Dr Tom Chen

PhD, MSc.
Honorary Associate Professor


Tom Chen is Associate Professor in marketing in the Canberra Business School at the University of Canberra, Australia. He holds an honorary position at the Research School of Population Health and a visiting fellowship at the Research School of Management at the Australian National University. He obtained his PhD from the Queensland University of Technology in 2011. Tom's research interests span service research, marketing theory and marketing strategy, and include co-creation and engagement. His current research focuses on co-creation initiatives and solutions, co-creative consumers' psychological states, customer initiation of value co-creation, and customer engagement strategies, particularly in the context of disruptive service systems (e.g., smart cities and platform economies), as well as population/ public health service provision, digital health platform, mental health engagement framework, and healthcare and wellbeing.

He is named the "Australia's research field leader in Marketing 2020" by the Australian (https://specialreports.theaustralian.com.au/1540291/11/), and the co-founder of the Co-creation in Service and Customer Engagement (CCIS-CE) Symposium (https://www.ccis-ce.com/) and the Sharing Smart Cities Consortium (https://youtu.be/6ebnxIUNpEY).

He has published in the Journal of the Academy of Marketing Science (Top 20 Most cited mareketnig article 2021 - http://bear.warrington.ufl.edu/CENTERS/MKS/), the International Journal of Research in Marketing, the European Journal of Marketing, the Journal of Business Research, the Journal of Service Management, the Journal of Service Theory and Practice, the Journal of Retailing and Consumer Services, the Journal of Marketing Management, and the Journal of Product & Brand Management, among others. He serves on the editorial boards of the Journal of Service Theory and Practice, the Service Industries Journal and the Journal of Services Marketing. He is also a board member and the Regional Officer (Australia) of the AMA SERVSIG.


Research interests

  • Co-creation
  • Customer Engagement
  • Psychological Ownership
  • Experience Sharing and C2C Interaction


  • Service Management
  • Population/Public Heath Service Provision
  • Digital Health Platform
  • Mental Health Engagement Framework
  • Healthcare and Wellbeing
  • Sharing Smart Cities (Sustainability and Citizen Centric)
  • Sharing and Platform Economies
  • Online Communities
  • Strategic Co-creation & Customer Engagement Initiatives
  • Inclusive business models
  • Disruptive service innovation
  • Initiation and Change Management



    • Blasco-Arcas, L, Alexander , M, Sörhammar , D et al. 2020, 'Organizing actor Engagement: A platform perspective', Journal of Business Research, vol. 118, pp. 74-85.
    • Leo, W, Chou, C & Chen, T 2019, 'Working consumers' psychological states in firm-hosted virtual communities', Journal of Service Management, vol. 30, no. 3, pp. 302-325.
    • Roy, S, Shekhar, V, Lassar, W et al 2018, 'Customer engagement behaviors: The role of service convenience, fairness and quality', Journal of Retailing and Consumer Services, vol. 44, pp. 293-304.
    • Chen, T, Drennan, J, Andrews, L et al. 2018, 'User experience sharing: Understanding customer initiation of value co-creation in online communities', European Journal of Marketing, vol. 52, no. 5-6, pp. 1154-1184pp.