Waseda Business School
(Graduate School of Business and Finance)

Nguyen Phuong Bao Chau received her Ph.D. in Commerce and Management from Hitotsubashi University. Her research interests include service marketing, service provider-consumer interactions, and consumer behavior in services.

Selected Publications

【 Journal Articles】

・Chau, N. P. B. (2023). Automation of frontline service encounters: A script theory perspective. Hitotsubashi University Doctoral Dissertation.

・Uno, M., Chau, N. P. B., Zhao, Y., Rokushima, S., & Fukukawa, K. (2022). Current trends and issues of paradigms in the field of marketing research: Toward more active theoretical development (In Japanese). Hitotsubashi Review of Commerce and Management, 17(2), 14-30.

・Nguyen, C. P. B. (2020). Extending a Welcome to International Tourists: A Case Study of Nishimuraya, a ryokan in Hyogo Prefecture (In Japanese). Japan Marketing Journal, 39(4), 77-85. https://doi.org/10.7222/marketing.2020.023

【Books 】

・Chau, N. P. B. & Uno, M. (2025). Storytelling in salesperson-customer interactions: How salespeople leverage. The 54th Annual Conference of the European Marketing Academy (EMAC).

・Uno, M. & Chau, N. P. B. (2024). The role of storytelling in the modern sales process: A research agenda, The 53rd Annual Conference of the European Marketing Academy (EMAC).

・Chau, N. P. B. (2023). The effect of script change on consumers’ acceptance of automated frontline service encounters. 2023 Global Marketing Conference.

・Chau, N. P. B. (2022). Automation of frontline service encounters: A script theory perspective. 2022 Portland International Conference on Management of Engineering and Technology (PICMET).

・Chau, N. P. B. (2022). The effects of customers’ cultural values on their perceptions of lodging service quality: A comparative analysis of customers at traditional Japanese inns. The Sixth International Conference on Design Creativity.

・Chau, N. P. B. (2019). Country of origin effect in the context of hotel services. 41st Annual Informs Society for Marketing Science Conference.

【Others 】

Washida, Y., Furue, N., Kitaura, S., Chau, N. P. B. (2019). Free Innovation (Japanese translation). Hakutou-Shobou Publishing Company.