• Professor and Associate Vice President for International Affairs
  • Cindy Yunhsin Chou
  • E-mail:cindy.chou@ntnu.edu.tw
  • Tel:+886-2-7749-3314
  • Discipline: Service Marketing and Management, Consumer Well-being
  1. Sawang, S., Lee, C.-C., Chou, C.Y.* Vighnesh, N.V. and Chandrashekar, D. (2023). Understanding post-pandemic market segmentation through perceived risk, behavioural intention, and emotional wellbeing of consumers. Journal of Retailing and Consumer Services, 75, 103482. https://doi.org/10.1016/j.jretconser.2023.103482 (SSCI, 2022 IF: 10.4)

  2. Chou, C.Y.*, Leo, W.C., and Chen, T. (2023). When feeling good counts! impact of consumer gratitude and life satisfaction in access-based services. European Journal of Marketing, 57(2), 626-652. https://doi.org/10.1108/EJM-08-2021-0655  (SSCI, 2022 IF: 5.181; CABS/AJG2021: 3)

  3. Laud, G., Chou, C.Y.* and Leo, W.C. (2023). Service system well-being: scale development and validation. Journal of Service Management, 34(3), 368-402. https://doi.org/10.1108/JOSM-06-2021-0224 (SSCI, 2021 IF: 11.768; CABS/AJG2021: 2)

  4. Leo, W.C., Laud, G., and Chou, C.Y.* (2023). Digital transformation for crisis preparedness: service employees’ perspective. Journal of Services Marketing, 37(3), 351-370. https://doi.org/10.1108/JSM-07-2021-0249 (SSCI, 2022 IF: 5.246; CABS/AJG2021: 2)

  5. Chou, C.Y., Shen, Y.-C., Wu, P.-H., and Lin, H.-Y. (2022). Employee-perceived meaning of work and service adaptive behavior: a psychological resourcefulness perspective. Service Business, 16, 1035-1063. https://doi.org/10.1007/s11628-022-00505-9 (SSCI, 2022 IF: 5.9; CABS/AJG2021: 1) 

  6. Chou, C.Y., Chen, J.-S*, & Lin, S.-K. (2022). Value cocreation in livestreaming and its effect on consumer simulated experience and continued use intention. International Journal of Consumer Studies, 46(6), 2183–2199. https://doi.org/10.1111/ijcs.12777 (SSCI, 2022 IF: 9.9)

  7. Shen, Y.-C., Lin, H.-Y., Chou, C.Y., Wu, P.-H., and Yang, W.-H. (2022). “Yes I know you”: the role of source familiarity in the relationship of service adaptive behavior and customer satisfaction. Journal of Service Theory and Practice, 32(5), 620-639. https://doi.org/10.1108/JSTP-01-2022-0017 (SSCI, 2022 IF: 4.545; CABS/AJG2021: 1)

  8. Chou, C.Y.*, Leo, W.C., & Chen, T. (2022). Servicing through digital interactions and well-being in virtual communities. Journal of Services Marketing, 36(2), 217-231. (SSCI, 2022 IF: 5.246; CABS/AJG2021: 2)

  9. Chen, J.-S., Tsou, H.-T. Chou, C.Y., and Ciou, C.-H (2020). Effect of multichannel service delivery quality on customers’ continued engagement intention: a customer experience perspective. Asia Pacific Journal of Marketing and Logistics, 32(2), 473-494. (SSCI, 2020 IF: 3.979; CABS/AJG2021: 1)

  10. Huang, T.- L., Mathews, S. and Chou, C.Y.* (2019). Enhancing online rapport experience via augmented reality. Journal of Services Marketing, 33(7), 851-865. (SSCI, 2019 IF: 2.421; CABS/AJG2021: 2)

  11. Leo, W. C., Laud, G., and Chou, C.Y.* (2019). Service system well-being: conceptualising a macro-level concept. Journal of Service Management, 30(6), 766-792. (SSCI, 2020 IF: 11.768, CABS/AJG2021: 2)

  12. Leo, W.C., Chou, C.Y.*, & Chen, T. (2019). Working consumers’ psychological states in firm-hosted virtual communities. Journal of Service Management, 30(3), 302-325 (SSCI, 2020 IF: 11.768, CABS/AJG2021: 2)

  13. Tsou, H.-T., Chen, J.-S.*, Chou, C.Y., Chen, K T.-W. Chen (2019). Sharing economy service experience and its effects on behavioural intention. Sustainability, 11(18), 5050; https://doi.org/10.3390/su11185050. (SSCI, IF: 2.592)

