Dr Laszlo Sajtos
Senior Lecturer
Department:
Address: Owen G Glenn Building
12 Grafton Road
Auckland
Faculty: Business & Economics
Phone: +64 9 373 7599 Ext. 82724
Mobile Phone: 9232724
Email: l.sajtos@auckland.ac.nz
Qualifications:
2006 Doctor of Philosophy Corvinus University of Budapest
1998 Master of Science Budapest University of Economic Sciences and Public Administration
1995 Bachelor of Science College for Foreign Trade
Special Interests:
Managing Uncertainty in a Project Environment
Quantitative Research Methods with an emphasis on Multivariate Techniques
Service Failure and Customer Forgiveness
Positions Held:
FromToInstitutionPosition Held
2009 Now The University of Auckland Senior Lecturer
2006 2008 The University of Auckland Lecturer
2005 Now MarketProf Research Director
2005 2006 Christchurch College of Education Lecturer
2003 2005 MarketProf CEO
2003 2003 University of Otago Visiting lecturer
2002 2004 Budapest University of Ecomonic Sciences Assistant professor
2002 2002 Aston Univeristy Visiting researcher
1999 2001 ACNielsen Account Manager - Quantitative Researcher
1998 1999 Aon Consulting Account Manager
Awards:
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
Service:
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
Teaching:
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)
Research Interests:
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.
Selected Publications:
Refereed Journal Articles
2011 VERES, Z.,  SAJTOS, L.,  ‘Competencias y Gestión de Riesgos de los Actores de Proyectos‘, Revista Internacional Administracion & Finanzas, (forthcoming)
2011 DAVIS, R.,  SAJTOS, L.,  ‘Do consumers trust mobile service advertising?‘, Contemporary Management Research, (forhtcoming)
2010 SAJTOS, L.,  KREIS, H.,  ‘Diagnosing the impact of patronage concentration in retail banking‘, Journal of Business Market Management, 4, 3, 151-165.
2010 SAJTOS, L.,  BRODIE, R.,  WHITTOME, J.,  ‘The Impact of Service Failure on Customer Trust, Value and Loyalty in Relational Exchanges‘, Journal of Service Research, 13, 1, 216-229.
2009 DAVIS, R.,  SAJTOS, L.,  ‘Anytime, Anywhere: Measuring the Ubiquitous Consumer's Impulse Purchase Behavior‘, International Journal of Mobile Marketing, 4, June/July
2009 THEOHARAKIS, V.,  SAJTOS, L.,  HOOLEY, G.,  ‘The Strategic Role of Relational Capabilities in the Business-to-Business Service-Profit Chain‘, Industrial Marketing and Management, 38, 8, 914-924.
2008 DAVIS, R.,  SAJTOS, L.,  ‘Conceptualizing and Measuring Consumer Interactivity in Response to Campaigns - Coupling the Mobile and Television Media‘, Journal of Advertising Research, 48, 3, 375-391.
2007 THEOHARAKIS, V.,  SAJTOS, L.,  ‘The Service Dominant Logic: an MC21 Project View‘, Australasian Marketing Journal, 15, 1 (Special Issue), 84-88.
2006 SAJTOS, L.,  ‘A multidimensional approach to marketing performance evaluation – A study of Hungarian companies‘, Acta Oeconomica, 56, 69-100.
2004 BERACS, J.,  HOOLEY, G.,  MATEAR, S.,  SAJTOS, L.,  KESZEY, T.,  ‘A marketingtevekenyseg es az uzleti teljesitmeny kapcsolata (The relationship between marketing activities and business performance)‘, Tarsadalom es Gazdasag (Society and Economy), 26, 2, 89-111.
2003 BERACS, J.,  HOOLEY, G.,  SAJTOS, L.,  KESZEY, T.,  ‘Marketing eroforrasok koncepcionalis megkozelitese (Conceptual development of marketing resources)‘, Vezetestudomany (Management Science), 34, 2-13.
2003 BERACS, J.,  HORVATH, D.,  SAJTOS, L.,  ‘Marketingorientacio es termekdesign a vallalati gyakorlatban (The relationship of market orientation and product design - The case of Hungarian companies)‘, Marketing es Menedzsment (The Hungarian Journal of Marketing and Management), 37, 1, 67-76.
2003 BERACS, J.,  KESZEY, T.,  SAJTOS, L.,  ‘The Role and Determinants of Electronic Commerce and On-line Advertising within Corporate Activity‘, Acta Oeconomica, 53, 4, 401-427.
2001 HORVATH, D.,  SAJTOS, L.,  ‘'A forma tartalma - A termekdesign sajatossagainak szerepe a termekek fogyasztoi megiteleseben (The role of product design in consumer related responses)‘, Marketing es Menedzsment (The Hungarian Journal of Marketing and Management), 35, 1, 74-84.
