Mahr, Dominik
Dr. Dominik Mahr's research, education and consulting centers on recent marketing and innovation phenomena including digital media, social networks, customer co-creation, service innovation, mobile marketing, open innovation, service design, and strategic marketing, published in scientific high impact journals.
He teaches courses related to innovation management, digital media, mobile marketing, service design, global business, and services marketing at the bachelor, master, and executive level at different universities and business schools.
Prior to his academic career, Dominik worked as a consultant in different industries such as high tech, automotive, real estate, tourism, and insurance. He has retained close links with several leading high tech firms and industry associations in Europe and the US.
Career History
2019 - Present: Head of Department, Marketing and Supply Chain Management, Maastricht University Scholl of Business and Economics
2016 - Present: Scientific Director, Service Science Factory
2016 - 2018: Associate Professor, Maastricht University
2010 - 2016: Assistant Professor, Maastricht University
2006 - 2010: Post Doctoral Researcher, University of Antwerp
2008 - 2009: Doctoral Researcher, University of Wisconsin-Madison
2002 - 2005: Consultant, Customer Concept
2000 - 2001: Intern, Roland Berger Strategy Consultants
1999 - 2000: Freelancer, Database Marketing Projects, Benefit Consulting Group
1999: Intern, CSC Consulting
Publications
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Stead, S., Odekerken-Schröder, G., & Mahr, D. (2021). Unraveling customer experiences in a new servicescape: an ethnographic schema elicitation technique (ESET). Journal of Service Management, 32(4), 612-641. https://doi.org/10.1108/JOSM-02-2020-0048
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Heller, J., Chylinski, M., de Ruyter, K., Keeling, D., Hilken, T., & Mahr, D. (2021). Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality. Journal of Service Research, 24(1), 84-103. [1094670520933692]. https://doi.org/10.1177/1094670520933692
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Lammerding, L., Hilken, T., Mahr, D., & Heller, J. (2021). Too Real for Comfort: Measuring Consumers’ Augmented Reality Information Privacy Concerns. In M. C. tom Dieck, T. H. Jung, & S. M. C. Loureiro (Eds.), Augmented Reality and Virtual Reality: New Trends in Immersive Technology (pp. 95-108). Springer, Cham. Progress in IS https://doi.org/10.1007/978-3-030-68086-2_8
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Odekerken-Schroder, G., Mele, C., Russo-Spena, T., Mahr, D., & Ruggiero, A. (2020). Mitigating loneliness with companion robots in the COVID-19 pandemic and beyond: an integrative framework and research agenda. Journal of Service Management, 31(6), 1149-1162. https://doi.org/10.1108/JOSM-05-2020-0148
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Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal, 28(4), 374-384. https://doi.org/10.1016/j.ausmj.2020.04.004
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Patricio, L., Sangiorgi, D., Mahr, D., Caic, M., Kalantari, S., & Sundar, S. (2020). Leveraging service design for healthcare transformation: toward people-centered, integrated, and technology-enabled healthcare systems. Journal of Service Management, 31(5), 889-909. https://doi.org/10.1108/JOSM-11-2019-0332
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Caic, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2020). Robotic Versus Human Coaches for Active Aging: An Automated Social Presence Perspective. International Journal of Social Robotics, 12(4), 867-882. https://doi.org/10.1007/s12369-018-0507-2
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Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K. (2020). The playground effect: How augmented reality drives creative customer engagement. Journal of Business Research, 116, 85-98. https://doi.org/10.1016/j.jbusres.2020.05.002
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Hilken, T., Keeling, D. I., de Ruyter, K., Mahr, D., & Chylinski, M. (2020). Seeing eye to eye: social augmented reality and shared decision making in the marketplace. Journal of the Academy of Marketing Science, 48(2), 143-164. https://doi.org/10.1007/s11747-019-00688-0
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de Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D. (2020). Seeing with the Customer’s Eye: Exploring the Challenges and Opportunities of AR Advertising. Journal of Advertising, 49(2), 109-124. https://doi.org/10.1080/00913367.2020.1740123
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Odekerken-Schröder, G. (Author), & Mahr, D. (Author). (2020). Service robots: rising or falling stars?. Digital or Visual Products https://maastrichtuniversity.bbvms.com/view/default_videoteam/3940527.html
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Caic, M., Holmlid, S., Mahr, D., & Odekerken-Schroder, G. (2019). Beneficiaries' View of Actor Networks: Service Resonance for Pluralistic Actor Networks. International Journal of Design, 13(3), 69-88. http://www.ijdesign.org/index.php/IJDesign/article/viewFile/3106/873
