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prof. dr. P.C. (Peter) Verhoef

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Research


Understandingand Modeling Customer Behavior

My main research area concerns understanding how customers behave within relationships with firms. In the past I have written several articles on this topic with different co-authors. An overview of this work and other work is provided in the paper together with Ruth Bolton and Katherine Lemon entitled “The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research” and published in the Journal of the Academy of Marketing Science. Recent work with several co-authors focuses on customer adoption and usage of new services, churn prediction and loyalty programs. I work on this topic with Bas Donkers, Jenny van Doorn, Kay Lemon, Aurelie Lemmens, Jaap Wieringa, Mathilda Dorotic, Tammo Bijmolt, Hans Risselada and others. Much of this research is executed in joint cooperation with companies, which are members of the Customer Insights Center (CIC).

   

Multi-channel Marketing

In today’s world firms and customer utilized multiple channels, such as stores, Internet and catalogues. In my research I am particularly interested in why customers choose certain channels for either search or purchase. Issues we are currently working on involve forced channel migration and the consequences of a firm’s disadoption of a channel. This is joint work with Scott Neslin (Dartmouth College), Umut Konus and Debra Trampe.

 

Role of Marketing

There is a huge debate on the declining role of marketing. Jointly with Peter Leeflang we have started to investigate this role since 2006. This resulted in a first study, which will be published in the Journal of Marketing. It also resulted in a lot of attention and debate in the Dutch business press. We are currently executing this study in an international context.

 

Consumer Well-Being

Within society there is a huge interest in for issues, such climate change, animal welfare, pollution etc. All these issues are related to the well-being of consumers. In my research I currently focus on buying behavior of organic products, which are now standard offered by many retailers. We are currently investigating determinants of organic buying behavior in a large scale study jointly with GFK. Next, we also are interested in the willingness-to pay for food-labels (i.e. light products, organic, fair trade). In the next years I am to extend my work in this area. This is joint work with Jenny van Doorn. Research within this topic is executed in AIMARK.

 

Assortment Decisions 

Retailers are constantly rationalizing assortments. In this research stream we focus on retailers’ assortment decisions and consumer responses to these decisions. We have investigated consumers responses to stock-outs assortment reductions and brand delistings. Recently, we have executed a study on the retailer’s adoption decision of new products.This is joint work with Laurens Sloot (EFMI), Yvonne van Everdingen and Dennis Fok.

 

Representative publications   

Prins, Remco, Peter C. Verhoef and Philip Hans Franses (2009), The Impact of Adoption Timing on New Service Usage and Early Disadoption, International Journal of Research in Marketing, forthcoming 

Verhoef, Peter C., Katherine N. Lemon, A. Parasuraman, Anne Roggeveen, Michael Tsiros and Leonard A. Schlesinger (2009), Customer Experience Creation: Determinants, Dynamics and Management Strategies [PDF], Journal of Retailing, 85 (1), 31-41

Leeflang, Peter S.H., Tammo H.A. Bijmolt, Jenny van Doorn, Dominique H. Hanssens, Harald J. van Heerde, Peter C. Verhoef and Jaap E. Wieringa (2009), Creating Lift versus Building the Base: Current Trends in Marketing Dynamics [PDF], International Journal of Research in Marketing, 26 (1), 13-20

Wuyts, Stefan, Peter C. Verhoef and Remco Prins (2009), Partner Selection in B2B Information Service Markets [PDF], International Journal of Research in Marketing, 26 (1), 41-51

Verhoef, Peter C. and Peter S.H. Leeflang (2009), Understanding the Marketing Department's Influence within the Firm [PDF], Journal of Marketing, 73 (2), 14-37

Verhoef, Peter C., Scott A. Neslin and Björn Vroomen (2008), Multichannel Customer Management: Understanding the Research Shopper Pheonomenon [PDF], International Journal of Research in Marketing, 24 (2), 129-148

 Van Doorn, Jenny and Peter C. Verhoef, Critical Incidents and the Impact of Satisfaction on Customer Share [PDF], Journal of Marketing, 72 (4), 123-142

Bolton, Ruth N., Katherine N. Lemon and Peter C. Verhoef (2007), Expanding Business-to-Business customer Relationships: Modeling the Customer's Upgrade Decision [PDF], Journal of Marketing, 72 (1), 46-64

Verhoef, Peter C., Fred Langerak en Bas Donkers (2007), Understanding Brand and Dealer Retention in the New Car Market: The Moderating Role of Brand Tier [PDF], Journal of Retailing, 83 (1), 97-113 