Books
2007 SAJTOS, L.,  MITEV, A.,  ‘SPSS kutatási kezikonyv (SPSS research handbook)‘, Alinea, Budapest, 393.
Sections in Books
2010 SAJTOS, L.,  ‘Sales Forecasting‘ In: Paolo Guenzi and Susi Geiger (ed.), Palgrave
2003 HOFMEISTER-TOTH, A.,  SIMON, J.,  SAJTOS, L.,  ‘Fogyasztoi Elegedettseg (Customer Satisfaction)‘, Alinea, Budapest, 278.
Conference Paper
2011 VERES, Z.,  SAJTOS, L.,  ‘Competencias y gestión de riesgos de los actores de proyectos‘, Global Conference on Business and Finance, Volume 6, No 2. San Jose (Conference award)
2010 BRODIE, R.,  SAJTOS, L.,  KREIS, H.,  HILDEBRANDT, L.,  ‘Relative Influence of Brand Image and Brand Trust on Customer value and Loyalty: Further Empirical Results‘, European Marketing Academy Conference, Copenhagen
2010 SAJTOS, L.,  CANDY, J.,  ‘The Dual Impact of Switching Costs‘, European Marketing Academy Conference, Copenhagen
2010 VERES, Z.,  SAJTOS, L.,  ‘The Relationship Between Perceived Risk, Perceived Value and Project Competences‘, Industrial Marketing and Purchasing Conference, Budapest
2009 SAJTOS, L.,  KREIS, H.,  BRODIE, R.,  ‘Diagnosing the impact of patronage concentration in customer relationships‘, 9th International Conference on Relationship Marketing
2009 SAJTOS, L.,  KREIS, H.,  BRODIE, R.,  ‘Diagnosing the impact of patronage concentration in customer relationships‘, Frontiers in Service Conference
2008 SAJTOS, L.,  THEOHARAKIS, V.,  HOOLEY, G.,  ‘Investigating the impact of market-based assets - East meets West‘, Korean Academy of Marketing Science, Shanghai, 20-23/03/2008, 20.
2008 BRODIE, R.,  ZHU, A.,  SAJTOS, L.,  ‘Investigating the role of the brand in a service setting: Further empirical results‘, Korean Academy of Marketing Science, Shanghai, 20-23/03/2008, 20.
2007 SAJTOS, L.,  HOOLEY, G.,  ‘Backward Engineering with the Product Life Cycle‘, INFORMS, Singapore, 28-30/06/2007, 1.
2007 BRODIE, R.,  SAJTOS, L.,  WHITTOME, J.,  ‘The Impact of Service Failure on Customer Trust, Value and Loyalty in Relational Exchange‘, IBM, San Francisco, 4-7/10/2007, 8.
2006 DAVIS, R.,  SAJTOS, L.,  ‘Measuring the effectiveness of the mobile channel‘, Queensland University of Technology, Brisbane, 15/08/2006, 8.
2005 SAJTOS, L.,  ‘The multidimensional approach to marketing performance evaluation - A study of Hungarian companies‘, University of Western Australia, Fremantle, 5-7/12/2005, 8.
2004 BERACS, J.,  SAJTOS, L.,  ‘Developing a multidimensional marketing performance measurement‘, University of Murcia, Murcia, 18-21/05/2004, 8.
2003 MATEAR, S.,  SAJTOS, L.,  HOOLEY, G.,  BERACS, J.,  ‘Competitive Positioning of Business-to-Business Firms: A Three Country Comparison‘, Aston University, Birmingham, 07/2003, 10.
2002 BERACS, J.,  HOOLEY, G.,  MATEAR, S.,  SAJTOS, L.,  ‘Marketing activities and business performance - International perspectives‘, Perth, 12/2002, 7.
2002 BERACS, J.,  HOOLEY, G.,  SAJTOS, L.,  KESZEY, T.,  ‘Marketing resources and their measurement‘, University of Minho-School of Economics & Management, Braga, 28-31/05/2002, 7.
2002 MANDJAK, T.,  SIMON, J.,  SAJTOS, L.,  ‘Why chemical buyers are different?‘, Graduate School of Business and Management, Dijon, 5-7/09/2002, 13.
2001 MANDJAK, T.,  SIMON, J.,  SAJTOS, L.,  ‘Do you know me? (Do you love me...?) Some empirical findings of the Hungarian chemical buyers behaviour‘, Norwegian School of Management, Oslo, 9-11/09/2001, 10.
2001 HORVATH, D.,  SAJTOS, L.,  ‘How do mobiles communicate? The role of product- related consumer responses: The case of mobile telephones‘, INFORMS, Wiesbaden, 07/2001, 1.
Other
2010 SRINIVASAN, A.,  BUCHANAN-OLIVER, M.,  SAJTOS, L.,  KOLB, D.,  BRODIE, R.,  BREIDBACH, C.,  ‘Design Management and Delivery of IT-enabled Services: A Survey of Firms in the Indian IT Services Sector‘, Research Report:Centre of Digital Enterprise,Centre of IT and the Networked Economy and IBM Research



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