Ekaterina Panina profile picture
Doctoral Candidate, Marketing
M.Sc. (Econ. & Bus. Adm.)
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 Panina is a doctoral candidate in Marketing since January 2018, working under the supervision of Elina Jaakkola and Harri Terho. She is interested in creating new knowledge in the areas of strategic marketing, specifically customer experience management, and B2B relationships. Ekaterina is writing her dissertation on Customer Experience Management in business-to-business context, focusing on different levels of the phenomenon in an organization. Ekaterina came from St. Petersburg, Russia, to study at the University of Turku in 2012 and graduated as a Bachelor and then a Master of Science in Economics and Business Administration in 2017.


As an assistant teacher, Ekaterina participates in teaching a first-year bachelor-level marketing course (MAY Markkinoinnin perusteet). She is currently involved in developing and teaching the course on digital marketing tools (MA23 Digimarkkinoinnin käytännöt). Previously, Ekaterina acted as an assistant teacher in TEVY-course in 2016-17.


Currently, Ekaterina is working on her doctoral dissertation project involving research on strategic CX management in b-to-b companies, identifying connections between CX management activities and firm's CX goals as a part of systematic attempts at creating differentiating CX.

Ekaterina's broader research interests lie in the following topics: Customer experience and customer experience management throughout different contexts; Customer journey analysis and service design;  Consumer behavior in omnichannel service environments; Sustainable marketing and social entrepreneurship.


Sort by: