Program Director (Master of Marketing) | Cluster Leader (Relationship Marketing for Impact), Griffith University

Dr Park Thaichon is the Cluster Leader of the Relationship Marketing for Impact research cluster. Park is also the Program Director of the Master of Marketing, Griffith Business School.

He started his PhD at the age of 21 in the area of Relationship Marketing. Park main research interests include relationship marketing, big data, privacy, integrated marketing communications, and consumer behaviour. The fundamental aim of his research is for a better tomorrow - “I wish that my current and future research would contribute to the overall benefits and well-being of the society”.

Park has published over 35 A (3 A*) ranked journal articles since 2015. He has received several faculty Research Excellence Awards (2015 and 2016), Best Paper Awards (2015 and 2016), Best Poster Awards (2013 and 2015), Best Reviewer Awards (2017 and 2019), Conference Best Presentation Award (2014), and Teaching Excellence Recognition Schemes (2018 and 2019). Additionally, the Australia and New Zealand Academy has published the Benchmarks by academic level for ANZ Marketing Academics on ANZ marketing academics’ research impact (November 2018). Based on the suggested calculation, Park’s hg index is approximately 16.9, and it is ranked at 99th percentile at the Lecturer level (as at 20/08/2019).

Park’s research has been highlighted on the CNBC, The Conversation, Seven News, and Gold Coast Bulletin. He has served as a guest editor for Journal of Strategic Marketing, Journal of Retailing and Consumer Services, Asia Pacific Journal of Marketing and Logistics, Australasian Marketing Journal, Marketing Intelligence and Planning, and World Marketing Congress (WMC).

PhD supervision enquiry - p.thaichon@griffith.edu.au.

“I would like to express my gratitude to my family, co-authors, mentors, and Rilakkuma for their support. It is much appreciated.” – Park Thaichon

Experience

  • 2020–present
    Senior lecturer, Griffith University

Publications

  • 2016
    An Analysis of Product-place Co-branding: The Case of Ceylon Tea, Asia Pacific Journal of Marketing and Logistics
  • 2016
    Internet Service Providers’ service quality and its effect on customer loyalty of different usage patterns, Journal of Retailing and Consumer Services
  • 2016
    Consumer motives and impact of western media on the Moroccan luxury buyer, Journal of Retailing and Consumer Services
  • 2016
    Marketing 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
  • 2016
    The moderating role of age in customer loyalty formation process, Services Marketing Quarterly
  • 2016
    Evaluating specific service quality aspects which impact on customers’ behavioural loyalty in high-tech internet services, Asia Pacific Journal of Marketing and Logistics
  • 2016
    The effects of service quality on Internet Service Provider customers’ behaviour - A mixed methods study, Asia Pacific Journal of Marketing and Logistics
  • 2016
    Are you a chocolate lover? An investigation of the repurchase behavior of chocolate consumers, Journal of Food Products Marketing
  • 2016
    To fly or not to fly: Factors influencing customer purchase intention and switching intention in the airline industry, Journal of Hospitality Application and Research
  • 2016
    Integrated Marketing Communications and their effects on customer switching intention, Journal of Relationship Marketing
  • 2016
    Analysis of Consumers’ Intention Values in the Choice of a Mobile Service Provider, Asian Journal of Business Research
  • 2016
    The impact of creative competence and project management on longevity of the client-advertising agency relationship, Journal of Business and Industrial Marketing
  • 2016
    Online marketing communications and childhood’s intention to consume unhealthy food, Australasian Marketing Journal
  • 2015
    Enhancing corporate social responsibility through market orientation practices in bottom of pyramid markets, Journal of Strategic Marketing
  • 2015
    Enhancing corporate social responsibility through market orientation practices in bottom of pyramid markets, Journal of Retailing and Consumer Services
  • 2015
    Consumer behaviour in the Thai Internet service providers, Asian Journal of Business Research
  • 2015
    The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers' customers, Journal of Global Scholars of Marketing Science
  • 2015
    From marketing communications to brand management: factors influencing relationship quality and customer retention, Journal of Relationship Marketing
  • 2015
    A conceptual framework for understanding and developing entrepreneurial behaviour, International Journal of Nonprofit and Voluntary Sector Marketing
  • 2014
    The development of service quality dimensions for Internet Service Providers: retaining customers of different usage patterns, Journal of Retailing and Consumer Services
  • 2014
    Antecedents to customer loyalty of Internet Service Providers, International Journal of Quality and Service Sciences
  • 2014
    An empirical model of home internet services quality in Thailand, Asia Pacific Journal of Marketing and Logistics