The Khoa Do (Bin)

 

I am an Assistant Professor of Marketing at Royal Holloway-University of London. My main research areas lie in services marketing (AI & service robots, organizational frontlines) and transformative consumer research (prosocial & sustainable behaviors, minimalism). My dissertation received an honorable mention at the 2023 Psychology of Technology Dissertation Awards and won the 2024 SERVSIG Best Dissertation Award.

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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 analyses. 

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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 (UTD, FT 50) and Journal of Business Ethics (FT 50).