Dr Yingzi Xu

profile image

Phone: +64 9 9219999 ext 5033

Email: yingzi.xu@aut.ac.nz

Physical Address:

AUT City Campus, WY Building, room WY410

120 Mayoral Drive, Auckland 1010

New Zealand

Postal Address:

Faculty of Business & Law

Auckland University of Technology

Private Bag 92006

Auckland 1142, New Zealand


  • Doctor of Business Administration, Maastricht School of Management, the Netherlands
  • Master of Business Administration, Maastricht School of Management, the Netherlands
  • Bachelor of Science (Electronic Engineering), University of Electronic Science and Technology, China

Memberships and Affiliations:

  • American Marketing Association
  • Association of Consumer Research

Work with:

  • CTF, Service Research Center at Karlstad University, Sweden
  • National Chiayi University, Taiwan
  • Radboud University, the Netherlands


Yingzi Xu was born in Shanghai, China. She was previously an Assistant Professor at the Maastricht School of Management in the Netherlands. She had lived in the Netherlands more than eight years. Before that, she held a number of marketing positions in telecommunication and financial service industries in her native China. She had taught Marketing courses in a few countries in Africa, South America, and central and Southeast Asia. She was a visiting researcher at Service Research Center at Karlstad University, Sweden in 2010 and 2013, having research collaboration in Netherlands, Sweden, and Taiwan.

Teaching Areas:

Service Marketing & International Marketing

Research Areas:

  • Service recovery
  • Customer complaining and switching behavior
  • Value co-creation
  • Social influence and social identity in Online communities
  • Service climate and employee job satisfaction

Research Summary:

Yingzi’s research interests are in the area of customers’ roles in service delivery and consumption process. She is not only interested in improvement for service management but also passionate about value creation and well-being of customers and employees. More recently, she has worked on customer-to-customer interaction in service recovery; co-creation between patients and doctors; social influence in online communities focusing on opinion leadership, social identity and social capital in sports and health communities. Her work employs both qualitative and quantitative research approach using experiments, SEM, and thematic analysis.

Current Research Projects:

  • Value co-creation between doctors and patients: manuscript under second round review.
  • Bilingualism and health advocacy: manuscript under first round review.
  • Social capital and health risk: manuscript under second round review.
  • Social identities among sports fans: manuscript under second round review.
  • Online leadership in negative word-of-mouth: in progress.
  • Motivations for an automated or interpersonal service in a fitness context: in progress.


  1. Liu, Y., Xu, Y. and Ling, I. (2017), “The impact of backstage cues on service evaluation”, International Journal of Quality and Service Science, Vol.9, Issue 2, pp. 165-168.
  2. Xu, Y., Yap, S. and Hyde, K. (2016), “Who is talking, who is listening? Service recovery through Customer-to-customer interactions”, Journal of Marketing Intelligence & Planning, Vol. 34 No. 3, pp.421-443.
  3. Xu, Y., Marshall, R., Edvardsson, B. and Tronvoll, B. (2014), “Show you care: Initiating co-creation in service recovery", Journal of Service Management, Vol.25 No. 3, pp.368-387.
  4. Xu, Y., Tronvoll, B. and Edvardsson, B. (2014), “Recovering service failure through resource integration”, The Service Industries Journal, Vol. 34 No.16, pp.1253-1271.
  5. Ling, I., Marshall, R., Xu, Y. and Lin, W.Y. (2014), “Jaypatient-induced service sabotage behavior: The issue of self-esteem of hospital nurses”, Health Marketing Quarterly, Vol. 31 No. 3, pp.213-230.
  6. Lee, A., Xu, Y., and Hyde, K.F. (2013), “Factors influencing investor choice of retirement funds”, Journal of Financial Services Marketing, Vol. 18 No. 2, page.137-151.
  7. Lee, A., Xu, Y., Hyde, K.F. (2012), “Influences on Consumer Choice of Pension Fund: The Case of New Zealand’s KiwiSaver Pension Scheme”, Asia Pacific Advances in Consumer Research, Vol.10, pp.33-42.
  8. Kim, C., Xu, Y. and Hyde, K. F. (2011), “Advertising versus Sales Promotion: An Examination of the Japanese Food Industry, 1976-2008”, Journal of Global Scholars of Marketing Science, Vol.21 No. 4, pp. 193-200.
  9. Gaur, S., Xu, Y., Quazi, A., and Nandi, S. (2011), “Relational impact of service providers’ interaction behavior in Healthcare", Managing Service Quality, Vol.21 No. 1, pp.67-87.
  10. Marshall, R., Huan, T.C., Xu, Y. and Nam, I. (2010), “Extending Prospect Theory Cross-Culturally to Switching Behavior”, Journal Business Research, Vol. 64 No.8, pp.871-878.