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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 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

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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. 

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

  • Media coverage: UH News, EurekAlert, Science X, AZo (top 5% of all outputs scored by Altmetric)

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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

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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)

  •  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 AMA SERVSIG Best Dissertation Award

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

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Transformative Consumer Research

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Mandeep Mahendru, Gagan Deep Sharma, Nisreen Ameen, Khoa, T. Do, Kamlesh Singh, and Vijay Perierae, “Beyond Traditional Metrics: Developing and Validating an Ethics-based Multi-Dimensional Scale for Consumer Financial Well-Being,” (under review at Psychology & Marketing)​​

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