Kyung Hwa Seo

Papers

Total Citations

232

H-Index

About

Dr. Kyung Hwa Seo is a leading scholar at the intersection of service marketing, consumer behavior, and artificial intelligence, with a particular focus on how emerging technologies reshape customer experiences. Her most influential work, "The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction" (2021), has garnered over 230 citations, establishing her as a key voice in understanding consumer acceptance of AI-driven service automation. In this seminal paper, Dr. Seo developed a comprehensive framework that integrates trust, perceived risk, and satisfaction to explain how diners form attitudes toward robot servers—a critical contribution as the hospitality industry rapidly adopts automation. Her research provides actionable insights for businesses navigating the competitive landscape of AI-enhanced services, bridging the gap between technological innovation and consumer psychology. Beyond this flagship study, Dr. Seo continues to explore the dynamics of human-robot interaction in service contexts, examining factors that drive or hinder adoption. Her work is essential reading for students and researchers interested in service marketing, technology adoption, and the future of consumer experience in an increasingly automated world.