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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.  


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

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.  

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