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Research

 

Services Marketing (AI & service robots, organizational frontlines)

TCR (prosocial & sustainable behaviors, minimalism)

MAIN REFEREED PUBLICATIONS

Services Marketing

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. 

  • Invited for paper development workshop at Journal of Consumer Research        

  • 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. 

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. 

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. 

  • Best Paper Award in Consumer Behavior Track at the 2020 SMA Annual Conference

  • Media coverage: UH News, EurekAlert, Science XAZo (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

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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)

  •  Invited for Paper Development Workshop at International Journal of Research in Marketing

  • The 2023 Psychology of Technology Dissertation Awards (Honorable Mention)

  • Winner of the 2024 SERVSIG Best Dissertation Award

Khoa T. Do, Woody Kim, and Michael Brady, “Topic Area: Political Identity and Adventure Services,” (under review at Journal of the Academy of Marketing Science)

Transformative Consumer Research

Khoa T. Do, “Topic Area: Solo Consumption and Sustainability,” (targeting Journal of Marketing)

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