Ekaterina Panina- Doctor of Science
- Postdoctoral researcher at University of Turku
Ekaterina Panina
- Doctor of Science
- Postdoctoral researcher at University of Turku
About
4
Publications
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Introduction
Ekaterina Panina is a Postdoctoral researcher in Marketing at Turku School of Economics. She is excited about socially, environmentally, and economically sustainable business and service development. Her current research interests lie in customer experience (CX) and CX management in different contexts, from omnichannel retailing and sharing economy platforms to industrial solutions and services. She is also interested in customer journey, service and experience design.
Skills and Expertise
Current institution
Additional affiliations
January 2018 - September 2022
Publications
Publications (4)
Purpose
The rapid growth of digital peer-to-peer (P2P) platforms has contributed to increased circular consumption characterized by high consumer uncertainty, which in turn affects consumer attitudes and behaviors. However, research has addressed uncertainty in platform services through a narrow conceptualization that neglects its experiential natu...
Although many prominent contemporary service contexts involve a high sense of risk for the customer, existing research on customer experience has seldom addressed risk. This chapter charts and examines the role of risk in service experience, focusing on B2B customer journeys that encompass purchase and usage processes by multiple individuals. By in...
This chapter offers a state-of-the art overview on what customer experience is, how it emerges, and how it can be managed in service contexts. The chapter outlines the research background and alternative conceptualizations of customer experience, discussed from two perspectives: first, how experiences emerge from the customer’s perspective, along a...
Omnichannel literature largely assumes that retailers should integrate touchpoints across channels to promote seamless experiences. This paper challenges this assumption by exploring how perceived journey integration affects customer experience in omnichannel retailing. A qualitative study reveals that two dimensions of journey integration—consiste...
