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1 Mina Rohani, Ph.D. Chair of Service Marketing and Customer Experience 3000, Chemin de la Côte-Sainte-Catherine Room RJ111h Montreal, Quebec Canada H3T 2A7 ACADEMIC EDUCATION 2014-Present Postdoctoral fellow Marketing Department PhD Marketing Business Administration Cell: Phone: Dissertation Title: When Questions Change Customer Revenge Responses: Studying the Effects of Form and Content of Questionnaires over Time. Committee Members: Dr. Yany Grégoire,, Supervisor Dr. Katherine N. Lemon, Boston College, External examiner Dr. Renaud Legoux,, Internal committee member Dr. François Bellavance,, Chairman Defended September 2014 Nominated to the award of the best thesis for 2014 at. Thesis Abstract: I explore the effects of answering different questions that vary in terms of form and content on the evolution of the customer revenge process over time. The first essay aims to resolve the extant controversy regarding the effects of time on customer revenge. It demonstrates the effects of time and mere-measurement posing questions to a participant on the evolution of customer revenge. Using a longitudinal field experiment with real online complainers, the results suggest that the attenuation effects of time on customer revenge responses is contingent on two conditions: 1) the presence of the mere-measurement, and 2) the cognitive vs. emotional nature of a revenge response. In particular, time has reduction effects on revenge only if it is combined with answering multiple surveys. Moreover, this reduction tends to be sharp and quadratic for emotions, compared to small and linear for cognitions. The second essay explores how different questionnaire forms (i.e., expressive writings vs. pre-formatted surveys) and contents (i.e., cognitions only, emotions only, both cognitions and emotions) influence customer revenge and reconciliation responses over time. Performing a longitudinal field experiment on online complainers, the results demonstrate that: 1) the pre-formatted surveys about both cognitions and emotions is the optimal questionnaire in reducing customer revenge responses and promoting desire for reconciliation. 2) Paradoxically, the expressive writings amplify customer revenge responses as well as reduce desire for reconciliation. Curriculum Vitae Mina Rohani 1

2 M.Sc. in Industrial Engineering- Systems Management and Productivity Kish University, Kish Island, Iran Executive Master of business administration (EMBA) Sharif University of Technology, Tehran, Iran B.Sc. in Computer Hardware Engineering Azad University of Tehran, Tehran, Iran SCHOLARSHIPS, AWARDS AND HONORS 2015 Doctoral Consortium, 22 nd Annual AMA SERVSIG at San Jose, CA 2014 Nominated to the award of the best thesis for 2015 at 2014 Fonds Québécois de Recherche sur la Société et la Culture (FQRSC) e Siècle Academic Excellence scholarship for outstanding academic performance 2013-Present Scholarship from the Chair on Service Marketing and Customer Experience 2013 Research Travel Grant from Scholarship from the Chair of ECSC Scholarship from the Performance Program at (i.e., Entry grant, Comprehensive exam scholarship, Proposal defense Scholarship, Thesis dissertation defense Scholarship) RESEARCH AND TEACHING INTERESTS Research: 1) consumer revenge and forgiveness; 2) online public complaining; 3) service marketing; 4) other topics (e.g., customer and salesperson behaviors) Teaching: 1) marketing management; 2) service marketing; 3) international marketing; 4) sales PUBLICATIONS AND CONFERENCES Major Working Progress: Rohani, M., Y. Grégoire, R. Legoux and K. Lemon, When Time Does Not Heal All Wounds: The Contingency Effects of different Contents of Surveys on Customer Revenge Responses, Preparing draft for submission to the Journal of the Marketing Research. Rohani, M., Y. Grégoire, R. Legoux and K. Lemon, Pour Oil on Troubled Water: The Effects of Expressive Writing and Pre-Formatted Surveys on Customer Revenge over Time, Preparing draft for submission to the Journal of the Academy of Marketing Science. Rohani, M., Y. Grégoire, R. Legoux and K. Lemon, Does It Matter Who Is The Inquirer? Comparing Customer Revenge Responses between Online Complainers vs. Direct Complainers Preparing draft for submission to the Journal of the Marketing Research. Sarkees, M., Y. Grégoire, J. Hulland and M. Rohani, Dynamic Capabilities and Strategic Flexibility in an Interactive Service Context: A Longitudinal Examination of Charles Schwab, Revising for resubmission (2 nd round) at the Journal of Service Research. Curriculum Vitae Mina Rohani 2

