Jiraporn SurachartkumtonkunView profile
Senior Lecturer
Dr. Jiraporn Surachartkumtonkun is a Senior Lecturer in the Department of Tourism and Marketing at Griffith University. She holds a PhD in Marketing from the University of New South Wales and has academic affiliations with the Centre for Work, Organisation and Wellbeing and Griffith Asia Institute. Her research focuses on services marketing, frontline employee wellbeing, cross-cultural studies, and consumer behavior in digital contexts. She has published in top journals like the Journal of Retailing and European Journal of Marketing , and serves on the editorial board of the Australasian Marketing Journal . Education: PhD in Marketing, University of New South Wales (Australia) Master of Marketing, Thammasat University (Thailand) Bachelor of Economics, Thammasat University (Thailand) Research Interests: Combines empirical and theoretical approaches to study customer emotions, service recovery, employee diversity, and digital marketing strategies. Recent work explores AI’s impact on workplaces and consumer engagement via TikTok and social media. Teaching: Specializes in Services Marketing, Digital Marketing, and Consumer Psychology. Holds fellowship in UK Higher Education Academy (2022). Grants & Impact: Recipient of a $15,000 Queensland grant to develop growth mindset programs for Aboriginal and Torres Strait Islander students. Leading a $100,000 project on gamified career exploration for culturally diverse female students. Collaborated on a UNDP data project analyzing regional education strategies. Awards: 2022 Best Reviewer Award - Australasian Marketing Journal UK HEA Fellowship (2022)