Prins, Remco and Peter C. Verhoef (2007), Marketing Communication Drivers of Adoption Timing of a New E-Service among Existing Customers [PDF], Journal of Marketing, 71 (2), 169-183

Stremersch, Stefan, Isabel Verniers and Peter C. Verhoef (2007), The Quest for Citations: Drivers of Article Impact [PDF], Journal of Marketing, 71 (3), 171-193 

Donkers, Bas, Peter C. Verhoef en Martijn de Jong (2007), Modeling CLV: A Test of Competing Models in the Insurance Industry [PDF], Quantitative Marketing and Economics, 5 (2), 163-190 

Verhoef, Peter C., Scott A. Neslin and Bjorn Vroomen (2007), Multichannel Customer Management: Understanding the Research Shopper Phenomenon [PDF], International Journal of Research in Marketing, 24 (2), 129-148 

Neslin, Scott A., Dhruv Grewal, Robert Leghorn, Venkatesh Shankar, Marije L. Teerling, Jacquelyn S. Thomas and Peter C. Verhoef (2006), Challenges and Opportunities in Multichannel Customer Management [PDF], Journal of Services Research, 9 (2), 95-112

Sloot, Laurens M., Fok, Dennis en Verhoef, Peter C. (2006), The Short- and Long-term Impact of an Assortment Reduction on Category Sales [PDF], Journal of Marketing Research, 43 (4), 536-548

Stremersch, S. and Verhoef P.C. (2005), Globalization of Authorship in the Marketing Discipline: Does it Help or Hinder the Field [PDF], Marketing Science, 24 (4), 585-594  

Rust, R.T. and Verhoef P.C. (2005), Optimizing the Marketing Interventions Mix in Intermediate-Term CRM [PDF], Marketing Science, 24 (3), 477-489  

Sloot L.M., Verhoef P.C. and Franses P.H. (2005), The Impact of Brand Equity and the Hedonic Level  of a Product on Consumer Stock Out Reaction [PDF], Journal of Retailing, 81 (1), 15-34

Bolton R.N., Lemon K.N. and Verhoef P.C. (2004), The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research [PDF], Journal of the Academy of Marketing Science, 32 (3), 271-292

Donkers B., Franses P.H. and Verhoef P.C. (2003), Selective Sampling for Binary Choice Models [PDF], Journal of Marketing Research, 40 (4), 492-497

Verhoef, P.C. (2003), Understanding the Effect of Customer Relationship Management Efforts on Customer Retention and Customer Share Development [PDF], Journal of Marketing, 67 (4), 30-45 (winner Donald R. Lehmann Award for best dissertation based article in JM/JMR 2003)

Verhoef P.C., Franses P.H. and Hoekstra J.C (2002)., The Effect of Relational Constructs on Customer Referrals and Number of Services Purchased:  Does Age of the Relationship Matter? [PDF],  Journal of the Academy of Marketing Science, 30 (Summer), 202-216

Hogan J., Lehmann D.R., Merino M., Srivastava R.K, Thomas J.S., and P.C. Verhoef (2002), Linking Customer Assets to Financial Performance [PDF],  Journal of Service Research, 5 (1), 26-38

Verhoef P.C., Franses P.H. and Hoekstra J.C. (2001), The Impact of Satisfaction and Payment Equity on Cross Buying: A Dynamic Model for a Multi-Service Provider [PDF], Journal of Retailing, 77 (3), 359-78

Antonides G.A., Verhoef P.C. and Van Aalst M. (2001), Consumer Perception and Evaluation of Waiting Time: A Field Experiment [PDF],  Journal of Consumer Psychology, 12 (3), 193-202

 

Recent Dutch publications:

Verhoef, Peter C., DeWilde, Eduard en Doffer, André (2005), De Verdwenen Klant: Uitdagingen voor Bedrijven in een 'multi-channel'-landschap,  [PDF] Holland Management Review, november-december, 38-46

Verhoef, Peter C. (2006), Naar Effectieve Individuele Marketing Communicatie [PDF], Tijdschrift voor Marketing, mei, 66-67

Leeflang, Peter S.H., Peter C. Verhoef en Tammo H.A. Bijmolt (2006), Trends in Marketing en Wetenschap [PDF], Tijdschrift voor Marketing, september, 92-94

Verhoef, Peter (2006), Strategisch Klantwaardemanagement: Aanjager van Resultaatgedreven Marketing [PDF], Holland Management Review, 23 (110), 19-26


 

 

 


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