How does customer orientation influence authentic emotional display? Available to Purchase

Yu-Shan (Sandy) Huang is a PhD candidate in the Department of Marketing, Spear School of Business, Oklahoma State University, Stillwater, Oklahoma, USA. Her research interests focus on the interface between customers and service workers, including such factors as dysfunctional customer behavior, preferential treatment, customer orientation, service branding and behavioral ethics during service encounters. She has presented her work at the American Marketing Association and Society of Marketing Advances conferences. Yu-Shan has taught principles of marketing and promotional strategy courses at Oklahoma State University. She is a member of the American Marketing Association.

Tom J. Brown is the Director of the Center for Customer Interface Excellence, as well as Noble Foundation Chair in Marketing Strategy in the Spears School of Business at Oklahoma State University and an International Research Fellow in the Oxford University Centre for Corporate Reputation. His current research interests include factors that influence the interactions between frontline employees and their customers, as well as the causes and effects of corporate reputation. His research stream on the customer orientation of frontline workers is ongoing, with research articles published in leading marketing and management journals. Tom has taught services marketing to students at all levels ranging from undergraduate courses to Executive PhD courses. He also teaches marketing research; student groups from his courses have completed marketing research projects for dozens of organizations, ranging from small not-for-profits to Fortune 500 companies. Tom is active in the American Marketing Association, serving as co-chair for two international research conferences and the AMA/Sheth Foundation Doctoral Consortium.