82 publications

2026

  1. Becker, M., de Jong, D., Briker, R., Mennens, K., Heller, J., Mahr, D., & Grewal, D.

    Using customized, conversational AI agents in leadership and management research: Benefits, practical illustrations, and best practices

    The Leadership Quarterly, 37(3), 101952.DOI

  2. Chong, T., Yu, T., Keeling, D. I., de Ruyter, K., & Hilken, T.

    The voice in the machine: designing embodied conversational agents for rapport in complex online service delivery

    European Journal of Marketing, 60(5), 1142-1175.DOI

  3. Glebova, E., & Heller, J.

    Immersive Environments

    In International Encyclopedia of Business Management (pp. 567-575). Elsevier.Book chapterDOI

  4. Golf-Papez, M., Keeling, D. I., de Ruyter, K., & Hilken, T.

    Breaking barriers, building wellbeing: an inclusive metaverse framework

    Journal of Business Research, 213, 116234.DOI

  5. Goosse, F., Hammedi, W., & Mahr, D.

    Empowering the visually impaired through smart voice assistants: a strengths-based approach to resilience

    Journal of Business Research, 216, 116383.DOI

  6. Henkens, B., Schultz, C. D., De Keyser, A., & Mahr, D.

    The sound of progress: AI voice agents in service

    Journal of Service Management, 37(1), 1-32.DOI

  7. Krispin, A., Pluymaekers, M., & Mahr, D.

    Enhancing Oral Communication Skills Using VR? A Conceptual Model and Research Agenda

    Business and Professional Communication Quarterly, 23294906261424400.DOI

  8. Sanders, T., Mahr, D., & Krispin, A.

    From Complex Tasks to Collaborative Success: Communication and Performance in Virtual Reality Teams

    XR and Metaverse (Springer Proceedings in Business and Economics, pp. 281-293). Springer Nature Switzerland.Conference paperDOI

  9. Schaap, E., Mahr, D., Wilms, I., Klingwort, J., & Grewal, D.

    Why more isn’t always better: Examining the effects of network density on firms’ likelihood of new product innovation

    Journal of Business Research, 212, 116192.DOI

  10. Steins, M., Mennens, K., Beausaert, S., Mahr, D., Odekerken-Schröder, G., Mariş, A., & Mathmann, F.

    The impact of a telepresence robot on group conditions and student engagement: A mixed-method study in higher education

    The Internet and Higher Education, 68, 101055.DOI

  11. Wals, S., Grewal, D., Wilms, I., Hilken, T., Briassouli, A., & Wetzels, M.

    The dynamic effects of visual complexity and scene cuts on viewer attention

    Journal of the Academy of Marketing Science, 54(2), 596-617.DOI

2025

  1. Chong, T., Yu, T., Keeling, D. I., de Ruyter, K., & Hilken, T.

    Value-by-Proxy: Engaging Stakeholders in AI Service Interactions

    Journal of Product Innovation Management, 1-50.

  2. Di Palma, R., Beausaert, S., Mahr, D., Heller, J., & Hilken, T.

    Does Using Virtual Reality to Enhance Students' Presentation Skills Work? The Role of Feedback and Presence

    Journal of Computer Assisted Learning, 41(5), e70097.DOI

  3. Dong, X., Hu, C., Heller, J., & Deng, N.

    Does using augmented reality in online shopping affect post-purchase product perceptions? A mixed design using machine-learning based sentiment analysis, lab experiments, and focus groups

    International Journal of Information Management, 82, 102872.DOI

  4. Guan, L., Vanpoucke, E., & Hilken, T.

    Dynamic Attribution in Chain Liability: Managing Recovery From Environmental Supply Chain Incidents

    Journal of Supply Chain Management, 61(4), 25-53.DOI

  5. Herold, S., Heller, J., Rozemeijer, F., & Mahr, D.

    Brave New Procurement Deals: An Experimental Study of how Generative Artificial Intelligence Reshapes Buyer–Supplier Negotiations

    Journal of Purchasing and Supply Management, 101012.DOI

  6. Mahr, D., Odekerken-Schröder, G., & van Doorn, J.

    Evolution of service robots in marketing: A relational framework and future research agenda

    Journal of Business Research, 192, 115204.DOI

  7. Peusen, B., Mennens, K., & Mahr, D.

    Partner, master, or servant? How older adults experience their relationship with socially assistive robots

    In Handbook of Service Experience(pp. 162-175). Edward Elgar Publishing.Book chapterDOI

  8. Phillips, C., Odekerken-Schröder, G., Russell-Bennett, R., Steins, M., Mahr, D., & Letheren, K.

    Service robot–employee task allocation strategies: well-being within the intrusion challenge

