Professoren
Prof. Dr. rer. pol. Tomás Bayón

Prof. Dr. rer. pol. Tomás Bayón

Awarded doctorate (Dr. rer. pol.) at the University of Mannheim

Master's degree in Economics (Diplom-Volkswirt), University of Mannheim

Studied economics and business administration at the Universities of Heidelberg and MannheimBooks

Vielfalt und Einheit in der Marketingwissenschaft - Ein Spannungsverhältnis, edited together with A. Herrmann and F. Huber, Wiesbaden 2007.

Neuere Mikroökonomie und Marketing - Eine wissenschaftstheoretisch geleitete Analyse, Wiesbaden 1997, based on: Zur Bedeutung neuerer mikroökonomischer Ansätze für das Marketing - Eine wissenschaftstheoretische Analyse insbesondere der Prinzipal-Agenten-Theorie, Dissertation, Universität Mannheim, Mannheim 1996.


Essays in journals and research series with a peer-review procedure

Behavioral Consequences of Overbooking Service Capacity, in: Journal of Marketing, Vol. 71, October 2007, pp. 36-47 (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).

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, March 2006 (together with F. v. Wangenheim).

Die Abgabe von Kundenempfehlungen - Determinanten und ökonometrische Modellierung, in: Zeitschrift für betriebswirtschaftliche Forschung, zfbf, Vol. 58., No. 5, 2006, pp. 304-336 (together with A. Herrmann and F. v. Wangenheim).

Ein zweidimensionales Kundenbindungsmodell mit direkten und moderierenden Einflussvariablen: Das Beispiel des Firmenkundengeschäfts von Stromver­sorgern, in: Marketing - Zeitschrift für Forschung und Praxis, Vol. 27., No. 3, September 2005, pp. 167-183 (together with F. v. Wangenheim).

The Effect of Word-of-Mouth on Services Switching: Measurement and Moderating Variables, in: European Journal of Marketing, Vol. 38, No. 09/10, October 2004, pp. 1173-1185 (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 Behaviour, Vol. 3, No. 3, March 2004, pp. 211-220 (together with F. v. Wangenheim).

Der Einfluß von persönlicher Kommunikation auf Kundenzufriedenheit, Kundenbindung und Weiterempfehlungsverhalten: Design und Ergebnisse einer empirischen Studie im privaten Strommarkt, in: Marketing - Zeitschrift für Forschung und Praxis, Vol. 24, No. 3, September 2002, pp. 181-194 (together with L. Weber and F. v. Wangenheim).

Customer Equity Marketing: Touching the Intangible, in: European Management Journal, Vol. 20, No. 3, June 2002, pp. 213-222 (together with J. Gutsche and H.H. Bauer).


Essays in other journals

Zur Übertragbarkeit der Portefeuille-Theorie auf das Produkt-Portfolio-Problem, in: Wirtschaftswissenschaftliches Studium (WiSt), Vol. 23, February 1994, pp. 59-64 (together with A. Herrmann).

Zur Notwendigkeit der Verankerung des Marketinggedankens im Management von Theatern - Konzept für das Marketing öffentlicher Theaterbetriebe in Deutschland, in: Jahrbuch der Absatz- und Verbrauchsforschung, 02/1993, pp. 114-138 (together with P. Burgtorf).

Ads follow Culture - Schlüssel zum Erfolg von Werbekampagnen auf Auslandsmärkten, in: Marketing-Journal, 06/1992, pp. 594-596 (together with A. Herrmann).

Theatermarketing - Ein Fremdwort, in: Signale der Wissenschaftlichen Hochschule für Unternehmensführung Koblenz, 03/1992, pp. 22-29 (together with P. Burgtorf).


Peer-reviewed articles in conference volumes

Risk of Customer Relationships: Concept and Measurement, in: Abstract Proceedings of the 2008 INFORMS Marketing Science Conference, June 12-14, 2008, Vancouver, British Columbia, Canada (together with J. Becker and F. v. Wangenheim).

Customer Equity and Systematic Stock Price Risk, in: Abstract Proceedings of the 16th Annual AMA Frontiers in Services Conference, San Francisco, CA, USA, 04.-07. Oktober 2007 (together with J. Becker ).

Behavioral and Monetary Consequences of Overbooking Service Capacity, in: CD-Rom Proceedings of the 35th European Marketing Academy Annual Conference (EMAC), Athens, Greece, 23-26 May 2006 (together with F. v. Wangenheim).

Behavioral and Monetary Effects of Positive and Negative Capacity-Driven Service Experiences, in: Abstract Proceedings of the 2006 American Marketing Association (AMA) Winter Educators' Conference, St. Petersburg, FL, USA, 17-20 February 2006 (together with F. v. Wangenheim).

Behavioral and Monetary Effects of Capacity Driven (Dis)Services in the Airline Industry: Why Revenue Management Systems are due for Change, in: Abstract Proceedings of the 14th Annual AMA Frontiers in Services Conference, Tempe, AZ, USA, 06-09 October 2005 (together with J. Becker and F. v. Wangenheim).

Customer Equity as a Predictor of Stock Price Performance: An Investigation in the Financial and Telecommunication Services Industries, in: CD-Rom Proceedings of the 34th European Marketing Academy Annual Conference (EMAC), Milan, Italy, 24-27 May 2005 (together with J. Becker).

