Taeshik Gong

Assistant Professor of Marketing

Hanyang University - Ansan Campus

South Korea

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About

Taeshik Gong is an Assistant Professor of Marketing at Hanyang University - Ansan Campus, South Korea. His research interests include the impact of service robots on customer and employee behaviors, customer engagement, and the dynamics of unethical pro-organizational behavior. Recent articles authored by Professor Gong explore themes such as empathy in customer observers, service robot personalization, and the effects of augmented reality on customer citizenship behavior.

Articles (15)

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2026

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2025

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2025

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2025

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2024

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2023

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2023

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2023

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2023

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2023

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2022

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2022

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2022

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2021

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2021

Collaborators (3)

Faizan Ali

Associate Professor

University of South Florida

UNITED STATES

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Linh Le

Assistant Professor

University of Memphis

UNITED STATES

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Luana Nanu

Assistant Professor

University of South Florida

UNITED STATES

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Taeshik Gong

Research Interests

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Articles (15)

Witnessing robot mistreatment: A dual-path model of behavioral contagion and empathy in customer observers

Unveiling the Nexus: Service robot support and proactive customer service performance in hospitality industry

The effect of service robots on employees’ customer service performance and service-oriented organizational citizenship behavior

Bridging the gap: Exploring the nexus of service robot personalization, customer identification, and citizenship behaviors

Unraveling the impact of unethical pro-organizational behavior: the roles of manager-employee exchange, customer-employee exchange, and reciprocity beliefs

Effects of augmented reality technology characteristics on customer citizenship behavior

Translating Transformational Leadership and Organizational Innovativeness Into Creative Customer Behavior: Underlying Processes and Boundary Conditions

Influence of Dysfunctional Customer Behavior on Depersonalization and Service Sabotage in the Service Industry

Unpacking the relationship between customer citizenship behavior and dysfunctional customer behavior: the role of customer moral credits and entitlement

Curvilinear relationship between customer engagement and responses to service failures

Dysfunctional customer behavior and commitment to service quality

Customer-Oriented Constructive Deviance as a Reaction to Organizational Injustice Toward Customers

The effects of a psychological contract breach on customer-directed deviance

The effects of a psychological brand contract breach on customers' dysfunctional behavior toward a brand

A review of customer citizenship behaviors in the service context

Collaborators (3)

Faizan Ali

Linh Le

Luana Nanu

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