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Wenjiao Zhang

Associate Professor

Calculated based on number of publications stored in Pure and citations from Scopus

Research activity per year

Personal profile

Personal profile

Dr. Ruby Zhang is the Associate Professor at the School of Intelligence Finance and Business,Entrepreneur College, Xi’an-Jiaotong Liverpool University. Ruby was the the Program Director of MSc. Marketing and Lecturer in Marketing at Henley Business School, University of Reading before joining XJTLU. She completed her PhD in Marketing at Newcastle University. Prior to studying, she worked as a Marketing Analyst in Maesrk Line.Rubys research interests include all areas of consumer behaviour and emotion, especially the emerging practices related to the technology development, digital consumption and to service failures in the intercultural services encounters.Rubys research is published and presented in journals and conferences, such as European Journal of Marketing, Psychology Marketing, AMS, Servsig, EMAC, ICRM. Ruby is actively engaged in research grant projects on digital consumers, digital inclusion and exclusion and pro-social behaviours. She has received several external and internal grants as the principal investigator, including British Academy/Leverhulme grant and Research Endowment Trust Fund. She also reviews for academic conferences such as EMAC, BAM as well as academic journals such as Journal of Services Marketing, Journal of Marketing Management. PhD applications in service and digital marketing with a special focus on consumer behaviour and emotions are all welcome. If you are interested, please email your research proposal to

Research interests

Service failure and recovery

Consumer emotion

Consumer behaviour

Consumer psychology

Complaint management

Digital marketing and consumption


Associate Professor, School of Intelligent Finance and Business, XJTLU,2023-Present

Program Director of Marketing,Lecturer in Marketing, Henley Business School, University of Reading,2018-2023

Lecturer in Marketing, Peking University HSBC Business School, UK (part-time),2022-2023

Teaching Fellow, Newcastle University Business School, 2017-2018


Module leader (Postgraduate and Undergraduate modules)

Module moderator (Postgraduate and Undergraduate modules)

Dissertation supervision (Postgraduate and Undergraduate)

PhD Viva internal examiner

PhD supervision

Academic tutor (PhD, Postgraduate and Undergraduate)

Market Research, MSc Marketing

Consumer Intelligence: New Consumer, New Markets, MSc Marketing

Branding, MSc Marketing

Marketing Dissertation, MSc Marketing

Marketing: Theory and Practice, MBA

Service Marketing, Bsc. Marketing

Market, Marketing and Strategy, BA Business and Management

Marketing Management, BA Business and Management

Understanding customers, BA Business Management

Awards and honours

2014 Best PhD Paper Award from 22nd International Colloquium on Relationship Marketing (ICRM) for the topic “How Outraged Customers React: The Consequences of Customer Rage in Service Failure and Intervention Strategies”

Education/Academic qualification

PhD in Marketing, Newcastle University

Msc. in Marketing, Newcastle University

Person Types

  • Staff


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