YOON SEOCK SON
@mendoza.nd.edu
University of Notre Dame
RESEARCH, TEACHING, or OTHER INTERESTS
Management Information Systems, Management of Technology and Innovation, Economics and Econometrics
Scopus Publications
Scholar Citations
Scholar h-index
Scholar i10-index
Scopus Publications
Yoonseock Son, Angela Aerry Choi, Kaitlin D. Wowak, and Corey M. Angst
Wiley
AbstractResearch at the interface of operations management (OM) and gender bias has mostly focused on operational outcomes such as hiring decisions on behalf of the employer (or firm). Largely overlooked is how the design of operational processes exacerbates (or diminishes) the amount of gender bias exhibited on behalf of the customer in a people‐centric operations environment. In this study, we conduct a randomized field experiment with a partner firm to assess gender mismatch and bias in client‐consultant exchanges. The experimental design enables us to examine gender bias within dyadic exchanges when there are gender matches (female client‐female consultant or male client‐male consultant) or gender mismatches (female client‐male consultant or male client‐female consultant). We find that reporting the consultant's gender significantly increases the client's likelihood of leaving more and higher reviews, increases the clickthrough rate on recommended products, and that the effect is stronger for females than for male consultants. We also provide support for the heterogenous effects of client experience depending on the gender (mis)match in client‐consultant exchanges, including whether the prior effects hold when there is gender masking or manipulation (e.g., reported female consultant when actually male). Our findings offer important theoretical contributions and practical implications for OM scholars and managers.
Yoonseock Son, Wonseok Oh, and Il Im
MIS Quarterly
The present study investigates the effects of smart speaker usage on consumers’ digital content search, purchase, and consumption behaviors. Using a unique panel data set comprising information on household patterns of digital content (e.g., video on demand [VOD]) transactions and consumption and smart speaker usage, we found that the adoption of smart speakers is positively associated with the increased purchase of digital content but negatively related to the average rate of content completion. More specifically, we found that VOD content-related expenditures increased by 21.5% following smart speaker adoption but the average consumption of VOD content purchased decreased by 3.0%. We also examined millions of data points on TV remote-control use and conducted a survey via MTurk to support the validity of the findings. Smart speaker usage can reduce search costs, which subsequently increases search incidence and conversion rates, behavioral changes that can lead to a rise in purchases. We further show that the use of smart speakers for purposes other than information seeking is positively associated with purchases. We develop insights on how to elicit economic value from voice recognition technologies and provide implications for the design and implementation of effective voice commerce strategies.
Jiyong Park, , Yoonseock Son, Corey Angst, , and
MIS Quarterly
The COVID-19 pandemic forced organizations, including higher education institutions, to rapidly adjust their operations. In the face of the pandemic, most higher education institutions shut down their campuses and transitioned to emergency remote teaching mode. This study examines digital resilience in higher education institutions through the conceptual lens of disaster response management, by assessing the role played by the centralized governance of information technology (IT) investments. We posit that centralized IT helps organizations maintain customer satisfaction with services during a crisis (e.g., student satisfaction with classes during COVID-19) by facilitating the organization-wide transition to an emergency operational mode and supporting its service operations. Consolidating data on IT investment, governance, and course evaluations from 463 U.S. higher education institutions from 2017-2020, we show that centralized IT helped organizations adapt better to the pandemic in terms of maintaining student satisfaction. Moreover, we found that centralized IT investments geared toward facilitating organizational coordination and providing instructional and technical support played a pivotal role in enabling ERT and improving student ratings during the crisis. These results are corroborated by interviews with CIOs of U.S. higher education institutions. Additional analyses also suggest that the effectiveness of centralized IT governance is contingent upon organizational size, dissimilarity of local units, and the strategic role of the CIO. We also discuss theoretical extensions toward digital resilience as well as practical implications.
Yoonseock Son and Wonseok Oh
Informa UK Limited
ABSTRACT Although digitalization is a prevalent strategy in reward programs, a minimal amount is known regarding the relationship between reward app usage and reward redemption behaviors. The enhanced availability and accessibility of information via mobile app can alter customers’ reward-redemption patterns and engagement level, highlighting the need for firms to adjust their reward-based service strategies. Using unique datasets that reflect individual consumers’ transactional and reward redemption behaviors, we conducted a series of analyses to capture the dynamics in the latent engagement state transitions of customers according to the type of reward program used. Results show that although reward app usage, on average, induces a more active engagement state, it polarizes the volatility of engagement state transitions. Furthermore, we find that greater volatility of engagement state transitions is significantly associated with a higher likelihood of churn. Finally, a follow-up survey and panel vector autoregression analyses are conducted to uncover the mechanisms that underlie the relationship. The results provide insights into how retailers can strategically design their reward programs in the emerging mobile-based omnichannel environment.
