Mirella’s research centres on customer experience management, examining how organizations design and manage interactions with customers across digital and physical environments. Her work spans topics such as digital transformation, innovation adoption and resistance, and consumer decision-making, with a particular interest in how technology reshapes customer journeys and service experiences. Across these themes, her research focuses on how organizations can navigate complex real-world challenges while creating value for customers, organizations, and society.
Her work is closely connected to organizational practice and societal developments. She collaborates with organizations across sectors on themes such as customer experience, innovation, and service transformation, combining academic insight with practical challenges faced by organizations in rapidly changing environments. More recently, her research has also expanded into health-related settings, including work on self-management health tools, physician choice, healthcare journeys, and healthcare systems. Through these projects, she examines how individuals experience increasingly complex service systems and how organizations can design interactions and support structures that better serve users and stakeholders.
Her ability to bridge academic insight and practical relevance has been recognised through awards such as the MOA Insights Scientist Award, which specifically acknowledged her contributions to customer experience management in the digital age. Beyond research publications, she engages regularly with practitioners through keynote presentations, workshops, advisory activities, and collaborations with industry partners.
Her research has been published in leading international journals, including the Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Interactive Marketing, and the International Journal of Research in Marketing. She is Co-Editor-in-Chief of the Journal of Business Research, one of the largest journals in marketing and management, with broad international reach across disciplines. In that role, she contributes not only to the development of the field, but also to the governance and strategic development of a large-scale international journal. She also serves as Associate Editor at the Journal of Service Research.
Beyond publishing, she is actively involved in the wider academic community through editorial work, conference organization, doctoral supervision, mentorship, and academic workshops. She regularly contributes to the development of scholars at different career stages through doctoral training, reviewer workshops, and international research seminars, while also helping shape discussions around research quality, interdisciplinarity, and impact within the field.