  14. Sawang, S., Chou, C.Y.* & Truong Dinh, Q. B. (2019). The perception of crowding, quality and well-being: a study of Vietnamese public health services. Journal of Health Organization and Management, 33(4), 460-477.  (SSCI, 2020 IF: 1.457; CABS/AJG2021: 1)

  15. Chou, C.Y.*, Huang, C.-H., & Lin, T.-A. (2018). Organizational intellectual capital and its relation to frontline service employee innovative behavior: consumer value co-creation behavior as a moderator. Service Business, 12(4), 663-684. (SSCI, 2020 IF: 2.791; CABS/AJG2021: 1)

  16. Huang, C.H., Wu, H.-H, Chou, C.Y., Dai, H., Lee, Y.-C. (2018) “The perceptions of physicians and nurses regarding the establishment of patient safety in a regional teaching hospital in Taiwan,” Iranian Journal of Public Health, 47(6), 852-860 (SCI, 2018 IF: 1.053)

  17. Chou C.Y.*, Huang, S.C. & Mair, J. (2018). A transformative service view on the effects of festivalscapes on local residents’ subjective well-being. Event Management an International Journal, 22(3), 405-422. (CABS/AJG2021: 2; 2020 SJR: 0.46) 

  18. Huang, C.H., Lings, I., Beatson, A., & Chou, C.Y.* (2018). Promoting consumer environmental friendly purchase behaviour: a synthesized model from three short-term longitudinal studies in Australia. Journal of Environmental Planning and Management, 61(12), 2067-2093. (SSCI, 2018 IF: 1.855)

  19. Chen, J.-S., Kerr, D., Chou, C.Y., & Ang, Chinhui (2017). Business co-creation for service innovation in the hospitality and tourism industry. International Journal of Contemporary Hospitality Management, 29(6), 1522-1540. (SSCI, 2018 IF: 2.874; CABS/AJG2021: 3)

  20. Chou, C.Y., Chen, J.-S., & Liu, Y.-P. (2017). Inter-firm relational resources in cloud service adoption and their effect on service innovation. The Service Industries Journal, 37(3-4), 256-276. (SSCI, 2019 IF: 2.381; CABS/AJG2021: 2; ABDC: B)

  21. Chou, C.Y.* & Sawang, S. (2015). Virtual community, purchasing behaviour and emotional well-being. Australasian Marketing Journal, 23(3), 207-217. (ABS/AJG2021: 1; ABDC: B; 2015 SNIP: 0.643)

  22. Liao, S.L., Chou, C.Y.* & Lin, T.H. (2015). Adverse behavioral and relational consequences of service innovation failure. Journal of Business Research, 68(4), 834-839. (SSCI, 2019 IF: 4.874; CABS/AJG2021: 3)

  23. Chou, C.Y.* & Yuan, S.-T (2015). Service-driven social community and its relation to well-being. The Service Industries Journal, 35(7-8), 368-387. (SSCI, 2019 IF: 2.381; CABS/AJG2021: 2)

* corresponding author

  1. Chou, C.Y., Laud, G., and Leo, W.C. (2022) Measuring service system well-being: scale development and validation. 12th AMA ServSig 2022), June 16th-18th 2022, Glasgow, University of Strathclyde, Scotland, United Kingdom.

  2. Leo, W.C., Laud, G., and Chou, C.Y. (2022) System influences in creating a sense of service safety for alleviation of vulnerability. International Social Marketing Conference 2022 (ISMC2022), February 8th and 9th 2022, Gold Coast, Australia.

  3. Chou, C.Y.*, Leo, W.C., Kao, C.-Y., and Yu, C.-Y. (2020). Social norms and value co-destruction: An Asian Perspective. 2020 AMA Winter Academic Conference, February 14th-16th 2020, San Diego, California USA. 

  4. Huang, W.-B., Chou, C.Y., and Huang, T.-L. (2019). How does the shared frontline experience between tourist and tour leader affect tourist’s relationship sustaining and unplanned purchase behaviors: An emotional convergence perspective. 52nd Academy of Marketing Conference 2019, 2nd-4th July 2019, Regent’s University London, London, United Kingdom. 

  5. Laud, Gauri, Leo, Cheryl Wei Wei, and Chou, C.Y. (2018). Service System Well-being: Conceptualising a Macro-Level Concept. 10th AMA ServSig 2018, 14th-16th June 2018, IÉSEG School of Management, Paris, France.

  6. Lin, T.-A., Huang, C.-H. and Chou, C.Y.*, (2018). Examining the effect of intellectual capital and consumer value co-creation behavior on frontline service employee innovative behavior. 21st Academy of Marketing Science World Marketing Congress (AMS-WMC), 27th-29th June, Norte Porto, Porto, Portugal.

