Hongjuan Tan

Macau University of Science and Technology

Papers

Total Citations

H-Index

About

Dr. Hongjuan Tan is a rising scholar at the forefront of service management and artificial intelligence ethics, with a sharp focus on the unintended consequences of AI adoption in hospitality. Her pioneering work investigates how AI-enabled services, while boosting efficiency, can paradoxically create new avenues for customer misbehavior by disrupting long-established social norms. In her landmark 2025 paper, "Customer misbehavior in AI-enabled services," Dr. Tan provides one of the first theoretical frameworks to address this critical gap, offering a foundational lens for understanding the dark side of service automation. Though early in its trajectory, this work has already garnered 2 citations, signaling its growing influence among researchers concerned with the ethical and operational challenges of AI in customer-facing industries. Dr. Tan’s contributions are particularly notable for bridging behavioral ethics with service technology, prompting both academics and practitioners to reconsider the social dynamics of human-machine interaction. As the hospitality sector accelerates its digital transformation, her insights are poised to become essential reading for those designing responsible AI systems.