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Associate Professor Ting Yu

Associate Professor Ting Yu

Associate Professor

School of Marketing - PhD, 91É«ÇéƬ | MMgt, Monash University

Business School
School of Marketing

Dr Ting Yu is an Associate Professor in Marketing at the University of New South Wales.

She worked in Australia, Switzerland and Singapore as a Lecturer, Product Research and Development Manager, Market Research Consultant and Research Analyst.

She was also the recipient of the Non-Professorial Research Achievement Award (91É«ÇéƬ), American Marketing Association's Selling and Sales Management Special Interest Group's best dissertation award (first runner-up), Sasakawa Young Leaders Fellowship Fund Scholarship, Centre for Applied Marketing Research Scholarship Award (91É«ÇéƬ), The 91É«ÇéƬ Business School Research Scholarship and European Marketing Academy Conference (EMAC) bursary.

Her major research interests include: artificial intelligence in (healthcare) service delivery, organisational ambidexterity (service versus sales; service productivity versus service quality, efficiency versus flexibility), relationship termination management, and consumer emotions. Her research has appeared in Journal of Service Research,ÌýJournal of Business Research,ÌýIndustrial Marketing Management,ÌýEuropean Journal of Marketing,ÌýJournal of Service Management (formerly International Journal of Service Industry Management),ÌýJournal of Services Marketing, and International Journal of Human Resource Management.
Phone
+61-2-93853242
E-mail
ting.yu@unsw.edu.au
Location
Room 3053 Quadrangle building (E15)
  • Book Chapters | 2022
    Mo C; Yu T, 2022, 'Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses', in Handbook of Research on Customer Loyalty, Edward Elgar Publishing
    Book Chapters | 2022
    Yu T; Schwartz M, 2022, 'Ethical dilemmas in terminating undesired (loyal) customers', in Handbook of Research on Customer Loyalty, Edward Elgar Publishing
    Book Chapters | 2014
    de Ruyter K; Patterson PG; Yu T, 2014, 'Are you (appropriately) experienced? Service-sales ambidexterity.', in Rust R; Huang MH (ed.), Handbook of Service Marketing Research, Edward Elgar Publishing, pp. 270 - 292,
    Book Chapters | 2013
    de Ruyter K; Yu Y, 2013, 'You can, if you think you can: The impact of customer and employee efficacy on technology based service delivery.', in Fisk R; Russell-Bennett R; Harris LC (ed.), Serving Customers: Global Services Marketing Perspectives, Tilde University Press, pp. 129 - 143
  • Journal articles | 2026
    Chong T; Yu T; Keeling DI; de Ruyter K; Hilken T, 2026, 'Stakeholder engagement with AI service interactions', Journal of Product Innovation Management, 43, pp. 31 - 56,
    Journal articles | 2026
    Chong T; Yu T; Keeling DI; de Ruyter K; Hilken T, 2026, 'The voice in the machine: designing embodied conversational agents for rapport in complex online service delivery', European Journal of Marketing, 60, pp. 1142 - 1175,
    Journal articles | 2026
    White CJ; Yu YT; Harrison J, 2026, 'Shifting the boundary in women’s sport: the case of Australian rules football', Leisure Studies, 45, pp. 1150 - 1163,
    Journal articles | 2024
    White C; Yu T, 2024, 'Consumer-company identification: a review and empirical contribution', Management Research Review, 47, pp. 1289 - 1306,
    Journal articles | 2021
    Chong T; Yu T; Keeling DI; de Ruyter K, 2021, 'AI-chatbots on the services frontline addressing the challenges and opportunities of agency', Journal of Retailing and Consumer Services, 63,
    Journal articles | 2020
    Mo C; Yu T; White C, 2020, 'A self-determination theory approach to motivating engagement with channel partner enablement programs', Industrial Marketing Management, 90, pp. 194 - 204,
    Journal articles | 2020
    Mo C; Yu T; de Ruijter J, 2020, 'Don’t you (forget about me): The impact of out-of-the-channel-loop perceptions in distribution channels', European Journal of Marketing, 54, pp. 761 - 790,
    Journal articles | 2020
