Taeshik Gong, PhD, is a Professor of Marketing in the College of Business and Economics at Hanyang University ERICA, Republic of Korea. He worked as a lecturer in marketing at University of Strathclyde Business School, Glasgow, United Kingdom (UK). His research has focused on customer citizenship behavior, dysfunctional customer behavior, retail technology, and service robots. His research has been published in numerous journals including the Journal of Service Research, Industrial Marketing Management, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Services Marketing, Journal of Service Theory and Practice, Service Industries Journal, Service Business, Psychology and Marketing, European Journal of Marketing, and among others.