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Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing. Journal of Retailing, 95(4), 219-234. https://doi.org/10.1016/j.jretai.2019.10.008
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Ciuchita, R., Mahr, D., & Odekerken-Schroder, G. (2019). "Deal with it": How coping with e-service innovation affects the customer experience. Journal of Business Research, 103, 130-141. https://doi.org/10.1016/j.jbusres.2019.05.036
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Caic, M., Mahr, D., & Odekerken-Schröder, G. (2019). Value of social robots in services: social cognition perspective. Journal of Services Marketing, 33(4), 463-478. https://doi.org/10.1108/JSM-02-2018-0080
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Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I. (2019). Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability. Journal of Retailing, 95(2), 94-114. https://doi.org/10.1016/j.jretai.2019.03.005
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Ordenes, F. V., Grewal, D., Ludwig, S., De Ruyter, K., Mahr, D., & Wetzels, M. (2019). Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages. Journal of Consumer Research, 45(5), 988-1012. https://doi.org/10.1093/jcr/ucy032
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Muninger, M-I., Hammedi, W., & Mahr, D. (2019). The value of social media for innovation: A capability perspective. Journal of Business Research, 95, 116-127. https://doi.org/10.1016/j.jbusres.2018.10.012
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Mahr, D., Stead, S., & Odekerken-Schröder, G. (2019). Making SENSE of Customer Service Experiences: A Text Mining Review. Journal of Services Marketing, 33(1), 88-103. https://doi.org/10.1108/JSM-10-2018-0295
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Motyka, S., Grewal, D., Aguirre, E., Mahr, D., de Ruyter, K., & Wetzels, M. (2018). The emotional review-reward effect: how do reviews increase impulsivity? Journal of the Academy of Marketing Science, 46(6), 1032-1051. https://doi.org/10.1007/s11747-018-0585-6
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Van Oerle, S., Lievens, A., & Mahr, D. (2018). Value co-creation in online healthcare communities: The impact of patients' reference frames on cure and care. Psychology & Marketing, 35(9), 629-639. https://doi.org/10.1002/mar.21111
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Aguirre Lopez, E., Grewal, D., Mahr, D., de Ruyter, K., & Wetzels, M. (2018). The Effect of Review Writing on Learning Engagement in Channel Partner Relationship Management. Journal of Marketing, 82(2), 64-84. https://doi.org/10.1509/jm.15.0121
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Simao, H., Ribeiro, P., Moreno, P., Figueiredo, R., Duarte, N., Nunes, R., Bernardino, A., Caic, M., Mahr, D., & Odekerken-Schröder, G. (2018). Experiments with Vizzy as a Coach for Elderly Exercise. Paper presented at The 13th Annual ACM/IEEE International Conference on Human Robot Interaction , Chicago, IL, United States.
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Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K. (2018). Making omnichannel an augmented reality: the current and future state of the art. Journal of Research in Interactive Marketing, 12(4), 509-523. https://doi.org/10.1108/JRIM-01-2018-0023
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Caic, M., Mahr, D., Odekerken-Schröder, G., & Holmlid, S. (2018). Rise of the machines: Acceptance of social robotic services through network utility maximization. Abstract from Frontiers in Service 2018, Austin, United States.
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Caic, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2018). Robotic versus human coaches for active aging: A field study on customer service experience. Paper presented at La Londe Conference, La Londe les Maures, France.
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Caic, M., Odekerken-Schroder, G., & Mahr, D. (2018). Service robots: value co-creation and co-destruction in elderly care networks. Journal of Service Management, 29(2), 178-205. https://doi.org/10.1108/JOSM-07-2017-0179
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Sander, F., Semeijn, J., & Mahr, D. (2018). The acceptance of blockchain technology in meat traceability and transparency. British Food Journal, 120(9), 2066-2079. https://doi.org/10.1108/BFJ-07-2017-0365
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Caic, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A. (2018). The Social Role of the Digital Interface: How Social Robots Change Service Interactions. Paper presented at Interactive Marketing Research Conference, Amsterdam, Netherlands.
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Stead, S., Odekerken-Schröder, G., & Mahr, D. (2018). Towards the Crux of Customer Service Experiences: Opening the Black Box of Multisensory Processing. Abstract from Frontiers in Service 2018, Austin, United States.
