Expertise

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
Past Affiliations

PhD Student, Department of Marketing, Stephen M. Ross School of Business, University of Michigan (past)

Degrees
PhD, University of Michigan, Marketing, 2016
MPS, Cornell University, Applied Statistics, 2009
MS, Korea University, Marketing, 2008
BA, Korea University, Business Administration, 2005