Christine Armstrong

Dr Christine Armstrong is a Lecturer in Marketing at the Newcastle Business School, University of Newcastle. She specializes in consumer complaints behavior, leveraging interdisciplinary research to enhance service equity through AI and humor applications. Her work focuses on vulnerable consumer groups, particularly those facing language barriers, and explores observational vs direct complaint mechanisms on social media.

Education: PhD (University of Newcastle), MBA (University of Newcastle with inaugural scholarship), B.A. (Honours), and B.A. in Arts. She holds leadership roles including Director of the Master of Business Administration program and has extensive industry experience in strategic marketing for retail, government, and not-for-profit sectors.

Her current research includes AI tools for ESL complainants (funded by NSW Ombudsman) and humor’s role in complaint resolution. Collaborations span law, government, and industry. She has secured grants totaling $108,730 for projects like the NSW Department of Planning complaints analysis and AI portal development. Media engagement includes ABC National and local podcasts.

Key areas: Complaint management ROI, service marketing innovation, and consumer behavior on digital platforms. Her research emphasizes real-world impact, aiming to bridge gaps between theory and industry application through prototyping and partnerships.