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Overkamp, T., Caic, M., Holmlid, S., Mahr, D., & Odekerken-Schröder, G. (2018). Understanding generalisability from network-conscious service design projects. In ServDes
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Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905. https://doi.org/10.1007/s11747-017-0541-x
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Caic, M., Mahr, D., Odekerken-Schröder, G., Holmlid, S., & Beumers, R. (2017). Moving Towards Network-Conscious Service Design: Leveraging network visualisations. Touchpoint; the journal of service design, 9(1), 60-63. https://www.service-design-network.org/community-knowledge/moving-towards-network-conscious-service-design
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Caic, M., Odekerken-Schröder, G., & Mahr, D. (2017). Programmed to Care: A Typology of Social Service Robots in Healthcare. Abstract from Frontiers in Service Conference, 2017, New York, United States.
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Vink, J., Mahr, D., & Odekerken-Schröder, G. (2017). Shifting the balance of power in healthcare through service design. In B. Mager (Ed.), Service Design Impact Report - Health Sector Service Design Network.
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Stead, S., Odekerken-Schröder, G., & Mahr, D. (2017). Towards a multisensory customer experience: an investigation through sensory ethnography. 74-74. Abstract from Frontiers in Service Conference, 2017, New York, United States.
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Stead, S., Odekerken-Schröder, G., & Mahr, D. (2017). Towards a multi-sensory customer service experience. 808-810. Abstract from The 15th International Research Symposium on Service Excellence in Management, Porto, Portugal.
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Caic, M., Odekerken-Schröder, G., & Mahr, D. (2017). Value networks in elderly care: Value co-creation and co-destruction practices. 886-888. Abstract from The 15th International Research Symposium on Service Excellence in Management, Porto, Portugal.
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Kazadi, K., Lievens, A., & Mahr, D. (2016). Stakeholder co-creation during the innovation process: Identifying capabilities for knowledge creation among multiple stakeholders. Journal of Business Research, 69(2), 525-540. https://doi.org/10.1016/j.jbusres.2015.05.009
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Van Oerle, S., Mahr, D., & Lievens, A. (2016). Coordinating online health communities for cognitive and affective value creation. Journal of Service Management, 27(4), 481-506. https://doi.org/10.1108/JOSM-09-2015-0264
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Aguirre Lopez, E., Mahr, F. D., Grewal, D., de Ruyter, J. C., & Wetzels, M. G. M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34-49. https://doi.org/10.1016/j.jretai.2014.09.005
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Mahr, F. D., Rindfleisch, A., & Slotegraaf, R. (2015). Enhancing crowdsourcing success: the role of creative and deliberate problem-solving styles. Customer Needs and Solutions, 2(3), 209-221. https://doi.org/10.1007/s40547-015-0038-z
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Mahr, F. D., Lievens, A., & Blazevic, V. (2014). The value of customer cocreated knowledge during the innovation process. Journal of Product Innovation Management, 31(3), 599-615. https://doi.org/10.1111/jpim.12116
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Ludwig, S., de Ruyter, J. C., Mahr, F. D., Wetzels, M. G. M., Brüggen, E. C., & de Ruyck, T. (2014). Take their word for it: The symbolic role of linguistic style matches in user communities. Mis Quarterly, 38(4), 1201-1217. https://doi.org/10.25300/MISQ/2014/38.4.12
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Mahr, F. D., Kalogeras, N., & Odekerken-Schröder, G. J. (2013). A service science approach for improving healthy food experiences. Journal of Service Management, 24(4), 435-471. https://doi.org/10.1108/JOSM-04-2013-0089
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Moeller, S., Ciuchita, R. P. A., Mahr, F. D., Odekerken-Schröder, G. J., & Fassnacht, M. (2013). Uncovering collaborative value creation patterns and establishing corresponding customer roles. Journal of Service Research, 16(4), 471-487. https://doi.org/10.1177/1094670513480851
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Philips, H., Mahr, F. D., Remmen, R., Weverbergh, M., Graeve, D., & van Royen, P. (2012). Predicting the place of out-of-hours care - A market simulation based on discrete choice analysis. Health Policy, 106(3), 284-290. https://doi.org/10.1016/j.healthpol.2012.04.010
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Mahr, F. D., & Lievens, A. (2012). Virtual lead user communities: Drivers of knowledge creation for innovation. Research Policy, 41(1), 167-177. https://doi.org/10.1016/j.respol.2011.08.006
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Philips, H., Mahr, F. D., Remmen, R., Weverbergh, M., Graeve, D., & van Royen, P. (2011). Experience: the most critical factor in choosing after-hours medical care. Quality & Safety in Health Care, 19(6), X1-X8. https://doi.org/10.1136/QSHC.2007.024299
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Slotegraaf, R., Mahr, F. D., & Rindfleisch, A. (2010). Creativity versus Deliberateness: The Routines of Successful External Problem Solvers. In Conference 2010