Dr. Yang Chia Yen Publishes in Journal of Hospitality Marketing & Management
2024-07-05The Research and Postgraduate Centre congratulates Dr. Yang Chia Yen from the School of Economics and Management for her recent research article published in Journal of Hospitality Marketing and Management (SSCI Q1, 2023 Impact Factor 11.9), an Australian Business Deans Council (ABDC) A journal.
This is a collaborative work with Assoc. Prof. Dr. Fandy Tjiptono from Victoria University of Wellington, Prof. Dr. Christina Kwai Choi Lee from Federation University of Australia, and Dr. Jasmine May Yee Loo from The Salvation Army Australia.
Entitled “Corporate good deed and service failure: does being good lead to forgiveness?”, this study delves into how different consumers’ subjective interpretations and perceptions shape the effects of corporate social responsibility (CSR) on their forgiveness. By doing so, the research provides practical implications to service providers in mitigating the negative impacts of service failure.
To increase customers’ forgiveness toward the company due to a failed service delivery, the study suggests the importance of focusing on a series of CSR managerial decisions. Cultivating a company’s warm image and utilising abstract mind-sets in CSR communication are good managerial practices.
The research is financially supported by Xiamen University Malaysia Research Fund [Grant No: XMUMRF/2023-C12/ISEM/0045].
The full article can be accessed at https://doi.org/10.1080/19368623.2024.2362732
| Dr. Yang Chia Yen is an Assistant Professor at School of Economics and Management, Xiamen University Malaysia. She obtained her PhD in Marketing from Monash University. Prior to pursuing an academic career, Dr. Yang’s experience includes web design and people management at IT firms. Dr. Yang’s research interests are consumer behaviour, services marketing and sustainable marketing. |
