Choongbeom Choi
Papers
1
Total Citations
40
H-Index
1
About
Choongbeom Choi is a leading scholar in hospitality and service technology, whose research explores the intersection of artificial intelligence, robotics, and consumer behavior. His most-cited work, “ROBOT–BRAND FIT: THE INFLUENCE OF BRAND PERSONALITY ON CONSUMER REACTIONS TO SERVICE ROBOT ADOPTION” (2022, 40 citations), has become a foundational contribution to understanding how brand personality shapes consumer acceptance of service robots. This study demonstrates that when a robot’s design and behavior align with a brand’s identity, consumer trust and adoption intentions significantly increase—a finding that has influenced both academic theory and industry practice in hospitality and retail. Choi’s broader research portfolio examines how emerging technologies, from AI chatbots to autonomous service agents, affect customer experiences, employee roles, and organizational strategies. His work is widely cited for its practical insights into designing human-robot interactions that enhance service quality while maintaining brand coherence. Through rigorous empirical studies and innovative conceptual frameworks, Choi continues to shape the future of service automation, helping businesses navigate the delicate balance between technological efficiency and human-centered brand values.
Research Focus
Key Achievements
Top Papers
- 1