1. 자기소개
공태식은 한양대학교 ERICA 캠퍼스 경상대학의 조교수로 2014년 9월에 부임하였다. 그는 2011년 7월부터 영국 글래스고 스트래스클라이드 대학교 경영대학원 마케팅학과에서 조교수로 근무한 바 있다. 그는 한양대학교 ERICA 캠퍼스에서 경영학 학사, 서울대학교 대학원 경영학과에서 석사와 박사학위를 취득하였다.
2. 강의경력
그는 현재 마케팅관리, 소비자행동, 마케팅조사, 및 연구방법론 등을 학부, 대학원생을 대상으로 강의하고 있다. 이외에도 한양대학교 사회교육원, 경희대학교 사이버대학교 경영학과, 동국대학교 경영학과, 영국 스트래스클라이드 경영대학원 마케팅학과에서 다년간의 강의 경력을 가지고 있다.
3. 연구경력
그는 경영학연구, 마케팅연구, 및 마케팅저널을 비롯하여 서비스 마케팅 관련 논문을 정기적으로 SSCI 저널에 게재하고 있다. 그의 연구 관심사는 21세기 서비스 경제사회에서 능동적인 가치창출자로서의 서비스 고객의 순기능과 역기능에 대한 연구이다. 고객은 더 이상 수동적인 존재가 아닌 자신의 가치와 행복을 위해서 적극적으로 가치를 창출하며 마케터로서의 역할을 수행한다. 반면, 역기능적으로는 정상적인 서비스 가치 창출을 방해하고 기업의 마케팅 활동을 방해하는 부정적인 행동을 나타내기도 한다. 서비스 마케터들은 이러한 고객의 양면적인 성향을 이해하고 보다 적극적으로 가치창출자로서의 고객행동 관리에 만전을 다해야 할 것이다.
4. 학술지 출판 목록
Publications in SSCI Journals
Gong, Taeshik, Chen-Ya Wang, and Kangcheol Lee (2022), “Effects of Characteristics of In-Store Retail Technology on Customer Citizenship Behavior,” Journal of Retailing and Consumer Services, 65, 102488.
Gong, Taeshik, Pengchang Sun, and Min Jung Kang (2022), “Customer-Oriented Constructive Deviance as a Reaction to Organizational Injustice toward Customers,” Cornell Hospitality Quarterly, 63(1), 119-135.
Gong, Taeshik, Chen-Ya Wang (2022), “The Effects of Psychological Contract Breach on Customer-Directed Deviance,” Journal of Business Research, 138, 374-386.
Gong, Taeshik and Chen-Ya Wang (2021), “The Effects of a Psychological Brand Contract Breach on Customers’ Dysfunctional Behavior toward a Brand,” Journal of Service Theory and Practice, 31(4), 607-637.
Gong, Taeshik and Youjae Yi (2021), “A Review of Customer Citizenship Behaviors in the Service Context,” Service Industries Journal, 41(3-4), 169-199.
Gong, Taeshik, Chen-Ya Wang, and Kangcheol Lee (2020), “The consequences of customer-oriented constructive deviance in luxury-hotel restaurants,” Journal of Retailing and Consumer Services, 57, 102254.
Gong, Taeshik, JungKun Park, and Hyowon Hyun (2020), “Customer response Toward Employees’ Emotional Labor in Service Industry Settings,” Journal of Retailing and Consumer Services, 52, 101899.
Kang, Minjeong and Taeshik Gong (2019), “Dysfunctional Customer Behavior: Conceptualization and Empirical Validation,” Service Business, 13(4), 625-646.
Chan, Kimmy Wa, Chi Kin (Bennett) Yim, and Taeshik Gong (2019), “An Investigation of Nonbeneficiary Reactions to Discretionary Preferential Treatments,” Journal of Service Research, 22(4), 371-387.
Gong, Taeshik and Chen-Ya Wang (2019), “How Does Dysfunctional Customer Behavior Affect Employee Turnover?” Journal of Service Theory and Practice, 29(3), 329-352.
Gong, Taeshik and Youjae Yi (2018), “The Effect of Service Quality on Customer Satisfaction, Loyalty, and Happiness in Five Asian Countries,” Psychology & Marketing, 28(6), 427-442.
Gong, Taeshik (2018), “Customer Band Engagement Behavior in Online Brand Communities,” Journal of Services Marketing, 32(3), 286-299.
Chan, Kimmy Wa, Taeshik Gong, Ruixue Zhang, and Mingjian Zhou (2017), “Do Employee Citizenship Behaviors Lead to Customer Citizenship Behavior? The Role of Dual Identification and Service Climate,” Journal of Service Research, 20(3), 259-274.
Kearney, Treasa, Gianfranco Walsh, Willy Barnett, Taeshik Gong, Maria Schwabe, and Kemefasu Ifie (2017), “Emotional Intelligence in Front-Line/Back-Office Employee
Relationships,” Journal of Services Marketing, 31(2), 185-199.
