Rate My Professor Wei Wei Leo

Dr. Wei Wei Cheryl Leo is a Senior Lecturer in the Murdoch Business School at Murdoch University, specializing in marketing. She earned her PhD in Business from Queensland University of Technology, where her thesis focused on Customer-Oriented Deviance (COD), developing and validating a new service deviance scale. Her academic career includes positions in marketing education and research, contributing to the understanding of service systems and consumer behavior.

Leo's research specializations encompass service system well-being, digital interactions in virtual communities, social marketing, frontline employee well-being, and public health campaigns such as antibiotic stewardship. Key publications include 'Service system well-being: conceptualising a holistic concept' (Journal of Service Management, 2019, co-authored with Gaurangi Laud and Cindy Yunhsin Chou), which introduced a holistic framework for service ecosystems; 'Service system well-being: scale development and validation' (Journal of Service Management, 2022, with Laud et al.), providing a validated measurement tool; 'Digital transformation for crisis preparedness: service research agenda' (The TQM Journal, 2022); 'Servicing through digital interactions and well-being in virtual communities' (Journal of Services Marketing, 2022, with Chou and Tom Chen); 'Changes in parental anxiety and intention to demand antibiotics: A longitudinal study among parents during the COVID-19 pandemic' (Journal of Advanced Nursing, 2023, with Aaron Lapuz Alejandro and Mieghan Bruce); and 'Does antibiotic awareness campaigns exposure decrease intention to demand antibiotics?' (PLoS ONE, 2023, with Alejandro, Bruce, and Kaymart Gimutao). Earlier works include 'Differential segmentation responses to an alcohol social marketing program' (Journal of Business Research, 2015) and 'Exploring value destruction in social marketing services' (Journal of Social Marketing, 2017). Her research has appeared in leading journals, influencing discussions on value co-destruction, consumer gratitude, and pro-environmental behaviors. Leo has delivered lectures on virtual communities and online interactions internationally.