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Research

 

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Services Marketing (AI & service robots, organizational frontlines)

Transformative Consumer Research (prosocial & sustainable behaviors)

MAIN REFEREED PUBLICATIONS

Services Marketing

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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. 

  • Invited for paper development workshop at Journal of Consumer Research        

  • Media coverage: RHUL News, Tech Xplore 

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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. 

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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. 

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Huy Gip, Khoa T. Do, Priyanko Guchait, Fernandez Garcia, and Ayşın PaÅŸamehmetoÄŸlu (2022), “Employee Mindfulness and Creativity: When Emotions and National Culture Matter,” The Service Industries Journal. 

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Transformative Consumer Research

 

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.​​

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​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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SELECTED WORKS IN PROGRESS

Services Marketing

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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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Khoa T. Do, Woody Kim, and Michael Brady, “Topic Area: Political Orientation and Adventure Services,” (invited for second round at Journal of Service Research)

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Nisreen Ameen, Vera Hoelscher, Jacky Cheah, and Tippayanet Sorosrungruang, Khoa T. Do, and Senmao Xia, “Topic Area: Responsible AI for Ethnic Minority Patients in Health Services,” (under review at European Journal of Information Systems)​​​

 

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 by end of 2025)

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