    Journal of Service Management.DOI

2024

  1. Barrett, J. A. M., Jaakkola, E., Heller, J., & Brüggen, E. C.

    Customer engagement in utilitarian vs. hedonic service contexts

    Journal of Service Research, 10946705241242901DOI

  2. Mahr, D., Odekerken‐Schröder, G., & Steins, M.

    Service robots and innovation: An ecosystem approach

    Journal of Product Innovation Management.DOI

  3. Mennens, K., Becker, M., Briker, R., Mahr, D., & Steins, M.

    I Care That You Don’t Share: Confidentiality in Student-Robot Interactions

    Journal of Service Research, 10946705241295849.DOI

  4. Moonen, N., Heller, J., Hilken, T., Danny Han, D. I., & Mahr, D.

    Immersion or social presence? Investigating the effect of virtual reality immersive environments on sommelier learning experiences

    Journal of Wine Research, 35(2), 101-118.DOI

  5. Phillips, C., Becker, M., Odekerken-Schröder, G., & Mahr, D.

    Introducing the Service Robot Innovation Canvas

    In The Impact of Digitalization on Current Marketing Strategies(pp. 97-115). Emerald Publishing Limited.Book chapterDOI

  6. Rauschnabel, P. A., Felix, R., Heller, J., & Hinsch, C.

    The 4C framework: Towards a holistic understanding of consumer engagement with augmented reality

    Computers in Human Behavior, 154, 108105.DOI

  7. Schiefer, T., Mahr, D., van Fenema, P. C., & Mennens, K.

    A collaborative approach to manage continuous service innovation

    Technovation, 134, 103029.DOI

  8. Sidaoui, K., Mahr, D., & Odekerken-Schröder, G.

    Generative AI in Responsible Conversational Agent Integration: Guidelines for Service Managers

    Organizational Dynamics, 101045.DOI

  9. Spanjol, J., Noble, C. H., Baer, M., Bogers, M. L., Bohlmann, J., Bouncken, R. B., ... & Wetzels, M.

    Fueling innovation management research: Future directions and five forward‐looking paths

    Journal of Product Innovation Management, 41(5), 893-948.DOI

  10. Stallone, V., Wetzels, M., Mahr, D., & Klaas, M.

    Enhancing Digital Advertising with Blockchain Technology

    Journal of Interactive Marketing, 59(1), 76-98.DOI

  11. Steins, M., Becker, M., Odekerken-Schröder, G., Mathmann, F., Mahr, D., & Russell-Bennett, R.

    Do we think and feel Alike? field evidence on developing a shared reality when dealing with service robots

    Journal of Business Research, 180, 114729.DOI

  12. Werf, M., Meacham, D., Brüggen, E., Hogreve, J., Heller, J., Gianni, R., & Post, T.

    Challenges of Automated Financial Advice: Definition and Ethical Considerations

    Netspar.Other

  13. Windhausen, A., Heller, J., Hilken, T., Mahr, D., Di Palma, R., & Quintens, L.

    Exploring the impact of augmented reality smart glasses on worker well-being in warehouse order picking

    Computers in Human Behavior, 155, 108153.DOI

2023

  1. Becker, M., Mahr, D., & Odekerken-Schröder, G.

    Customer comfort during service robot interactions

    Service Business, 17(1), 137-165.DOI

  2. Ciuchita, R., Heller, J., Köcher, S., Köcher, S., Leclercq, T., Sidaoui, K., & Stead, S.

    It is really not a game: An integrative review of gamification for service research

    Journal of Service Research, 26(1), 3-20.DOI

  3. Glebova, E., Book, R., Su, Y., Perić, M., & Heller, J.

    Sports venue digital twin technology from a spectator virtual visiting perspective

    Frontiers in Sports and Active Living, 5.DOI

  4. Guha, A., Bressgott, T., Grewal, D., Mahr, D., Wetzels, M., & Schweiger, E.

    How artificiality and intelligence affect voice assistant evaluations

    Journal of the Academy of Marketing Science, 51(4), 843-866.DOI

  5. Heller, J., Mahr, D., de Ruyter, K., Schaap, E., Hilken, T., Keeling, D. I., ... & Rauschnabel, P. A.

    An interdisciplinary Co-authorship networking perspective on AR and human behavior: Taking stock and moving ahead

    Computers in Human Behavior, 143, 107697.DOI

  6. Herold, S., Heller, J., Rozemeijer, F., & Mahr, D.

    Dynamic capabilities for digital procurement transformation: a systematic literature review

    International Journal of Physical Distribution & Logistics Management, 53(4), 424-447.DOI

  7. Hilken, T., Heller, J., & Mahr, D.

    Closing the Customer Imagination Gap with Augmented and Virtual Reality

    NIM Marketing Intelligence Review, 15(2), 30-35.DOI

  8. Mahr, D., De Ruyter, K., & Heller, J.

    Augmented Reality: The blurring of reality in human computer interaction

    OtherDOI

  9. Mahr, D., Heller, J., Hilken, T., & Wigger, M.

    Die Innovation synthetischer Kunden erlebnisse: Machen ist wichtiger als Denken

    Transfer: Zeitschrift für Kommunikation & Markenmanagement, 69(3).

