Yoksamon Jeaheng

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About

Yoksamon Jeaheng is a rising scholar in hospitality and service management, whose research focuses on the intersection of technology adoption, customer behavior, and value co-creation in emerging service contexts. Her most-cited work, "Drivers of and barriers to customer value co-creation behaviors in the robot-assisted restaurant context" (2025), has already garnered 5 citations, reflecting its timely relevance as the industry grapples with automation and human-robot interaction. Jeaheng’s major contribution lies in identifying the psychological and contextual factors that either encourage or hinder customers from actively participating in co-creating value—such as through feedback or customization—when robots are involved in service delivery. This work bridges gaps in technology acceptance and service-dominant logic, offering actionable insights for restaurant operators and tech developers. By highlighting both drivers (e.g., novelty, efficiency) and barriers (e.g., loss of human touch, trust issues), her research provides a balanced framework for designing robot-assisted experiences that foster customer engagement. Jeaheng’s scholarship is particularly notable for its practical implications in a rapidly automating industry, positioning her as a key voice in understanding how technology reshapes the co-creation landscape.