Henna Leino profile picture
Doctoral Student, International Business
Project Researcher, International Business
M. Sc.


+358 29 450 4068
+358 50 505 7869
Rehtorinpellonkatu 3

Areas of expertise

Emotions and emotional value in services
customer needs


I work as a doctoral candidate at Turku School of Economics. Simultaneously with doctoral studies I have worked in two different TEKES funded projects, both related to emotions research. My key areas of research interests are: emotions and emotional value in services, customer needs, customer experience, healthcare and nursing services. The aim of my doctoral research is to study the emotion-based needs of customers of elderly care services. In addition to service studies I have taken studies in psychology in order to deepen my understanding on emotions and human needs.

My previous work experience build mainly on project management in marketing communications (2006-2015) , especially within the area of place branding and place marketing. As a project manager and project leader I have been responsible for key accounts (mainly Finnish public sector organisations), have participated in the customers’ strategy development and coordinated marketing communications projects. In addition, intraorganisation product and service development were included in my responsibilities. Before this I worked for Silja Line Ltd. (2000-2005) in various assignments: as a marketing communications assistant, as an assistant in the frequent traveller department and in sales and customer service assignments.


I have teaching experience of being a supervisor for a Master's Thesis group (year 2016) and Bachelor's Thesis groups (year 2017-2018) in International Business at Turku School of Economics.


Selected publications:

• Leino, Henna (2017) Secondary but significant: secondary customers’ existence, vulnerability and needs in care services. Journal of Services Marketing, 31 (7), 760-770. 
• Sandberg, Birgitta, Hurmerinta, Leila ja Leino, Henna (2016) COLOURING OUTSIDE THE LINES: Incorporating incidental emotions into the concept of emotional value. Academy of Marketing Conference Proceedings 2016. Newcastle Business School, Northumbria University, UK.
• Leino, Henna (2016) Sekundäärinen muttei toisarvoinen – Läheisten tunneperäiset tarpeet hoivapalveluja kohtaan. Surukonferenssi, 21.-22.4.2016, Tampereen yliopisto.
• Taponen, Henna (2005) Minding the conflict - Conducting socially responsible business in conflict areas. Julkaisussa: Esa Stenberg – Salla Sutinen (toim.): Perspectives on Corporate Social Responsibility in International Business. Turun kauppakorkeakoulun julkaisuja. Sarja Keskustelua ja raportteja 12:2005. Esa Print, Tampere.


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