann and Leonie Gayer (2017): Thank you for the music – or not? The effects of in-store music in service settings, Journal of Retailing and Consumer Services, 36: 21-32.
Abstract: Abstract Managers believe that in-store music has positive effects on customers’ responses; consequently, it is widely used in different service settings such as supermarkets and coffee shops. However, prior research shows inconclusive results about the effects of in-store music – namely positive, non-significant and even negative effects. To shed more light on the actual effects of in-store music, the authors provide a systematic literature review of journal articles to explore such effects in six frequently studied service settings: supermarkets, retail, restaurants, bars, cafeterias and banks. The present literature review has three objectives. First, the authors develop a conceptual framework to provide structure and guidance to the research stream about in-store music in service settings. Second, the authors take a closer look at the existence of in-store music (i.e., whether the presence of in-store music helps, has no effect, or ‘hurts’) as well as on the design of in-store music for each service setting separately (i.e., how in-store music has to be designed to have beneficial effects). Third, after elaborating the status quo (what do we know?), this review identifies areas for future research (what do we need to know?).