| Artificial intelligence in service MH Huang, RT Rust Journal of Service Research 21 (2), 155-172, 2018 | 2983 | 2018 |
| A strategic framework for artificial intelligence in marketing MH Huang, RT Rust Journal of the Academy of Marketing Science 49, 30-50, 2021 | 1018 | 2021 |
| Engaged to a robot? The role of AI in service MH Huang, RT Rust Journal of Service Research 24 (1), 30-41, 2021 | 743 | 2021 |
| The service revolution and the transformation of marketing science RT Rust, MH Huang Marketing Science 33 (2), 206-221, 2014 | 710 | 2014 |
| Designing website attributes to induce experiential encounters MH Huang Computers in Human Behavior 19 (4), 425-442, 2003 | 660 | 2003 |
| 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 | 528 | 2019 |
| 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 | 428 | 2017 |
| Sustainability and consumption MH Huang, RT Rust Journal of the Academy of Marketing Science 39, 40-54, 2011 | 345 | 2011 |
| 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 24 (3), 268-293, 2013 | 312 | 2013 |
| Optimizing service productivity RT Rust, MH Huang Journal of Marketing 76 (2), 47-66, 2012 | 308 | 2012 |
| The theory of emotions in marketing MH Huang Journal of Business and Psychology 16, 239-247, 2001 | 305 | 2001 |
| Technology-driven service strategy MH Huang, RT Rust Journal of the Academy of Marketing Science 45 (6), 906-924, 2017 | 291 | 2017 |
| Flow, enduring, and situational involvement in the Web environment: A tripartite second‐order examination MH Huang Psychology & Marketing 23 (5), 383-411, 2006 | 287 | 2006 |
| 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 | 262 | 1999 |
| Service research priorities: managing and delivering service in turbulent times AL Ostrom, JM Field, D Fotheringham, M Subramony, A Gustafsson, ... Journal of Service Research 24 (3), 329-353, 2021 | 247 | 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 | 233 | 2017 |
| A framework for collaborative artificial intelligence in marketing MH Huang, RT Rust Journal of Retailing 98 (2), 209-223, 2022 | 211 | 2022 |
| Information load: its relationship to online exploratory and shopping behavior MH Huang International Journal of information management 20 (5), 337-347, 2000 | 189 | 2000 |
| IT-related service: A multidisciplinary perspective MH Huang, RT Rust Journal of Service Research 16 (3), 251-258, 2013 | 182 | 2013 |
| Web performance scale MH Huang Information & Management 42 (6), 841-852, 2005 | 181 | 2005 |
Roland T. RustU. of MarylandEmail yang diverifikasi di rhsmith.umd.edu