Jihoon Cho
Assistant Professor
Department of Marketing
Office: | 3047 Business Building |
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Mailing Address: | 2092 Business Building 1301 Lovers Lane Manhattan, KS 66506 |
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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
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The Value of Measuring Customer Satisfaction
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Strategic Customer Behavior under Bounded Rationality
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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
Education
Ph D, University of Michigan, 2016
Major: Marketing
MPS, Cornell University, 2009
Major: Applied Statistics
BA, Korea University, 2005
Major: Business Administration