Seigyoung Auh

Professor of Global Marketing & Research Faculty, Center for Services Leadership
Faculty
THNDRBIRD Campus
Mailcode
0158

Biography

Ph.D. Ross School of Business, University of Michigan

MBA: Ross School of Business, University of Michigan

BBA: Yonsei University (South Korea)

Seigyoung is currently Associate Professor of Marketing at Thunderbird School of Global Management at Arizona State University and a Research Faculty at the Center for Services Leadership. His research examines what organizations can do to improve the interface between frontline employees (sales and service employees) and customers.  More specifically, he conducts research on service employee engagement and its impact on customer relationship management strategies, the bright and dark side of customer participation, and frontline employee customer orientation dissimilarity and diversity.

His work has been published in journals such as Journal of Marketing, 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 (2013-2015). 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.

Seigyoung has worked as a marketing scientist before entering academia and has 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. 

Publications

Representative Publications

Quackenbos, Douglas, Richard Ettenson, Martin S. Roth, and Seigyoung Auh (2016), “These Traits Help Firms Grow Abroad,” Harvard Business Review, (July/August), 26.

Auh, Seigyoung, David E. Bowen, Ceyda Aysuna Turkyilmaz, and Bulent Menguc (2016), “A Search for Missing Links: Specifying the Relationship between Leader-Member Exchange Differentiation and Service Climate,” Journal of Service Research, 19 (3), 260-275.

Quackenbos, Douglas, Richard Ettenson, Martin S. Roth, and Seigyoung Auh (2016), “Does Your Company Have What It Takes to Go Global?” Harvard Business Review (Digital Article). 

Reproduced as Harvard Business Review Video Series: What Your Company Needs to Go Global: https://hbr.org/video/4943086602001/what-your-company-needs-to-go-global

Menguc, Bulent, Seigyoung Auh, Constantine S. Katsikeas, and Yeon Sung Jung   (2016), “When Does (Mis)Fit in Customer Orientation Matter for Frontline Employees’ Job Satisfaction and Performance?,” Journal of Marketing, 80 (1), 65-83.

Reproduced in London School of Economics Business Review as “More Customer Orientation is Not Always Better for Frontline Employees.”

Seigyoung Auh, Menguc, Bulent, Stavroula Spyropoulou, and Fatima Wang (2016), “Service Employee Burnout and Engagement: The Moderating Role of Power Distance Orientation,” Journal of the Academy of Marketing Science (in press)

Yeyi Liu, Andreas B. Eisingerich, Seigyoung Auh, Omar Merlo, and Hae Eun Helen Chun (2015) “Service Firm Performance Transparency: How, When and Why Does It Pay Off?” Journal of Service Research, 18 (4), 451-467.

Auh, Seigyoung, Bulent Menguc, and Yeonsung Jung (2014), “Unpacking the Relationship between Empowering Leadership and Service-Oriented Citizenship Behaviors: A Multi-Level Approach,” Journal of the Academy of Marketing Science, 42 (5), 558-579.

Auh, Seigyoung, Stavroula Spyropoulou, and Bulent Menguc (2014), “When and How Does Sales Team Conflict Affect Sales Team Performance?” Journal of the Academy of Marketing Science, 42 (6), 658-679.

Merlo, Omar, Andreas B. Eisengerich, and Seigyoung Auh (equal contribution) (2014), “Why Customer Participation Matters,” Sloan Management Review (Winter Issue), 81-88.

Eisengerich, Andreas B., Seigyoung Auh, and Omar Merlo (2014), “Acta Non Verba? The Role of Customer Participation and Word of Mouth in the Relationship between Service Firms’ Customer Satisfaction and Sales Performance,” Journal of Service Research, 17 (1), 40-53. (equal contribution)

Menguc, Bulent, Seigyoung Auh, Aypar Uslu (2013), “Customer Knowledge Creation Capability and Performance in Sales Teams,” Journal of the Academy of Marketing Science, 41 (1), 19-39.

Auh, Seigyoung, Simon Bell, Colin McLeod, and Chuan-Fong Shih (2007), “Co-Production and Customer Loyalty in Financial Services,” Journal of Retailing, 83 (3), 359-370.

Bulent Menguc and Seigyoung Auh (2006), “Creating a Firm-Level Dynamic Capability through Capitalizing on Market Orientation and Innovativeness,” Journal of the Academy of Marketing Science, 34 (1), 63-73.

Bell, Simon, Seigyoung Auh, and Karen Smalley (2005), “Customer Relationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Customer Expertise and Switching Costs,” Journal of the Academy of Marketing Science, 33 (2), 169-183.

Courses

Fall 2017
Course NumberCourse Title
TGM 551Global Marketing Strategy
TGM 553Gbl Customer Decision Making
Summer 2017
Course NumberCourse Title
TGM 552Global Marketing Management
Spring 2017
Course NumberCourse Title
TGM 503Global Marketing
TGM 553Gbl Customer Decision Making
Fall 2016
Course NumberCourse Title
TGM 551Global Marketing Strategy
Summer 2016
Course NumberCourse Title
TGM 552Global Marketing Management
Spring 2016
Course NumberCourse Title
TGM 503Global Marketing
TGM 551Global Marketing Strategy
TGM 552Global Marketing Management
TBX 598Special Topics
Fall 2015
Course NumberCourse Title
TGM 551Global Marketing Strategy
TBX 598Special Topics
Summer 2015
Course NumberCourse Title
TBX 598Special Topics
Spring 2015
Course NumberCourse Title
TBX 598Special Topics