Department of Marketing

Associate professor

Room: SOL/C3.03
E-mail: ts.marktg@cbs.dk

Tobias Schäfers is an Associate Professor at the Department of Marketing at Copenhagen Business School. Before joining CBS in September 2018, 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-CCUSO2001U  Business Intelligence and Customer Insight)

Marketing (BA-BEBUO1014U  Marketing)


Tobias has been supervising and examining B.Sc., M.Sc., and doctoral students at various international universities. Exemplary topics for a possible supervision are service transition, digitalization on the frontline, pricing of digital goods and services, and sales management. Supervised theses may employ a wide range of quantitative and qualitative methods, such as experiments, survey-based studies, secondary data analyses, or in-depth interviews.

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:
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, 11.6.2020
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
Tobias Schäfers; Roger Moser; Gopalakrishnan Narayanamurthy / Access-based Services for the Base of the Pyramid
In: Journal of Service Research, Vol. 21, No. 4, 22.4.2018, p. 421-437
Journal article > peer review
Martin P. Fritze; Florian Urmetze; Gohar F. Khan; Marko Sarstedt; Andy Neely; Tobias Schäfers / From Goods to Services Consumption : A Social Network Analysis on Sharing Economy and Servitization Research.
In: SMR - Journal of Service Management Research, Vol. 2, No. 3, 2018, p. 3-16
Journal article > peer review
Monika Kukar-Kinney; Angeline Close Scheinbaum; Tobias Schaefers / Compulsive Buying in Online Daily Deal Settings : An Investigation of Motivations and Contextual Elements.
In: Journal of Business Research, Vol. 69, No. 2, 2.2016, p. 691-699
Journal article > peer review
Tobias Schaefers; Kristina Wittkowski; Sabine Benoit (née Moeller); Rosellina Ferraro / Contagious Effects of Customer Misbehavior in Access-based Services
In: Journal of Service Research, Vol. 19, No. 1, 2.2016, p. 3-21
Journal article > peer review
Tobias Schaefers; Stephanie J. Lawson; Monika Kukar-Kinney / How the Burdens of Ownership Promote Consumer Usage of Access-based Services
In: Marketing Letters, Vol. 27, No. 3, 9.2016, p. 569-577
Journal article > peer review
Micha Hirschinger; Roger Moser; Tobias Schaefers; Evi Hartmann / No Vehicle Means No Aid—A Paradigm Change for the Humanitarian Logistics Business Model
In: Thunderbird International Business Review, Vol. 58, No. 5, 2016, p. 373-384
Journal article > peer review
Sabine Benoit née Moeller; Tobias Schaefers; Raphael Heider / Understanding On-the-go Consumption : Identifying and Quantifying Its Determinants.
In: Journal of Retailing and Consumer Services, Vol. 31, 7.2016, p. 32-42
Journal article > peer review
More results... (total 19 results)
Academic Interests

Research Projects
Outside activities
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