    Yu T; Gudergan S; Chen C, 2020, 'Achieving employee efficiency–flexibility ambidexterity', The International Journal of Human Resource Management, 31, pp. 2459 - 2494,
    Journal articles | 2020
    de Ruyter K; Keeling DI; Yu T, 2020, 'Service-Sales Ambidexterity: Evidence, Practice, and Opportunities for Future Research', Journal of Service Research, 23, pp. 13 - 21,
    Journal articles | 2019
    Mo C; Yu T; de Ruyter K; Chen C-F, 2019, 'Unfolding the impacts of transaction-specific investments: Moderation by out-of-the-channel-loop perceptions and achievement orientations', Industrial Marketing Management, 78,
    Journal articles | 2019
    White CJ; Yu T, 2019, 'On the relationship between passion, word-of-mouth behaviour and eudaimonic wellbeing', International Journal of Sport Management and Marketing, 19, pp. 253 - 267,
    Journal articles | 2019
    White CJ; Yu T, 2019, 'On the relationship between passion, word-of-mouth behaviour and eudaimonic wellbeing', International Journal of Sport Management and Marketing, 19, pp. 253,
    Journal articles | 2018
    Yu T; de Ruyter K; Patterson P; Chen CF, 2018, 'The formation of a cross-selling initiative climate and its interplay with service climate', European Journal of Marketing, 52, pp. 1457 - 1484,
    Journal articles | 2015
    Yu T; Patterson P; de Ruyter K, 2015, 'Converting service encounters into cross-selling opportunities', European Journal of Marketing, 49, pp. 491 - 511,
    Journal articles | 2014
    Chen CF; Yu T, 2014, 'Effects of positive vs negative forces on the burnout-commitment-turnover relationship', Journal of Service Management, 25, pp. 388 - 410,
    Journal articles | 2014
    Patterson P; Yu T; Kimpakorn N, 2014, 'Killing two birds with one stone: Cross-selling during service delivery', Journal of Business Research, 67, pp. 1944 - 1952,
    Journal articles | 2013
    Yu T; Patterson PG; de Ruyter K, 2013, 'Achieving Servcie-Sales Ambidexterity', Journal of Service Research, 16, pp. 52 - 66,
    Journal articles | 2005
    White C; Yu Y, 2005, 'Satisfaction emotions and consumer behavioral intentions', Journal of Services Marketing, 19, pp. 411 - 420,
    Journal articles | 2001
    Yu Y; Dean A, 2001, 'The contribution of emotional satisfaction to consumer loyalty', International Journal of Service Industry Management, 12, pp. 234 - 250,
  • Conference Abstracts | 2024
    Jin J; Yu T, 2024, 'IT Capabilities, Agility, and Performance: A Meta-Analysis', in Australian and New Zealand Marketing Academy Conference. Conference Proceedings, presented at Australian and New Zealand Marketing Academy Conference
    Conference Abstracts | 2024
    Jin J; Yu T, 2024, 'The Relationship Between IT Capabilities, Agility, and Organizational Performance: A Meta-Analysis', in SMS Marketing Science Conference, Conference Proceedings, presented at SMS Marketing Science Conference
    Conference Abstracts | 2024
    Tian K; Yu T; de Ruyter K; Keeling D, 2024, 'Engagement and Well-Being as Outcomes of Perceived Social Support in Digital Health Services: A Meta-Analysis', in SMS Marketing Science Conference, Conference Proceedings, presented at SMS Marketing Science Conference
    Conference Abstracts | 2023
    Chong T; Yu T; Keeling D; de Ruyter K; Hilken T, 2023, 'Delivering Value-by-proxy on the Frontline Designing GenAI-based Service Agents', in AMS World Marketing Congress, Conference Proceedings, presented at AMS World Marketing Congress
    Conference Abstracts | 2022
    Chong T; Yu T, 2022, 'Metaverse: Challenges and Opportunities in Service Consumption and Delivery', in Conference Proceedings (abstract only), Perth, presented at Australian and New Zealand Marketing Academy Conference, Perth, 05 December 2022 - 07 December 2022
    Conference Abstracts | 2022
    Tian K; Keeling D; de Ruyter K; Yu T, 2022, 'Meaningful digital engagement in healthcare', in Australian and New Zealand Marketing Academy Conference. Conference Proceedings, presented at Australian and New Zealand Marketing Academy Conference
    Conference Abstracts | 2021
    Chong T; Yu T; Keeling D; de Ruyter K, 2021, 'The Challenges and Opportunities of Artificial Intelligence (AI) Chatbots', in Conference Proceedings (abstract only), Online, presented at Frontiers in Service Conference, Online, 09 July 2021 - 10 July 2021
