Jihoon Cho

I am a doctoral candidate in Marketing at the Stephen M. Ross School of Business, University of Michigan. My research focuses on building empirical models to examine how customer expectation of service performance evolves over time, affecting customer satisfaction and business outcomes. In my job market paper, I demonstrate the role of customer satisfaction metrics in explaining the relationship between objective service performance and customers’ repurchase behavior.  I am also working on two other projects relating the evolution of customer expectation under bounded rationality, and its impact on (a) customer product switching 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