Ekaterina Panina profile picture
Postdoctoral Researcher, Marketing
Customer Experience and Journeys


+358 29 450 4199
+358 50 336 7510
Rehtorinpellonkatu 3

Areas of expertise

Customer Experience Management
Customer Experience
Customer Journeys
Multi-Channel Service


Ekaterina (Kati) Panina (she/her) is a Postdoctoral researcher in Marketing. She is excited about socially, environmentally, and economically sustainable business and service development. Her current research interests lie in the topics of 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 analysis, service and experience design, the influence of experiences on socially beneficial behaviors, and service initiatives aimed at solving current global issues.

Communication languages: Finnish, English, Russian


Ekaterina has been a responsible teacher in several bachelor-level marketing courses. Currently, she is responsible for the basics of marketing course (MAY Markkinoinnin perusteet) and web analytics course in a self-directed learning format (MA32 Adobe Analytics for Business). She also has experience in supervising students' thesis work at the bachelor, master, and doctoral levels.


Currently, Ekaterina is employed in the COMMA research project, funded by Business Finland and industry partners, which studies how safety and security-based value is created through the entire system lifespan and how new business is developed from the identified value in a mobile machine context. Ekaterina's research task brings a customer perspective to the project by studying how B2B customers experience cybersecurity and risk in purchasing and using industrial equipment and related services.

Furthermore, Ekaterina is a part of the LSR-funded DESINEX (Designing Circular Economy Experiences) project and a larger CIRCEX consortium funded by the Research Council of Finland. The projects delve into the emergence and role of human experiences in the circular economy, studying how circular economy experiences affect individuals' engagement with circular economy practices and how these experiences can be designed to encourage different stakeholders along the material circulation journey, to participate more readily in the circular economy efforts.

She is also working on several articles related to her research interests and finalizing publications from her doctoral research project on strategic CX management in b-to-b firms. The project identified connections between CX management activities and target experiences as a part of systematic attempts at creating differentiating CX.


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