EDUCATION: Expected Graduation Date: May 2016 Louisiana Tech University Ruston, LA Doctor of Business Administration 4.0 GPA Major: Marketing Minors: Quantitative Analysis and Psychology Dissertation Title: When Customers Behave Badly: Psychological Antecedents and Dynamics of Value Co-Destruction in Service Experiences o This dissertation seeks to gain a better understanding of the psychological antecedents and dynamics of value co-destruction (VCD), the opposite possibility of value co-creation, in which results from a service systems interaction where there is a decline in at least one of the systems well-being. From a service-dominant logic perspective, the current study argues the propensity of consumers contributing negative value to the co-creation process through unintentional vs. intentional misuse of resources. Using a typology of VCD the researcher created, the study will focus on the consumers intentionality of destruction in the service experience. By utilizing a multi-method approach, this research will examine factors or characteristics that encourage value co-destruction, and implications for managers to bridge the gap between employee training for firms (reducing the risks of misuse of resources) and successful service recovery (matching the appropriate resources to the recovery efforts). o Anticipated Dissertation Proposal Date: August 2015 o Dissertation Committee Members: Dr. Bruce L. Alford, Chair Associate Professor of Marketing Louisiana Tech University Dr. Barry J. Babin Professor of Marketing Louisiana Tech University Dr. Douglas A. Amyx Associate Professor of Marketing Louisiana Tech University Dr. Joel Collier Associate Professor of Marketing Mississippi State University Graduation Date: December 2009 The University of Southern Mississippi Hattiesburg, MS Master of Business Administration 3.68 GPA Major: Management & Marketing British Studies 2009 Summer Study Abroad Program - International Marketing and Management Graduation Date: May 2008 The University of Southern Mississippi Hattiesburg, MS Bachelor of Science in Business Administration 3.94 GPA Highest Honor Major: Healthcare Marketing ACADEMIC EXPERIENCE: Doctoral Research Assistant: August 2012 to present o Serve as an editoral staff member of The Journal of Business Research - Marketing by assisting associate editors: Process manuscripts submitted by authors, Page 1
Coordinate the peer review process, and Communicate decisions to authors o Assist professors in research for publications and in teaching for MBA and undergraduate marketing courses Doctoral Teaching Assistant: August 2012 to May 2014 o International Marketing 4 sections undergraduate level; 2 sections graduate level o Principles of Marketing 1 section undergraduate level o Integrated Marketing Communications 1 section undergraduate level Instructor of Record: o Fall 2014 Sales Management 1 Section (39 students); Teaching Evaluation 3.9/4.0 o Fall 2015 Services Marketing 1 Section Guest Lectured: o Creative Problem Solving (MBA) o Services Marketing o Integrated Marketing Communications Seminar Courses: o Marketing Theory o Marketing Management & Strategy o Research Methods I & II o Structural Equations Modeling o Consumer Behavior o Sales Management o Principles of Marketing o Advanced Business Statistics o Experimental Design o Multivariate Statistics o Advanced Topics in Promotion & Price o Advanced Topics in Product & Place REFEREED JOURNAL PUBLICATION & PROCEEDINGS: Zhuang, Weiling, Babin, Barry J., and Joanne M. Tran (2014), Does Co-creation Always Produce Value in Experience: An Experimental Study, Journal of Selling, 14 (2), 30-42. Sajtos, Laszlo and Joanne M. Tran, Exploring the Language of Complaints, 2015 Annual Frontiers in Service Conference (forthcoming). Krey, Nina, and Joanne M. Tran, Can t Touch This: Haptic Cues and Their Personality, 2015 Academy of Marketing Science Annual Conference (forthcoming). Tran, Joanne M., Zhuang, Weiling, and Barry J. Babin, Consumers Role in Value Co-Creation Through Participation and Knowledge in Service Delivery, 2015 Europe Institue of Retailing and Services Studies Conference (forthcoming). Tran, Joanne M., Exploring the Red Queen Effect on Vietnamese Small Businesses and Innovation Post-Hurricane Katrina: A Qualitative Study, Proceedings of the Association for Small Business & Entrepreneurship, Eugenie Ardoin, ed., p. 99-121. 