Jenny Kyunghwa Chung, PhD

Jenny Kyunghwa Chung, PhD

Assistant Professor, College of Business and Management

College of Business and Management


Kyunghwa Chung is an Assistant Professor of Marketing at the College of Business and Management. She earned her Ph.D. from Seoul National University. Her research focuses on service technology, metaverse, human-computer interaction, etc. She enjoys interdisciplinary research and collaboration with other scholars in diverse fields. Her research was published in various peer-reviewed journals including Service Science, Cornell Hospitality Quarterly, and Clothing and Textiles Research Journal. Prior to joining VinUniversity, she taught at several universities in Korea.


  • Service Technology
  • Service Efficiency
  • Human-Computer Interaction
  • Metaverse
  • Service Experience


  1. Kyunghwa Chung, Kyung Wha Oh, and Minjeong Kim (forthcoming). Cross-Channel Integration and Customer Experience in Omnichannel Retail Services. Service Science.
  2. Changhee Kim and Kyunghwa Chung (2022). Measuring Customer Satisfaction and Hotel Efficiency Analysis: An Approach Based on Data Envelopment Analysis. Cornell Hospitality Quarterly 63 (2), 257-266.
  3. Kyunghwa Chung, Do Yuon Kim, Do Quynh Trang, and Young Sam Kim (2022). Youngone’s Sustainable Growth: Business Diversification from Manufacturing to Retailing. Asian Case Research Journal 26 (1), 59-75.
  4. Changhee Kim, Hee Jay Kang, Kyunghwa Chung, and Kanghwa Choi (2021). COVID-19 and Hotel Productivity Changes: An Empirical Analysis Using Malmquist Productivity Index. Service Science 13 (4), 243-257.
  5. Jeong-Seon Sang, Kyunghwa Chung, Juhyun Park, and Kyung Wha Oh (2017). Thermo-sensitive clothing Development by Consumer Investigation and Wearing Test. Fashion & Textiles Research Journal, 19(1), 90-100.
  6. Kyunghwa Chung and Yuri Lee (2016). Korean Fashion Companies’ Strategic CSR Implementation with a Focus on Incorporation of Consumers’ CSR Expectations. Journal of the Korean Society of Clothing and Textiles 40(1), 26-40.
  7. Kyunghwa Chung and Yuri Lee (2015). Dynamic Causal Relationship between CSR Activities of Fashion Companies and Consumption of Environmentally Friendly Fashion Products through System Thinking. Korean System Dynamics Review 16(4), 101-126.
  8. Kyunghwa Chung, Chorong Youn, and Yuri Lee (2014). The Influence of Luxury Brands’ Cross-Border Acquisition on Consumer Brand Perception. Clothing and Textiles Research Journal 32(4), 219-234.
  9. Kyunghwa Chung and Yuri Lee (2014). Effects of an Initial Purchase on Subsequent Purchase in Sequential Buying. Journal of Consumer Studies 25(1), 223-245.


  • Excellence Award, 2022 Spring Conference of the Korean Society for Production Management.
  • VinUniversity Seed Funding Grant (Principal Investigator), “Evolving Digital Consumer Behavior and Social Customer Relationship Marketing (CRM): A Comprehensive Approach Integrating Data from Consumer and Firm”, VinUniversity, Vietnam, 2021-2023, USD 50,000.
  • Lecturer Research Grant (Principal Investigator), “Consumer Emotional Responses to Chatbot”, #2019S1A5B5A07093839, National Research Foundation of Korea, South Korea, 2019-2020, USD 11,000.
  • Young Researcher Grant (Principal Investigator), “A Study on Retail Firms’ Omni-Channel Management Using System Dynamics”, #2017S1A5A8022718, National Research Foundation of Korea, South Korea, 2017-2019, USD 33,000.
  • Best Research Grant (Principal Investigator), “The Influence of Luxury Brands’ Cross-Border Acquisition on Consumer Brand Perception”, #2015S1A5A2A02049670, National Research Foundation of Korea, South Korea, 2015-2016, USD 4,500.