    Conference Abstracts | 2021
    Chong T; Yu T, 2021, 'AI-Chatbots – An Emerging Form of Service Agents', in Conference Proceedings (abstract only), Melbourne, presented at Australian and New Zealand Marketing Academy Conference, Melbourne, 29 November 2021 - 01 December 2021
    Conference Abstracts | 2019
    de Ruyter K; Keeling DI; Yu T, 2019, 'Service–Sales Ambidexterity: Past, Present, and Future', in Frontiers in Service Conference, presented at Frontiers in Service Conference
    Conference Papers | 2018
    Mo C; Yu T; Tian K, 2018, 'Online Brand Community Engagement: A Text-Mining Approach', in 2018 ANZMAC Conference Proceedings, Adelaide, Australia, pp. 258 - 261, presented at Australian & New Zealand Marketing Academy Annual Conference (ANZMAC 2018), Adelaide, Australia, 03 December 2018 - 05 December 2018,
    Conference Abstracts | 2018
    Tian K; Yu T, 2018, 'Online Brand Community Engagement: A Functional View', in Frontiers in Service Conference, presented at Frontiers in Service Conference
    Conference Papers | 2016
    Mo J; Yu T; de Ruyter KO, 2016, 'Out of the channel loop in distribution channels: conceptualization and future research directions', in Academy of Marketing Science World Marketing Congress. Conference Proceedings, Paris, presented at Academy of Marketing Science World Marketing Congress, Paris, 19 July 2016 - 23 July 2016
    Conference Abstracts | 2016
    Mo J; Yu T; de ruyter K, 2016, 'The dark side of channel supplier’s prioritization strategy: Resellers’ perception of being out of the loop', in Australian and New Zealand Marketing Academy Conference. Conference Proceedings, Australian and New Zealand Marketing Academy Conference. Conference Proceedings, Christchurch, presented at Australian and New Zealand Marketing Academy Conference. Conference Proceedings, Christchurch
    Conference Papers | 2016
    Yu T; Gudergan S; Chen C, 2016, 'Coping to meet the ambidextrous demand of delivering quality service while being productive', Spain, presented at Global Innovation and Knowledge Academy, Spain, 20 March 2016 - 23 March 2016
    Conference Abstracts | 2015
    Mo C; Yu T; de ruyter K, 2015, 'Out of the Channel Loop: Antecedents, Consequences, and a Moderator', in Australian and New Zealand Marketing Academy Conference. Conference Proceedings, Sydney., presented at Australian and New Zealand Marketing Academy Conference, 30 November 2015 - 02 December 2015
    Conference Papers | 2015
    Yu T; White C, 2015, 'Achieving relationship termination quality: A conceptual model', in Academy of Marketing Science World Marketing Congress. Conference Proceedings, Bari, Italy, presented at Academy of Marketing Science World Marketing Congress, Bari, Italy, 14 July 2015 - 18 July 2015
    Conference Papers | 2014
    Mo J; Yu T; de Ruyter K, 2014, 'Moral reasoning for immoral behaviour: An integrated model of opportunism', presented at Australian and New Zealand Marketing Academy Conference, 01 December 2014 - 03 December 2014
    Conference Papers | 2013
    Patterson P; Yu T; Kimpakorn N, 2013, 'Killing Two Birds With One Stone: Cross-Selling in Traditional Service Units', presented at The 2013 Naples Forum on Service - Service Dominant logic, Network & Systems Theory and Service Science: Integrating three perspectives for a new service agenda, 18 June 2013 - 21 June 2013
    Conference Papers | 2013
    Yu T; Patterson P, 2013, 'Pursuit of service-sales ambidexterity in heterogeneous service branches', Las Vegas, presented at American Marketing Association Winter Marketing Educators’ Conference, Las Vegas, 15 February 2013 - 17 February 2013
    Conference Abstracts | 2013
    Yu T, 2013, 'Relationship termination in services marketing', presented at Frontiers in Service Conference, 04 July 2013 - 07 July 2013
    Conference Abstracts | 2011
    Patterson P; Yu T; de Ruyter K; Chen C, (ed.), 2011, 'Ambidexterity - employees simultaneous pursuit of service and sales goals in a services context', Columbus, Ohio, presented at Frontiers in Service Conference, Columbus, Ohio, 30 June 2011 - 03 July 2011
