Lin Guo

Phone: (603) 862-2709
Office: Marketing, Paul College Rm 270G, Durham, NH 03824
Lin Guo

Lin Guo is an Associate Professor of Marketing at the University of New Hampshire. Her primary research interests comprise of three areas: service coproduction, customer-service provider relationships, and consumer social media usage and communication. She has published in several highly respected business journals including the Journal of the Academy of Marketing Science, Journal of Service Research, Marketing Letters, Decision Support Systems, Journal of Business Research, Psychology & Marketing and others. She is a member of American Marketing Association and serves as an ad-hoc reviewer for several leading service marketing journals including Journal of Service Research, Journal of Service Marketing, the Service Industries Journal, and Service Science.


  • Ph.D., Retailing, University of Arizona
  • M.A., Management, Renmin University of China
  • B.A., Economics, Renmin University of China

Courses Taught

  • ADMN 585: Marketing
  • ADMN 852: Marketing Research
  • MKTG 752: Marketing Research

Selected Publications

Dapena-Baron, M., Gruen, T. W., & Guo, L. (2020). Heart, head, and hand: a tripartite conceptualization, operationalization, and examination of brand loyalty. Journal of Brand Management, 27(3), 355-375. doi:10.1057/s41262-019-00185-3

Zhang, J., Tang, C., Guo, L., & Xu, H. (2018). A longitudinal investigation of customer cooperation in services: The role of appraisal of cooperation behaviors. Psychology and Marketing, 35(12), 957-967. Retrieved from

Bstieler, L., Gruen, T., Akdeniz, B., Brick, D., Du, S., Guo, L., . . . Yalcinkaya, G. (2018). Emerging Research Themes in Innovation and New Product Development: Insights from the 2017 PDMA‐UNH Doctoral Consortium. Journal of Product Innovation Management, 35(3), 300-307. doi:10.1111/jpim.12447

Guo, L., Gruen, T. W., & Tang, C. (2017). Seeing relationships through the lens of psychological contracts: the structure of consumer service relationships. Journal of the Academy of Marketing Science, 45(3), 357-376. doi:10.1007/s11747-015-0462-5

Tang, C., Guo, L., & Gopinath, M. (2016). A Social-Cognitive Model of Consumer Well-Being. Journal of Service Research, 19(3), 307-321. doi:10.1177/1094670516637675

Guo, L., Lotz, S. L., Tang, C., & Gruen, T. W. (2016). The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation. Journal of Service Research, 19(1), 39-56. doi:10.1177/1094670515597213

Tang, C., & Guo, L. (2015). Digging for gold with a simple tool: Validating text mining in studying electronic word-of-mouth (eWOM) communication. Marketing Letters, 26(1), 67-80. doi:10.1007/s11002-013-9268-8

Gwebu, K. L., Wang, J., & Guo, L. (2014). Continued usage intention of multifunctional friend networking services: A test of a dual-process model using Facebook. Decision Support Systems, 67, 66-77. doi:10.1016/j.dss.2014.08.004

Guo, L., Arnould, E. J., Gruen, T. W., & Tang, C. (2013). Socializing to Co-Produce. Journal of Service Research, 16(4), 549-563. doi:10.1177/1094670513483904

Guo, L., Xiao, J. J., & Tang, C. (2009). Understanding the psychological process underlying customer satisfaction and retention in a relational service. Journal of Business Research, 62(11), 1152-1159. doi:10.1016/j.jbusres.2008.10.020

Most Cited Publications