Yonsei School of Business

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  • Choi, Sunmee
  • Division   Operations Management (OM)
    Ph.D. Cornell University
  • Lab   Business Hall #653
  • Contact   02-2123-5479
  • Email   sc128@yonsei.ac.kr


2001 Ph.D. Cornell University

2001 M.S. Cornell University

1991 B.A. Yonsei University


University Administration Positions:

Head of ODI Department,  School of Business, Yonsei University, 2018,3-2019,2

Vice Dean, Office of International Affairs, Yonsei University, 2014.3-2016.2

Professor in Charge, Academic Programs, School of Business, Yonsei University, 2012.12-2014.2 

Associate Dean (Interntional Affairs), School of Business, Yonsei University, 2009.3-2010.2 

University Professor Positions:

Professor, School of Business, Yonsei University, 2013-Present

Associate Professor, School of Business, Yonsei University, 2008-2012

Assistant Professor, School of Business, Yonsei University, 2005-2008

Visiting Assistant Professor, ESSEC Business School, 2003-2006

Assistant Professor, Pennsylvania State University, 2002-2004

Visiting Assistant Professor, Cornell University, 2001-2002

Industry Positions:

Priceline.com, Director of Revenue Management, 1999-2000

Reservations Manager, Hyatt Regency Suites Perimeter Northwest, 1996-1997

Assistant General Manager, Hampton Inn, Greenville, SC, USA, 1995-1996


Production & operations management

Service management

Revenue management


Service operations management

Revenue management


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, Forthcoming.

Kang, Jooyoung, Sunmee Choi, Sooyun Kim, and Heejin Kim. 2019. The Role of Social Distance in the Collaborative Consumption, Korean Journal of Service Management, 20(4): 41-72.

Kim, Sooyun, and Sunmee Choi. 2019. Designing a customer message for compliance in the B2C sharing service context, Korean Production Management Research Journal. 30(3): 193-213.

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.

Kim, Shinyoung, Jungsun Han, and Sunmee Choi. 2019. The Effect of the Option Price Framing of a Service Product on Customers’ Cognitive and Affective Responses, Yonsei Business Review, 56(1): 107-135.

Lee, Mi Ri, Sooyun Kim, and Sunmee Choi. 2019. Workscape : Determinants and A 22-Item Scale of Physical Surroundings for Employees, Yonsei Business Review, 56(1): 107-135.

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.

Park, Geebum, Sunmee Choi, and Sooyun Kim. 2018. What Would Customers Prefer, Personal Loss-Recovery or Social-Order-Restoration?: The Case of Norm-breaking Behaviors of Other Customers, Korean Journal of Service Management, 19(5): 191-224.

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.

Kim, Eunhee, Sunmee Choi, Heejin Kim and Shinyoung Kim. 2016. The Impact of Humor in a Service Announcement on Customer Intention to Comply with the Message. Korean Journal of Service Management, 17(2): 159-183.

Kim, Sooyun, Geebum Park and Sunmee Choi. 2015. Service customer’s active role-play and its impact on customer perceptions of service outcome. Journal of Business and Management. 4(4): 39-58.

Koo, Hyunjung, Shinyoung Kim and Sunmee Choi. 2015. Exteriorscape: Physical surroundings of a service outlet in a shopping mall. Journal of Global Scholars of Marketing Science. 25(2): 153–166.

Choi, Sunmee, Baek Jihyun and Kang Hayoung. 2013. Customer contact employees' commitment to extra-role customer service: the effect of internal service quality perception. Journal of Global Scholars of Marketing Science. 23(2): 144–158.

Choi, Sunmee and Sooyun Kim. 2013. Effects of a reward program on inducing desirable customer behaviors: The role of purchase purpose, reward type and reward redemption timing. International Journal of Hospitality Management. 32: 237- 244.

Kim, Sooyun and Sunmee Choi. 2012. A Study on Service Guarantee and Service Employee’s Performance Intention: Effect of Self-Efficacy and Sense of Responsibility. Yonsei Business Review. 49(2): 169-186.

Kim, Shinyoung , Sunmee Choi and Soonhong Min. 2012. “Experience Room” Experience: A Definition and Its Effects on Consumer Responses. Korean Journal of Service Management. 13(5): 177 – 202.

Mattila, Anna S. and Sunmee Choi. 2012. Societal Norms, Need for Closure, and Service Recovery. Journal of International Consumer Marketing. 24(5): 356-371.

Kang, Seongho, Hayoung Kang and Sunmee Choi. 2011. A Study on the Influence of National Culture on the Alliance Relationship Formation. Journal of Marketing Management Research. 16(4): 1-17.

Kim, Dongkyun and Sunmee Choi. 2011. An Empirical Examination of Situational and Individual Determinants of Customer Expectations for Service Recovery. Korean Journal of Service Management. 12(3): 1-26.

Kang, Seongho, Sunmee Choi, Heungsoo Park and Jeong Woo. 2011. The Effect of Market Orientation on Business Performance: Focus on Mediating Role of New Product Development Performance. Yonsei Business Review. 48(1): 1-32.

Lee, Jangwon, Daesik Hur and Sunmee Choi. 2011. A simulation study of restaurant table management systems for revenue maximization. Korean Production Management Research Journal. 22(2): 215 - 234.

