Jihoon Cho

Ph.D. in Marketing, University of Michigan


My research focuses on building empirical models to examine how customer expectations of service performance evolve over time, affecting customer satisfaction and business outcomes. In my job market paper, I demonstrate the economic value of customer satisfaction metrics over and above objective service performance.  I am also working on two other projects relating the evolution of customer expectations under bounded rationality, and its impact on (a) strategic customer behavior and (b) firms' inter-temporal revenue management.





Stephen M. Ross School of Business, R5431
University of Michigan
701 Tappan Street, Ann Arbor, MI 48109
jihoonch@umich.edu | (734) 277-5565