Seigyoung Auh

Biography

Seigyoung Auh is Professor of Global Marketing at Thunderbird School of Global Management at Arizona State University and a research faculty member with the Center for Service Leadership. His research examines two broad areas: the impact of digital transformation on customer decision making and sales force management (including sales controls, salesperson learning, and salesperson compensation) and (b) what organizations can do to improve the interface between frontline employees (sales and service employees) and customers. More specifically, he conducts research on the impact of digitization on service employee engagement and customer relationship management strategies, the bright and dark side of customer participation, frontline employee customer orientation dissimilarity, sales control, and salesperson learning.

His work has been published in journals such as Journal of Marketing, Journal of Marketing Research, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Service Research, Journal of Consumer Psychology, Harvard Business Review, Sloan Management Review, International Journal of Research in Marketing, Marketing Letters, Journal of Personal Selling & Sales Management, Industrial Marketing Management, Journal of Business Ethics, and Journal of Business Research, among others. He is also the recipient of the Best Reviewer Award for Journal of Service Research in 2013.

He is currently the associate editor of Journal of International Marketing and a past associate editor of the European Journal of Marketing (2013 15). He also sits on the editorial boards of several journals including Journal of Service Research, Journal of the Academy of Marketing Science, International Journal of Advertising, Journal of Business Research, and Industrial Marketing Management.

Auh worked as a marketing scientist before entering academia and taught in Australia, Canada, and Korea, before joining Thunderbird. He teaches in various degree programs at Thunderbird, including the Master of Arts in Global Affairs and Management (MAGAM), Master of Global Management (MGM), and Executive Master of Global Management (EMGM) program. He has executive education experience with leading global firms such as Samsung Electronics Company and Hyundai Motors. He also served as the co-director for the CEO franchise program in Korea before joining Thunderbird.

Education

• Ph.D. Ross School of Business, University of Michigan
• MBA: Ross School of Business, University of Michigan
• BBA: Yonsei University, South Korea

Areas of Expertise

• Customer Service
• Digital Culture
• Digital Marketing
• Employee-Customer Relationships
• Marketing
• Sales