Jenny Kyunghwa Chung, PhD
Faculty of Marketing, Bachelor of Business Administration, College of Business and Management
Biography
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
• Human-Computer Interaction
• Environmental Psychology
• Customer Experience
1. Seung Min Shin, Kyunghwa Chung, and Changhee Kim (2024). The Effects of Homegrown Rule on Efficiency of Sports Teams: Evidence from the English Premier League. Service Science.
2. Kyunghwa Chung, Lan Thi Mai Nguyen, and Dung Thi Thuy Nguyen (2023). Improving Hotels’ Operational Efficiency Through ESG Investment: A Risk Management Perspective. Service Science.
3. Kyunghwa Chung, Jin Suk Park, and Saram Han (2023). Effects of workplace relationships among organizational members on organizational identification and affective commitment: nuanced differences resulting from supervisor vs. colleague relationship. Current Psychology.
4. Saram Han, Christopher K. Anderson, and Kyunghwa Chung (2023). Do managerial communications improve customer satisfaction and eWOM? The moderating effect of response authenticity. Humanities and Social Sciences Communications.
5. Do Yuon Kim, Ha Kyung Lee, and Kyunghwa Chung (2023). Avatar-mediated experience in the metaverse: The impact of avatar realism on user-avatar relationship. Journal of Retailing and Consumer Services, 73.
6. Kyunghwa Chung, Kyung Wha Oh, and Minjeong Kim (2022). Cross-Channel Integration and Customer Experience in Omnichannel Retail Services. Service Science.
7. 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.
8. 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.
9. 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.
10. 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.
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.