FULL PROFESSOR
Full Professor of Marketing at the Department of Economic and Management of the University of Parma and Scientific Head of the Loyalty Observatory of the same University. Cristina Ziliani teaches "Loyalty Marketing," "Negotiation," and "International Branding and Retailing" within the Master's Degree in Trade and Consumer Marketing, of which she has been Chair for twelve years, and the Master's Degree in International Business and Development.
She received her Ph.D. in Economics from Bocconi University, did postdoctoral training at Oxford University and taught at numerous foreign universities including: Portland State University (USA), Kobe University (Japan), Rangsit University (Thailand), University of Ghent (Belgium), University of Valencia and ESADE (Spain).
As Scientific Manager of the Loyalty Observatory for 25 years, she has been directing its research strands, consulting, training and dissemination activities in the areas of loyalty, CRM and customer experience. She is a speaker at major international events dedicated to loyalty such as Loyalty Summit CMX (Zurich and Stockholm), The Australian Loyalty Association Conference, ABEMF Conference (Brazil).
She is a judge of major international and national awards dedicated to loyalty, namely: International Loyalty Awards, International ECHO Awards, European Loyalty Awards, Promotion Awards.
She is a member of the Editorial Board of four scientific journals and a reviewer for ten journals and five international conferences. She has received seven awards for his scientific contributions, including the Best Paper Award at the Excellence in Services International Conference, and twice the Best Paper Award at the Annual Conference of the Italian Society of Marketing.
She is the author of more than one hundred studies published in international scholarly journals such as the Journal of Retailing Consumer Services and the Journal of Advertising Research, as well as having written, together with Marco Ieva, the book Loyalty Management: Driving Engagement with Loyalty Programs and Customer Experience for the international publisher Routledge (2025).
AREAS OF RESEARCH
- Loyalty Marketing, Customer Loyalty and CRM Strategy Analyses - in particular, Multi and Omnichannel
- Creation of Loyalty Programs
- Measuring the Effectiveness of Promotional Communications – in particular, Paper vs Digital
- Innovative Models for the Segmentation of Customers from Databases
- Analyses of Touchpoint Impact on Retailer and Brand Loyalty
- Training of Personnel involved in CRM and Customer Loyalty Programs about the aforementioned subjects
RECENT PUBLICATIONS
- Ziliani, C., Ieva, M., (2025) Loyalty Management: Driving Engagement with Loyalty Programs and Customer Experience (Routledge)
- Ieva, M., Ziliani, C., Gázquez-Abad, J. C., & D'Attoma, I. (2022). "I read, therefore I buy? Analyzing the impact of flyer distribution and readership on purchase behavior." Journal of Retailing and Consumer Services, 64, 102725
- SALVIETTI, G.; ZILIANI, C.; TELLER, C.; IEVA, M.; RANFAGNI, S. (2022). "Omnichannel retailing and post-pandemic recovery: building a research agenda," INTERNATIONAL JOURNAL OF RETAIL AND DISTRIBUTION MANAGEMENT, ISSN: 0959-0552.
- Ieva, M., & Ziliani, C. (2018). "The role of customer experience touchpoints in driving loyalty intentions in services." The TQM Journal, 30(5), 444-457.
- Ieva, M., & Ziliani, C. (2018). "Mapping touchpoint exposure in retailing: Implications for developing an omnichannel customer experience." International Journal of Retail & Distribution Management, 46(3), 304-322.