  7. Chou C.Y., Liao, S.L. & Huang, Y.-T. (2017). Utilizing firm-hosted virtual community for service recovery. 46th European Marketing Academy Conference 2017 (EMAC 2017), 23rd-26th May, Groningen, the Netherlands.

  8. Truong Dinh, Q.B. & Chou C.Y. (2017). The effect of medical service staff perceived crowding on patient perceived interaction service quality and emotional well-being. 46th European Marketing Academy Conference 2017 (EMAC 2017), 23rd-26th May, Groningen, the Netherlands.

  9. Chou, C.Y., Leo, C. & Chen, T. (2016). Customer experience, behavioural engagement and value co-creation in firm-hosted virtual communities. 2016 Australian and New Zealand Marketing Academy Conference (2016 ANZMAC), 5th-7th December, Christchurch, New Zealand.

  10. Chou C.Y., Chiang, L., Wu, H.-Y. & Huang, Y.-T. (2016). The relationship between intercustomer social support and consumer well-being: an extended framework of servicescape. The 19th Academy of Marketing Science World Marketing Congress Conference (2016 AMS-WMC), 17th-19th July, Paris, France.

  11. Chou C.Y. & Huang, S.-C. (2016). Festivalscapes and local residents’ well-being: A transformative service perspective. International Conference on Service Science and Innovation 2016 (ICSSI 2016), 23rd -24th June 2016, Taipei, Taiwan. 

  12. Chou C.Y., Chiang, L., Huang, Y.-T. & Wu, H.-Y. (2016). A transformational servicescape and its relations to consumer place attachment and subjective well-being. AMA ServSig 2016, 17th-19th June 2016, Maastricht, The Netherlands.

  13. Chou C.Y. & Huang, S.-C. (2016). The mediation effect of intercustomer social support on customer subjective well-being: A virtual servicescape study. 45th European Marketing Academy Conference 2016 (EMAC 2016), 24th -27th May, Oslo, Norway.

  14. Chou C.Y., Chiang, L., Wu, H.-Y. & Huang, Y.-T. (2016). The effect of intercustomer social support on place attachment, customer co-creation and well-being: An example of Tamsui community-based servicescape. 2016 Management Theory and Practice Conference (2016 MTPC), 3rd-4th April 2016, Kyoto, Japan.

  15. Liao, S.L., Chou, C.Y. & Lin, M.C. (2016). The effects of motivation triggered by social presence cues on the use of emoticon in social network service. the Northeast Decision Sciences Institute Conference: Efficient Retail Demand Estimation Using Bayesian Updating (the NEDSI 2016 Conference), 31st March-2nd April, 2016, Alexandria, VA, USA.

  16. Chou, C.Y. & Sawang, S. (2015). Virtual marketing and psychological wellbeing: is it real? The 18th Academy of Marketing Science World Marketing Congress Conference (2015 AMS-WMC), 14th-18th July 2015 Bari, Italy.

  17. Chiang, L., Manthiou, A., Chou, C.Y.* (2015). A holistic approach to the effects of fandom: An application of self-expansion theory. The 18th Academy of Marketing Science World Marketing Congress Conference (2015 AMS-WMC), 14th-18th July 2015, Bari, Italy.

  18. Chou, C.Y., Huang, C.-H., Hsu, S.-M. (2015). A longitudinal study on consumer behavior: The synthesized model of the theory of planned behavior, self-determination theory and planning. The 18th Academy of Marketing Science World Marketing Congress Conference (2015 AMS-WMC), 14th-18th July 2015, Bari, Italy. 

  19. Chiu, T.C.-H., Chou, C.Y. & Chen, J.-S. (2015). The effects of retail multiple channel integration on service innovation and performance. The 20th Asia Pacific Decision Sciences Institute Conference (APDSI 2015), Hong Kong, China.

  20. Liao, S.L., Chou, C.Y.* & Lin, M.C. (2015). Emoticon usage in social media: Influences of social presence and motivation orientation. In the proceedings of the Association for Consumer Research Asia-Pacific Conference 2015 (AP-ACR 2015), 19th -21st June 2015, Hong Kong, China.

  21. Chen, T., Leo, C. & Chou, C.Y. (2014). A conceptualisation of ownership of value initiation in service co-creation. 2014 Australian and New Zealand Marketing Academy Conference (2014 ANZMAC), Griffith University, Brisbane, Australia.

  22. Huang, C.-H., Chou, C.Y. & Hsu, S.-M. (2014). Predicting consumer behaviour: A synthesis of the theory of planned behaviour and the self-determined motivation. Australian and New Zealand Marketing Academy Conference 2014 (ANZMAC 2014), Griffith University, Brisbane, Australia.

