Jung Sook Park
Papers
1
Total Citations
64
H-Index
1
About
Jung Sook Park is a leading researcher in consumer behavior and service innovation, with a particular focus on how emerging technologies reshape customer experiences. Her work bridges experiential value theory with brand psychology, exploring how novel, non-face-to-face services influence satisfaction, emotional attachment, and long-term loyalty. Park’s most cited study, “Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation” (2021, 64 citations), is a landmark contribution that examines consumer responses to robot baristas during the COVID-19 pandemic. By integrating generational differences, she reveals how younger and older cohorts diverge in their acceptance of automated service encounters. This research not only advances theoretical understanding of brand love in technology-mediated contexts but also offers practical insights for service design in a post-pandemic world. Park’s work is widely recognized for its timely relevance and methodological rigor, making her a key voice in the study of human–robot interaction and experiential marketing.
Research Focus
Key Achievements
Top Papers
- 1