The 4th Session of the Business School’s Excellent Academic Forum Lecture Series in 2024 Is Successfully Held

On the morning of May 13, 2024, the Business School held the 4th Session of the Business School’s Excellent Academic Forum Lecture Series in 2024 at the Conference Room A02 of the MBA Education Center on the Xueyuan South Road Campus of the Central University of Finance and Economics. Dr. Liang Xiaoning, assistant professor of the Department of Marketing of Trinity College Dublin, was invited as the guest speaker of this lecture. More than 20 people from the Business School, including teachers, doctoral students and master students, attended this event.

This meeting was chaired by Wang Yi, a professor at the Department of Marketing of the Business School. Before the official start of this lecture, Professor Wang Yi introduced Dr. Liang Xiaoning’s resume in detail. Dr. Liang Xiaoning is an assistant professor of the Department of Marketing and the director of the Master’s program in Digital Marketing Master at Trinity College Dublin, Ireland. In 2023, she held a visiting academic post at the University of Glasgow, and was awarded the Global Scholar Award from the University of Dundee. Her research interests include marketing management control, digital marketing and technology, and cross-cultural adjustment. She has published several articles in such journals as Journal of Product Innovation Management, European Journal of Marketing and Journal of Business Research, and provided strategic consulting services to multiple companies in Ireland.

The topic of Professor Liang Xiaoning's lecture is “Artificial Intelligence and Customer Disappointment: An Empirical Study of Chatbot Service Failures”. Although chatbots allow companies to connect with customers in a more cost-effective way, they often fail to meet customer expectations and may even have a negative impact on user experience. This research reveals the impact of service failures caused by chatbots on users’ negative emotions as well as four coping strategies adopted by customers after chatbot failures, and emphasizes that service providers need to consider the role of chatbots in user interaction and balance the use of manual work and chatbots in the service environment.

After the sharing, with regard to the topic of Professor Liang Xiaoning’s lecture, the attending teachers and students actively participated in the discussion about research directions and publication of high-level papers and so on, further deepening their academic exchanges.

After the meeting, deputy secretary Yang Zhongying and Dr. Liang Xiaoning exchanged views on issues such as undergraduate student visits and undergraduate study abroad.

The “Excellent Academic Forum” is an academic exchange platform established by the Business School to fulfill the mission of “contributing new management knowledge”, which focuses on cutting-edge theoretical issues and organizational development dilemmas in the discipline of business administration and the Chinese enterprise management practice, and brings together frontier ideas and innovative ideas in China and abroad, so as to explore Chinese solutions for China's social and economic development.