Sunmee Choi, PhD
VinUniversity
Vice Provost, Academic Affairs
Biography
Sunmee Choi, Professor of Service Operations is Vice Provost of Academic Affairs at VinUniversity. Prior to her current appointment, she was the Founding Dean of College of Business and Management at VinUniversity (07.2020-08.2022), Associate Vice President of International Affairs at Yonsei University, Director of Graduate Studies for School of Business at Yonsei University; and Associate Dean for School of Business at Yonsei University.
The areas of her research and expertise are services operations management, revenue management and customer experience management. She published her work in prestigious journals such as Journal of Business Research, Journal of Service Management, Journal of Services Marketing and Journal of Brand Management, to name a few. She received best teaching awards and best paper awards numerous times. She received her Ph.D. and M.S. from Cornell University in NY, USA and BA from Yonsei University in Seoul, Korea.
● Pecot, Fabien, Gregory Rose, Altaf Merchant, and Sunmee Choi. 2022. Brand heritage across cultures: U.S.A., France and South Korea. Journal of Brand Management, 30(1): 49-60.
● Aksoy, Lerzan, Sunmee Choi, Tarik Dogru, Timothy Keiningham, Melanie Lorenz, Daniel Rubin and J. Bruce Tracey. 2022. Global Trends in Hospitality, Journal of Business Research,14: 957-973.
● Kim, Jiyoung, Sunmee Choi, and Drew Martin. 2020. The effect of a customer’s perceived customer-to-customer interaction quality on the customer’s perceived service quality, Journal of Services Marketing, 34(4): 459-472.
● Aksoy, Lerzan, Linda Alkire (née Nasr), Sunmee Choi, Peter Kim, and Lu Zhang. 2019. Social innovation in service: a conceptual framework and research agenda, Journal of Service Management, 30(3): 429-448.
● Breidbach, Christoph, Choi, Sunmee, Ellway, Ben P., Keating, Byron W., Kormusheva, Katerina, Kowakaski, Christian, Lim, Chiehyeon, and Maglio, Paul P. 2018. Operating without operations: How is technology changing the role of the firm?, Journal of Service Management, 29(5): 809-833.
● Merchant, Altaf, Gregory Rose, Drew Martin, Sunmee Choi, and Mohit Gour. 2017. Cross-cultural folk-tale-elicitation research on the perceived power, humanistic and religious symbolisms, and use of money, Journal of Business Research. 74(May):113-119.
● Kim, Shinyoung, Sunmee Choi, and Rohit Verma. 2017. Providing feedback to service customers: The effect of the presentation order and repetition of feedback types. Journal of Service Management, 28(2): 389-416.
● Kim, Sooyun, Geebum Park, Yeonjoo Lee, and Sunmee Choi. 2016. Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research. 62(12): 5809-5818.
● Martin, Drew, Anders Gustafsson and Sunmee Choi. 2016. Service innovation, renewal, and adoption/rejection in dynamic global contexts. Journal of Business Research. 69:2397-2400
● PhD, Cornell University, USA, 2001
● MS, Cornell University, USA, 2001
● BA, Yonsei University, Korea, 1991
● Best Teaching Award, Yonsei University, 2008, 2013, 2018
● Best Teaching Award, VinUniversity 2021
● Best Teaching Award, School of Business, Yonsei University, 2005, 2007, 2009
● Best paper award, Korea Service Management, 2008, 2010, 2023
● Best paper award, Korean Production & Operations Management Society, 2010, 2013, 2015, 2016, 2018
● Article of the Year, Journal of Hospitality and Tourism Research, 2006