Kim, Dongkyun and Sunmee Choi. 2011. An Empirical Examination of Situational and Individual Determinants of Customer Expectations for Service Recovery, Korean Journal of Service Management. 12(3): 1-26.

Kang, Seongho, Sunmee Choi, Heungsoo Park and Jeong Woo. 2011. An Exploration of New product development (NPD) process performance as a Missing Link between Market Orientation and Organizational performance. Yonsei Business Review. 48(1): 1-32.

Lee, Jangwon, Daesik Hur and Sunmee Choi. 2011. A simulation study of restaurant table management systems for revenue maximization. Korean Production Management Research Journal. 22(2): 215 - 234.

Park, Jinkyung, Sunmee Choi. 2010. Implementation of TQM through the process of acquiring an internationally acknowledged quality certification: The case of Severance Hospital. Yonsei Business Review. 47(1): 93 – 117.

Park, Heungsoo, Sunmee Choi, Seongho Kang and Gaeeun Kwon. 2009. Success Strategy of Yuhan-Kimberly’s Huggies Magic Panty through Product Repositioning. Korean Journal of Marketing, 11(3): 185-203.

Choi, Sunmee, Anna Mattila, Heungsoo Park and Seongho Kang. 2009. The Effect of Cross-Channel Price Dis/parity on Ethicality Evaluations and Purchase Intent: The Moderating Role of Price Frame. Journal of Marketing Channels. 16(2): 131-147.

Choi, Donghyun, Taehyun Kim and Sunmee Choi. 2009. An investigation on the dynamic nature of service productivity: A hospital emergency room case. Korean Production Management Research Journal. 20(2): 3-29.

Choi, Sunmee and Anna Mattila. 2008. Perceived Fairness of Price Differences across Channels: The Moderating Role of Price Frame and Norm. Journal of Marketing Theory and Practice. 17(1): 39-49.

Choi, Sunmee and Sumin Shin. 2008. Consumer Product Company, PenCo’s Customer-Driven Redesign of National Logistics Network. Yonsei Business Review. 45(2): 235-262.

Heungsoo Park, Sunmee Choi, Kang, Seongho and Jeong Woo. 2008. The Antecedents of Successful Inter-Firm Cooperation. Korean Management Research Journal. 37(5): 1263-1285.

Choi, Sunmee, Taehyun Kim, Daesik Hur and Misook Yun. 2008. An Exploration of the Applicability of Differential Pricing to Repair Services. Korean Journal of Service Management. 9(3): 151-182.

Kang, Seongho, Sunmee Choi, Heungsoo Park and Jeong Woo. 2008. The Effect of Market Orientation on Firm’s Financial Performance: Focus on the Mediating Role of CRM Performance. Korean Journal of Consumer Studies. 19(3): 21-37.

Kim, Taehyun, Seongam Moon, Sunmee Choi and Donghyun Choi. 2008. Dynamics Approach to Duopoly Price Competition: Focused on B2B Context. Korean Logistics Studies. 16(1): 17-33.

Choi, Sunmee and Anna Mattila. 2008. Perceived controllability and service expectations: Influences on customer reactions following service failure. Journal of Business Research 61(1): 24-30.

Choi, Sunmee, Taehyun Kim, Jinhyun Park and Sooyeon Kim. 2007. On improving service quality SERVQUAL, HOQ, SPD. Korean Production Management Research Journal. 18(3): 135-161.

Mattila, Anna and Sunmee Choi. 2006. A Cross-cultural Comparison of Perceived Fairness and Satisfaction in the Context of Hotel Room Pricing. International Journal of Hospitality Management, 25(1): 136-153.

Choi, Sunmee. 2006. “Group Revenue Management: A Model for Evaluating Group Profitability,” Cornell Hospitality Quarterly, 47(3): 1-11.

Choi, Sunmee and Anna Mattila. 2006. “The Role of Disclosure in Variable Hotel Pricing: A Cross-Cultural Comparison of Customers’ Fairness Perceptions” Cornell Hospitality Quarterly, 47(1): 27-35.

Choi, Sunmee and Anna Mattila. 2005. “Impact of Information on Customer Fairness Perceptions of Hotel Revenue Management,” Cornell Hospitality Quarterly, 46(4): 444-451.

Mattila, Anna and Sunmee Choi. 2005. “The Impact of Hotel Pricing Policies on Perceived Fairness and Satisfaction with the Reservation Process,” Journal of Hospitality & Leisure Marketing, 13(1): 25-39.

Choi, Sunmee. 2005. “An Evaluation of a Contribution Enhancement Opportunity for Hotels,” Journal of Hospitality and Tourism Research, 29: 32-39.

Choi, Sunmee and Anna Mattila. 2004. “Hotel Revenue Management and Its Impact on Customer Fairness Perception,” Journal of Revenue and Pricing Management, 2(4): 303-314.

Choi, Sunmee and Sheryl E. Kimes. 2002. “Electronic Distribution Channels’ Effect on Hotel Revenue Management,” Cornell Hospitality Quarterly, 43(3): 23-31.

Kimes, Sheryl E., Richard B. Chase, Sunmee Choi, Philip Lee and Elizabeth N. Ngonzi. 1998.  “Restaurant Revenue Management: Applying Yield Management to the Restaurant Industry,” Cornell Hospitality Quarterly, 39(3): 32-39.


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