3 Presentations: Rohani, M., Y. Grégoire, R. Legoux and K. Lemon, and J.C. Chebat, From Revenge to Reconciliation: The Effects of Form and Content of Questionnaires on Customer Desires for Revenge and Reconciliation, Submitted to AMA Summer Marketing Educators' Conference, Aug. 2015, Chicago, IL, USA. Rohani, M., Y. Grégoire, R. Legoux and K. Lemon, Does the Form and Content of Questionnaire Matter? The Effects of Pre-formatted Survey vs. Expressive Writing on Customer Revenge Responses, Paper to be presented at 24 st Annual Frontiers in Service Conference, 9-12 Jul. 2015, San Jose, USA. Rohani, M., Grégoire, Y., Legoux, R., Chebat, J.C., The Effects of Mere-Measurement and Time on Customer Revenge Process, Association for Consumer Research, 3-6 Oct. 2013, Chicago, IL, USA. Rohani, M., Grégoire, Y., Legoux, R., Chebat, J.C., Does Time Heal Wounds or Does It Fuel the Fire: The Effects of Mere-Measurement and Time on Customer Revenge, Advertising and Consumer Psychology Conference, Consumer Psychology in a Social Media World, Jun. 2013, San Diego, CA, USA. Rohani, M., Grégoire, Y., Legoux, R., Chebat, J.C., Pour Oil on Troubled Water: The Effects of Mere-Measurement and Time on Customer Desire for Revenge, AMA Winter Marketing Educators' Conference, Challenging the Bounds of Marketing Thought, Feb. 2013, Las Vegas, Nevada, USA. Rohani, M., Haj-Salem, N., Chebat, J.C., Customer Coping With Switching Costs: A Cross- Cultural Perspective, 21 st Annual Frontiers in Service Conference, Jun. 2012, Maryland, USA. Publications in Refereed Conference Proceedings: Rohani, M., Haj-Salem, N., Chebat, J.C. (2012). The Role of Emotion Regulation On Customer Behavior Following Double Deviation: A Cross Cultural Perspective, in Proceedings of the 12 th International Research Conference in Service Management, pp Invited Presentation: Rohani, M., Does It Matter Who Is The Inquirer? Comparing customer revenge responses between direct complainers vs. indirect complainers,,, Apr. 2015, Montreal, Canada. Rohani, M., The Effects of Survey and Expressive Writing on Customer Revenge: Comparing Aeroplan and consumeraffairs.com, Aeroplan, Apr. 2014, Montreal, Canada. TEACHING EXPERIENCE Instructor,, QC, Canada Fall 2014 Marketing Management, Undergraduate level Teaching organization and clarity: 3.46/4 Guest lecturer, Université du Québec à Trois-Rivières (UQTR), QC, Canada Winter 2014 International Marketing, Undergraduate level Teaching Evaluation: 3.62/4 Curriculum Vitae Mina Rohani 3

4 Winter 2015 International Marketing, Teaching Evaluation: 3.67/4 Guest lecturer,, QC, Canada Winter 2014 Seminar of service marketing, graduate level Instructor, Huawei Technologies Co. LTD, Tehran, Iran Winter 2008 Data Communication Network (DCN) Workshop for executive managers of Mobile Communication Company of Iran (MCCI) Winter 2008 National IP/MPLS Backbone Workshop for executive managers of Telecommunication Infrastructure Company (TIC) Fall 2008 IP Bearer Network and Metro Ethernet Solution Workshop for managers of Iran Telecommunication Research Company (ITRC) Winter 2007 Next Generation Network (NGN) Workshop for high managers of TIC Winter 2006 Data Communication and Network Design of IP Bearer Network Workshop for planning department s engineers of MCCI Winter 2006 Data Communication and Network Design of IP Bearer Network Workshop for high managers of TIC PROFESIONNAL SERVICES Ad-hoc Reviewer 2015 American Marketing Association Conference Administrative Sciences Association of Canada (ASAC) Session Chair 2015 Frontiers in Service Conference Research Assistant 2014-present Chair on Service Marketing and Customer Experience, Chair of ECSC, PROFESSIONAL AFFILIATIONS Association for Consumer Research (ACR) American Marketing Association (AMA) Advertising and Consumer Psychology (ACP) PROFESSIONAL EXPERIENCE 2014 Lecturer, Montreal, Canada 2014 Research assistant Chair of Service Marketing and Customer Experience,, Montreal, Canada Curriculum Vitae Mina Rohani 4

5 2013 Visiting Scholar at Carroll School of Management at Boston College Research assistant Chair of Commercial Space and Customer Service Management (ECSC),, Montreal, Canada Marketing Product Manager Huawei Technologies Co. LTD, Tehran, Iran IT Engineer and Systems Coordinator Farsiweb Sharif Inc., Tehran, Iran METRA Co., Tehran, Iran Rahgoshaye Samaneh Co., Tehran, Iran GRADUATE COURSEWORK (GPA: 3.87) Service Marketing Management (A) Advanced Topics in Marketing (A-) Customer Research Methodology (A) Structural Equation Modeling (A) Measurement (A) Experimental Design and Statistical Methods (A-) REFERENCES The following professors have agreed to provide recommendation letters: Professor Yany Grégoire Associate Professor Holder of Chair of Service Marketing and Customer Experience HEC Montréal 3000 Côte-Sainte-Catherine Road Montreal, Quebec, H3T 2A7 Phone: Fax: Professor Renaud Legoux Associate Professor HEC Montréal 3000 Côte-Sainte-Catherine Road Montreal, Quebec, H3T 2A7 Phone: Fax: Professor Katherine N. Lemon Accenture Professorship and Professor of Marketing Chair, Marketing Department Carroll School of Management Boston College Fulton Hall Commonwealth Avenue Chestnut Hill, MA Phone: Fax: Professor Jean Charles Chebat, Ph.D., C.Q., FRSC., FAPA, FAMS, DHC Sir John William DAWSON MEDALIST Emeritus Professor, HEC Montréal Adjunct Professor, Technion, Israel Institute of Technology Associate Professor at Geneva Graduate School of Governance Curriculum Vitae Mina Rohani 5

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