Luorong Wu
Papers
2
Total Citations
353
H-Index
2
About
Luorong Wu is a leading scholar in services marketing and consumer behavior, with a focused expertise on the role of anthropomorphism in technology-mediated service encounters. Her research critically examines how human-like features in self-service technologies (SSTs) and service robots influence customer reactions, particularly during service failures. Wu’s major contributions include uncovering the nuanced conditions under which anthropomorphism alleviates or exacerbates customer dissatisfaction. Her seminal 2019 work, with 205 citations, reveals that consumer technology self-efficacy and interdependent self-construal jointly moderate the effectiveness of humanoid robots in mitigating negative responses after a failure. Her earlier 2016 study (148 citations) further established how anthropomorphic design can paradoxically increase customers’ switching intentions in SST failure contexts, challenging the assumption that human-like machines always enhance satisfaction. By integrating psychological and cultural factors, Wu has provided actionable insights for firms deploying service robots in high-stakes environments like airports and hotels. Her work is widely cited in marketing, human-computer interaction, and service management, making her a pivotal voice in understanding the delicate balance between technology design and consumer psychology.
Research Focus
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Top Papers
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