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Personal profile

Personal information

Mirella Kleijnen is professor of Customer Experience Management at the marketing department of the School of Business and Economics. She also serves as a Vice Dean of Education on the Board of SBE. She obtained her PhD from the School of Business and Economics, Maastricht University, the Netherlands. Her PhD thesis focused on consumer evaluations of mobile service innovations. Her work has been published in several academic journals, among which Journal of the Academy of Marketing ScienceJournal of RetailingJournal of Services ResearchInternational Journal of Management Reviews, Journal of Interactive Marketing, and Journal of Economic Psychology. She also serves on the editorial board of Journal of Service Research and European Journal of Marketing and she is  Accosiate Editor of the section Technology, Interactive and Social Media for the Journal of Business Research.  

Research

Her current research interests include adoption versus resistance toward innovation, customer experience management, digital marketing, and more recently health marketing.

Teaching

Currently, Mirella Kleijnen is Vice Dean of Education at SBE. Before taking on this role, she was the program director of the Bachelor's programma International Business Adminstration. Addtionally, she had a leading role in curriculum innovation during her work in the Committee van der Wel. This Committee's assignment was to completely renew the education portfolio of SBE. The cocreation project that was initiated to develop the new curricula was lead by her. 

From a teaching perspective, she has a strong track record in various teaching programs, including bachelor, master, and post-graduate level. She has taught a variety of courses, including Consumer Science for Online Commerce, Marketing Sustainable Innovations, Creativity & innovation, Marketing Strategy and MSc Thesis coordination and supervision. 

Grants

Doctoral Grant for Teachers by NWO

€ 180,750 grant awarded to Anna de Visser-Amundson as a PhD student, supervised by Mirella Kleijnen, for the project “From Waste to Taste: The effect of Product Cues on Consumer Preferences for Rescued-based Food”.

MSI Research Grant "Social interactions and social media marketing"

$ 9,400 grant for the project: “Moments that matter: The impact of online social interaction on the customer journey”, together with Anne Kranzbühler (Vrije Universiteit Amsterdam)

MSI “Ideas Challenge” Grant 

$ 10,000 seeding grant for the project: “The Customer Innovation Journey: Incorporating Customers Effectively in the Innovation Process via Social Media”, together with Corine Noordhoff (Vrije Universiteit Amsterdam), Koen Pauwels (Ozyegin University, Istanbul) and Rosanna Garcia (Northeastern University, Boston)

Prizes and Awards

SBE Best Lecturer Award 2011 
Award granted by the Student Counsil of the School of Business and Economics.

EJM Highly Commended Reviewer Award 2010 
Award granted by the European Journal of Marketing for outstanding review activities for the journal. 

JR Best Paper Award
Best paper award for the article “An Assessment of Value Creation in Mobile Service Delivery and the Moderating Role of Time Consciousness” in the Special Issue on “Competing through Service Excellence” in the Journal of Retailing (2007), sponsored by the Center for Services Leadership, W. P. Carey School of Business, Arizona State University.  

Ancillary activities

No ancillary activities

Ancillary activities are updated daily

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

innovation Social Sciences
insurance Social Sciences
grant Social Sciences
natural disaster Social Sciences
Turkey Social Sciences
social network Social Sciences
marketing Social Sciences
customer Social Sciences

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Research Output 2001 2019

Outsourcing the pain, keeping the pleasure: Effects of outsourced touchpoints in the customer journey

Kranzbühler, A. M., Kleijnen, M. H. P. & Verlegh, P. W. J., 2019, In : Journal of the Academy of Marketing Science. 47, 2, p. 308-327

Research output: Contribution to JournalArticleAcademicpeer-review

Pain
Pleasure
Outsourcing
Brand evaluation
Consumer responsibility

Identifying Non-Adopter Consumer Segments: An Empirical Study on Earthquake Insurance Adoption in Turkey

Adigüzel, F., Kleijnen, M., Erkan, B. B. B. & Yozgatligil, C. T., 19 Jun 2018, In : Journal of Consumer Affairs. p. 1-24 24 p.

Research output: Contribution to JournalArticleAcademicpeer-review

insurance
natural disaster
Turkey
insurance company
disaster

Orchestrating the customer journey: Four essays on how to create meaningful customer experiences

Kranzbühler, A. M., 2018, 252 p.

Research output: PhD ThesisPhD Thesis - Research VU, graduation VUAcademic

Open Access
File

The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda

Kranzbuhler, A. M., Kleijnen, M. H. P., Morgan, R. & Teerling, M., 2018, In : International Journal of Management Reviews. 20, 2, p. 433-456

Research output: Contribution to JournalArticleAcademicpeer-review

Open Access
Time and motion study
Decision making
Customer experience
Research agenda

Mobile shopper marketing: Key issues, current insights, and future research avenues

Shankar, V., Kleijnen, M. H. P., Ramanathan, S., Rizley, R., Holland, S. & Morrissey, S., 2016, In : Journal of Interactive Marketing. 34, May, p. 37-48

Research output: Contribution to JournalArticleAcademicpeer-review

Shopper marketing
Purchase
Shopping
Employees
Process model

Activities 2008 2018

  • 6 Editorial work
  • 6 Lecture / Presentation

Journal of Business Research (Journal)

M.H.P. Kleijnen (Associate editor)
Sep 2018 → …

Activity: Peer review and Editorial workEditorial workAcademic

Journal of Service Research (Journal)

M.H.P. Kleijnen (Member of editorial board)
Aug 2017 → …

Activity: Peer review and Editorial workEditorial workAcademic

Journal of Service Research (Journal)

M.H.P. Kleijnen (Member of editorial board)
2017

Activity: Peer review and Editorial workEditorial workAcademic

Journal of Business Research (Journal)

M.H.P. Kleijnen (Member of editorial board)
2016

Activity: Peer review and Editorial workEditorial workAcademic

Journal of Business Research (Journal)

M.H.P. Kleijnen (Member of editorial board)
Apr 2016 → …

Activity: Peer review and Editorial workEditorial workAcademic

Prizes

EJM Highly Commended Reviewer Award

M.H.P. Kleijnen (Recipient), 2009

PrizeAcademic

Research grant of the Marketing Science Institute ($9,400)

Anne-Madeleine Kranzbühler (Recipient) & M.H.P. Kleijnen (Recipient), 2014

PrizeAcademic

grant
marketing
interaction
science
social media

Top cited article 2007-2011 in Journal of Research

M.H.P. Kleijnen (Recipient), K. de Ruyter (Recipient) & M.G.M. Wetzels (Recipient), 2012

PrizeAcademic