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Assoz. FH-Prof. Dr. Kristina Kleinlercher

Assoz. FH-Prof. Dr. Kristina Kleinlercher
BWL | Omnichannel Marketing & Sales
+ 43 512 2070 - 3131
kristina.kleinlercher@mci.edu




Assoz. FH-Prof. Dr. Kristina Kleinlercher


My work focuses on consumer behavior along the customer journey and on digital marketing. I am particularly interested and experienced in multi-, cross-, and omni-channel management, customer experience creation and in marketing communication at new digital touchpoints. For my research papers, I have conducted online experiments, collected field data, mined text data, and analyzed the data sets using stylometric analyses, text analyses, and regression analyses (including mixed and multi-level approaches).

2023 - heute
Fachbereichsleitung Marketing & Sales - MCI Management Center Innsbruck

2021 - heute
Assoziierte FH-Professorin am Department Wirtschaft & Management - MCI Management Center Innsbruck

2021
Senior Lecturer am Department Wirtschaft & Management - MCI Management Center Innsbruck

2019 - 2021
Postdoc, Projektleiterin und Leiterin des Kompetenzzentrums Omnichannel & Customer Experience Management - Forschungszentrum für Handelsmanagement, Universität St.Gallen

2014 - 2019
Wissenschaftliche Mitarbeiterin & Doktorandin - Forschungszentrum für Handelsmanagement, Universität St.Gallen

2013
Media & Kommunikation (Praktikum) - Swarovski KG

2011
Marketing & Sales (Praktikum) - Olympiaworld Innsbruck

2014 - 2019
Doktorat in Betriebswirtschaftslehre - Universität St.Gallen (Dr. oec. HSG)

2011 - 2012
ERASMUS Austauschjahr - EM Business School Strasbourg

2008 - 2013
Internationale Wirtschaftswissenschaften (Spezialisierung: Marketing) - Universität Innsbruck (Mag.)

Der neue Gesundheitsmarkt: Gefahren und Chancen - Sandoz Pharmaceuticals AG

Erfolgreiches Management der Digitalen Transformation, Digitale Disruption im Retailing, Funktionales Marketing - Universität St.Gallen

Moments-of-Truth - How Can Retailers Increase Loyalty for Different Customer Segments?, ROPO Reality - How Can Retailers Steer the Customer Journey?, Neue Kanäle in Zeiten der Digitalisierung und Vertikalisierung, Omni-Channel & Customer Journey Management - Universität St.Gallen (Executive Education)

Retailing Innovations - Universität St.Gallen

Retail Marketing - Bodensee Campus GmbH

International & Global Marketing, International Marketing, International Sales, Marketing Research & Intelligence, Marktbearbeitung & Verteieb - MCI Management Center Innsbruck

2021
American Marketing Association (AMA)
2021 AMA's Retail and Pricing SIG Best Paper award for a paper published in 2019 that has made a significant contribution to the retail or pricing literature

2020
Journal of Retailing
2020 Davidson Award for the best paper best paper published in the Journal of Retailing in 2019

2019
EHI Retail Institute
Science Award Nomination (Top Dissertations)

2017
European Marketing Academy (EMAC)
EMAC Best Paper Award Finalist (Top 20 Papers)

  • Rudolph, T., Neumueller, K, & Kleinlercher, K. (2021). Employee Inspiration in Retailing: Opportunities and Risks. Marketing Review St.Gallen, 1, 34-41
  • Kleinlercher, K., Linzmajer, M., Verhoef, P.C., & Rudolph, T. (2020). Antecedents of Webrooming in Omnichannel Retailing. Frontiers in Psychology, https://doi.org/10.3389/fpsyg.2020.606798
  • Evanschitzky, H., Bartikowski, B., Baines, T., Blut, M., Brock, C., Kleinlercher, K., Naik, O., Petit, O., Rudolph, T., Spence C., Velasco., C., & Wünderlich, N.V. (2020). Digital Disruption in Retailing and Beyond,. Journal of Service Management Research, 4(4), 187-204
  • Herhausen, D., Kleinlercher, K., Verhoef, P.K., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, 95(3), 9-29. https://doi.org/10.1016/j.jretai.2019.05.001
  • Kleinlercher, K., Emrich, O., Herhausen, D., Verhoef, P.C., & Rudolph, T. (2018). Websites as Information Hubs - How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to the Physical Store. Journal of the Association for Consumer Research, 3(3), 330-342.
  • Kleinlercher K. (2017). The Digital Disruption in Over-the-Counter Drug Retailing. Marketing Review St.Gallen, 5, 40-47.

