Research
Services Marketing (AI & service robots, organizational frontlines)
TCR (prosocial & sustainable behaviors, minimalism)
REFEREED PUBLICATIONS
AI & Service Robots
Khoa T. Do and Kimmy W. Chan (2023), “Being Alone or Together: How Frontline Anthropomorphized Robots Affect Solo (vs. Joint) Service Consumption,” Journal of Service Research.
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Invited for paper development workshop at Journal of Consumer Research
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Media coverage: RHUL News
Khoa T. Do, Huy Gip, Priyanko Guchait, and Chen-Ya Wang (2022), “Competition or Collaboration: A Critical Reflection on Future Cobotics in Hospitality,” International Journal of Contemporary Hospitality Management.
Khoa T. Do, Huy Gip, Priyanko Guchait, Chen-Ya Wang, and Eliane Sam Baaklini (2022), “Empathetic Creativity for Frontline Employees in the Age of Service Robots: Conceptualization and Scale Development,” Journal of Service Management.
Transformative Consumer Research
Khoa T. Do and Priyanko Guchait (2023), “It’s Time to Rethink the Consumption of Genetically Modified Foods," Dealing with Socially Responsible Consumers – Studies in Marketing, Palgrave Macmillan (Springer Nature).
Khoa T. Do, Chen-Ya Wang, and Priyanko Guchait (2021), “When Normative Framing Saves Mr. Nature: Role of Consumer Efficacy in Pro-Environmental Adoption,” Psychology & Marketing.
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Best Paper Award in Consumer Behavior Track at the 2020 SMA Annual Conference
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Media coverage: UH News, EurekAlert, Science X, AZo (top 5% outputs tracked by Altmetric)
Khoa T. Do, Chen-Ya Wang, and Priyanko Guchait (2020), “Using Regulatory Focus to Encourage Physical Distancing in Services: When Fear Helps to Deal with Mr. Deadly COVID-19,” The Service Industries Journal. (top 30 all-time most-read articles in SIJ)
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Media coverage: UH News, WHO, New Indian, EurekAlert (top 5% outputs tracked by Altmetric)
Organizational Frontlines
Huy Gip, Priyanko Guchait, Ayşın Paşamehmetoğlu, and Khoa T. Do (2022), “How Organizational Dehumanization Impacts Hospitality Employees Service Recovery Performance and Sabotage Behaviors: The Role of Psychological Well-being and Tenure,” International Journal of Contemporary Hospitality Management.
Huy Gip, Khoa T. Do, Priyanko Guchait, Fernandez Garcia, and Ayşın Paşamehmetoğlu (2022), “Employee Mindfulness and Creativity: When Emotions and National Culture Matter,” The Service Industries Journal.
Xingyu Wang, Priyanko Guchait, Khoa T. Do, Ayşın Paşamehmetoğlu, and Xueqi Wen (2022), “Hospitality Employees’ Affective Experience of Shame, Self-Efficacy Beliefs and Job Behaviors: The Alleviating Role of Error Tolerance,” International Journal of Hospitality Management.
Xingyu Wang, Priyanko Guchait, Khoa T. Do, and Ayşın Paşamehmetoğlu (2021), “Experience of Shame in Service Failure Context among Restaurant Frontline Employees: Does Industry Tenure Matter?,” International Journal of Contemporary Hospitality Management.
SELECTED WORKS IN PROGRESS
Services Marketing
Khoa T. Do and Kimmy W. Chan, “Topic Area: Language Used by Intelligent Virtual Agents,” (Dissertation essay, invited for resubmission at Journal of Marketing)
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Invited for Paper Development Workshop at International Journal of Research in Marketing
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The 2023 Psychology of Technology Dissertation Award (Honorable Mention)
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Winner of the 2024 SERVSIG Best Dissertation Award
Khoa T. Do, Michael Brady, and Woody Kim, “Topic Area: Political Identity and Adventure Services,” (data collection completed, preparing for Journal of the Academy of Marketing Science)
Khoa T. Do, Kimmy W. Chan, and Michael Brady, “Topic Area: Minority FLEs in Solo Services,” (targeting Journal of Marketing)
Transformative Consumer Research
Khoa T. Do, “Topic Area: Solo Consumption and Sustainability,” (targeting Journal of Marketing)