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Trifu, Andreea Claudia
Business Management
PhD: Universidad de Zaragoza
Office D2-4
Biography
Andreea Trifu is an Assistant Professor on Tenure Track in the Department of Business Management at CUNEF Universidad. She holds a PhD in Economics and Business Management from the University of Zaragoza, for which she received the Extraordinary Doctorate Award. Her research explores customer experience, customer-firm interactions and touchpoints, with a strong focus on digital environments, digital platforms and the implications derived from digital transformation. Her work has been published in prestigous journals such as Journal of Business Research, Journal of Research in Interactive Marketing or Journal of Business & Industrial Marketing, among others. Her research has been recognized with numerous prestigious awards, including the Best Paper Award in the Customer Experience & Journeys Track at SERVSIG 2022, Best Paper Award in the Marketing Section at ACEDE 2022, and the Rodolfo Vázquez Casielles award in the Marketing Section at ACEDE 2021.
Education
PhD in Economics and Business Management, Universidad de Zaragoza (2022)
Master in International Business Management, Universidad Pablo de Olavide (2017), and Master in Research in Business Administration and Economics, Universidad de Salamanca (2016)
Bachelor's Degree in Marketing, University of Bucharest (2015)
Research Interests
Customer experience, digital transformation, digital platforms, service marketing
Most relevant publications
Cambra-Fierro, Jesús; Patrício, Lia; Polo-Redondo, Yolanda; Trifu, Andreea: "It's the moment of truth: a longitudinal study of touchpoint influence on business-to-business relationships", Journal of Research in Interactive Marketing, 19(4), 503-526. 2025.
Gao, Lily Xuehui; López-Pérez, María Eugenia; Melero-Polo, Iguácel; Trifu, Andreea: "Ask ChatGPT first! Transforming learning experiences in the age of artificial intelligence", Studies in Higher Education, 49(12), 2772-2796, 2024.
Gao, Lily Xuehui; Melero-Polo, Iguácel; Ruz-Mendoza, Miguel Á.; Trifu, Andreea: "Exploring the role of service touchpoints on the path to financial, behavioral and relational customer outcomes: insights from a B2B service context", Journal of Business & Industrial Marketing, 37(11), 2260-2277, 2022.
Cambra-Fierro, Jesús; Polo-Redondo, Yolanda; Trifu, Andreea: "Short-term and long-term effects of touchpoints on customer perceptions", Journal of Retailing and Consumer Services, 61, Art. 102520, 2021.
Ruz-Mendoza, Miguel. A.; Trifu, Andreea; Cambra-Fierro, Jesús; Melero-Polo, Iguácel: "Standardized vs. customized firm-initiated interactions: Their effect on customer gratitude and performance in a B2B context", Journal of Business Research, 133, 341-353, 2021.
Otros profesores
