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Consumers’ authenticity perception towards smart technologies in the service industry


   Faculty of Management, Law and Social Sciences

  Dr Hanqun Song  Applications accepted all year round  Self-Funded PhD Students Only

About the Project

Consumers nowadays are constantly searching for a sense of authenticity, and businesses, particularly for those in the service industry, are also endeavouring to offer authentic experiences to customers. As a result, numerous scholars have responded to this phenomenon, and researched what shapes consumers’ authenticity perception in the service industry. Service industry is traditionally portrayed as labour-intensive and human-oriented, and the existing knowledge is mainly around exploring the linkage between authenticity and human beings (e.g., employees, and customers). However, due to the implementation of smart technologies in the service industry, new types of service products have been emerged, such as robotic restaurants, and robotic hotels. Therefore, researching the relationship between smart services and authenticity becomes urgent. This exploratory study aims to adopt a mixed method, including interviews and experiments, to investigate the effect of different types of smart services on consumers’ authenticity towards the services.

As a PhD student you will join our dynamic International Business, Marketing and Brand Research Centre comprising PhD and academic staff. You will have the opportunity to present your work at research events; publish journal articles with experienced academic staff; participate in academic activities. The University of Bradford is offering a comprehensive doctoral training environment.


Funding Notes

This is a self-funded PhD project; applicants will be expected to pay their own fees or have a suitable source of third-party funding. UK students may be able to apply for a Doctoral Loan from Student Finance for financial support.

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