Zhao-Hong Cheng is an Associate Professor in the Department of International Business at National Kaohsiung University of Science and Technology, Taiwan. He received his PhD from National Sun Yat-sen University, Taiwan. His research interests include services marketing, relationship marketing, internet marketing, and statistical and research methods. He has authored over 20 peer-reviewed articles in international journals including, but not limited to, Journal of Services Marketing, Journal of Business Ethics, Journal of Service Management, International Journal of Advertising, Review of Managerial Science, Business Strategy and the Environment, Asian Journal of Social Psychology, The Service Industries Journal, Computers in Human Behavior, Social Science Computer Review, Food Quality and Preference, International Journal of Mobile Communications, and Behaviour & Information Technology.