Youjae Yi

Address : 599 Gwanangno, Gwanak-gu, Seoul 151-916, Korea 
Phone : +82-2-880-6941

E-mail :
Website :

Professor Youjae Yi teaches marketing at the College of Business Administration of Seoul National University. He received a B.A. from Seoul National University, an M.S. in Statistics and a Ph.D. in Marketing from Stanford University. Before joining the SNU faculty in 1993, Professor Yi had been on the faculty of Business School of University of Michigan as Assistant Professor, Sanford R. Robertson Assistant Professor and tenured Associate Professor.

He has served as the president of the Korean Marketing Association as well as the Korean Society of Consumer Studies, on the board of directors for several companies and on the advisory coulcil of Association for Consumer Research. He has also developed several service indices such as KS-SQI and Seoul Service Index. He is a co-editor of Service Industries Journal and an associate editor of Journal of Consumer Psychology.

He has authored more than 150 articles in leading academic journals such as Journal of Marketing Research, Journal of Consumer Research, Administrative Science Quarterly, Journal of Advertising, and Journal of Consumer Psychology. His research interests include customer satisfaction, services marketing, effects of advertisements, brand equity, and customer participation behavior.             


Ph.d. Stanford University, 1987 (Marketing)                

M.S.  Stanford University, 1986 (Statistics)

B.A.  Seoul National University, 1982 (Business Administration)


Professional Experience


1993-present Professor of Marketing, Seoul National University

2003-2005 Associate Dean, Seoul National University

1993- Associate Professor of Marketing (with tenure), University of   Michigan

1992-1993 Sanford Robertson Assistant Professor of Business   Administration, University of Michigan

1987-1992 Assistant Professor of Marketing, University of Michigan


Honors and Awards


Honor Scholar,Korean Embassy, 1986-87.

Finalist for theDoctoral Dissertation Competition, Academy of   Marketing Science, 1988.

Best Paper Award, Academy of Marketing Science. 1992.

Sanford R. Robertson Professorship in recognition of early career   accomplishments, 1992. 

Sooam ResearchFellow, 1994.

POSRI ResearchFellow, 1995-97.

Best Book Award,JCC Foundation, 2001.

Best PaperAward, Korean Marketing Association, 2001, 2003.

Best PaperAward, Korean Association for Survey Research, 2003. Best Presentation Award, Korean Society of Consumer Studies, 2008, 2010.

Distinguished Scholar,Korea Research Foundation, 2008.

Best PaperAward, Korean Society of Consumer Studies, 2010.


Professional Service


Program Committee, Association for Consumer Research   Conference, 1991, 94, 96.

Review board,Korean Cable Communications Commission, 1997-98. Developer of KS-SQI (Korean Standard-Service Quality Index), 2000.

Advisory Council, Association for Consumer Research, 2001-03.

Board of Directors, LG Household & Healthcare, Inc., 2001-07.

Developer of SSI(Seoul Service Index), 2003.

Co-Chair, Asia-Pacific ACR Conference, 2004.

Board of Directors, Korea Consumer Agency, 2005-08.

Board of Directors, Hana Bank, 2005-09.

President, Korean Society of Consumer Studies, 2007-08.

President, KoreanMarketing Association, 2009-10.


Editorial Service



Service Industries Journal, 2007-

Seoul Journal of Business, 1995-97, 2005-09 .

Korean Journal of Consumer Studies, 2002-04.


Associate Editor:

Journal of Consumer Psychology, 2009-


Editorial Board:

Psychology & Marketing, 1997-.

Journal of the Academy of Marketing Science, 2006-.

Journal ofConsumer Psychology, 2005-08.

Journal ofConsumer Research, 2002-04.

Service Industries Journal, 1997-2006.