Kihyun Hannah Kim Present Ph.D. in Marketing J. Mack Robinson College of Business, Georgia State University Expected Graduation: May 2016

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1 Kihyun Hannah Kim Center for Excellence in Brand & Customer Management J. Mack Robinson College of Business Phone: (404) Georgia State University Updated: June Peachtree Road, Suite 204, Atlanta, GA EDUCATION 2010 Present Ph.D. in Marketing J. Mack Robinson College of Business, Georgia State University Expected Graduation: May M.S. in Marketing J. Mack Robinson College of Business, Georgia State University M.B.A and B.A. in Business Administration Ewha Womans University, Seoul, Korea RESEARCH Research Interests Substantive: Customer Relationship Management, Business-to-Business Marketing, Services Marketing, Retailing, Marketing Strategy Methods: Econometric Models, Bayesian Modeling Publications 1 Assessing the Role of Economic and Customer Experience Factors on Service Purchase Behaviors (with V. Kumar, Nita Umashankar, and Yashoda Bhagwat), Marketing Science, 33(5), Managing Customer Profits: The Power of Habits (with Denish Shah and V. Kumar), Journal of Marketing Research, 51(6), Research in Progress Linking Customer Behavioral Drivers to Firm s Cash Flow Level & Volatility: Implications for Marketing Practices (with Denish Shah, V. Kumar, and Jeewon Choi), under review at Journal of Marketing Research The Relative Influence of Economic and Relational Marketing Activities on Buying Behavior in B2B Markets 1 Abstracts for published work are appended to the end of this CV for reference. 1

2 DISSERTATION The Relative Influence of Economic and Relational Marketing Activities on Buying Behavior in B2B Markets, working paper Business to Business (B2B) markets are characterized by close relationships between firms and their customers. Firms spend significant resources managing relationships with their customers, yet there is limited understanding of the nature of the relationship between the firm and its customers and how organizational customer management efforts influence the customerfirm relationship and, in turn, buying behavior. We conceptualize the customer-firm relationship along two dimensions: economic, which is related to making the relationship more financially attractive by offering economic incentives such as price discounts, offering better products, or providing opportunities for cost reduction and relational, which is related to making the relationship more personal and socially attractive by giving personal feedback, advising on features, and customizing benefits. In line with these two dimensions, we argue and demonstrate that organizational customer management efforts can be distinguished into efforts that create economic and relational values for the customer and influence the customer-firm relationship. Using data from a Fortune 500 B2B service firm and robust econometric models, we find that (i) customers perceptions of relationship quality can be recovered using transaction data (ii) customers perceptions of quality directly affects customers purchase behaviors and also moderates the effects of firm s economic and relational marketing efforts on purchase behaviors, and (iii) the effects of economic and relational marketing efforts on customer purchase behavior vary by customers and change overtime. Overall, we provide a marketing resource allocation strategy that enables marketers to customize marketing resources and improve a firm s financial performance. CONFERENCE PRESENTATIONS 2015 The Impact of Transaction and Relationship Focused Marketing Actions on Buying Behavior in B2B Market, INFORMS Marketing Science Conference, Baltimore, MD Managing Customer Cash Flow Volatility to Enhance Firm Value, AMA Winter Marketing Educators Conference, San Antonio, TX Analyzing Habit Formation of Consumers and Its Implications on Firm Performance, AMA Winter Marketing Educators Conference, Orlando, FL Leveraging Customer Habits for Managing Customers and Marketing Resources, AMA Winter Marketing Educators Conference, Las Vegas, NV. (Presented by co-author) 2

