Bernd F. Reitsamer, PhD
Bernd F. Reitsamer is a Senior Lecturer at the Department of Management and Marketing at the University of Innsbruck. His research focuses on experiential marketing, customer journey design, and consumer behavior, particularly in the context of digital transformation and artificial intelligence (AI).
He studied Business Administration with a specialization in Marketing and Service Management at the University of Innsbruck, including academic stays at Copenhagen Business School and the London School of Economics. From 2010 to 2015, he completed the PhD Program in Management at the University of Innsbruck and earned his doctorate summa cum laude with the dissertation “Consumption Experience in Servicescapes – Structural Composition, Consequences and Dynamics.”
He subsequently held teaching and research positions at the MCI Management Center Innsbruck and at the Paris Lodron University of Salzburg. Research visits took him to HSE Higher School of Economics in Moscow and to Excelia Business School in La Rochelle. From 2019 to 2025, he served as a Postdoctoral Researcher at the University of Innsbruck and, as the Associate Dean of studies, was responsible for the Master’s program in Strategic Management (2019-2020).
His research has been published in leading academic journals (e.g., Journal of Business Research, Journal of Service Management, Psychology & Marketing), presented at major international conferences (e.g., AMA, ACR, EMAC, QUIS, Frontiers in Service), and featured in public and online media.
Research focus
- Experiential marketing
- Customer journey design and omnichannel marketing
- Consumer behavior, digitalization, and AI in the service sector
- Tourism marketing and destination management
Publications (selection)
Reitsamer, B.F., Stokburger-Sauer, N.E., Giertz, J., Nocker, J.S. (2026). Marketer-Generated Content in Digital Social Touchpoints – A Systematic Literature Review and Research Agenda. Journal of Business Research, 205, 115883.
Reitsamer, B.F., & Becker, L., (2024). Customer Journey Partitioning – A Customer-centric Perspective Beyond Stages and Touchpoints. Journal of Business Research, 181, 114745.
Reitsamer, B.F., Stokburger-Sauer, N.E., & Kuhnle, J.S. (2024). How and When Effective Customer Journeys Drive Brand Loyalty – The Role of Consumer-Brand Identification. Journal of Service Management, 35(6), 109-135.
Reitsamer,B.F., & Brunner-Sperdin, A. (2021). It's All About The Brand - Place Brand Credibility, Place Attachment and ConsumerLoyalty. Journal of Brand Management, 28(3), 291-301.
Reitsamer, B.F., Streicher, M.C., & Teichmann, K. (2020). Sensorimotor Experiences in Servicescapes Predict Attitude Formation Through Memory Dynamics: A Longitudinal Study. Psychology & Marketing, 37(3), 479-487.
Conference contributions (selection)
Reitsamer, B.F. (2026). Stars Over Substance – Online Review Sentiment as the Key to Brand Trust and Premium Pricing. AMA Winter Academic Conference, February 10-12, Madrid, Spain.
Elschenbroich, S., Reitsamer, B.F., & Stokburger-Sauer, N.E. (2025). Is the Catalog Really Dead? Retail Shopping of Elderly Consumers and The Role of Channel Choice. AMA Summer Academic Conference, August 22-24, Chicago (IL), USA.
Reitsamer, B.F., Stokburger-Sauer, N.E., & Kuhnle, J.S. (2025). Temporality of Customer Well-Being in Service Experiences – Insights from Tourism. International Research Symposium on Service Excellence in Management (QUIS), June 03-06, Rome, Italy.
Reitsamer, B.F., Kuhnle, J.S., & Stokburger-Sauer, N.E. (2023). Livestream vs. Pre-recorded – How Social Media Video Content Drives Customer Behavior. Frontiers in Service Conference 2023, June 15-18, Maastricht, Netherlands.
Becker, L., & Reitsamer, B.F. (2022). (Bitter)Sweet Memories: How Lived Customer Experiences Become Remembered Experiences. International Research Symposium on Service Excellence in Management (QUIS), January 12-15, Valencia, Spain.
Research grants and third-party funding
- State of Tyrol, flagship project on digitalization (2021): 182.009,30 EUR
- Hypo Tirol Bank AG (2013): 2.000 EUR
- Research funding thesis (2009): 1.300 EUR
Teaching in the summer semester 2026
Awards and prizes
- Nomination for the Teaching Award of the University of Innsbruck (2020)
- ITB DGT Research Award (2019)
- Top Performer / Dean’s List (2007, 2008)
- Merit-based scholarship (2006, 2007)
Project experience*
Amazon EU, Area 47, Austrian Ski Federation, Basefive OG, CURA Marketing GmbH (Judith Williams Cosmetics), Destination Think!, Empatica UX, FR L’Osteria GmbH, komoot GmbH, Markthalle Innsbruck, MINNT GmbH, Riedel GmbH, Scalaria GmbH, Swarco Raiders Tirol, Tiroler Landestheater, TVB Hall-Wattens, TVB Kitzbühel, TVB Mayrhofen-Hippach, TVB Saalfelden-Leogang, Velux AG, WK Tirol.
*Corporate projects in a teaching context, practice-oriented case studies, and guest lecture series