Cheng-Yu Lin

Office: CM3032-2
Phone: 4659
Email: cylin@mail.nsysu.edu.tw

AREA of EXPERTISE

1. Services Marketing
2. Customer Relationship Management (CRM)
3. Brand Management
4. Social Media Marketing 

EDUCATION

• 2016, Ph.D., International Business, National Taiwan University
• 2008, Master, International Business, National Taiwan University
• 2002, Bachelor, School of Occupational Therapy, National Taiwan University

PROJECTS

• 2023-2025 Enhancing Healthcare Participants' Well-Being: Unlocking the Black Box of Secondary Customer Co-creation and Primary Customer Compliance from a Service Ecosystem Perspective. National Science and Technology Council (112-2628-H-110 -009 -MY3)
• 2021-2022 Negative service exchange spiral: Exploring the mechanism of customer incivility in service encounters. National Science and Technology Council (110-2410-H-024 -005 -MY2)
• 2020 How customer lingering grievance turns into forgiveness: A contingency model of customer forgiveness in service recovery contexts. National Science and Technology Council ( 109-2410-H-024 -012 -)
• 2019 Serving for the longevity: Exploring the antecedents, outcomes and mechanism of elderly customer social participation in long-term care service organizations. National Science and Technology Council (108-2410-H-024 -023 -)
• 2017-2018 Good Employees Make Customers Good Soldiers: Exploring the Ripple Effect from Organizational Citizenship Behaviors to Onsite Customer Citizenship Behaviors. National Science and Technology Council (106-2410-H-024-023-MY2)

TEACHING EXPERIENCE

• 2025-present National Sun Yat-sen University, Associate Professor
• 2022-2025     National University of Tainan, Associate Professor
• 2017-2022     National University of Tainan, Assistant Professor

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