Papers
1
Total Citations
140
H-Index
1
About
Na Su is a pioneering researcher at the intersection of service marketing, human-robot interaction, and consumer psychology. Her work fundamentally explores how consumers perceive and respond to service failures and recoveries in automated environments, with a particular focus on the emotional and relational dynamics between humans and robots. Her most cited paper, "How Sincere is an Apology? Recovery Satisfaction in A Robot Service Failure Context" (2021, 140 citations), is a landmark study that investigates the critical role of perceived sincerity in service recovery. By comparing robot-generated text, robot-generated voice, and human employee apologies, Su reveals that the entity delivering the apology significantly impacts customer satisfaction, with sincerity acting as a key mediator. She further identifies the need for human interaction as a crucial moderating variable, demonstrating that not all consumers respond equally to robotic apologies. This work has profound implications for the design of customer service AI and the management of service failures in an increasingly automated world. Su’s research is essential reading for scholars and practitioners navigating the complexities of trust, emotion, and authenticity in technology-mediated service encounters.
Research Focus
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Top Papers
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