Capacity Driven Up- and Downgrading of Service Customers: Short- and Long-Term Effects on Customer Profitability - A Collaborative Research with Lufthansa German Airlines, in: Abstracts of the Marketing Science Institute (MSI) & Journal of Marketing Research Conference on Academic-Practitioner Collaborative Research, Yale University, New Haven, CT, USA, 10-12 December 2004 (together with O. Backofen, M. Föckel and F. v. Wangenheim).

Customer Equity and Stock Performance: First Results from the Banking and Telecommunication Industries, in: Abstracts of the 13th Annual AMA Frontiers in Services Conference, Miami, FL, USA, 27-31 October 2004 (together with J. Becker).

Managing Customer Relationships as Portfolios of Real Options, in: Abstracts of the 13th Annual AMA Frontiers in Services Conference, Miami, FL, USA, 27-31 October 2004 (together with J. Becker).

Determinants of Cross-Buying Activity in a Loyalty Program: A Longitudinal Analysis, in: CD-Rom Proceedings of the 33rd European Marketing Academy Annual Conference (EMAC), Murcia, Spain, 18-21 May 2004 (together with F. v. Wangenheim).

Deception in Interpersonal Consumer Exchanges, in: Advances in Consumer Research, Vol. 31, 2004, pp. 247-248, Proceedings of the Association of Consumer Research (ACR) Annual Conference 2003, Toronto, Canada, 09-12 October 2003 (together with F. v. Wangenheim).

Questioning Commonly Held Contentions: A Pooled Time Series Cross Section Analysis of Core Service Buying in the Airline Industry, in: Abstracts of the 12th Annual AMA Frontiers in Services Conference, Washington D.C., USA, 23-26 October 2003 (together with F. v. Wangenheim).

A Longitudinal Examination of Cross-Buying Behavior in the Airline Industry, in: Abstracts of the 12th Annual AMA Frontiers in Services Conference, Washington D.C., USA, 23-26 October 2003 (together with F. v. Wangenheim).

Opportunism in Consumer-to-Consumer Exchanges: When Negative Experiences Lead to Positive Word-of-Mouth, in: CD-Rom Proceedings of the 32nd European Marketing Academy Annual Conference (EMAC), Glasgow, Scotland, 20-23 May 2003 (together with C. Lauffer and F. v. Wangenheim).

Post Switching Negative Word-of-Mouth, in: CD-Rom Proceedings of the 32nd European Marketing Academy Annual Conference (EMAC), Glasgow, Scotland, 20-23 May 2003 (together with F. v. Wangenheim).

The Economic Value of Customer Word-of-Mouth Referrals: Conceptualization and Empirical Results, in: http://www.msi.org/msi/02-10-04p.cfm, Proceedings of the Marketing Science Institute (MSI) Academic Conference "Measuring Marketing Productivity: Linking Marketing to Financial Returns", Dallas, Texas, USA, 04-05 October 2002 (together with F. v. Wangenheim).

Towards a Model of Estimating the Economic Value of Word-of-Mouth Referrals, in: CD-Rom Proceedings of the 31st European Marketing Academy Annual Conference (EMAC), Braga, Portugal, 28-31 May 2002 (together with F. v. Wangenheim).


Articles in other compilations

Vielfalt und Einheit in der Marketingwissenschaft - Eine Reflexion, in: Bayón, T., Herrmann, A., Huber, F. (eds.): Vielfalt und Einheit in der Marketingwissenschaft: Ein Spannungsverhältnis, Wiesbaden 2007, pp. 21-26.

Customer Equity als Prädiktor der Aktienkursperformance, in: Bauer, H.H., Stokburger, G., Hammerschmidt, M., (Hrsg.): Marketing Performance, Wiesbaden 2006, S. 158-165 (together with J. Becker).

Kundenbindungsflexibilitäten als Realoptionen: Konzept, Modellierung und Implikationen für das E-Banking, in: Petzel. E. (ed.): E-Finance, Wiesbaden 2005, pp. 565-580 (together with J. Becker).

Customer Equity Marketing: The Shareholder's Perspective, in: International University in Germany (ed.): Forum 2002, Bruchsal, July 2002, pp. 36-49.

Institutionenökonomik, in: Diller, H. (ed.): Vahlens Großes Marketinglexikon, 2nd. ed., München 2001, pp. 668-669 (together with H.H. Bauer).

Prinzipal-Agenten-Theorie, in: Diller, H. (ed.): Vahlens Großes Marketinglexikon, 2nd. ed., München 2001, pp.
1384-1385 (together with H.H. Bauer).

Transaktionskostentheorie, in: Diller, H. (ed.): Vahlens Großes Marketinglexikon, 2nd. ed., München 2001, pp. 1680-1681 (together with H.H. Bauer).

Public-Choice-Theorie, in: Diller, H. (ed.): Vahlens Großes Marketinglexikon, 2nd. ed., München 2001, pp. 1441-1442 (together with H.H. Bauer).

Property-Rights-Theorie, in: Diller, H. (ed.): Vahlens Großes Marketinglexikon, 2nd. ed., München 2001, pp. 1433-1434 (together with H.H. Bauer).

The Case of Mercedes-Benz - Quality in Customer Retention Manage­ment, in: Johnson, M.D., Herrmann, A., Huber, F., Gustafsson, A. (eds.): Customer Retention in Automotive Industry, Wiesbaden 1997, pp. 259-277 (together with C. Oder).

DASA Post Merger Decisions - Strategic Management Short Case, in: Signale der Wissenschaftlichen Hochschule für Unternehmensführung Koblenz, 03/1992, p. 39.

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