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- Trifu Andreea Claudia
BIO
Professor Trifu has a PhD in Economics and Business Management from the University of Zaragoza, for which she received the Extraordinary Doctorate Award. Her expertise lies in exploring customer experience, customer-firm interactions and touchpoints, and the customer journey, with a strong focus on B2B interactions and buyer-supplier relationships. Her work has been widely recognized and published in renowned journals such as the Journal of Business Research, Journal of Retailing and Consumer Services, and Journal of Business & Industrial Marketing. Her research has been recognised 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.
Research IDs:
Orcid: https://orcid.org/0000-0001-5674-5536
Research Gate: https://www.researchgate.net/profile/Andreea-Trifu-2
LinkedIn: https://es.linkedin.com/in/andreeatrifu
Google Scholar: https://scholar.google.es/citations?user=CV4MR4sAAAAJ&hl=es&oi=ao
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, customer-provider interactions, customer journey, B2B marketing
Career
Lecturer in Marketing, Universidad de Zaragoza, 2022–2023
Researcher (FPI PhD and Postdoc), Universidad de Zaragoza, 2019–2022
Publications in Scientific Journals
Cambra-Fierro, Jesús; Fuentes-Blasco, María; Gao, Lily Xuehui; Melero-Polo, Iguácel; Trifu, Andreea: “The influence of communication in destination imagery during COVID-19”, Journal of Retailing and Consumer Services, 64, Art. 102817, 2022.
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.
Cambra-Fierro, Jesús; Gao, Lily Xuehui; Melero-Polo, Iguácel; Trifu, Andreea: “How do firms handle variability in customer experience? A dynamic approach to better understanding customer retention”, Journal of Retailing and Consumer Services, 61, Art. 102578, 2021.
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