Jeou‐Shyan Horng

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About

Dr. Jeou‐Shyan Horng is a leading scholar in hospitality and tourism management, with a research focus on service innovation, consumer behavior, and the integration of technology in luxury hospitality settings. Her recent work explores the psychological mechanisms behind robot anthropomorphism in high-end environments, particularly how luxury and task congruity influence guest experiences under anxiety. Her 2024 study, cited 20 times, uniquely combines expectation-confirmation theory and dual-congruity theory to examine service robot acceptance in luxury hotels—a novel contribution to the field. Dr. Horng’s research has significantly advanced understanding of how emerging technologies can be strategically deployed to enhance customer satisfaction and brand perception in premium service contexts. Her work is widely recognized for bridging theoretical frameworks with practical implications, informing both academic discourse and industry practices. With a career spanning numerous high-impact publications, Dr. Horng continues to shape the future of hospitality research, particularly at the intersection of luxury branding, service robotics, and consumer psychology.