3 2013 Leveraging BIG DATA to Identify, Understand, and Manage Customers by Habit to Increase Customer Profits and Improve Firm Performance, Theory and Practice in Marketing Conference on Marketing Impact, London, United Kingdom. (Presented by co-author) 2012 Modeling the Influence of Macro-Economic, Attitudinal and Behavioral Factors on CLV: The Case of the Airline Industry, INFORMS Marketing Science Conference, Boston, MA Assessing the Influence of Macro-Economic, Attitudinal and Behavioral Factors on CLV: The Case of the Airline Industry, AMA Winter Marketing Educators Conference, St. Petersburg, FL. (Presented by co-author) HONORS & AWARDS 2014 Winner, ISBM Doctoral Support Awards Competition (received grant of $7,500) 2014 Fellow, AMA-Sheth Foundation Doctoral Consortium, Northwestern University 2012 Fellow, ISMS Doctoral Consortium, Boston University Honor Student Scholarship, Ewha Womans University Selected as an Exchange Student, Ewha Womans University TEACHING EXPERIENCE Georgia State University, Instructor Fall 2015 Marketing Research (Two Sections Currently Scheduled) Spring 2015 Marketing Research (Overall Teaching Effectiveness 4.6/5.0) Fall 2014 Marketing Research (Overall Teaching Effectiveness 4.0/5.0) Georgia State University, Teaching Assistant Spring 2014 Fall 2013 Fall 2013 Spring 2012 Fall 2011 Customer Relationship Management (Executive) Product and Brand Management (MBA) SELECTED COURSEWORK Substantive: Marketing Strategy Marketing Theory (Georgia Tech) Innovation (ISBM Seminar) Consumer Behavior Customer Relationship Management Product and Brand Management 3

4 Methodology: Marketing Models I, II & III Econometrics I & II Structural Modeling Times Series Analysis Bayesian Methods Applied Bayesian Statistics Multivariate Methods in Marketing Structural Equation Modeling ACADEMIC SERVICE 2014 Ad-hoc reviewer, AMA Winter Educators Conference Marketing Analytics Track PROFESSIONAL ASSOCIATIONS American Marketing Association (AMA) and DocSIG member INFORMS Society for Marketing Science (ISMS) REFERENCES V. Kumar (Chair) Regents Professor, Richard and Susan Lenny Distinguished Chair & Professor in Marketing, Executive Director, Center for Excellence in Brand & Customer Management, Director of the PhD Program, & Chang Jiang Scholar, HUST, China, Lee Kong Chian Fellow, Singapore Management University, Singapore, Tower Place 200, 3348 Peachtree Road, Suite 204, Atlanta, GA Phone: Denish Shah Associate Professor of Marketing, 35 Broad Street, Atlanta, GA Phone: Alok R. Saboo Assistant Professor of Marketing, Assistant Director, Center for Excellence in Brand and Customer Management, Tower Place 200, 3348 Peachtree Road, Suite 218, Atlanta, GA Phone:

5 APPENDIX: ABSTRACTS OF PUBLICATIONS V. Kumar, Nita Umashankar, Kihyun Hannah Kim, and Yashoda Bhagwat (2014), Assessing the Role of Economic and Customer Experience Factors on Service Purchase Behaviors, Marketing Science, 33(5). Past studies have overlooked the joint effects of economic and customer experience factors on service purchase behaviors. Furthermore, service firms tend to make substantial investments in enhancing customer experience, mitigating the negative effects of service failures through recovery efforts and increasing overall customer satisfaction. Yet, largely due to a paucity of data, we know little about how the state of the economy influences the way in which customers use past service experiences to make future purchase decisions. We hypothesize that the state of the economy moderates the effects of customer experience factors on customers service purchase behaviors. In addition, we examine how personal income influences the degree to which the aggregate economy influences service purchase decisions. We test the proposed model using panel survey and transaction data from an international airline carrier. Our findings demonstrate that, contrary to wisdom in the popular press, customer experience matters more when the economy is doing better, not worse. Furthermore, lower income consumers are more sensitive to changes in the economy than higher income consumers. We validate the hypothesized model using a controlled experiment and establish that aggregate measures of the economy can be used to predict individual perceptions and purchase intentions. Denish Shah, V. Kumar, and Kihyun Hannah Kim (2014), Managing Customer Profits: The Power of Habits, Journal of Marketing Research, 51(6). Do customers exhibit recurring behavior besides repeat purchases? If so, what are those behaviors, how are they formed, and why should marketers care? The authors apply the theory of habit to customer behavior in the context of a large customer dataset of a national retailer. The study finds that: (1) besides repeat purchases, customers' recurring behavior with respect to returning products, purchasing on promotion, and purchasing low-margin items can be quantified along a continuum of habit strength, (2) marketing has a temporal impact on the formation of different customers' habits, and (3) firm performance is positively impacted by $58 Million by purchase and promotion habit and negatively impacted by $62 Million by return and low-margin purchase habit of the customers for this retailer. The findings underscore the need for managers to think of customer habits beyond repeat purchases, take stock of customers' habit measures before implementing policy changes, and leverage the habit measures (as compared to using only traditional behavioral measures) to strategically allocate resources at the customer level to maximize customer and firm profits. 5

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