Research
Services Marketing (AI & Service Robots, Transformative Service Research)
MAIN REFEREED PUBLICATIONS
AI & Service Robots
Khoa T. Do (2025), “Generative AI in service research: promise or peril?,” The Service Industries Journal.
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, Tech Xplore
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 Service Research (TSR)
Mandeep Mahendru, Gagan Deep Sharma, Nisreen Ameen, Khoa, T. Do, Vijay Perierae, and Kamlesh Singh (2025), “Beyond Traditional Metrics: Developing and Validating a Multi-Dimensional Scale for Consumer Financial Well-Being,” Psychology & Marketing.
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 2020 SMA Annual Conference
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Media coverage: UH News, Science X, AZo (top 5% of all outputs scored by Altmetric)
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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2023 Psychology of Technology Dissertation Awards (Honorable Mention)
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Invited for Paper Development Workshop at International Journal of Research in Marketing
Khoa T. Do, Woody Kim, and Michael Brady, “Topic Area: Political Orientation and Adventure Services,” (invited for second round at Journal of Service Research)
Khoa T. Do, Kimmy W. Chan, and Stephanie Noble, “Topic Area: Minority Customers in Frontline Services,” (targeting Journal of Marketing Research)
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Finalist of 2026 AMA Organizational Frontlines Young Scholar Research Award
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Selected for 2026 AMA-Sheth Foundation Early Career Consortium
Khoa T. Do, Kimmy W. Chan, and Choi Sze Lok, “Topic Area: Minority Frontline Employees and Solo Services,” (data collection completed, to be submitted to Journal of Marketing in summer 2026)