王貞雅 Chen-Ya Wang

副教授 Associate Professor

cywang@iss.nthu.edu.tw

服務接觸與溝通 Service Encounters

跨文化服務行銷 Cross-Cultural Services Marketing

餐旅行銷 Hospitality and Tourism Marketing

前線服務人員管理 Management of Frontline Service Employees

Brief Bio

現職 Employment

清華大學服務科學研究所副教授 Associate Professor, Institute of Service Science, National Tsing Hua University, Taiwan

學歷 Education

Ph.D, Hospitality Management,

Penn State University

MS, International Management,

University of St. Gallen

BBA, International Business,

National Taiwan University

學術經歷 Academic Experience

賓州州立大學餐旅管理學院兼任講師

Graduate Instructor, School of Hospitality Management, Penn State University

研究興趣 Research Interests

服務接觸與溝通 Consumer responses to service encounters

跨文化服務行銷 Cross-cultural services marketing

前線服務人員管理 Management of front-line service employees

觀光餐旅行銷 Tourism and hospitality marketing

Select Publications

Gong T, Wang, C-Y., Lee, K. (2022). Effects of characteristics of in-store retail technology on customer citizenship behavior. Journal of Retailing and Consumer Services, 65,102488.
Gong, T., & Wang, C-Y. (2022). The effects of a psychological contract breach on customer-directed deviance. Journal of Business Research, 138, 374- 386.
Do, K. T., Wang, C. Y., & Guchait, P. (2021). When normative framing saves Mr. Nature: Role of consumer efficacy in proenvironmental adoption. Psychology & Marketing, 38(3), 1340-1362.
Do, K.T., Wang, C.-Y. & Guchait, P. (2020). Using regulatory focus to encourage physical distancing in services: when fear helps to deal with Mr. Deadly COVID-19. The Service Industries Journal, 41(1/2), 32-57.
Gong, T., Wang, C.-Y. & Lee, K. (2020). The Consequences of Customer- Oriented Constructive Deviance in Luxury-Hotel Restaurants. Journal of Retailing and Consumer Services, 57, 102254.
Liu, S.Q., Wu, L.L., & Wang, C.-Y. (2020). A Creative-mix or Variety-mix Fusion Experience?Examining Marketing Strategies for Ethnic Fusion Restaurants. International Journal of Hospitality Management, 89, 102596.
Gong, T., & Wang, C.-Y. (2019). How does dysfunctional customer behavior affect employee turnover. Journal of Service Theory and Practice, 29(3), 329-352.
Seger-Guttmann, T., Vilnai-Yavetz, I., Wang, C.-Y., & Petruzzellis, L. (2018). Illegitimate returns as a trigger for customers’ ethical dissonance. Journal of Retailing and Consumer Services, 45, 120-131.
Wang, C.-Y., Guchait, P. Chiang, C.-H. & Weng, W-T. (2017). When customers want to become frontline employees: An exploratory study of decision factors and motivation types. Service Business, 11(4), 871-900.
Wu, L., Mattila, A.S., Wang, C.-Y. & Hanks, L. (2016). The Impact of Power on Service Customers’ Willingness to Post Online Reviews. Journal of Service Research, 19(2), 224-238.
Wang, C.-Y., Miao, L., & Mattila, A.S. (2015). Customer responses to intercultural communication accommodation strategies in hospitality service encounters. International Journal of Hospitality Management, 51, 96-104.
Wang, C.-Y. & Mattila, A.S. (2015). The impact of servicescape cues on consumer pre-purchase authenticity assessment and patronage intentions to ethnic restaurants. Journal of Hospitality & Tourism Research, 39(3), 346-372.
Mattila, A.S., Hanks, L. & Wang, C.-Y. (2014). Others' Service Experiences: Emotions, Perceived Justice, and Behavior. European Journal of Marketing, 48(3/4), 552-571.
Wang, C.-Y., & Mattila, A.S. (2011) "A cross-cultural comparison of perceived informational fairness with service failure explanations", Journal of Services Marketing, 25(6), 429 – 439.
Kim, M.G., Wang, C.-Y., & Mattila, A.S. (2010). The relationship between consumer complaining behavior and service recovery: An integrative review. International Journal of Contemporary Hospitality Management, 22(7), 975-991.
Wang, C.-Y., & Mattila, A.S. (2010). A grounded theory model of service providers’ stress, emotion, and coping during intercultural service encounters. Managing Service Quality, 20(4), 328–342.

Teaching

- 跨文化行銷溝通 Cross-cultural Marketing Communication
- 前線服務人員專題研討 Seminar on Frontline Service Employees
- 組織行為Organizational Behavior
- 餐旅行銷Hospitality Marketing

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