Department of Marketing

Associate professor

Room: SOL/D2.42
E-mail: ts.marktg@cbs.dk

Tobias Schäfers has been an Associate Professor at the Department of Marketing at Copenhagen Business School since September 2018; since September 2020, he has been a part-time member of the department. Since March 2023, he is also a professor of marketing at HSBI - University of Applied Sciences and Arts Bielefeld, Germany. Before joining CBS, he was an Assistant Professor of Marketing at the Technical University Dortmund, Germany. After graduating in Business Studies in 2006 at the Private University Göttingen, Germany, he obtained his doctoral degree in 2010 at EBS Business School in Wiesbaden, Germany. From 2010 until 2013, he then worked at EBS Business School as Assistant Professor of Marketing, before taking on the position at TU Dortmund. Moreover, Tobias has been a visiting scholar/researcher at the Robert H. Smith School of Business, University of Maryland, USA (2010, 2012), at Aalto University School of Business, Helsinki, Finland (2015, 2017), and at Toulouse School of Management, France (2019).

In his research, Tobias investigates the psychological aspects of individuals’ behavior in relation to services, prices, and digitalization, in both business-to-consumer and business-to-business contexts. For example, he has examined consumers’ motives to use access-based services as an alternative to ownership, customers’ reactions to the introduction of fees for previously free products, and consumers’ reactions during service recovery via digital channels.

Tobias’ research has been published in leading international journals, such as Journal of Service Research, Journal of Interactive Marketing, Journal of Business Research, Industrial Marketing Management, Psychology & Marketing, and Marketing Letters. He is an Associate Co-Editor for Academic-Practitioner Papers at Industrial Marketing Management and serves on the Editorial Review Boards of the Journal of Service Research and Industrial Marketing Management.


Primary research areas
  • Service research
  • Access-based services
  • Digitalization of customer-company interactions
  • Pricing
  • Sales
Administrative tasks



Social media
Link to this homepage

Business Intelligence and Customer Insight (KAN-CSAMO2001U  Business Intelligence and Customer Insight)

Servitization & Service Management (Master of Business Development)

Life Science Markets (Master of Business Development)


Other teaching activities

Selected publications

Cziehso, G.P. / Schaefers, T. / Kukar-Kinney, M. (2019): “Free No More: Investigating Customer Reactions to Unexpected Free-to-Fee Switches,” Journal of Business Research, 101, 229-242. [https://doi.org/10.1016/j.jbusres.2019.03.050]

Schaefers, T. / Moser, R. / Narayanamurthy, G. (2018): “Access-Based Services for the Base of the Pyramid,” Journal of Service Research, 21(4), 421-437. [https://doi.org/10.1177/1094670518770034]

Schaefers, T. / Lawson, S. / Kukar-Kinney, M. (2016): “How the burdens of ownership promote consumer usage of access-based services,” Marketing Letters, 27(3), 569-577. [http://dx.doi.org/10.1007/s11002-015-9366-x]

Schaefers, T. / Schamari, J. (2016): “Service Recovery via Social Media: The Social Influence Effects of Virtual Presence,” Journal of Service Research, 19(2), 192-208. [http://dx.doi.org/10.1177/1094670515606064]

Schaefers, T. / Wittkowski, K. / Benoit (née Moeller), S. / Ferraro, R. (2016):  “Contagious Effects of Customer Misbehavior in Access-Based Services,” Journal of Service Research, 19(1), 3-21. [http://dx.doi.org/10.1177/1094670515595047]

Schaefers, T. (2013): “Exploring Carsharing Usage Motives: A Hierarchical Means-End Chain Analysis,” Transportation Research Part A: Policy and Practice, 47(1), 69-77. [http://dx.doi.org/10.1016/j.tra.2012.10.024]


Publications sorted by:
Tobias Schäfers; Andreas Kessenbrock; Gerrit Paul Cziehso; Monika Kukar-Kinney / Asking Your Phone or a Frontline Employee? : The Influence of In-store Information Source on Choice Overload, Responsibility, and Confidence Among Young Consumers.
In: Psychology & Marketing, Vol. 40, No. 9, 9.2023, p. 1877-1893
Journal article > peer review
Lukas Breustedt; Tobias Schäfers / Bridging the Analytics Gap : Location-based Services in Brick-and-mortar Retailing.
Abstract from Annual Frontiers in Service Conference 2023, 2023
Conference abstract for conference > peer review
Lukas Breustedt; Tobias Schäfers / How Location-based Services in Brick-and-mortar Retailing Enable Smart In-store Analytics
Abstract from International Conference on Challenges in Managing Smart Products and Services, 2023
Conference abstract for conference > peer review
Fabian Lauzi; Jörg Westphal; Deva Rangarajan; Tobias Schäfers; Maria C. Parra-Merono; Maria D. De-Juan-Vigaray / Understanding Sales Enablement in Complex B2B Companies : Uncovering Similarities and Differences in a Cross-functional and Multi-level Case Study.
In: Industrial Marketing Management, Vol. 108, 1.2023, p. 47-64
Journal article > peer review
Eva Böhm; Andreas Eggert; Ina Garnefeld; Hartmut H. Holzmüller; Tobias Schäfers; Lena Steinhoff; David M. Woisetschläger / Exploring the Customer Journey of Voice Commerce : A Research Agenda.
In: SMR - Journal of Service Management Research, Vol. 6, No. 4, 2022, p. 216–231
Journal article > peer review
Michel Van der Borgh; Tobias Schäfers; Adam Lindgreen; C. Anthony Di Benedetto / Moving the Needle : Publishing Academic-practitioner Research in Industrial Marketing Management.
In: Industrial Marketing Management, Vol. 103, 2022, 6 p., p. A1-A6
Tobias Schäfers; Marina Leban; Florian Vogt / On-demand Features : Consumer Reactions to Tangibility and Pricing Structure .
In: Journal of Business Research, Vol. 139, 2.2022, p. 751-761
Journal article > peer review
Tobias Schäfers; Marina Leban / On-demand Features : Opportunities and Challenges of Fractional as-a Service Business Models.
In: 2022 AMA Winter Academic Conference: Reconnecting and Reconceiving the Marketplace. . ed. /Ashlee Humpreys; Grant Packard; Katrijn Gielens. Chicago : American Marketing Association 2022, p. 1051-1052 (AMA Educators Proceedings, Vol. 33)
Article in proceedings > peer review
Adam Lindgreen; C. Anthony Di Benedetto; Ad de Jong; Luigi M. De Luca; Heiner Evanschitzky; Michael J. Mol; Robert E. Morgan; John Nicholson; Tobias Schäfers / Framing a Manuscript
In: How to Fast-track Your Academic Career: A Guide for Mid-career Scholars. Cheltenham : Edward Elgar Publishing 2021, p. 189-203 (How To Guides)
Book chapter > peer review
Tobias Schäfers; Tomas Falk; Ashish Kumar; Julia Schamari / More of the Same? : Effects of Volume and Variety of Social Media Brand Engagement Behavior.
In: Journal of Business Research, Vol. 135, 10.2021, p. 282-294
Journal article > peer review
More results... (total 42 results)
Academic Interests

Research Projects
Outside activities
Professor of Marketing, HSBI
Support in various consulting projects, UNICconsult Strategieentwicklung GmbH, Germany