Kim, Minjeong, Donghee Shin, and Taeshik Gong (2016), "The Influence of Personalization on Brand Community Engagement: The Mediating and Moderating Effect," Information Technology & People, 29(3), 580-596.
Gong, Taeshik and Jin Nam Choi (2016), "Effects of Task Complexity on Creative Customer Behavior," European Journal of Marketing, 50(5/6), 1003-1023.
Gong, Taeshik, Jin Nam Choi, and Samantha Murdy (2016), "Does Customer Value Creation Behavior Drive Customer Well-Being?" Social Behavior and Personality, 44(1), 59-76.
Gong, Taeshik, Youjae Yi, and Jin Nam Choi (2014), “Helping Employees Deal with Dysfunctional Customers: The Underlying Employee Perceived Justice Mechanism,” Journal of Service Research, 17(1), 102-116.
Yi, Youjae and Taeshik Gong (2013), "Customer Value Co-Creation Behavior: Scale Development and Validation,” Journal of Business Research, 66(9), 1279-1284.
Youjae Yi, Taeshik Gong, and Hyojin Lee (2013), “The Impact of Other Customers on Customer Citizenship Behavior,” Psychology & Marketing, 28(8), 341-356.
Yi, Youjae, Rajan Nataraajan, and Taeshik Gong (2011), "Customer Participation and Citizenship Behavioural Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention,” Journal of Business Research, 64(1), 87-95.
Yi, Youjae and Taeshik Gong (2009), “The Effects of Customer Social Exchange Relationships with Organizations, Service Providers, and Customers: The Moderating Effects of Customer Experience,” Service Industries Journal, 29(11), 1513-1528.
Yi, Youjae and Taeshik Gong (2008), “The Effects of Customer Justice Perception and Affect on Customer Citizenship Behavior and Dysfunctional Customer Behavior,” Industrial Marketing Management, 37(7), 767-783.
Yi, Youjae and Taeshik Gong (2008), “If Employees ‘Go the Extra Mile’, Do Customers Reciprocate with Similar Behavior?" Psychology & Marketing, 25(10), 961-986.
Yi, Youjae and Taeshik Gong (2008), "Electronic Service Quality Model: The Moderating Effect of Customer Self-Efficacy," Psychology & Marketing, 25(7), 587-601.
Publications in KCI Journals
이강철, 박혜연, 공태식 (2020), “고객불량행동이 직원성과에 미치는 영향: 사회적 지원의 조절효과를 중심으로,” 연세경영연구, 57(1), 115-153.
공태식, 정정윤 (2016), "항공서비스 고객의 가치창출 행동이 행복에 미치는 영향: 조직사회화의 조절효과를 중심으로," 한국항공경영학회지, 14(1), 3-23.
Gong, Taeshik (2015), "Internal Service Recovery’s Influence on Frontline Service Employees’ Satisfaction and Loyalty," Asia Marketing Journal, 17(2), 39-62.
이유재, 공태식, 박재우, 우문규 (2011), "서비스품질이 기업의 수익성에 미치는 영향에 관한 연구: KS-SQI를 중심으로," 서비스마케팅저널, 3(2), 69-80.
이유재, 공태식 (2008), “서비스 고객의 성격이 소비감정과 서비스 성과에 미치는 영향: 고객접촉 수준의 조절효과를 중심으로,” 서비스마케팅저널, 1(1), 7-41.
Yi, Youjae and Taeshik Gong (2006), “The Antecedents and Consequences of Service Customer Citizenship and Badness Behavior,” Seoul Journal of Business, 12(2), 145-176.
이유재, 공태식 (2005), “고객시민행동과 고객불량행동이 서비스 품질지각, 재구매의도, 고객만족에 미치는 영향,” 한국마케팅저널, 7(3), 1-27.
이유재, 공태식 (2004), “서비스 공정성이 고객불량행동에 미치는 영향에 관한 연구: 부정적 감정과 고객몰입의 매개효과를 중심으로,” 마케팅연구, 19(4), 185-210.
이유재, 공태식, 유재원 (2004), “서비스 조직과 고객의 교환관계가 고객시민행동에 미치는 영향에 관한 연구: 고객 경험속성의 조절효과를 중심으로,” 경영학연구, 33(6), 1809-1845.
한상린, 유재원, 공태식 (2004), “고객시민행동과 고객참여행동이 지각된 서비스 품질과 재구매의도에 미치는 영향,” 경영학연구, 33(2), 473-502.
유재원, 공태식 (2004), “서비스조직과 고객의 관계가 고객시민행동에 미치는 영향,” 대한경영학회지, 17(2), 599-626.
유재원, 공태식 (2003), “공정성지각과 지각통제가 고객시민행동에 미치는 영향,” 고객만족경영연구, 5(2), 61-88.