  10. Pfeifer, P., Hilken, T., Heller, J., Alimamy, S., & Di Palma, R.

    More than meets the eye: In-store retail experiences with augmented reality smart glasses

    Computers in Human Behavior, 146, 107816.DOI

  11. Phillips, C., Russell–Bennett, R., Odekerken-Schröder, G., Mahr, D., & Letheren, K.

    The Robotic-Human Service Trilemma: the challenges for well-being within the human service triad

    Journal of Service Management, 34(4), 770-805.DOI

2022

  1. Chylinski, M., & Heller, J.

    The customer loyalty journey-technology enabled loyalty touchpoints

    In Handbook of research on customer loyalty (pp. 42-54). Edward Elgar Publishing.Book chapterDOI

  2. Golf-Papez, M., Heller, J., Hilken, T., Chylinski, M., de Ruyter, K., Keeling, D. I., & Mahr, D.

    Embracing falsity through the metaverse: The case of synthetic customer experiences

    Business Horizons, 65(6), 739-749.DOI

  3. Heller, J.

    Predicting demographics based on eye tracking data using machine learning (Master's thesis)

    Thesis

  4. Hilken, T., Chylinski, M., Keeling, D. I., Heller, J., de Ruyter, K., & Mahr, D.

    How to strategically choose or combine augmented and virtual reality for improved online experiential retailing

    Psychology & Marketing, 39(3), 495-507DOI

  5. Hilken, T., Chylinski, M., de Ruyter, K., Heller, J., & Keeling, D. I.

    Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality

    Journal of Service Management, 33(4/5), 657-674.DOI

  6. Hilken, T., Heller, J., Keeling, D. I., Chylinski, M., Mahr, D., & de Ruyter, K.

    Bridging imagination gaps on the path to purchase with augmented reality: Field and experimental evidence

    Journal of Interactive Marketing, 57(2), 356-375.DOI

  7. Hilken, T., Keeling, D. I., Chylinski, M., De Ruyter, K., Golf Papez, M., Heller, J., ... & Alimamy, S.

    Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies

    Psychology & Marketing, 39(8), 1660-1671.DOI

  8. Hilken, T., Mahr, D., & Han, D. I. D.

    Building customer loyalty with augmented reality: current and future trends

    Handbook of Research on Customer Loyalty, 274-290.Book chapterDOI

  9. Mahr, D., Hilken, T., & Bressgott, T.

    Habitual behaviour: design for automaticity during customer loyalty decisions

    In Handbook of Research on Customer Loyalty (pp. 228-243). Edward Elgar Publishing.Book chapterDOI

  10. Ruggiero, A., Mahr, D., Odekerken-Schröder, G., Spena, T. R., & Mele, C.

    Companion robots for well-being: a review and relational framework

    Research handbook on services management, 309-330.Book chapter

2021

  1. Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., Hilken, T., & Mahr, D.

    Tangible service automation: Decomposing the technology-enabled engagement process (TEEP) for augmented reality

    Journal of Service Research, 24(1), 84-103.DOI

  2. Lammerding, L., Hilken, T., Mahr, D., & Heller, J.

    Too real for comfort: Measuring consumers’ augmented reality information privacy concerns

    In Augmented reality and virtual reality: New trends in immersive technology (pp. 95-108). Cham: Springer International Publishing.Book chapterDOI

  3. Odekerken-Schröder, G., Mennens, K., Steins, M., & Mahr, D.

    The service triad: an empirical study of service robots, customers and frontline employees

    Journal of Service Management, 33(2), 246-292.DOI

2020

  1. Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K.

    Augmented reality marketing: A technology-enabled approach to situated customer experience

    Australasian Marketing Journal (AMJ).DOI

  2. De Ruyter, K., Heller, J., Hilken, T., Chylinski, M., Keeling, D. I., & Mahr, D.

    Seeing with the customer’s eye: Exploring the challenges and opportunities of AR advertising

    Journal of Advertising, 49(2), 109-124.DOI

  3. Hilken, T., Keeling, D. I., de Ruyter, K., Mahr, D., & Chylinski, M.

    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.DOI

  4. Jessen, A., Hilken, T., Chylinski, M., Mahr, D., Heller, J., Keeling, D. I., & de Ruyter, K.

    The playground effect: How augmented reality drives creative customer engagement

    Journal of Business Research, 116, 85-98.DOI

  5. Odekerken-Schröder, G., Mele, C., Russo-Spena, T., Mahr, D., & Ruggiero, A.

    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.DOI

  6. Van Esch, P., Northey, G., Duffy, S., Heller, J., & Striluk, M.

    The moderating influence of country of origin information seeking on homophily and product satisfaction

    In Country of Origin Effect (pp. 40-56). Routledge.Book chapterDOI

  7. Van Pinxteren, M. M., Pluymaekers, M., & Lemmink, J. G.

    Human-like communication in conversational agents: a literature review and research agenda

    Journal of Service Management.DOI

  8. Čaić, M., Avelino, J., Mahr, D., Odekerken-Schröder, G., & Bernardino, A.

