Customers and Relations

This theme includes research on all kinds of customers' experiences of and responses to brands, product and service offerings, marketing communication, marketing activities as well as other conditions in the markets.


Responsible faculty member:

Researchers focusing on the area:

Prof. Tore Strandvik
Assoc. Prof. Pia Polsa
Assoc. Prof. Annika Ravald
Asst. Prof. Johanna Gummerus
Asst. Prof. Christian Kowalkowski
Post-doc. Karl-Jacob Mickelsson


Specific topics

  • Customer experiences in B2C and B2B
  • Customer value formation
  • Service/product quality, customer satisfaction
  • Customer involvement and engagement
  • Customer activities and practices
  • Customer network relationships
  • Relationship marketing, customer
  • Value selling, solutions selling
  • Service interface, service encounters, servicescapes
  • Customers' social media use
  • Brand relationships and image

Focus industries studied in the area

  • Financial services and banking industry
  • Tourism and hospitality industry

Recent publications

In the research database you will find all research activity.
To the research database



2014 Bo Edvardsson, Christian Kowalkowski, Tore Strandvik, Päivi Voima 'Negative critical waves in business relationships' Journal of Business & Industrial Marketing, vol 29, no. 4, pp. 284-294.
2014 Hannele Kauppinen-Räisänen, Johanna Gummerus, Catharina von Koskull, Åke Finne, Anu Helkkula, Christian Kowalkowski, Anne Rindell 'Am I worth it? Gifting myself with luxury' Journal of Fashion Marketing and Management, vol 18, no. 2, pp. 112-132.
2014 Hannele Kauppinen-Räisänen, Anne Rindell, Charlotta Åberg 'Conveying conscientiousness: Exploring environmental images across servicescapes' Journal of Retailing and Consumer Services, vol 21, no. 4, pp. 520-528.
2014 Paul Henry Viio, Christian Grönroos 'Value-based sales process adaptation in business relationships' Industrial Marketing Management, vol 43, no. 6, pp. 1085-1095.


2013 Christian Grönroos, Päivi Voima 'Critical service logic: making sense of value creation and co-creation' Journal of the Academy of Marketing Science, vol 41, no. 2, pp. 133-150.


2012 Christian Grönroos, Pekka Helle 'Return on relationships:' Journal of Business & Industrial Marketing, vol 27, no. 5, pp. 344-359.
2012 Johanna Gummerus, Veronica Liljander, Emil Weman, Minna Hannele Pihlström 'Customer Engagement in a Facebook Brand Community' Management Research Review, vol 35, no. 9, pp. 857 - 877.
2012 Christian Grönroos 'Conceptualising value co-creation: A journey to the 1970s and back to the future' Journal of Marketing Management, vol 28, no. 13-14, pp. 1520-1534.