Rate My Professor Jiraporn Surachartkumtonkun

Dr. Jiraporn (Nui) Surachartkumtonkun is a Senior Lecturer in the Department of Marketing at Griffith Business School, Griffith University. She earned her PhD in Marketing from the University of New South Wales. Her academic interests center on services marketing, service failure and recovery, customer online reviews, emotions and coping strategies. With a robust publication record in leading journals, her work explores critical aspects of consumer behavior, employee well-being, and emerging business models such as the sharing economy. Notable publications include 'Unpacking Customer Rage Elicitation: A Dynamic Model' (2015, Journal of Service Research, co-authored with Janet R. McColl-Kennedy and Paul G. Patterson), which examines the temporal dynamics of customer anger in service encounters; 'A meta-analysis of customer engagement behaviour' (2021, International Journal of Consumer Studies, with Mojtaba Barari and others), synthesizing factors influencing customer interactions; 'The effects of hope and gratitude on employee burnout and engagement' (2023, Journal of Retailing and Consumer Services, with Liem Viet Ngo and Wei Shao), highlighting positive emotions' role during crises like COVID-19; 'A meta-analysis on peer-to-peer accommodation adoption' (2023, Psychology & Marketing, with Md Ashaduzzaman and others), analyzing drivers of sharing economy participation; and 'Customer perceptions in possession-processing services' (2020, in Transforming Relationship Marketing, with Kittisorn Boonnark and others), identifying loyalty factors.

Dr. Surachartkumtonkun's research has achieved significant impact, with over 2,000 citations on Google Scholar, influencing discussions on customer emotions, service recovery mechanisms, and digital consumer behavior. She actively supervises PhD students, including those investigating AI-induced consumer vulnerability, and teaches undergraduate and postgraduate marketing courses such as Introduction to Marketing Concepts. Her contributions extend to funded research projects listed on Griffith's research portal and professional engagements, including moderating sessions at the PRAISE Summit on empowerment and inclusion, and serving as a guest lecturer for PhD courses internationally. Through these efforts, she advances marketing scholarship and practical applications in business contexts.