    Conference Abstracts | 2011
    Yu T; Gudergan S; Chen C, (ed.), 2011, 'When efficiency meets flexibility in the frontline service office – A health care study', Montreal, presented at INFORMS Healthcare 2011, Montreal, 20 June 2011 - 22 June 2011
    Conference Abstracts | 2010
    Yu T; Patterson P; de Ruyter K, 2010, 'Achieving ambidexterity: The role of branch context', Cologne, presented at INFORMS Marketing Science Conference, Cologne, 16 June 2010 - 19 June 2010
    Conference Papers | 2010
    Yu T; Patterson P; de Ruyter K, 2010, 'Acting ambidextrously in retail banking to achieve service and sales goals simultaneously: A multilevel perspective', Christchurch, presented at Australian and New Zealand Marketing Academy Conference, Christchurch, 29 November 2010 - 01 December 2010
    Conference Abstracts | 2009
    Patterson PG; Yu Y; de Ruyter K, 2009, 'Achieving ambidexterity in retail banking: The role of branch context', Taipei, presented at International Conference on Service Science and Innovation - China, Taipei
    Conference Papers | 2009
    Yu T; Patterson P; de Ruyter K, 2009, 'Mastering service and sales simultaneously – key to achieving ambidexterity in retail banking', Melbourne, presented at Australian and New Zealand Marketing Academy Conference, Melbourne, 30 November 2009 - 02 December 2009
    Conference Papers | 2009
    Yu Y; Patterson PG, 2009, 'In search of ambidexterity', Nantes, France, presented at EMAC 2009 Conference, Nantes, France, 26 May 2009 - 29 May 2009
    Conference Papers | 2008
    Yu Y; Patterson PG; de Ruyter K, 2008, 'Achieving Service and sales Goals through Motivational Ambidexterity', in ANZMAC 2008 Conference, Homebush, Sydney, presented at ANZMAC 2008 Conference, Homebush, Sydney, 01 December 2008 - 03 December 2008
    Conference Papers | 2007
    Yu Y; Patterson PG; De Ruyter K, 2007, 'Ambidexterity - The Simultaneous Pursuit of Service and Sales Goals', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
    Conference Papers | 2007
    Yu Y; White C; Xu Y, 2007, 'The Dynamic Role of Emotions in Customer Loyalty', in Reputation, Responsibility, Relevance: ANZMAC 2007 Conference, Dunedin, New Zealand., presented at Australian and New Zealand Marketing Academy Conference 2007, Dunedin, New Zealand., 03 December 2007 - 05 December 2007
    Conference Papers | 2006
    Patterson PG; Yu Y; De Ruyter K, 2006, 'Understanding Customer Engagement in Services', in ANZMAC 2006 Conference, Brisbane, Qld, presented at ANZMAC 2006 Conference, Brisbane, Qld, 04 December 2006 - 06 December 2006
    Conference Abstracts | 2005
    Yu Y; Gong Z, 2005, 'Does e-supporting service quality deserve significant investment?', presented at 10th Asia Pacific Region of Decision Sciences Institute, 28 June 2005 - 02 July 2005
    Conference Papers | 2005
    Yu Y, 2005, 'The relationship between customer satisfaction emotions and consumer loyalty: future research direction', Taipei., presented at 10th Asia Pacific Region of Decision Sciences Institute Conference,, Taipei.
    Conference Abstracts | 2000
    Yu T, (ed.), 2000, 'Capture customer satisfaction/dissatisfaction dynamics', presented at Academy of Marketing Conference, 01 July 2000 - 04 July 2000
    Conference Abstracts | 1999
    Yu T; Dean A, (ed.), 1999, 'Dissatisfaction with customer satisfaction measurement: finding a way forward', presented at Australian and New Zealand Marketing Academy Conference, 28 November 1999 - 01 December 1999

  • 2011-2013 Building ambidextrous capacity in service industries a cross national study. Australian Research Council/Discovery Project. AU$155,000 (Project team: Paul Patterson, Ting Yu and Ko de Ruyter)
  • 2005-2006 Evaluation of the remote workforce development strategy, Office of the Commissioner for Public Employment. Northern Territory Australia AU$50,000 (Project team: Ram Vemuri, Christopher White and Ting Yu)

Memberships - Editorial Boards

  • Member, Editorial Review Board, European Journal of Marketing

My Teaching

Courses Taught