Shuhua Li

Papers

Total Citations

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About

Dr. Shuhua Li is a pioneering researcher at the intersection of service management and artificial intelligence, whose work fundamentally redefines how we understand customer perceptions of fairness in an increasingly automated world. Her most cited paper, "Human or AI robot? Who is fairer on the service organizational frontline" (2024, 26 citations), employs a rigorous mixed-methods approach to challenge conventional wisdom. By integrating qualitative insights with quantitative analysis, Dr. Li reveals the nuanced psychological mechanisms through which customers evaluate service fairness differently when interacting with AI robots versus human employees. This groundbreaking contribution not only fills a critical gap in the literature—where prior studies largely overlooked AI-specific fairness perceptions—but also provides actionable guidance for organizations navigating the delicate balance between automation and human touch. Her work has rapidly gained traction, demonstrating its immediate relevance to both scholars and practitioners. Dr. Li’s research is essential reading for anyone seeking to understand the future of service encounters, where the boundaries between human and machine are reshaping customer expectations and organizational strategies.