■ 자기소개
공태식교수는 현재 한양대학교 ERICA캠퍼스 경상대학 경영학부의 교수로 재직 중이며, 2014년 9월에 부임하였다. 그는 학문적 커리어 초기부터 국내외를 아우르는 폭넓은 연구 경험을 축적해 왔으며, 특히 2011년부터 2014년까지 영국 글래스고의 스트래스클라이드 대학교 경영대학 마케팅학과에서 조교수로 재직하면서 글로벌 학술 네트워크를 형성하고 국제 공동연구의 기반을 다졌다. 학사과정은 한양대학교 ERICA캠퍼스에서 경영학을 전공하였으며, 이후 서울대학교 경영대학에서 석사 및 박사학위를 취득하며 이론적 깊이와 연구 역량을 체계적으로 발전시켰다. 이러한 학문적 여정을 통해 공태식은 서비스 마케팅과 서비스 매니지먼트 분야에서 실증적 연구와 이론적 기여를 조화롭게 추구하는 학자로 자리매김해왔다.
공태식의 연구는 고객행동과 기술 기반 서비스 환경의 접점을 심층적으로 조명하는 데 중점을 두고 있다. 구체적으로는 고객의 시민행동(customer citizenship behavior)과 불량행동(dysfunctional customer behavior), 서비스 조직 내에서의 공정성 지각과 관계적 역학, 그리고 리테일 테크놀로지 및 서비스 로봇과의 상호작용이 주요 연구 영역이다. 이러한 주제들은 소비자와 조직 간의 상호작용이 점점 더 자동화되고 비인간적 요소가 개입되는 현대 서비스 환경에서 중요한 이론적·실무적 함의를 제공한다.
최근에는 서비스 로봇의 도입이 고객과 직원의 심리적·행동적 반응에 미치는 긍정적 효과뿐만 아니라, 인지적 부하나 스트레스, 저항감 등 부정적 반응을 유발하는 기제를 규명하는 연구로 학계의 주목을 받고 있다. 또한, 조직 내 공정성 지각이 직원의 일탈행동(dysfunctional behavior)이나 역할외 행동(extra-role behavior)으로 이어지는 경로에 대한 분석을 통해, 기술 변화에 직면한 조직 구성원들의 내면적 반응과 윤리적 판단을 정교하게 설명하고자 한다. 이러한 연구는 서비스 조직이 인간 중심성과 기술 효율성 간의 균형을 어떻게 설계하고 관리해야 하는지를 이해하는 데 중요한 이론적 토대를 제공한다.
■ 연구관심분야
고객시민행동, 고객불량행동, 리테일 테크놀로지, 서비스 로봇, 조직 내 공정성 지각과 행동 반응
■ Teaching History
ㆍ2025-2: GBM9049 Retail Management (2 credits, 5 students)
ㆍ2025-2: SMA8002 Multivariate Statistics (3 credits, 33 students)
ㆍ2025-1: BUS2003 Marketing Management (3 credits, 67 students)
ㆍ2025-1: BUS3080 Services Marketing (3 credits, 68 students)
■ Activities
ㆍSeptember 2025, "Algorithmic management and gig workers: engagement, exhaustion and citizenship behavior", MANAGEMENT DECISION, EMERALD GROUP PUBLISHING LTD
ㆍAugust 2025, "Witnessing robot mistreatment: A dual-path model of behavioral contagion and empathy in customer observers", JOURNAL OF RETAILING AND CONSUMER SERVICES, ELSEVIER SCI LTD
ㆍJune 2025, "When Machines Make Amends: The Differential Impact of Human vs. Robotic Service Recovery on Justice Perceptions and Customer Satisfaction", Journal of New Industry and Business, ESB Management Research Center
ㆍJune 2025, "The Role of Brand Nostalgia in Fostering Brand Loyalty: Effects of Brand Passion, Brand Affection, and Self-Brand Connection", Services Marketing Journal, Service Marketing Association
ㆍJune 2025, "The Double-Edged Sword of Robot Anthropomorphism: Cognitive Load, Stress, and Dysfunctional Customer Behavior in Service Interactions", 19th International Research Symposium on Service Excellence in Management (QUIS19), Roma Tre University, Rome, Italy
ㆍApril 2025, "The Dark Side of Robot Anthropomorphism: Cognitive Load, Stress, and Dysfunctional Customer Behavior", SERVICE INDUSTRIES JOURNAL, ROUTLEDGE JOURNALS
ㆍMarch 2025, "Unveiling the Nexus: Service robot support and proactive customer service performance in hospitality industry", INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, ELSEVIER SCI LTD
ㆍMarch 2025, "The Dark Side of Fairness: How Perceived Fairness in Service Robot Implementation Leads to Employee Dysfunctional Behavior", JOURNAL OF SERVICES MARKETING, EMERALD GROUP PUBLISHING LTD
ㆍMarch 2025, "Justice Perceptions and Customer Forgiveness: The Moderating Effect of Relationship Quality in Service Recovery", Asia-Pacific Journal of Business, Institute of Management and Economics, Kangwon National University
ㆍFebruary 2025, "The effect of service robots on employees’ customer service performance and service-oriented organizational citizenship behavior", JOURNAL OF SERVICE THEORY AND PRACTICE, EMERALD GROUP PUBLISHING LTD
ㆍDecember 2024, "Algorithmic Management and Gig Workers Citizenship Behavior", ANZMAC 2024, ANZMAC
ㆍNovember 2024, "The Dual Impact of Algorithmic Management on Gig Workers Citizenship Behavior", 2024 International Conference of Asian Marketing Associations (ICAMA), Korean Marketing Association
ㆍOctober 2024, "Bridging the gap: Exploring the nexus of service robot personalization, customer identification, and citizenship behaviors", JOURNAL OF RETAILING AND CONSUMER SERVICES, ELSEVIER SCI LTD
ㆍAugust 2024, "Fostering customer-oriented constructive deviance: the influence of moral emotions and moral disengagement", INTERNATIONAL JOURNAL OF CONTEMPORARY HOSPITALITY MANAGEMENT, EMERALD GROUP PUBLISHING LTD
