Dr Richard Lee

Richard joined the School of Marketing as Lecturer in July 2007. Prior to UniSA, Richard taught marketing and business e-commerce courses with the University of Western Australia’s Business School.

Bringing with him 15 years of industry experience with multinational IT/telecommunication companies, where he mainly managed sales and marketing functions, Richard adds an applied touch to the courses he teaches by relating his industry experience to the courses. Bilingual in English and Chinese, his regional exposure included running a telecommunication company in China from 1995-98.

Richard holds a BSc and a MBus from Royal Melbourne Institute of Technology, and a PhD from University of Western Australia.

• Consumer Behaviour
• Principles of Marketing
• Services Marketing
• Business E-commerce

Member, Australia and New Zealand Marketing Academy (ANZMAC)

Doctor of Philosophy, University of Western Australia

Master of Business, Royal Melbourne Institute of Technology

Bachelor of Science, Royal Melbourne Institute of Technology

• Customer loyalty
• Social influences on consumer behaviour
• Stochastic modelling

Lee, R., & Murphy, J. (2005). From Loyalty to Switching: Exploring the Determinants in the Transition. Paper presented at the Australia and New Zealand Marketing Academy Conference, Perth, Australia.

Lee, R., & Murphy, J. (2006). The Consumption of Mobile Services by Australian Students. International Journal of Mobile Marketing, Vol 1, Iss 1, p. 13-20.

Lee, R., Murphy, J., & Dickinger, A. (2006). Investigating the Loyalty of Prepaid and Postpaid Mobile Customers. Paper presented at the International Conference on Business and Information, Singapore.

Lee, R., & Lew, A. (2006). Investigating the Cognitive and Affective Nature of Switching Costs. Paper presented at the Australia and New Zealand Marketing Academy Conference, Brisbane, Australia.

Lee, R., & Mizerski, D. (2006). The Stochastic and Habitual Nature of Mobile Service Consumption. Paper presented at the Australia and New Zealand Marketing Academy Conference, Brisbane, Australia. Best Paper Award

Murphy, J., Soutar, G., Lee, R., & Swilley, E. (2007). Online Visibility: A Novel Method to Rank Marketing Journals. Paper presented at the AMA Summer Educators' Conference, Washington, DC.

Lee, R. (2007). The Dilemma of Attitude Versus Satisfaction for Customer Loyalty Studies, Australia and New Zealand Marketing Academy Conference. Dunedin, NZ.

Lee, R., & Murphy, J. (2008). The Moderating Influence of Enjoyment on Customer Loyalty. Australasian Marketing Journal, Vol 16, Iss 2, p. 11-21.

Lee, R., Tezinde, T., Murphy, J., & Syed Ahmad, S. F. (2008). Social Identities and Brand Preference in an Underdeveloped Market. Paper presented at the Australia and New Zealand Marketing Academy Conference, Sydney, Australia.

Lee, R., & Wright, M. (2008). An Empirical Validation of Conditional Trend Analysis Software. Paper presented at the Australia and New Zealand Marketing Academy Conference, Sydney, Australia.

Lee, R., Murphy, J., & Swilley, E. (2009). The Moderating influence of Hedonic Consumption in an Extended Theory of Planned Behaviour, Service Industries Journal, Vol 29, Iss 4, p.539-555.

Lee, R., Murphy, J., & Neale, L. (2009). The Interactions of Consumption Characteristics on Social Norms. Journal of Consumer Marketing, 26(4), 277-285.

Lee, Richard & Romaniuk, Jenni. (forthcoming, 2009). Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. Relating Switching Costs to Positive and Negative Word-of-Mouth, Vol 22.

Lee, R. (2009). A New Use for NBD: Old Models Can Fit New Data and Conditions. Marketing Research, Fall, 31-32.

Zorn, S., Lee, R., & Murphy, J. (2010,Forthcoming). Marketing Implications of Traditional and ICT-Mediated Leisure Activities. Behaviour & Information Technology.