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 School of Business, The University of Hong Kong. Her research interests mainly focus on customer-based strategies, including AI-user interaction, crowding management, and customer relationship management.

Academic Publications

Work in Progress:

1. The impact of AI adoption in medical aesthetics service 

2. Perceived crowding and contrived similarity

3. Preference for anthropomorphized technology: Social vs. spatial crowding

4. Service-sales ambidexterity: An asymmetric and multilevel perspective 

5. Customer delight: A social comparison perspective


1. Lili Wenli Zou, Ricky Y.K. Chan (2019), Why and When Do Consumers Perform Green Behaviors? An Examination of Regulatory Focus and Ethical Ideology, Journal of Business Research, 94, 113-127.


国家自然青年科学基金(No. 7190217) : 顾客拥挤困境的管理:偶然相似性对顾客感知拥挤的缓和作用及其作用机制和边界条件, 180,000RMB, 2020.01-2022.12