    Robotic versus human coaches for active aging: An automated social presence perspective

    International Journal of Social Robotics, 12(4), 867-882.DOI

2019

  1. Carrozzi, A., Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., & de Ruyter, K.

    What's mine is a hologram? How shared augmented reality augments psychological ownership

    Journal of Interactive Marketing, 48, 71-88.DOI

  2. Heller, J.

    Reality Re-Imagined: How augmented reality redefines decision processes and consumer behaviour in retailing (Doctoral dissertation, UNSW Sydney)

    Thesis

  3. Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I.

    Let me imagine that for you: Transforming the retail frontline through augmenting customer mental imagery ability

    Journal of Retailing, 95(2), 94-114.DOI

  4. Heller, J., Chylinski, M., de Ruyter, K., Mahr, D., & Keeling, D. I.

    Touching the untouchable: exploring multi-sensory augmented reality in the context of online retailing

    Journal of Retailing, 95(4), 219-234.DOI

  5. Van Esch, P., Duffy, S. M., Teufel, J., Northey, G., Elder, E., Frethey-Bentham, C., ... & Heller, J.

    ExerStart: helping seniors be active and independent for less

    Journal of Social Marketing, 9(2), 146-160.DOI

  6. Van Esch, P., Heller, J., & Northey, G.

    The effects of inner packaging color on the desirability of food

    Journal of Retailing and Consumer Services, 50, 94-102.DOI

2018

  1. Hilken, T.

    Seeing is believing: Enhancing the customer experience with augmented reality

    Other

  2. Hilken, T., Heller, J., Chylinski, M., Keeling, D. I., Mahr, D., & de Ruyter, K.

    Making omnichannel an augmented reality: the current and future state of the art

    Journal of Research in Interactive Marketing.DOI

  3. Rozemeijer, F., Quintens, L., & Heller, J.

    Buyers better be social: Job-related social media use as enabler for creativity in procurement

    In Purchasing and Supply Chain Management: Fostering Innovation: IPSERA 2018 Conference Proceedings (pp. 657-672). IPSERA.Book chapter

  4. Čaić, M., Odekerken-Schröder, G., & Mahr, D.

    Service robots: value co-creation and co-destruction in elderly care networks

    Journal of Service Management, 29(2), 178-205.DOI

2017

  1. Heller, J., de Ruyter, K., & Chylinski, M.

    Augmented shopping in a socially situated context: The role of augmentation on purchase decision satisfaction in an online shopping environment

    Other

  2. Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I.

    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.DOI

  3. Van Esch, P., Geisler, A., Kleintop, L., Northey, G., & Heller, J.

    The Role of Women, Sexualization and Objectification in LGBTQ Advertising

    Advances in Consumer Research, 45, 928-929.

2016

  1. Heller, J., Chylinski, M., Northey, G., de Ruyter, K., Sinha, A., van Esch, P., ... & Mahr, D.

    Topology of augmented commerce: The state and directions for future research

    In ANZMAC Conference 2016" Marketing in a Post-Disciplinary Era" Proceedings (pp. 88-95). University of Canterbury, Department of Management, Marketing and Entrepreneurship, College of Business and Law.Book chapter

  2. Kiratli, N., Rozemeijer, F., Hilken, T., de Ruyter, K., & de Jong, A.

    Climate setting in sourcing teams: Developing a measurement scale for team creativity climate

    Journal of Purchasing and Supply Management, 22(3), 196-204.DOI

  3. Van Esch, P., Northey, G., Chylinski, M., Heller, J., De Ruyter, K., Sinha, A., & Hilken, T.

    Augmented reality: Consumer saviour or disruptive agent in the retail power pendulum

    In Australian and New Zealand Marketing Academy Conference (ANZMAC) (pp. 728-728).Book chapter

2015

  1. Aguirre, E., Mahr, D., Grewal, D., De Ruyter, K., & Wetzels, M.

    Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness

    Journal of retailing, 91(1), 34-49.DOI

2014

  1. Mahr, D., Lievens, A., & Blazevic, V.

    The value of customer cocreated knowledge during the innovation process

    Journal of Product Innovation Management, 31(3), 599-615.DOI

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