Anastasia Dikareva-Brugman is a PhD candidate at the Amsterdam Business School since 2018. Her research aims to provide a better understanding of multi-touchpoint customer behaviour and customer journeys in general. She is currently working on her first project, that investigates the behavioural and financial consequences of a forced/reinforced channel migration strategy of a large-scale Dutch insurance company from offline to mobile channel. Before joining the PhD programme Anastasia was a research assistant at Vrije Universiteit Amsterdam, where she also earned a Master’s degree in Marketing (cum laude) in 2017.