  • Kleinlercher, K. & Rudolph, T. (2023). Emmi: A Swiss Dairy Company Conquers the U.S. Market, in Phillips, Diane M. (2023): Marketing Strategy & Management: Globally-balanced, Sustainability-focused, Consumer-centric, 1st ed., SAGE Publishing, London, UK. ISBN: 978-1-5297-7856-4.
  • Rudolph, T., Kleinlercher, K., Linzmajer, M., & Diethelm, C. (2018). Contributing to Competitiveness in Retailing by Engaging in Sustainability: The Case of Migros, in Brinkmann, Robert and Garren, Sandra J. (ed.): The Palgrave Handbook of Sustainability. Palgrave Macmillan, 467-483.

    Rudolph, T., Kralle, N., & Kleinlercher, K. (2023). Increasing customers' purchase and loyalty intentions through data-driven personalization in brick-and-mortar-stores. Presented at EMAC annual conference 2023, Odense, Denmark.

    Linzmajer, M., Kleinlercher, K., Eggenschwiler, M., & Rudolph, T. (2023). Do, Undo, Redo: How Experiential Teaching Formats Prepare Marketing Students for Retail Practice (ID: 131), submitted to Track Public Sector and Non-Profit Marketing. Paper presnted at EMAC annual conference 2023, Odense, Denmark.

    Kleinlercher, K., Linzmajer, M., Rudolph, T., & Eggenschwiler, M. (2023). Connecting Retail Education to Retail Practice: How Innovative Teaching Formats Influence Students' and Employees' Transformative Learning. Paper presented at virtual 2023 AMA Winter Academic Conference, even platform Whova.

    Filippova-Karlusch, E., & Kleinlercher, K. (2022). Value creation by Blockchain-enabled food traceability systems: the consumer's perspective. Paper presented at 29th EurOMA Conference, Berlin, Germany.

    Neumueller, K; Kleinlercher, K.; Evanschitzky, H.; Rudolph, T.; Frontline Employee Inspiration: How Inspired Frontline Employees Impact Customers during Service Encounters, paper presented at EMAC Annual conference 2022, Budapest, Hungary.

    Kleinlercher, K., Boettger, T., & Rudolph, T. (2021). Positioning High- and Low-Status Brands in Social Media: The Potential of Communication Style. Monaco Symposium on Luxury 2021, conference postponed due to Corona.

    Kleinlercher, K., Linzmajer, M., & Rudolph, T. (2020). Retail Education from the Student to the Store and Beyond: How New Teaching Formats and Methods Influence Students' Transformative Learning Process. Paper presented at the Swiss Academy of Marketing Science Conference 2020, Lucerne, Switzerland.

    Kleinlercher, K., Boettger, T.. & Rudolph, T. (2020). Positioning High- and Low-Status Brands in Social Media: The Potential of Communication Style. Paper presented at the Association for Consumer Research 51th Annual Conference, held online due to Corona.

    Kleinlercher, K., Böttger, T., & Rudolph, T. (2019). Positioning High- and Low-Status Brands in Social Media: The Potential of Communication Style. Paper presented at The American Marketing Association: 2019 Summer Academic Conference, Chicago, USA.

    Kleinlercher, K., Linzmajer, M., & Rudolph, T. (2019). Retail Education from the Student to the Store and Beyond: How New Teaching Formats and Methods Influence Students' Transformative Learning Process. Paper presented at the Journal of Marketing Research Special Issue Conference Education and Marketing, Austin, USA

    Kleinlercher, K., Emrich, O., Herhausen, D., Verhoef, P.C., & Rudolph, T. (2017). he Role of Retailer Websites in the Customer Journey: How Website Cues Foster Channel Switching to the Physical Store. Paper presented at the Baker Retailing Center Conference, Philadelphia, USA.

    Herhausen, D., Kleinlercher, K, Verhoef, P.C., Emrich, O., & Rudolph, T. (2017). Customer Journeys and their Effects on Customer Satisfaction and Loyalty. Paper presented at the European Marketing Association 46th Annual Conference, Groningen, the Netherlands.

    Kleinlercher, K., Bötter, T., & Rudolph, T. (2017). Social Media Communication Styles and the DNA of Luxury Brands. Paper presnted at the European Marketing Association 46th Annual Conference, Groningen, the Netherlands.

