• Individual marketing: service customization and personalization, decision making, role of recommendation agents in building learning relationships.
  • Services marketing: value, trust, switching barriers, loyalty.
  • Cross-cultural issues in consumer research.

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Shen, Anyuan (2014), “Recommendations as Personalized Marketing: Insights from Customer Experiences,” Journal of Services Marketing, 28 (5), pp. 414-427.

Shen, Anyuan and A. Dwayne Ball (2011), “Preference Stability Belief as a Determinant of Response to Personalized Recommendations,” Journal of Consumer Behaviour, 10 (2), pp. 71-79.

Shen, Anyuan and Chih-Yang Tsai (2010), “Are Single-Gift Donors Different from their Multiple-Gift Counterparts? A Longitudinal Approach to the Giving Behaviors of Committed Donors,” the International Journal of Nonprofit and Voluntary Sector Marketing, 15 (August), pp. 253-264.

Shen, Anyuan and A. Dwayne Ball (2009), “Customer Perceptions and Sustained Usageof Recommender Systems,” Internationbal Journal of Electronic Business, 7 (6), pp. 642-663.

Shen, Anyuan and A. Dwayne Ball (2009), “Is Personalization of Services Always a Good Thing? Exploring the role of technology-mediated personalization (TMP) in service relationships,” Journal of Services Marketing, 23 (2), pp. 79-91.

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