The Khoa Do (Bin)

I am an Assistant Professor (UK Lecturer) of Marketing at Royal Holloway-University of London. I have two main research areas: services marketing (service robotics, organizational frontlines); and transformative consumer research (anthropomorphism, green marketing, political identity).

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As a behavioral scientist, I employ a multi-method approach in my research, including field experiments, controlled experiments, Facebook A/B tests, surveys (PLS-SEM), text mining, and secondary data analysis. 

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My work has been published in Journal of Service Research, Psychology & Marketing, Journal of Service Management, among others. My other works are under review at premier journals, including Journal of Marketing and British Journal of Management.