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Featured Researchers

Professor Kimmy Chan

Department of Management, Marketing and Information Systems
School of Business

Professor Kimmy Chan



Professor Kimmy Chan’s research interests pertain to three major areas – including customer relationship management, customer participation and value co-creation, and organisational frontlines – that have generated significant theoretical and managerial contributions, leading to publications in premier journals. 


First, her research into customer relationship management aims to advance extant understanding of ways to establish and sustain profitable relationships with customers and shed light on how the role and work experiences of service employees influence customers’ service evaluations. In particular, her studies (1) challenge the existing satisfaction-trust-loyalty paradigm by proposing a new perspective from which to investigate the effect of customers’ affectionate ties with firms (the love concept) and customer loyalty (Journal of Marketing Research, 2008); (2) propose multiple reference effects in service evaluation to show how comparisons with services provided by other firms influence consumer service evaluation (Journal of Retailing, 2007); (3) reveal how employees’ work experiences, including work stress, service empowerment and social ostracism, influence customers’ service evaluations (Journal of Marketing 2012; Journal of the Academy of Marketing Science, 2011, 2016); and (4) adopt a relational perspective to examine how celebrity-worship behaviours affect brand purchase intentions (Journal of Advertising Research, 2011). 


Professor Chan’s second area of research investigates the effectiveness of customer participation and outcomes of customers’ social interactions with employees and other customers. Her studies (1) provide the first exploration of the value co-creation process across different cultures, involving both customers and service employees, and thereby identifying the potential double-edged sword of customer participation (Journal of Marketing, 2010, a paper that earned the prestigious Best Service Article in Journal of Marketing honour); (2) distinguish participation efficacy related to the self and a partner from the perspectives of both customers and service employees and thus examine how synergistic effects might produce enjoyable participation experiences for both parties (Journal of Marketing, 2012); and (3) simultaneously examine the impacts of customer participation in interacting with other customers and employees on customer commitment and citizenship behaviours (Journal of Business Research, 2010; Journal of Services Research, 2017, 2019).


A third area of her research expands the focus to the emerging field of organisational frontlines. Organisational frontlines are at the intersection of interfaces and interactions that connect organisations and their customers. Professor Chan offers valuable insights into customers’ interaction and interfaces with the frontline and the organisation in the virtual environment. Her research addresses (1) the effectiveness of using emoticons in serving online customers (Journal of Consumer Research, 2019); (2) effects of the network and the strength of customer-to-customer and customer-to-firm on customers’ idea generation in online crowdsourcing communities (Journal of Interactive Marketing, 2015); and (3) the firm’s idea selection process based on crowdsourced input from online customers (Journal of Interactive Marketing, 2018).


In short, Professor Chan’s research interests are rooted in services marketing. Her work has generated substantive impacts, as evidenced by the number of citations (more than 2,600 citations, Google Scholar Search) and recognition from universities and communities.



  • Emerald Literati Awards for Excellence (2020)
  • HKBU School of Business Outstanding Performance in Scholarly Work (2019-20)
  • Outstanding Reviewer Award, Journal of Marketing (2020)
  • Outstanding Reviewer, Asia Pacific Journal of Management (2017)
  • Selected as the Top Research from the Journal of Interactive Marketing (2016)
  • Research Honour: Featured in the top list of Journal of Advertising Research website on “Celebrity Endorsement” (2016): “Assessing Celebrity Endorsement Effects in China: A Consumer-Celebrity Relational Approach.” (2016)
  • Excellence in Reviewing awarded by Asia Pacific Journal of Management (2016)
  • MSI’s Young Scholar of 2015, awarded by Marketing Science Institute (2015)
  • Excellence in Reviewing, awarded by Journal of Interactive Marketing (2014)
  • Conference President of the Scientific Committee, HR/Marketing Track at 13th International Research Seminar on Service Management at Lalonde Conference (2014)
  • Honorary Research Associate, Chinese Management Centre, University of Hong Kong (Since 2008 till present)
  • FB Fellow Award, Faculty of Business, Hong Kong Polytechnic University (2013)
  • Best Service Article of Journal of Marketing, awarded by the Service Marketing Special Interest Group (SERVSIG) of American Marketing Association (2011)
  • Performance Award for Achievement in Teaching and Research, Department of Management and Marketing, The Hong Kong Polytechnic University (2011)
  • Performance Award for Achievement in Teaching and Research, Department of Management and Marketing, The Hong Kong Polytechnic University (2010)
  • Research Output Prize Winner (Li Ka Shing Prizes), awarded by University of Hong Kong (2009)
  • Best Track Paper Award of the Service Track, awarded by American Marketing Association (AMA) Educators’ Summer Conference at Washington, United State (2007)
  • 2007: AMA Sheth Foundation Doctoral Consortium, W.P. Carey School of Business, Arizona State of University (2007)
  • Recipient of Marketing Scholar Fund, School of Business, University of Hong Kong, (2006)
  • Sir Edward Youde Memorial Fellowship for Postgraduate Research Student, Hong Kong (2004)
  • Swire University Scholarship, The Swire Group (2002)


Research Outputs

  • Li, X., Chan, K., & Kim, S. “Service with Emoticons: How Customers Interpret Employee Use of Emoticons in Online Service Encounters.” Journal of Consumer Research 45 (5) (2019): 973–987, doi: 10.1093/jcr/ucy016.
  • Chan, K., Yim, C., & Gong, T. “An Investigation of Nonbeneficiary Reactions to Discretionary Preferential Treatments.” Journal of Service Research 22(4) (2019): 371-387.
  • Chan, Kimmy W., Yiyan Li, Jian Ni, and John Zhu (2020), “What Feedback Matters? The Role of Experience in Motivating Crowdsourcing Innovation”, Production and Operations Management, in press.