Dr Laszlo Sajtos

PhD, MSc, BSc

Research | Current

Market-based Assets and Performance Measurement
Research focuses on 1) the impact of market-based assets on customer value creation and the company's customer, market and financial performance in both, business-to-consumer and business-to-business settings, 2) the impact of assets and capabilities on performance in the stages of the product life cycle.
 
Service Branding
Research focuses on 1) the impact of brand elements on the customer value-loyalty process in multiple service environments, 2) the influence of service disruption on branding and trust, 3) the impact of relationships strength on brand equity, customer equty and retention equity.

Teaching | Current

  • 2010    INFOMGMT296    Information Systems for Marketing
  • 2010    MKTG 202    Marketing Research
  • 2010    MKTG 302    Advanced Marketing Research
  • 2010    MKTG 704    Research Methods in Marketing II
  • 2009    INFOMGMT293    Information Systems for Marketing
  • 2009    MKTG 202    Marketing Research
  • 2009    MKTG 302    Advanced Marketing Research
  • 2009    MKTG 703    Research Methods in Marketing I
  • 2009    MKTG 704    Research Methods in Marketing II
  • 2008    BUS 391    Integrated Marketing & Accounting Project (S1 & 2)
  • 2008    MKTG 292    Creating Marketing Knowledge
  • 2008    MKTG 302    Advanced Marketing Research
  • 2007    BUS 391    Integrated Marketing & Accounting Project(S1 & 2)
  • 2007    INFOMGMT 293    Information Systems for Marketing
  • 2007    MKTG 292    Creating Marketing Knowledge
  • 2007    MKTG 391    Strategic Services Marketing
  • 2006    MKTG 292    Creating Marketing Knowledge (S1 & 2)
  • 2006    MKTG 391    Strategic Services Marketing (S1 & 2)

Distinctions/Honours

  • 2011    Research Excellence Award
  • 2005    Best Paper Award in the Strategic Marketing and Market Orientation Track at the Australian and New Zealand Marketing Conference
  • 2003    Best Lecturer in the English Language Programme of the Business Administration Faculty
  • 2003    The Most Published Young Researcher Award in the Department of Marketing at the Corvinus University of Budapest

Areas of expertise

  • Effectiveness of Loyalty Programmes
  • Investigating the Mechanism of Self-disclosure in case of Negative Events
  • Promise Management: The role of advertising and labor-intensity in influencing value creation

Committees/Professional groups/Services

  • Member of the Committee of the Market Research Society New Zealand
  • Programme Coordinator for Marketing Honours
  • Reviewer for Journal of Service Management
  • Reviewer for Journal of the Academy of Marketing Science
  • Reviewer of Industrial Marketing Management
  • Reviewer of Journal of Business and Industrial Management
  • Reviewer of Journal of Management & Organization

Selected publications and creative works (Research Outputs)

  • Sajtos, L., & Magyar, B. (2016). Auxiliary theories as translation mechanisms for measurement model specification. Journal of Business Research, 69 (8), 3186-3191. 10.1016/j.jbusres.2015.12.007
  • Sajtos, L., Kreis, H., & Brodie, R. (2015). Image, brand relationships and customer value Exploring the moderating role of advertising spending- and labour-intensity in customer loyalty. JOURNAL OF SERVICE THEORY AND PRACTICE, 25 (1), 51-74. 10.1108/JSTP-11-2013-0261
    Other University of Auckland co-authors: Roderick Brodie
  • Nenonen, S., Kjellberg, H., Pels, J., Cheung, L., Lindeman, S., Mele, C., ... Storbacka, K. (2014). A new perspective on market dynamics: Market plasticity and the stability-fluidity dialectics. Marketing Theory, 14 (3), 269-289. 10.1177/1470593114534342
    Other University of Auckland co-authors: Suvi Nenonen, Kaj Storbacka
  • Sajtos, L., Rouse, P., Harrison, J., & Parsons, M. (2014). Case-mix system as a boundary object: The case of home care services. Australasian Marketing Journal, 22 (3), 189-196. 10.1016/j.ausmj.2014.08.003
    Other University of Auckland co-authors: Matthew Parsons, Paul Rouse
  • Sajtos, L., Rouse, P., Harrison, J., & Parsons, M. (2014). Case-mix system as a boundary object: the case of home care services. Australasian Marketing Journal (AMJ), 22 (3), 189-196. 10.1016/j.ausmj.2014.08.003
    Other University of Auckland co-authors: Julie Harrison, Paul Rouse, Matthew Parsons
  • Sajtos, L., Brodie, R. J., & Whittome, J. (2010). Impact of service failure: The protective layer of customer relationships. Journal of Service Research, 13 (2), 216-229. 10.1177/1094670510365357
    URL: http://hdl.handle.net/2292/11659
    Other University of Auckland co-authors: Roderick Brodie
  • Theoharakis, V., Sajtos, L., & Hooley, G. (2009). The strategic role of relational capabilities in the business-to-business service profit chain. Industrial Marketing Management, 38 (8), 914-924. 10.1016/j.indmarman.2009.04.006
    URL: http://hdl.handle.net/2292/11657
  • Davis, R., & Sajtos, L. (2008). Measuring consumer interactivity in response to campaigns coupling mobile and television media. JOURNAL OF ADVERTISING RESEARCH, 48 (3), 375-391. 10.2501/S0021849908080409
    URL: http://hdl.handle.net/2292/11658

Contact details

Primary location

OWEN G GLENN BUILDING - Bldg 260
Level 4, Room 425
12 GRAFTON RD
AUCKLAND 1010
New Zealand