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— Outstanding Teachers —

ZOU, Lili Wenli


Assistant Professor

Education Background

Ph.D. in Marketing, The University of Hong Kong

M.Phil. in Marketing, The Hong Kong Polytechnic University

B.A. in Advertising, South China University of Technology

Academic Area
Research Field
Service Marketing, Consumer-Based Strategy
MKT2010 Marketing Management, MKT4030 Service Marketing


Lili Zou is an Assistant Professor of Marketing at the School of Management and Economics, The Chinese University of Hong Kong, Shenzhen. She received her Ph.D. degree in Marketing from Faculty of Business and Economics, The University of Hong Kong. Her research interests mainly focus on service marketing and consumer-based strategies such as customer crowding management.

Academic Publications:

Academic Publications:

1. Zou, Lili W., Ricky Y.K. Chan (2018). Why and When Do Consumers Perform Green Behaviors? An Examination of Regulatory Focus and Ethical Ideology, Journal of Business Research. Forthcoming

Work in Progress:

1. Perceived crowding and contrived similarity, with Bennett Yim and Echo Wan

2. Social crowding vs. spatial crowding and anthropomorphism, with Echo Wan and Bennett Yim

3. Customer delight: A social comparison perspective, with Bennett Yim and Kimmy Chan

4. Service-sales ambidexterity: A multi-level analysis, with Bennett Yim and Kimmy Chan