Personal profile

Personal information

Mirella Kleijnen is Professor of Customer Experience Management at the Marketing Department of the School of Business and Economics (SBE), Vrije Universiteit Amsterdam. She also serves as a Vice Dean of Education on the Board of SBE and as of January 1, 2023 she has taken up the role of Co-Editor in Chief of the Journal of Business Research. She obtained her PhD from the School of Business and Economics, Maastricht University. Her research has been widely published in marketing journals (e.g., Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing) as well as journals publishing technology and service management topics (e.g., Journal of Service Research, Journal of Interactive Marketing, Journal of Economic Psychology, International Journal of Management Reviews, Journal of Cleaner Production). Mirella is also Associate Editor of Journal of Service Research and serves on the editorial board of Journal of Interactive Marketing. She is the recipient of several best paper, reviewer, and teaching excellence awards and most recently was named Insights Scientist of the Year (2022) at the MOA Awards for her contributions to customer experience management in the digital age. Her current research projects include topics within customer experience management, adoption versus resistance toward innovation, digital marketing and, more recently, health marketing.


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



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. 


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

MOA Insights Scientist of the Year 2022
Award granted by the Marketing Research Association of the Netherlands.
This year's topic: Customer Experience Management in the Digital Age.

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

  • Journal of Business Research | Londen | Co-Editor-in-Chief | 2023-01-01 - 2025-12-31
  • International Scientific Advisory Board of ISCTE | Lisbon | Adviseur | 2024-05-15 - present

Ancillary activities are updated daily

Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 12 - Responsible Consumption and Production
  • SDG 16 - Peace, Justice and Strong Institutions


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Collaborations and top research areas from the last five years

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