Seung-Woo Choo
Papers
1
Total Citations
60
H-Index
1
About
Dr. Seung-Woo Choo is a leading scholar in hospitality and tourism management, whose research illuminates the intersection of technology, consumer behavior, and service innovation. His most impactful work investigates the transformative role of service providers—particularly robot servers versus human servers—in shaping the customer experience economy. In his highly cited 2022 study (60 citations), Choo demonstrated how different service provider types influence brand attitude and brand loyalty within the restaurant industry, offering critical insights for an era of rapid automation. This work, grounded in data from 296 consumers, has become a cornerstone for understanding how emerging technologies can be strategically deployed to enhance customer engagement without sacrificing emotional connection. Beyond this, Choo’s broader contributions explore experiential marketing, brand management, and the psychological drivers of consumer loyalty in hospitality contexts. His research is widely referenced by academics and practitioners alike, providing a rigorous framework for navigating the balance between human touch and technological efficiency. Choo’s scholarship not only advances theoretical understanding but also offers actionable guidance for industry leaders adapting to a digitally evolving marketplace.
Research Focus
Key Achievements
Top Papers
- 1