UNIVERSITY OF COLOGNE

Robert Münster is a PhD student at the Chair of Retailing and Customer Management (Prof. Dr. Werner Reinartz) at the University of Cologne since March 2020. He also completed his Bachelor's and Master's degree in Marketing at the University of Cologne. In his dissertation, he mainly deals with topics from the field of sales and examines drivers of agent sales performance. In his research projects, he looks at the language of salespeople using AI-based text analysis and investigates how special language styles generated from transcripts of agent-customer interactions affect sales performance. In his second main project, he is also investigating various factors of salespeople that can already characterize a more suitable salesperson from other candidates during the application process. Here, too, he uses sales performance as a dependent variable, as this is the number one performance characteristic in sales. In this case, sales performance is determined using a specially generated chat bot in which a virtual sales call takes place. In addition, Robert has already written a book chapter on smart services and holds bachelor seminars and business projects on various current marketing topics as part of his teaching activities.

Contact information

Robert Münster
University of Cologne
robert.muensterwiso.uni-koeln.de​​​​​​​​​​​​​​