Park Thaichon is an Associate Professor of Marketing at the University of Southern Queensland, and an Adjunct Associate Professor of Marketing at the Griffith Asia Institute, Griffith University. His research, teaching, and consulting focus is around relationship marketing, digital marketing, technology, and consumer behaviour. He is open to research collaboration, consulting projects, and commercial research. He has been working with organizations such as Australia-ASEAN Council, The Commonwealth Scientific and Industrial Research Organisation (CSIRO), AGL Energy Ltd, True Corporation Ltd, Nhon Trach New Industry City Ltd, among others.
His research articles can be viewed in leading outlets such as the Journal of the Academy of Marketing Science, California Management Review, Industrial Marketing Management, European Journal of Marketing, and Journal of Business Research. Park is an Associate Editor of the Australasian Marketing Journal, and Journal of Strategic Marketing. He is a member of Griffith Institute for Tourism, Sales and Marketing Strategy Institute, and Griffith Asia Institute.
Park has been appointed to various leadership roles, for instance, in Research, Learning and Teaching, Student Recruitment and Agent Engagements, and Academic Community Service. Park is also a Course Developer for core courses in the marketing major. His courses are known for incorporating real-world experiences into student learning, for example, (1) Sales negotiation simulations, (2) Consumer behaviour via the lenses of neuromarketing, and (3) Interviews and co-creation with CEOs and managers.
Being Associate Editor and Guest Editor to more than 10 A-ranked journals, Park is a very productive editor in the marketing area. In terms of teaching, he is a Course Developer to the Department of Marketing and has almost always received above high student satisfaction in his teaching. He has also received over $1,000,000 in total grant value to date. Park also has demonstrated his leadership in both teaching and research roles such as Program Director (Master of Marketing) and Cluster Leader (Relationship Marketing for Impact) among other occasions. Overall, he is happy to explore new opportunities and collaborations.
Park has supervised several PhD candidates to completion. His commitment to mentoring HDR students is shown in sponsoring more than twenty PhD candidates to attend international conferences. He has been working with ECRs and PhD candidates on publications and projects which resulted in more than 80 A-ranked papers being accepted and published with A-ranked outlets.
👦🏻 "Coaching the new generation of academics is one of the main focuses of my career."
Experience
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2020–presentSenior lecturer, Griffith University
Publications
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2016An Analysis of Product-place Co-branding: The Case of Ceylon Tea, Asia Pacific Journal of Marketing and Logistics
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2016Internet Service Providers’ service quality and its effect on customer loyalty of different usage patterns, Journal of Retailing and Consumer Services
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2016Consumer motives and impact of western media on the Moroccan luxury buyer, Journal of Retailing and Consumer Services
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2016Marketing Microcredit to Bottom of the Pyramid Market: Investigating Determinants and the Role of Self-identity: the case of youth in post-war context, International Journal of Bank Marketing
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2016The moderating role of age in customer loyalty formation process, Services Marketing Quarterly
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2016Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services, Asia Pacific Journal of Marketing and Logistics
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2016The effects of service quality on Internet Service Provider customers’ behaviour - A mixed methods study, Asia Pacific Journal of Marketing and Logistics
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2016Are you a chocolate lover? An investigation of the repurchase behavior of chocolate consumers, Journal of Food Products Marketing
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2016To fly or not to fly: Factors influencing customer purchase intention and switching intention in the airline industry, Journal of Hospitality Application and Research
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2016Integrated Marketing Communications and their effects on customer switching intention, Journal of Relationship Marketing
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2016Analysis of Consumers’ Intention Values in the Choice of a Mobile Service Provider, Asian Journal of Business Research
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2016The impact of creative competence and project management on longevity of the client-advertising agency relationship, Journal of Business and Industrial Marketing
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2016Online marketing communications and childhood’s intention to consume unhealthy food, Australasian Marketing Journal
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2015Enhancing corporate social responsibility through market orientation practices in bottom of pyramid markets, Journal of Strategic Marketing
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2015Enhancing corporate social responsibility through market orientation practices in bottom of pyramid markets, Journal of Retailing and Consumer Services
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2015Consumer behaviour in the Thai Internet service providers, Asian Journal of Business Research
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2015The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers' customers, Journal of Global Scholars of Marketing Science
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2015From marketing communications to brand management: factors influencing relationship quality and customer retention, Journal of Relationship Marketing
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2015A conceptual framework for understanding and developing entrepreneurial behaviour, International Journal of Nonprofit and Voluntary Sector Marketing
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2014The development of service quality dimensions for Internet Service Providers: retaining customers of different usage patterns, Journal of Retailing and Consumer Services
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2014Antecedents to customer loyalty of Internet Service Providers, International Journal of Quality and Service Sciences
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2014An empirical model of home internet services quality in Thailand, Asia Pacific Journal of Marketing and Logistics
- Australia
- Website
- @ParkThaichon
- Article Feed
- p.thaichon@griffith.edu.au
- park.thaichon@usq.edu.au
- Joined