  23. Liao, S.L., Chou, C.Y.* & Lin, T.H. (2014). The influences of innovation failure characteristics and post-failure consumer reaction on brand relationship quality. In the proceeding of 2014 Global Entrepreneurship and Innovation Management Conference, 2014 GEIM, Taichung, Taiwan.

  24. Chou, C.Y., Lings, I. N. & Bougoure, U. (2011). Symbolic Servicescape. In proceedings of Australian and New Zealand Marketing Academy Conference 2011 (ANZMAC 2011), Edith Cowan University, Perth, Western Australia. 

  25. Chou, C.Y. (2009). Symbolic Servicescape. QUT 2009 Faculty of Business Research Students’ Colloquium “Research Fusion”. Brisbane 2009/10/2.

* corresponding author

  1. MOST 108-2410-H-003-139 -SSS. Does system well-being matter? A macro view to examine system well-being and its individual and collective outcomes (20190801-20200731)
  2. MOST 107-2410-H-155-023. Customer value co-destruction process and its relation to social norms in healthcare service (20180801-20190731)
  3. MOST 106-2633-H-155-001. Understanding psychological ownership in value co-creation and sharing economy (2-2) (20170801-20180731)
  4. MOST 105-2633-H-155-003. Understanding psychological ownership in value co-creation and sharing economy (2-1) (20160801-20170731)
  5. MOST 105-2410-H-155-024. Intercustomer social support as a recovery strategy to influence consumer perceived justice and well-being: a study on the features of service provider-hosted social community (20160801-20170731)
  6. MOST 104-2633-H-155-001. Service-hosted virtual community, inter-customer support and their relation to consumer wellbeing (2-2) (20151001-20160930)
  7. MOST 104-2410-H-155-022. An investigation of the joint effect between employee self-concept and their perception of servicescape on preference (20150801-20160731)
  8. MOST 103-2633-H-155-002. Service-hosted virtual community, inter-customer support and their relation to consumer wellbeing (2-1) (20141001-20150930)

Service Marketing and Management (Course Taught in English)
Brand Management
Global Marketing Management (Course Taught in English)
Marketing Research
Marketing Management (Course Taught in English)
Marketing Planning and Proposing
Internet Marketing
Integrated Marketing Communication
Behavioural Decision Making

  1. 2016-2018 NGUYEN, Nhat Chuong: The effect of consumer perception of resource investment congruency in brand online community on customer’s behaviorial intention.
  2. 2015-2017 Yuan-Zhen (Marta) LIN: Understanding the dyadic relationship between frontline service employee's acting and customer's perceived emotional well-being.
  3. 2015-2017 Yu-Feng (Debby) HSIAO: Understanding the relationship between servicescape and employee's cognition and preference.
  4. 2014-2016 Yu-Ting (Tina) HUANG: An Investigation on Firm-hosted Social Community for Service Recovery and Consumer Community Engagement Behaviour: Perceived Justice as a Mediator
  5. 2014-1016 TRUONG-DINH, Quoc Bao: Patient Perceived Medical Service Quality and its Effect on Their Well-being: a Dyadic Research
  6. 2013-2015 Jia-Yu (Tina) SHIH: Examining Customer Value Co-creation Behavior and Subjective Well-being from Servicescape Perspective.

2017-2018 Research Adviser, College Student Research Award, Ministry of Science and Technology (MOST) 106-2813-C-155-015-H
2017 Outstanding Contribution in Reviewing (Computers in Human Behavior, 5-year IF: 4.252)
2014 Teaching Excellence at Yuan-Ze University (the Academic Year of 2014)
2012 QUT Business School Dean’s Commendation for Outstanding Doctoral Thesis
2012 Queensland University of Technology Write Up Scholarship

2016~ present European Marketing Academy
2016~ present Taiwan Service Science Society (S3TW)
2015~ present the Academy of Marketing Science
2015~ 2017 the Association for Consumer Research
2006~ present the Communications Management Association of Taiwan

Reviewer Journal of Service Management
Reviewer Journal of Business Research (special issue)
Reviewer Journal of Services Marketing
Reviewer Journal of Service Theory and Practice
Reviewer The Service Industries Journal
Reviewer Electronic Commerce Research and Application
Reviewer International Journal of Contemporary Hospitality Management
Reviewer Computers in Human Behavior
Reviewer Electronic Commerce Research and Applications
Reviewer Journal of Health Organization and Management
Reviewer Journal of Asian and African Studies
Reviewer INQUIRY: The Journal of Health Care Organization, Provision, and Financing
Reviewer Journal of Management and Business Research (http://jom.management.org.tw/index.php)
Reviewer Journal of Technology Management (http://www.csmot.org.tw/English/journal.html)
Reviewer Sun Yat-Sen Management Review (http://mgtr.cm.nsysu.edu.tw/)