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 is a part-time member of the department and is also a professor of marketing at TH OWL (OWL University of Applied Sciences and Arts) in Lemgo, 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, Psychology & Marketing, Marketing Letters, and European Journal of Marketing. He 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

Chair of the B2B Marketing Research Cluster


Social media
Link to this homepage

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


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:
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
Tobias Schaefers; Stefan Ruffer; Eva Böhm / Outcome-based Contracting From the Customers' Perspective : A Means-end Chain Analytical Exploration.
In: Industrial Marketing Management, Vol. 93, 2.2021, p. 466-481
Journal article > peer review
Tobias Schäfers; Gopalakrishnan Narayanamurthy; Roger Moser; Marina Leban / The Sharing Economy at the Base of the Economic Pyramid : How Access-based Services Can Help Overcome Ownership Risks.
In: Psychology & Marketing, Vol. 38, No. 11, 11.2021, p. 2073-2088
Journal article > peer review
Joe Cobbs; Tobias Schaefers; Mark D. Groza / Construal Level Effects in Sponsorship-linked Marketing : Informativeness and Timing of Announcements.
In: Journal of Marketing Theory and Practice, Vol. 28, No. 4, 10.2020, p. 357-372
Journal article > peer review
Gerrit Paul Cziehso; Tobias Schäfers; Monika Kukar-Kinney / Free No More : Investigating Customer Reactions to Unexpected Free-to-Fee Switches.
In: Journal of Business Research, Vol. 101, 8.2019, p. 229-242
Journal article > peer review
Arne K. Albrecht; Tobias Schäfers; Gianfranco Walsh; Sharon E. Beatty / The Effect of Compensation Size on Recovery Satisfaction after Group Service Failures : The Role of Group Versus Individual Service Recovery.
In: Journal of Service Research, Vol. 22, No. 1, 2.2019, p. 60-74
Journal article > peer review
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Academic Interests

Research Projects
Outside activities
Since 2020: Professor of Marketing, TH OWL 
2019: External lecturer, EBS Universität für Wirtschaft und Recht gGmbH, Germany
Since 2018: External lecturer, UNIKIMS GmbH, Germany
Since 2018: External lecturer, Technical University Dortmund, Germany
Since 2015: Board member, Deutsche Werbewissenschaftliche Gesellschaft e.V., Germany