Conference Presentation
Nanu, Luana, Linh Le, Taeshik Gong (2021), “Translating Organizational Innovativeness to Creative Customer Behavior,” paper presented at the 26th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism hosted by Conrad N. Hilton College of Hotel and Restaurant Management, The University of Houston and School of Hotel and Tourism Management, The Hong Kong Polytechnic University.
Chan, Kimmy Wa, Taeshik Gong, Gary K. W. Chan (2020), “Promoting Creativity in Temporary Customer-Employee Workgroups? Understanding the Psychological Processes of Joint Collaboration on Ideation Performance,” paper presented at the Academy of International Business (AIB) Southeast Asia Regional Conference 2020 held at Hang Seng University of Hong Kong, Hong Kong, China.
Caligiuri, Michael D., Luana Nanu, Linh Le, and Taeshik Gong (2020), “How is Diversity Perceived: A Customer Perspective,” paper presented at the OSU Graduate Scholar Roundtable held at The Ohio State University, Columbus, USA.
Kearney, Treasa, Roisin Vize, Taeshik Gong, and Linda Alkire (2019), “Digitally Engaged Consumers: A Multi-Level Perspective of Higher Education Actors and Their Technology Readiness,” paper presented at the AMA Winter Academic Conference held at Austin, USA.
Chan, Kimmy, Chi Kin (Bennett) Yim, and Taeshik Gong (2018), “Is Discretionary Preferential Treatment Bad to Nonbeneficiaries? The Emotional Pathways of Envy and Boundary Conditions,” paper presented at the AMA SERVSIG International Service Research Conference held at IÉSEG School of Management, Paris-La Défense Campus, Paris, France.
Gong, Taeshik (2018), “Dysfunctional Customer Behavior, Employee stress, and Employee Turnover: The Moderating Effects of Employee Embeddedness and Cultural Value Orientation,” paper presented at the AMA SERVSIG International Service Research Conference held at IÉSEG School of Management, Paris-La Défense Campus, Paris, France.
Gong, Taeshik (2016), "Doing Good or Looking Good: The Moderating Effect of Customer Impression Management on the Relationship between Customer Citizenship Behavior and Firm Performance," paper presented at the 25th Annual Frontiers in Service Conference held at Norwegian School of Economics, Bergen, Norway.
Gong, Taeshik (2016), “Revisiting Customer Value Creation Behavior: Does Culture Matter?” paper presented at the AMA SERVSIG International Service Research Conference held at Maastricht University School of Business and Economics, Maastricht, Amsterdam.
Chan, Kimmy Wa, Taeshik Gong, and Ruixue Zhang (2015), "Does Good Citizens Create Good Citizens? The Roles of Dual Identification Mechanisms and Contrasting Moderating Effects of Service Climate," paper presented at the 24th Annual Frontiers in Service Conference hosted by IBM, Cisco Systems, and San Jose State University, San Jose, California, USA.
Gong, Taeshik (2015), "Customer Brand Ownership: Turning Customers into Brand Ambassadors, paper presented at the 14th International Research Symposium on Service Excellence in Management held at China Europe International Business School (CEIBS), Shanghai, China.
Gong, Taeshik (2014), "Customer Value Creation Behavior: Does it Really Lead to Customer Performance? The Moderating Role of Supplier Value Creation Behavior," paper presented at the 23th Annual Frontiers in Service Conference held at University of Miami, Miami, Florida, USA.
Gong, Taeshik, Jin Nam Choi, and Samantha Murdy (2014), "Customer Value Creation Behavior Really Works? The Mediating Role of Customer Self-Determination and Role Stress," paper presented at the 13th International Research Conference in Service Management held at La Londe les Maures, France.
Gong, Taeshik, Jin Nam Choi, and Alan Wilson (2013), “Value Co-Creation Characteristics and Creativity-Oriented Customer Citizenship Behavior,” paper presented at the 22th Annual Frontiers in Service Conference held at National Taiwan University, Taipei, Taiwan.
Gong, Taeshik, Youjae Yi, and Jin Nam Choi (2012), “The Effect of Internal Service Recovery on Employee-Perceived Justice, Employee Satisfaction and Loyalty,” paper presented at the AMA SERVSIG International Service Research Conference held at Hanken School of Economics, Helsinki, Finland.
Yi, Youjae and Taeshik Gong (2010), “The Development and Validation of a Customer Value Co-Creation Behavior Scale,” paper presented at the 2010 Global Marketing Conference, held at Tokyo, Japan.
Yi, Youjae, Taeshik Gong, and Hyojin Lee (2010), “Scratch My Back and I Will Scratch Yours: The Impact of Other Customers on Customer Citizenship Behavior,” paper presented at the 19th Annual Frontiers in Service Conference held at Karlstad University, Karlstad, Sweden.