JUNIOR RESEARCHER
Research fellow at the Department of Economic and Management, University of Parma, where she received her Ph.D. in Economics and Management of Innovation and Sustainability.
She is an adjunct lecturer at the Trade and Consumer Marketing degree program of the Health & Wellness Marketing and E-Commerce and Digital Analytics teachings.
Since January 2024, she has been a Member of the Placement Commission of the Department of Economic and Business Sciences of the University of Parma, for the promotion of the Department's Placement activities (activation of internships, recruiting and employer branding activities by companies at the Department) and for the organization of Placement Day, a day to promote the meeting between companies and students.
Carries out research activities within the Loyalty Observatory, dedicated to the topics of customer loyalty, customer relationship management and customer experience. In particular, she has focused on the study, from an Omnichannel perspective, of coordinated touchpoint management strategies and CRM and loyalty management activities oriented toward customer loyalty. On this topic, she has published scientific contributions nationally and internationally.
MAIN PUBLICATIONS
- SALVIETTI, G. (2025). Fostering Loyalty through Engagement and Gamification. Book chapter for the book Ziliani, C. & Ieva, M., "Loyalty Management: Driving Engagement with Loyalty Programs and Customer Experience," Routledge. ISBN: 9781032510354.
- SALVIETTI, G., IEVA, M., & ZILIANI, C. (2024) Driving Channel Integration Perception in Omnichannel Environments: The role of Touchpoints, JOURNAL OF PRODUCT & BRAND MANAGEMENT, Vol. ahead-of-print No. https://doi.org/10.1108/JPBM-12-2023-4873.
- OZUEM, W., RANFAGNI, S., WILLIS, M., SALVIETTI, G., HOWELL, K. (2024). Exploring the Relationship Between Chatbots, Service Failure Recovery and Customer Loyalty: A Frustration-Aggression Perspective, PSYCHOLOGY & MARKETING, DOI:10.1002/mar.22051 (Journal ranked as scientific according to latest journal classification for ASN).
- SALVIETTI, G. & IEVA, M. (2024) The right tool for the right job: identifying relevant touchpoints to achieve seamlessness in the fashion sector. Book chapter for the book Ozuem, W. & Ranfagni, S., "Digital Transformation for Fashion and Luxury Brands: Theory and Practice," Palgrave. ISBN: 978-3-031-35588-2.
- SALVIETTI, G., RANFAGNI, S., BERTI, D. (2024) Ensuring customer satisfaction and loyalty of online health and well-being: a comparison study across types of services. Proceedings of the Sinergie-SIMA Conference 2024 "Management of sustainability and well-being for individuals and society", University of Parma. ISBN: 978-88-94-7136-5-7. Short paper.
- SALVIETTI, G., IEVA, M., & ZILIANI, C. (2023). Loyalty Program Engagement: the role of customer preference for rewards and Generations. Proceedings of the 20th Conference of the Italian Marketing Society 2023 "Marketing for Wellness, Health and Care," University of Florence. ISBN: 978-88-947829-0-5-1. Full paper.
- SALVIETTI, G., IEVA, M., ZILIANI, C. (2023). Generations and Their Preferences for Loyalty Program Rewards in Supermarket Retailing. In: Gázquez-Abad, J.C., Martínez-López, F.J., Gielens, K. (eds) Advances in National Brand and Private Label Marketing. NB&PL 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-32894-7_7.
- SALVIETTI, G., RANFAGNI, S. & BERTI, D. (2023) Framing Generation Z's purchase process of "active" brands: an information-based mixed-method approach, MICRO & MACRO MARKETING, 32(2), 281-310. DOI: 10.1431/107643, (Journal classified as scientific according to latest journal classification by ASN).
- 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, 0959-0552, DOI 10.1108/IJRDM-10-2021-0485 (Journal classified as scientific according to latest journal classification by ASN).