Ekaterina (Kati) Panina (she/her) is a Postdoctoral researcher in Marketing. She is excited about socially 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 to B2B services. She is also interested in customer journey analysis, service and experience design, the influence of experiences on socially beneficial behaviors, and service initiatives within complex ecosystems.
Communication languages: Finnish, English, Russian
Ekaterina is a responsible teacher in several bachelor-level marketing courses, such as the basics of marketing course (MAY Markkinoinnin perusteet), the course on digital marketing tools (MA23 Digimarkkinoinnin käytännöt), and web analytics course in a self-directed learning format (MA32 Adobe Analytics for Business). She also has experience in supervising master's students' thesis work.
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 customers experience risk along their journey with the manufacturers, their machines, and value-added services.
Furthermore, Ekaterina is a part of LSR-funded DESINEX - Designing Circular Economy Experiences, which studies how the experiences of diverse stakeholders within CE ecosystems affect their engagement with CE practices and how stakeholder experiences within CE ecosystems can be designed to facilitate their engagement with CE practices.
She is also working on articles related to her research interests and finalizing publications from her doctoral 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.