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PhD Research Student

Title of research: An investigation of the influence of consumer acculturation in ethnic consumer–banking service provider relationships in New Zealand

Area of PhD research: Consumer acculturation, relationship marketing, banking relationships, customer loyalty

Qualifications: BSc (Hons)(USA), MBA (Australia)

PhD start date: 2007

Supervisors: Associate Professor Kenneth Deans and Dr Sergio Biggemann

Email: joe.chai@otago.ac.nz

Joe's publications

Refereed journal articles

Chai, J.C.Y., Deans, K.R., & Biggemann, S. (2012). The influence of acculturation on consumer relational bonding in banking relationships. Journal of Strategic Marketing. doi:10.1080/0965254X.2012.657227

Cua, F.C., Reames, S., & Chai, J.C.Y. (forthcoming). Relationships in technological processes: Finding the common ground between “Diffusion of Innovations” and “Relationship Marketing” theories, a case study. International Journal of Information Systems and Social Change [listed in Cabell’s Directory of Refereed Publications (AACSB standard)].

Conference proceedings


Chai, J.C.Y., & Dash, S. (2012, January). Examining the role of target of commitment in banking relationships. Proceedings of the 2012 IIML International Conference in Marketing, Lucknow, India.

Chai, J.C.Y., Deans, K.R., & Biggemann, S. (2011, June). How acculturation influences Chinese consumers’ relational behavior in banking relationships. Proceedings of the 2011 Asia-Pacific Conference of the Association for Consumer Research, Volume 9, Beijing, China.

Chai, J.C.Y., & Podoshen, J.S. (2011, May). Guanxi meets Western banking systems: Trust, bonding, and commitment in the context of consumer acculturation. Proceedings of the Annual Conference of the Academy of Marketing Science, Volume XXXIV, Coral Gables, Florida, USA.

Doctoral colloquium papers

Chai, J.C.Y. (2009, November). An empirical study of commitment foci and loyalty-related behavioural intentions in the financial service relationship: A consumer acculturation context. Paper presented at the 2009 ANZMAC Doctoral Colloquium, Monash University, Melbourne, Australia.

Chai, J.C.Y. (2007, December). An empirical study of the three dimensions of commitment and customer loyalty behavioural intentions in a services context. Paper presented at the 2007 ANZMAC Doctoral Colloquium, University of Otago, Dunedin, New Zealand.

Professional Affiliations/Memberships

Beta Gamma Sigma, USA
Academy of Marketing Science, USA
Association for Consumer Research, USA