Prof. Dr. Zelal Ates

Prof. Dr. Zelal Ates

Campus Südstadt
Claudiusstraße 1
50678 Köln
Raum B4.263a Postanschrift

  • Telefon+49 221-8275-3889


nach Vereinbarung

Campus Südstadt, Claudiusstr. 1, Raum B4.263a


  • Vertrauensdozentin der Friedrich-Ebert-Stiftung
  • Mitglied des Editorial Advisory Board des Journal of Service Management (JOSM)


  • Marketing
  • Essentials of Services Marketing and Management
  • Marketing für Dienstleistungsunternehmen in der Logistik
  • Relationship Management in Supply Chains


  • Services Marketing and Management
  • Co-Creation and Customer Participation
  • International Marketing
  • Corporate Social Responsibility

Articles in academic journals with peer reviewing and with an international target audience

  • "Value Co-Creation and Co-Destruction in Health Care: Analyzing Citizenship and Dysfunctional Patient Behavior in Nurse-Patient Encounters" (with J. Hendricks, G. Schmitz and M. Büttgen)
    Journal of Service Management Research, 2021, 5(3): 196-210.
  • “The Influence of Customer Characteristics on Frontline Employees’ Customer Need Knowledge” (with B. Hüttel, J.H. Schumann, M. Büttgen, S. Haager, M. Komor and J. Volz)
    Journal of Services Marketing, 2019, 33(2): 220-232.
  • "Effective coping strategies for stressed frontline employees in service occupations: outcomes and drivers" (with V.L. Selzer, J.H. Schumann, M. Büttgen, M. Komor and J. Volz)
    The Service Industries Journal, 2018, 41(5): 382-399.
  • "How to Manage Person-Role Conflicts: Differential Effects of Transformational Leadership Dimensions and the Moderating Role of Individual Cultural Orientation" (with V.L. Selzer, J.H. Schumann, M. Büttgen, J. Volz and M. Komor)
    Journal of Service Management Research, 2018, Issue 2: 36-49.
  • "Showcasing the diversity of service research: Theories, methods, and success of service articles” (with S. Benoit, K. Scherschel, L. Nasr and J. Kandampully)
    Journal of Service Management, 2017, 28(5): 810-836. (Won the Robert Johnston Best Paper Award 2017 presented by the Journal of Service Management)
  • “Service Locus of Control and Customer Coproduction: The Role of Prior Service Experience and Organizational Socialization” (with M. Büttgen and J.H. Schumann)
    Journal of Service Research, 2012, 15(2): 166-181.
  • “Corporate Social Responsibility in the Public Service Sector: Towards a Sustainability Balanced Scorecard for Local Public Enterprises” (with M. Büttgen)
    Journal for Public and Nonprofit Services (Zeitschrift für öffentliche und gemeinwirtschaftliche Unternehmen), 2011, 34(3): 346-360.
  • "Customer Participation in Firms’ Internationalization Strategy: Linking AAA to CCC” (with C. Prange)
    Schmalenbach Business Review, 2011, Special Issue 3: 24-50.
  • “Co-creation on a Global Scale - How Customers Impact Firms' Internationalization Strategies” (with C. Prange)
    Marketing Review St. Gallen, 2010, 27(2): 48-52.

Books written as unique author

  • “Kundenbindung bei Professional Business Services”
    Cologne 2008.

Chapters of collective works

  • "Luxury wine marketing” (with K. Heine and G. Atwal)
    in Wine Business Management, edited by S. Charters and J. Gallo, Paris 2014: 235-246.
  • “Service Locus of Control and Customer Coproduction: The Role of Prior Service Experience and Organizational Socialization” (with M. Büttgen and J.H. Schumann)
    in Theorie und Praxis des Dienstleistungsmarketing: Aktuelle Konzepte und Entwicklungen, edited by G. Schmitz, Wiesbaden 2013: 167-187.
  • Robert Johnston Best Paper Award 2017

Zelal Ates joined TH Köln – University of Applied Sciences as Full Professor of Marketing in August 2017. Prior to joining TH Köln, Professor Ates was Associate Professor at HEC Management School - University of Liège (Belgium) and Assistant Professor at EMLYON Business School (France). Professor Ates graduated in Management from the University of Cologne (Germany) and HEC Paris (France) and in International Political Economy from the University of Warwick (UK) and holds a Ph.D. in Marketing from the University of Cologne (Germany). She has been visiting researcher at London School of Economics (UK) and visiting lecturer at Louvain School of Management (Belgium), Danube University Krems (Austria) and University of Hohenheim (Germany). Professor Ates also worked as Head of Office of the German Association of Local Utilities (Verband kommunaler Unternehmen e.V.) in Brussels and as Senior Consultant at Jochen Witt Consulting. She is fluent in German, Turkish, English and French. The broad area of her research is marketing strategy, international marketing and consumer behavior in service contexts. Professor Ates publishes in the Journal of Service Research, Journal of Service Management, the Schmalenbach Business Review, the Journal for Public and Nonprofit Services and, the Marketing Review St. Gallen, among others. She received the Journal of Service Management's 2017 Robert Johnston Outstanding Paper of the Year Award. As of 2019, she has been appointed to the Editorial Advisory Board of the Journal of Service Management. Since September 2020, she is the Academic Director of the Bachelor in Logistics (B.Sc.).