2014 Association for Small Business & Entrepreneurs Annual Conference **Awarded Best Student Paper** Tran, Joanne M., Consumers Role in Value Co-Creation Through Participation and Knowledge: A Healthcare Perspective, Developments in Marketing Science, Michael W. Obal, ed., Vol. 37, p. 291. 2014 Academy of Marketing Science Annual Conference, Doctoral Track. Moulard, Julie G., Krey, Nina, and Joanne M. Tran, Conceptualizing Service Recovery as a Service Apology, Engaging Customers, Gary Hunter and Tom Steenburgh, eds., Vol. 25, p. I11-I12. 2014 Winter American Marketing Association Annual Conference. Page 2
SCHOLARSHIP IN PROGRESS: Making a Comeback: Organizational Recovery from Negative Online Consumer Impressions, with Laszlo Sajtos. In manuscript preparation for the Journal of Service Research. Exploring the Language of Complaints, with Laszlo Sajtos and Dora Ioana. In data analysis targeting the Journal of Service Research. Conceptualizing Service Recovery as a Service Apology, with Julie Guidry Moulard and Nina Krey. In manuscript preparation for the Journal of Services Marketing. Consumers Role in Value Co-Creation Through Participation and Knowledge in Service Delivery, with Barry J. Babin and Weiling Zhuang. In data analysis targeting the Journal of Retailing and Consumer Services. Got Green? The Influence of Locus of Control on Consumer Environmentalism: A Cross Cultural Perspective, with Nina Krey. In second data collection. Polska Polska: A Cross-Cultural Preliminary Study of Consumer Locus of Control, with Aadel Darrat, Mohamed Darrat, Nina Krey, and Jeremy Tobacyk. In second data collection targeting the Journal of Consumer Psychology. Student Housing Market Study for the Louisiana Tech University, with Nina Krey and Anna Schimmel. In data analysis. RESEARCH AREAS OF INTERESTS: Service Consumption and Negative Value Consumer Misbehavior in Credence Services Value Creation and Cognitive Biases TEACHING AREAS OF INTERESTS: Services Marketing Marketing Research Integrated Marketing Communications Selling/Sales Management Branding and Sensory Cues Health Consumers and Direct-to-Consumer Advertising Multi-Method Approaches Consumer Behavior International Marketing Principles of Marketing Marketing Strategy CONFERENCE ATTENDANCE: 2015 Academy of Marketing Science Annual Conference Denver, CO 2014 Society for Marketing Advances Annual Conference New Orleans, LA 2014 Association for Small Business & Entrepreneurs Annual Conference Memphis, TN 2014 Academy of Marketing Science Annual Conference Indianapolis, IN 2014 Winter American Marketing Association DocSIG Symposium and Conference Orlando, FL 2014 College of Business Analytics Day Big Data Seminar Louisiana Tech University 2013 Marketing Management Association Fall Educators Conference New Orleans, LA Page 3
CONFERENCE PANELS: Doctoral Colloquium Special Session: Challenges Doctoral Students Face A Ph.D. Student Perspective, with Jennifer Espinosa, Lisa Monahan, Nina Krey, and David J. Ortinau. 2015 Academy of Marketing Science Annual Conference. Difficulties and Issues Doctoral Students Face in the Process of Transitioning into a Researcher and Scholar: Ph.D. Students Perspective, with Jennifer Espinosa, Lisa Monahan, Nina Krey, and David J. Ortinau. 