| Artificial intelligence in service MH Huang, RT Rust Journal of Service Research 21 (2), 155-172, 2018 | 1130 | 2018 |
| Designing website attributes to induce experiential encounters MH Huang computers in Human Behavior 19 (4), 425-442, 2003 | 559 | 2003 |
| The service revolution and the transformation of marketing science RT Rust, MH Huang Marketing Science 33 (2), 206-221, 2014 | 447 | 2014 |
| Sustainability and consumption MH Huang, RT Rust Journal of the Academy of Marketing Science 39 (1), 40-54, 2011 | 261 | 2011 |
| Getting smart: Learning from technology-empowered frontline interactions D Marinova, K de Ruyter, MH Huang, ML Meuter, G Challagalla Journal of Service Research 20 (1), 29-42, 2017 | 255 | 2017 |
| Value fusion: The blending of consumer and firm value in the distinct context of mobile technologies and social media B Larivière, H Joosten, EC Malthouse, M Van Birgelen, P Aksoy, WH Kunz, ... Journal of Service Management, 2013 | 249 | 2013 |
| Optimizing service productivity RT Rust, MH Huang Journal of Marketing 76 (2), 47-66, 2012 | 247 | 2012 |
| Flow, enduring, and situational involvement in the Web environment: A tripartite second‐order examination MH Huang Psychology & Marketing 23 (5), 383-411, 2006 | 246 | 2006 |
| The theory of emotions in marketing MH Huang Journal of Business and Psychology 16 (2), 239-247, 2001 | 243 | 2001 |
| Are consumers inherently or situationally brand loyal?—A set intercorrelation account for conscious brand loyalty and nonconscious inertia MH Huang, S Yu Psychology & Marketing 16 (6), 523-544, 1999 | 228 | 1999 |
| The feeling economy: Managing in the next generation of artificial intelligence (AI) MH Huang, R Rust, V Maksimovic California Management Review 61 (4), 43-65, 2019 | 170 | 2019 |
| Engaged to a robot? The role of AI in service MH Huang, RT Rust Journal of Service Research 24 (1), 30-41, 2021 | 169 | 2021 |
| The future of frontline research: Invited commentaries A Rafaeli, D Altman, DD Gremler, MH Huang, D Grewal, B Iyer, ... Journal of Service Research 20 (1), 91-99, 2017 | 165 | 2017 |
| Modeling virtual exploratory and shopping dynamics: an environmental psychology approach MH Huang Information & management 41 (1), 39-47, 2003 | 165 | 2003 |
| Information load: its relationship to online exploratory and shopping behavior MH Huang International Journal of Information Management 20 (5), 337-347, 2000 | 162 | 2000 |
| Web performance scale MH Huang Information & Management 42 (6), 841-852, 2005 | 158 | 2005 |
| Technology-driven service strategy MH Huang, RT Rust Journal of the Academy of Marketing Science 45 (6), 906-924, 2017 | 153 | 2017 |
| A strategic framework for artificial intelligence in marketing MH Huang, RT Rust Journal of the Academy of Marketing Science 49 (1), 30-50, 2021 | 147 | 2021 |
| IT-related service: A multidisciplinary perspective MH Huang, RT Rust Journal of Service Research 16 (3), 251-258, 2013 | 138 | 2013 |
| Gifts in a romantic relationship: A survival analysis MH Huang, S Yu Journal of Consumer Psychology 9 (3), 179-188, 2000 | 82 | 2000 |
Roland T. RustU. of MarylandVerified email at rhsmith.umd.edu
