Associate Professor
Department of Marketing

Lin Guo

757-683-3587

2117 CONSTANT HALL
NORFOLK, 23529

Lin Guo is Associate Professor of Marketing at ¹ú²úÂ×Àí. Prior to joining ¹ú²úÂ×Àí in 2021, she was an Associate Professor at University of New Hampshire. Her primary research interests comprise of three areas: service coproduction, customer-service provider relationships, and consumer social media usage and communication. She has published in several highly respected business journals including the Journal of the Academy of Marketing Science, Journal of Service Research, Marketing Letters, Decision Support Systems, Journal of Business Research, Psychology & Marketing and others. She is a member of American Marketing Association and serves an ad-hoc reviewer for several leading service marketing journals including Journal of Service Research, Journal of Service Marketing, the Service Industries Journal, and Service Science.

Expertise

Relationship Marketing
Customer-Service Provider relationships; Customer cocreation

Articles

Miao, M., Tang, C., Guo, L. and Karande, K. Coping with Social Media Envy in Luxury Consumption: The Role of Social Networking Site Actions. Journal of Interactive Marketing.
Tang, C., Guo, L. and Gruen, T. (2024). A goal-driven framework for compliance-dependent services: Pathways to customer satisfaction and well-being. Journal of Business Research 177.
Zal, S., Guo, L., Tang, C. and Zhang, J. Exploring the role of the service provider in sharing economy services. Journal of Services Marketing.
Xu, H., Tang, C. and Guo, L. (2023). Exploring Service Employees’ Value Co-Creation Behavior: Dimensions, Antecedents and Consequences. Journal of Services Marketing 37 (5) , pp. 650-670.
Dapena-Baron, M., Gruen, T. W.. and Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. JOURNAL OF BRAND MANAGEMENT 27 (3) , pp. 355-375.
Zhang, J., Tang, C., Guo, L. and Xu, H. (2018). A longitudinal investigation of customer cooperation in services: The role of appraisal of cooperation behaviors. PSYCHOLOGY & MARKETING 35 (12) , pp. 957-967.
Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., Khanlari, M., McIllroy, J., O'Hern, M. and Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA-UNH Doctoral Consortium. JOURNAL OF PR¹ú²úÂ×ÀíCT INNOVATION MANAGEMENT 35 (3) , pp. 300-307.
Guo, L., Gruen, T. W.. and Tang, C. (2017). Seeing relationships through the lens of psychological contracts: the structure of consumer service relationships. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE 45 (3) , pp. 357-376.
Tang, C., Guo, L. and Gopinath, M. (2016). A Social-Cognitive Model of Consumer Well-Being: A Longitudinal Exploration of the Role of the Service Organization. JOURNAL OF SERVICE RESEARCH 19 (3) , pp. 307-321.
Guo, L., Chen, C. and Xu, H. (2016). Forging relationships to coproduce: A Consumer Commitment Model in an extended service encounter. JOURNAL OF RETAILING AND CONSUMER SERVICES 31 , pp. 380-388.
He, W., Guo, L., Shen, J. and Akula, V. (2016). Social Media-Based Forecasting: A Case Study of Tweets and Stock Prices in the Financial Services Industry. JOURNAL OF ORGANIZATIONAL AND END USER COMPUTING 28 (2) , pp. 74-91.
Guo, L., Lotz, S. L.., Tang, C. and Gruen, T. W.. (2016). The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation. JOURNAL OF SERVICE RESEARCH 19 (1) , pp. 39-56.
Tang, C. and Guo, L. (2015). Digging for gold with a simple tool: Validating text mining in studying electronic word-of-mouth (eWOM) communication. MARKETING LETTERS 26 (1) , pp. 67-80.
Gwebu, K. L.., Wang, J. and Guo, L. (2014). Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook. DECISION SUPPORT SYSTEMS 67 , pp. 66-77.
Xu, H., Brucks, M. and Guo, L. (2013). Creative Consumption after Mortality Salience: Compared to What, for Whom, What Tasks? And a Time Horizon Issue. Journal of Research for Consumers (24).
Guo, L., Arnould, E. J.., Gruen, T. W.. and Tang, C. (2013). Socializing to Co-Produce: Pathways to Consumers' Financial Well-Being. JOURNAL OF SERVICE RESEARCH 16 (4) , pp. 549-563.
Guo, L., Xiao, J. Jian. and Tang, C. (2009). Understanding the psychological process underlying customer satisfaction and retention in a relational service. JOURNAL OF BUSINESS RESEARCH 62 (11) , pp. 1152-1159.

Book Chapters

Chen, C., O’Brien, M. and Guo, L. (2015). Consumer Trust and Loyalty in e-Tail Online Consumer Behavior: Theory and Research in Social Media, Advertising, and E-Tail (pp. 194-194) Springer International Publishing.
  • 2022: 2022 Course-based Undergraduate Research Grant, Center for Faculty Development
  • 2021: 2021 Strome College Summer Research Grant, Strome College
  • 2018: Summer Faculty Research Fellowship , Peter T. Paul College of Business and Economics, The University of New Hampshire
  • 2014: Predicting Life Changes Research Opportunity Winner , Wharton Customer Analytics Initiative, The University of Pennsylvania
  • 2014: Summer Faculty Research Fellowship , Peter T. Paul College of Business and Economics, The University of New Hampshire

Organizational Chart