2014 Society for Marketing Advances Annual Conference. POSTER PRESENTATIONS: Got Green? The Influence of Locus of Control on Consumer Environmentalism: A Cross Cultural Perspective, with Nina Krey. 2015 LA Tech University Research Symposium. Conceptualizing Service Recovery as a Service Apology, with Julie G. Moulard and Nina Krey. 2014 LA Tech University Research Symposium. ACADEMIC SERVICE: Assistant to Marketing Co-Editor for the Journal of Business Research Marketing 2012 present Registration staff member at the 2015 Academy of Marketing Science Annual Conference Registration staff member at the 2014 Academy of Marketing Science Annual Conference Reviewer for 2014 Marketing Management Association Fall Educators Conference Reviewer for 2013 Industrial Marketing and Purchasing Annual Conference Member of University Honor Council 2013 present Member of DBA Association 2012 present o President, 2013 2014 o Created bylaws for the association o Raised over $2,500 for research efforts ACADEMIC AWARDS: 2015 Who s Who Among Students in American Universities & College Award 2014 Harold & Muriel Berkman Charitable Foundation Scholarship Recipient 2014 Society for Marketing Advances Doctoral Consortium Fellow 2014 Association for Small Business Entrepreneurship Annual Conference Best Student Paper Award 2014 Academy of Marketing Science Doctoral Student Scholarship Award 2014 Winter American Marketing Association DocSIG Symposium Fellow 2013 Marketing Management Association Doctoral Consortium Fellow 2012 2016 Louisiana Tech University Graduate Assistantship Recipient 2008 Mississippi Power Company Marketing Faculty Academic Award The University of Southern Mississippi 2008 Outstanding Student in Sales Award The University of Southern Mississippi Page 4
PROFESSIONAL MEMBERSHIP: Association for Small Business & Entrepreneurs 2014 present Society for Marketing Advances 2014 present Academy of Marketing Science 2013 present Marketing Management Association 2013 2014 American Marketing Association 2006 2009; 2013 present PROFESSIONAL EXPERIENCE: January 2010 August 2012 Hattiesburg Clinic, P.A. Hattiesburg, MS Marketing Project Manager Developed and implemented promotional and marketing plans for over 100 healthcare providers Involved in continuous research, gap analysis, and development of strategic initiatives for new product and service advancements Served as an Epic credentialed EMR trainer for over 1,900 employees transitioning to a new electronic medical record system January 2009 December 2009 The University of Southern Mississippi Hattiesburg, MS Graduate Assistant Assisted professors at the College of Business in research and data analysis for publication as well as field research and data mining Served an instructional role in a class; performing pedagogical functions such as constructing and grading tests, online class management, and assigning course grades October 2007 January 2009 CVS Pharmacy Ocean Springs, MS Pharmacy Technician Provided customer service, patient care, and prescription orders as well as problem resolution and inventory management Utilized and enforced HIPAA laws to protect confidentiality of the patients June 2007 December 2007 GlaxoSmithKline Pharmaceuticals Hattiesburg, MS Campus Consumer Consultant Intern Facilitated and implemented marketing campaigns to increase awareness of emerging pharmaceutical issues and solutions, and identified creative opportunities to drive consumer good sales Top 10% (42 out of 402) in overall performance December 2005 September 2007 IP Casino & Resort Biloxi, MS Fine Dining Server Thirty Two Steak & Seafood Assisted with rebuilding and reopening restaurant post-hurricane Katrina Acquired knowledge of food and wine pairings and fine dining etiquette Page 5
May 2001 August 2005 Grand Casino Biloxi Biloxi, MS Dual Rate Supervisor/Server Roxy s Diner Oversaw restaurant operations and complied with health and safety regulations Assisted with stocking, ordering, and inventory control of restaurant items PROFESSIONAL AWARDS: Iris Patient Portal Branding Campaign Created awareness and encouraged sign-ups to new electronic medical records system patient portal o 2012 Southern Public Relations Federation Lantern Award o 2012 Public Relations Association of Mississippi Award of Excellence Neurological Research Center IMC Campaign Increased participants into Alzheimer s clinical trials o 2011 Southern Public Relations Federation Best in Show Award o 2011 Southern Public Relations Federation Lantern Award o 2011 Public Relations Association of Mississippi PRism Award OTHER INTERESTS Travel with a Bucket List Community Service Zumba Golf Page 6