The Khoa Do (Bin)

 

I am an Assistant Professor of Marketing at Royal Holloway-University of London. My main research area is services marketing (AI & service robots, transformative service research). My dissertation received an honorable mention at the 2023 Psychology of Technology Institute's Dissertation Award and was the winner of the prestigious 2024 AMA SERVSIG Best Dissertation Award. I was also the 2025 recipient and 2026 finalist of the AMA Organizational Frontlines Young Scholar Research Award.  

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As a consumer behavioral scientist, I employ a multi-method approach in my research, including field experiments, controlled experiments, social media A/B tests, text mining, eye tracking, 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 and Journal of Service Research.