  • Rudolph, T., Kleinlercher, K., & Kralle, N. (2021): Cross- und Omni-Channel Management 2021 in Deutschland, Österreich und der Schweiz. St.Gallen: Universität St.Gallen.
  • Rudolph, T., Kleinlercher, K., Neumüller, K., & Klink, B. (2019). Der Schweizer Online-Handel. Internetnutzung Schweiz 2019. St.Gallen: Universität St.Gallen.
  • Rudolph, T., Kleinlercher, K., & Nitsch, F. (2017). Schweizer Apotheken- und Drogeriemarktstudie 2017. St.Gallen: Universität St.Gallen.
  • Rudolph, T., Linzmajer, M., Kleinlercher, K., & Lersch, T. (2017). Cross- und Omni-Channel Management 2017 in Deutschland, Österreich und der Schweiz. St.Gallen: Universität St.Gallen.
  • Rudolph, T., Oliver E., Kleinlercher, K., & Pfrang, T. (2015). Der Schweizer Online-Handel. Internetnutzung Schweiz 2015. St.Gallen: Universität St.Gallen.
  • Rudolph, T., Metzler, T., Emrich, O., & Kleinlercher, K. (2014). Cross-Channel Management 2014 in Deutschland, Österreich und der Schweiz. St.Gallen: Universität St.Gallen.

2021 - 2024
Projektmitarbeiter - Marketing Education in a Digital World: The Impact of Gamified Experiential Education in Transformative Learning - Swiss National Science Foundation

2020 - heute
Mitglied - Association for Consumer Research (ACR)

2017 - heute
Mitglied - European Marketing Academy (EMAC)

2017 - heute
Mitglied - American Marketing Association (AMA)

Szilagyi Viktoria (2023): The Effect of Gamification on Attendees' Participation and Engagement at Large-Scale Online Business Events

Höliner Valentina (2023): The Impact of Brand Hate and Online Negative Word of Mouth on Consumers' Buying Behaviour

Byrnes Tomi (2023): Triggering Customer Attention and Engagement in Video Sharing Apps: A Qualitative Investigation of Generation Z

Zanon Simon (2023): The Impact of Event Sponsorship on Brand Loyalty and Brand Image Among Austrian Consumers

Siegel Miriam (2023): Weißes Gold wird grün - Die Zukunft des Skitourismus in Tirol

Schreiner Michael (2023): In-Store Smart Retailing: A Study on Factors Influencing the Consumers' Willingness to use Cashier-Free Grocery Stores in Austria

Schrade Laureen (2023): The Effect of Seasonal Free Shipping Promotions on the Smart Shopper Feeling and the Customer Purchase Intention in Online Shops

Jehle Andreas (2023): The Sustainable Development Goals as Incentives for Enhancing Competitiveness in SMEs

Meran Amelie (2023): Zahlungsbereitschaften für produkt- und servicebezogene Leistungen in Auto-Abonnements

Trost Susanne (2022): Customer Experience Management als Erfolgsfaktor für den Stromvetrieb am Beispiel der Generation Y

Fahmi Mario (2022): Die Effizienz der verschiedenen Vertriebskanäle im regionalen Bankensektor

Dervisevic Lejla (2022): Eine Imageanalyse eines Tiroler Einkaufszentrums als Basis der Kundengewinnung

Luchner Lara (2022): Success Factors of Social Commerce in Western Countries - Learnings From China

Brugger Katharina (2022): The Effects of Electronic Word of Mouth on People's Willingness to Pay in Austria

Kopański Kacper (2022): Restaurants and Online Food Delivery Platforms in Poland - A Perspective for Improving Customer Acquisition and Retention

Korff Shannon (2023): Variables Influencing Consumer Purchasing Processes in Mobile E-Commerce vs. Mobile Social Commerce

Brugger René (2023): Perceived Price Fairness in a Dynamic Pricing Setting - A Systematic Investigation of Influencing Factors for Price Fairness Perception in Retail Markets

Felder Nicole (2023): The Effect of AI-Enabled Personalization via Smartphones on Customer Experience in Grocery Stores

Hacket Margaretha (2023): Service Robots on the Rise: Responses of Frontline Service Employees to Collaborating With Service Robots in the Hospitality Industry

Veruňková Kateřina (2023): Customer Perception of Controversial, Sexual, and Stereotypical Humour Displayed in Social Media Advertising

Löffler Johannes (2023): Success Criteria and Success Factors in IT-Consulting Projects

Richter Felix Christian (2023): Destinationsmarketing Tirol: Die KI-unterstützte blau-gelborange Farbabstimmung von Fotos für Social-Media-Werbeanzeigen

Auer Caroline (2023): Marketing Automation entlang der touristischen Customer Journey. Automatisierung von Marketingprozessen am Beispiel des Südtiroler Hotel- und Gastronomiesektors

Gualdiero Benedetta (2023): Luxury Fashion Brands and Social Media: Boycott or Support? A Survey Among Customers of Luxury Fashion

Männer Marlene (2022): Frontline Employee Engagement During an Organizational Crisis

De Wachter Jasmien (2022): The Impact of Context-Aware Technologies on B2B Sales