Jihoon Cho

Assistant Professor
Department of Marketing

Office: 3047 Business Building


Mailing Address: 2092 Business Building
1301 Lovers Lane
Manhattan, KS 66506
Phone: 785-532-2737
E-mail: jihoonch@k-state.edu

Dr. Cho's Vita

Research Goals

Jihoon Cho's main research interest is building empirical models to examine strategic marketing problems such as customer learning, retention, and satisfaction. His most recent work has focused on investigating how customers develop expectations of and respond to firms’ product/service performance in quick-service restaurant, car rental, and pharmaceutical industries. Methodologically, his work applies statistical, especially Hierarchical Bayesian, methods and econometric techniques to current marketing problems.

Current Research and Consulting Projects

  • The Value of Measuring Customer Satisfaction

  • Strategic Customer Behavior under Bounded Rationality

  • The Interplay of Strategic Customer Behavior and Firm Revenue Management

  • The Effect of Patent Expiration on Customer Brand Choice in the Pharmaceutical Industry

Areas of Teaching

Marketing Management


Ph D, University of Michigan, 2016
Major: Marketing

MPS, Cornell University, 2009
Major: Applied Statistics

BA, Korea University, 2005
Major: Business Administration