Customer-Centricity & Market Insights

This theme involves exploring/prioritizing the needs and experiences of customers as well as defining, analyzing, and utilizing data about customers and the broader market to leverage marketing strategies. As such, it explores the use of customer data and analytics to inform marketing decisions and management

Responsible faculty members:

Professor Maria Holmlund-Rytkönen
 

Specific topics

  • Customer insights  
  • Customer experience  
  • Customer value  
  • Consumer culture 
  • Data analytics 
  • Data-driven decision making and management 
  • Service systems
  • Artificial intelligence
  • Sustainability

 

Impact on SDGs

9: Industry, innovation and Infrastructure 
12: Responsible consumption and production
 

Faculty, postdoctoral and doctoral reseachers

Ciuchita, R., Mahr, D., & Odekerken-Schröder, G. (2019). “Deal with it”: How coping with e-service innovation affects the customer experience. Journal of Business Research, 103, 130-141.https://doi.org/10.1016/j.jbusres.2019.05.036

Diaz Ruiz, C. & Nilsson, T. (2023). Disinformation and echo chambers: How disinformation circulates on social media through identity-driven controversies. Journal of Public Policy & Marketing, 42(1), 18-35.https://doi.org/10.1177/07439156221103852

Heinonen, K. and Medberg, G. (2018), "Netnography as a tool for understanding customers: implications for service research and practice", Journal of Services Marketing, Vol. 32 No. 6, pp. 657-679. https://doi.org/10.1108/JSM-08-2017-0294

Heinonen, K., & Lipkin, M. (2023). Ordinary customer experience: Conceptualization, characterization, and implications. Psychology & Marketing, 40(9), 1720-1736. https://doi.org/10.1002/mar.21830 

Holmlund, M., Van Vaerenbergh, Y., Ciuchita, R., Ravald, A., Sarantopoulos, P., Ordenes, F. V., & Zaki, M. (2020). Customer experience management in the age of big data analytics: A strategic framework. Journal of Business Research, 116, 356-365. https://doi.org/10.1016/j.jbusres.2020.01.022

Reitsamer, B. & Becker, L. (2024). Customer journey partitioning - A customer-centric perspective beyond stages and touchpoints. Journal of Business Research, 181, 114745. https://doi.org/10.1016/j.jbusres.2024.114745

Salminen, J., Mustak, M., Corporan, J., Jung, S. G., & Jansen, B. J. (2022). Detecting pain points from user-generated social media posts using machine learning. Journal of Interactive Marketing, 57(3), 517-539. https://doi.org/10.1177/109499682210955

Schauman, S., Heinonen, K., & Holmlund, M. (2021). Crafting customer insight: What we can learn from the revival of the vinyl record. Business Horizons, 64(2), 261-271. https://doi.org/10.1016/j.bushor.2020.12.00

Latest

Events

06
Feb

Accounting for Sustainability: Dr. Mislav Radic

10:00
Online
10
Jun

Legal Conference: Navigating the New Corporate Landscape: Business, Sustainability and Security

08:00
Helsinki