Yoonseock Son, Angela Aerry Choi, Kaitlin D. Wowak, and Corey M. Angst
Wiley
AbstractWhile considerable progress has been made in understanding gender mismatch and bias in the physical workplace, there is a limited understanding of how these biases manifest in online platforms where gender masking and manipulation can easily occur. In this study, we collaborate with an online product and service firm in Asia and propose a field experiment design to examine how gender bias influences people‐centric operations in online platforms. By assigning different gender combinations of clients and consultants, we examine how the effect of gender bias differs depending on the gender match or mismatch of the entities in the information exchange process. Using 7 months of data, we provide preliminary evidence of gender biases of different client‐consultant gender pairings. Theoretical and practical implications are discussed.
Seung Yoon Lee, Yoonseock Son, and Wonseok Oh
Informa UK Limited
ABSTRACT Leveraging omnichannel has become a new norm of strategic marketing in the retail industry, with many vendors foregrounding the value of customers who wish to maximize their shopping experiences across all channels. Notwithstanding such heightened attention, little is known about the effectiveness of omnichannel targeting and promotional strategies. Whereas previous studies assessed the economic worth of channel promotions independently of each other, our study delved into the effects of integrated omnichannel campaigns. Using a randomized field experiment design, we provide empirical evidence of an offline direct experience effect and revealed short-term channel substitution (spillover) effects among customers who only use the online-channel (offline-channel). We further examined omnichannel conversion behaviors after exposure to online promotion and developed different coupon schemes based on responses to the previously offered offline initiative. Finally, we detected significant patterns of post-treatment omnichannel migration and confirmed the effectiveness of integrated omnichannel promotions in fostering a shift to omnichannel shopping.
Yoonseock Son, Hyeokkoo Eric Kwon, Giri K. Tayi, and Wonseok Oh
Wiley
AbstractThe implementation of digital channels as avenues for economic transactions (e.g., online and mobile banking/FinTech) has shifted the paradigm of customer–bank interactions, providing unprecedented opportunities for both parties. The prevailing belief is that digital banking has several advantages, such as lower costs and higher information transferability for customers. These benefits can also promote competition between banks given customers' predilection for “multi‐homing,” or engagement with multiple banks. This study investigated the impact of customers' digital banking adoption on hidden defection, in which customers purchase financial products from competing banks instead of their primary banks. To this end, we developed an analytical model to provide insights into the effects of digital banking adoption while taking customers' multi‐homing behaviors into consideration. We then conducted a series of empirical analyses using comprehensive individual‐level transaction data to provide evidence of hidden defection. Our findings indicate that customers with higher loyalty exhibit greater hidden defection after digital banking adoption. Customers who engage primarily with personal‐service channels (e.g., branches) show stronger hidden defection than do self‐service channel (e.g., ATMs) users, and this effect is more prevalent among loyal customers. Our results provide valuable implications for omni‐channel services in a market characterized by multi‐homing behavior of customers.
Yoonseock Son, Wonseok Oh, Sang Pil Han, and Sungho Park
Institute for Operations Research and the Management Sciences (INFORMS)
This research investigates how a shift from traditional loyalty cards to mobile-driven loyalty apps affects consumers’ reward redemption patterns, purchase behaviors, and store-level competition. The findings indicate that loyalty app adoption is associated with increased expenditure and purchase frequency as well as more active point redemption. In a multivendor loyalty program (MVLP) context, the use of loyalty apps is associated with spillover effects in which case customers visit more stores that they had not previously considered and exhibit diminished allegiance to their focal shop after they adopt a loyalty app. Finally, the adoption of loyalty apps is related to deal-prone behaviors because informed consumers tend to selectively purchase highly discounted products. Our findings provide several valuable implications for managers and platform owners who are considering launching mobile loyalty programs (LPs) and participating in an MVLP market. Although the merits of loyalty app adoption are apparent, we caution against potential downsides at individual store levels. Many customers are likely to succumb to deals, selectively purchasing highly discounted products with low margins through loyalty apps. The thrust of LPs should be directed toward fostering a strong connection with a brand, going beyond the promise of deals and promotions.