Beibei Dong

Beibei (Bacy) Dong joined the College of Business in July 2009. She received a Ph.D. in business administration (marketing) from the University of Missouri. Before the doctoral program, she worked for a management consulting firm for over two years, providing consulting services for the two largest telecommunication companies in China.

Professor Dong’s research and teaching interests include services marketing, digital marketing, and marketing management. Her articles have been published in the Journal of Marketing, Journal of the Academy of Marketing Science, Productions and Operations Management, Journal of Retailing, Journal of Service Research, Decision Sciences, Journal of International Marketing, and others. She is currently Co-Editor of the Journal of Service Research, a leading journal in services research, and serves on the Editorial Review Boards of the Journal of Service Research, Journal of Retailing, and Journal of Business Research.

Professor Dong has received many awards for her research, including the AMA Services Marketing SIG Best Services Article Award (2014), the AMA Services Marketing SIG Best Services Article Finalist Award (2017), the Journal of Service Research Best Reviewer Award (2015), and the Journal of Service Research Outstanding Associate Editor Award (2025). She is also the recipient of Lehigh University’s Carl R. and Ingeborg Beidleman Research Award (2024) and Melone Award (2025). In addition, she was named the Thomas J. Campbell ’80 Professor in 2014 and the George N. Beckwith ’32 Professor of Marketing in 2024.  

Education

• Tongji University, Shanghai, China, B.A.
• University of Missouri, Ph.D.

Research Interests

• Services marketing 
• Digital marketing, AI and robotics

• Guo, Wenjun, Beibei Dong, and Robert W. Palmatier (2025), “Understanding Surprise: Toward a Theory of Surprise Marketing,” Journal of Retailing, 101 (1), 7-24.
• Sun, Haoyan, Eric Fang, Beibei Dong, and Xiaoling Li (2024), “Swimming with the Shark: The Effects of Platform Price Promotion and In-Platform Advertising on Third-Party Retailer Performance in Hybrid Online Retailing,” forthcoming at Production and Operations Management, https://doi.org/10.1177/10591478241243385 (Equal authorships for the first three authors).
• Dong, Beibei, Mengzhou Zhuang, Eric (Er) Fang, and Minxue Huang (2024), “Tales of Two Channels: Digital Advertising Performance Between AI Recommendation and User Subscription Channels,” Journal of Marketing, 88 (2), 141-162 (Equal authorships for the first three authors).
• Fang, Eric (Er), Beibei Dong, Mengzhou Zhuang, and Fengyan Cai (2023), “‘We Earned the Coupon Together’”: The Missing Link of Experience Cocreation in Shared Coupons,” Journal of Marketing, 87 (3), 451–471 (Equal authorship).
• Dong, Beibei, Mei Li and K. Sivakumar (2019), “Online Review Characteristics and Trust: A Cross-Country Examination,” Decision Sciences, 50 (3), 537-566. 
• Dong, Beibei, and K. Sivakumar (2018), “Brand-Tier Advantage in Service Co-Production,” Marketing Science Institute Working Paper Series, No. 18-104.
• Ye, Jun, Beibei Dong, and Ju-Yeon Lee (2017), “The Long-term Impact of Service Empathy and Responsiveness on Customer Satisfaction and Profitability: An Empirical Investigation in a Healthcare Context,” Marketing Letters, 28 (4), 551-564.
• Dong, Beibei, and K. Sivakumar (2017), “Customer Participation in Services: Domain, Scope, and Boundaries,” Journal of the Academy of Marketing Science, 45 (6), 944–965.
• Dong, Beibei, and K. Sivakumar (2016), “Customer Participation in Services: Domain, Scope, and Boundaries,” Marketing Science Institute Working Paper Series, No. 16-117. 
• Dong, Beibei, K. Sivakumar, Kenneth Evans, and Shaoming Zou (2016), "Recovering Coproduced Service Failures: Antecedents, Consequences, and Moderators of Locus of Recovery," Journal of Service Research, 19 (3), 291-306.
• Dong, Beibei and K. Sivakumar (2015), "A Process-Output Classification for Customer Participation in Services," Journal of Service Management, 26 (5), 726-750.
• Dong, Beibei (2015), "How a Customer Participates Matters: "I am Producing" versus "I am Designing," Journal of Services Marketing, 29 (6/7), 498-510.
• Dong, Beibei, K. Sivakumar, Kenneth Evans, and Shaoming Zou (2015), "Effect of Customer Participation on Service Outcomes: The Moderating Role of Participation Readiness," Journal of Service Research,18 (2), 160-176.
• K. Sivakumar, Mei Li, and Beibei Dong (2014), “Service Quality: The Impact of Frequency, Timing, Proximity, and Sequence of Failures and Delights," Journal of Marketing, 78 (1), 41-58.
• Standifer, Rhetta L. Kenneth R. Evans and Beibei Dong (2010), “The Influence of Spirituality on Buyer Perception Within Business-to-Business Marketing Relationships: A Cross-Cultural Exploration and Comparison,” Journal of Relationship Marketing, 9 (3), 132-160.
• Beibei Dong, Kenneth R. Evans, and Shaoming Zou (2008), “The Effects of Customer Participation in Co-Created Service Recovery,” Journal of the Academy of Marketing Science, 36 (1), 123-137.
• Beibei Dong, Shaoming Zou, and Charles R. Taylor (2008), “MNCs’ Control of Their Operations in the Foreign Markets:  An Integrative Theoretical Model,” Journal of International Marketing, 16 (1), 98-119.
• Murali Mantrala, Manfred Krafft, Beibei Dong, and Kalyan Raman (2007), “The CRM Process and the Banking Industry:  Insights from the Marketing Literature,” in Advances in Banking Technology and Management:  Impact of ICT and CRM (eds:  Vadlamani Ravi), Idea Group Inc., 159-185.