ㆍJuly 2024, "고객시민행동이 고객불량행동에 미치는 영향", 학술·인문사회사업 > 인문사회기초연구사업 > 중견연구자지원사업(인문사회), (재)한국연구재단
ㆍJune 2024, "Exploring the Impact of Service Failures by Robots on Employee Attitudes, Behaviors, and Customer Satisfaction: The Moderating Role of Employee Autonomy", AIRSI2024 The Metaverse Conference, AIRSI2024 The Metaverse Conference Editorial Office
ㆍFebruary 2024, "Unraveling the impact of unethical pro-organizational behavior: the roles of manager-employee exchange, customer-employee exchange, and reciprocity beliefs", CURRENT PSYCHOLOGY, SPRINGER
ㆍFebruary 2024, "How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate", JOURNAL OF SERVICES MARKETING, EMERALD GROUP PUBLISHING LTD
ㆍDecember 2023, "The impact of service robots on _x000B_service-oriented organizational citizenship behavior", ANZMAC 2023, Australian & New Zealand Marketing Academy
ㆍSeptember 2023, "Influence of dysfunctional customer behavior on depersonalization and service sabotage in the service industry", Services Marketing Quarterly, Taylor & Francis
ㆍJuly 2023, "고객시민행동이 고객불량행동에 미치는 영향", 학술·인문사회사업 > 인문사회기초연구사업 > 중견연구자지원사업(인문사회), (재)한국연구재단
ㆍJune 2023, "Translating Transformational Leadership and Organizational Innovativeness Into Creative Customer Behavior: Underlying Processes and Boundary Conditions", CORNELL HOSPITALITY QUARTERLY, SAGE PUBLICATIONS INC
ㆍJune 2023, "Effects of augmented reality technology characteristics on customer citizenship behavior", JOURNAL OF RETAILING AND CONSUMER SERVICES, ELSEVIER SCI LTD
ㆍFebruary 2023, "Unpacking the relationship between customer citizenship behavior and dysfunctional customer behavior: the role of customer moral credits and entitlement", JOURNAL OF SERVICE THEORY AND PRACTICE, EMERALD GROUP PUBLISHING LTD
ㆍJanuary 2023, "Curvilinear Relationship between Customer Engagement and Responses to Service Failures", SERVICE INDUSTRIES JOURNAL, ROUTLEDGE JOURNALS
ㆍJuly 2022, "고객시민행동이 고객불량행동에 미치는 영향", 학술·인문사회사업 > 인문사회기초연구사업 > 중견연구자지원사업(인문사회), (재)한국연구재단
ㆍJuly 2022, "Dysfunctional customer behavior and commitment to service quality", MARKETING INTELLIGENCE & PLANNING, EMERALD GROUP PUBLISHING LTD
ㆍJune 2022, "Demystifying the impact of customer participation on citizenship behaviors through interpersonal attraction and its contingencies", JOURNAL OF BUSINESS RESEARCH, ELSEVIER SCIENCE INC
ㆍMarch 2022, "Effects of characteristics of in-store retail technology on customer citizenship behavior", JOURNAL OF RETAILING AND CONSUMER SERVICES, ELSEVIER SCI LTD
ㆍFebruary 2022, "Customer-Oriented Constructive Deviance as a Reaction to Organizational Injustice Toward Customers", CORNELL HOSPITALITY QUARTERLY, SAGE PUBLICATIONS INC
ㆍJanuary 2022, "The effects of a psychological contract breach on customer-directed deviance", JOURNAL OF BUSINESS RESEARCH, ELSEVIER SCIENCE INC
ㆍDecember 2021, "The Effect of Greenwashing on Green Brand Loyalty: Focusing on Green Skepticism, Green Attribute Transparency, Green Brand Image, and Green Brand Trust", Services Marketing Journal, Service Marketing Association
ㆍDecember 2021, "The Effects of Dysfunctional Customer Behavior on Job Burnout and Service Performance: A Moderated Mediation Model of Commitment to Service Quality", Services Marketing Journal, Service Marketing Association
ㆍJune 2021, "The effects of a psychological brand contract breach on customers' dysfunctional behavior toward a brand", JOURNAL OF SERVICE THEORY AND PRACTICE, EMERALD GROUP PUBLISHING LTD
ㆍMarch 2021, "A review of customer citizenship behaviors in the service context", SERVICE INDUSTRIES JOURNAL, ROUTLEDGE JOURNALS
ㆍMarch 2021, "2021학년도 ERICA OUTSTANDS 연구지원", 대학연구활동지원 > 연구관리지원 > ERICA OUTSTANDS 교내 연구지원사업, 한양대학교 에리카산학협력단
ㆍJanuary 2021, "TRANSLATING ORGANIZATIONAL INNOVATIVENESS TO CREATIVE CUSTOMER BEHAVIOR", The 26th Annual Graduate Education and Graduate Student Research Conference in Hospitality and Tourism, THE UNIVERSITY OF HOUSTON & THE HONG KONG POLYTECHNIC UNIVERSITY