Research

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 

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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 Paşamehmetoğlu (2022), “Employee Mindfulness and Creativity: When Emotions and National Culture Matter,” The Service Industries Journal. 

• 2022 Best Paper Award in The Service Industries Journal

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Transformative Consumer Research

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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). 

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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% outputs tracked 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. 

• Media coverage: UH News, WHO, New Indian, EurekAlert (top 5% outputs tracked by Altmetric)​​