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Soobin Seo

Assistant Professor

WSU Everett


Soobin Seo is an assistant professor of hospitality business management at WSU Everett. Her research mostly focuses on Food crisis management, Consumer behavior, and Service marketing. Her research measured the global impacts of food safety events on firms and consumers. By understanding how consumers respond to food safety-related issues or events, she strives to develop better crisis management tactics or communication strategies. One of her recent interests is utilizing smartphones or social media in crisis communication in relation to food safety events. Dr. Seo earned her Ph.D. from Purdue University and taught at The Ohio State University until she joined WSU Everett this year.


  • PhD (Purdue University)
  • MS (University of Missouri )
  • BS (Seoul National University )

Research Interests

  • Branding Strategy
  • Brands And Consumers
  • Consumer Behavior
  • Consumer Health And Welfare
  • Customer Satisfaction/Loyalty In Tourism And Hospitality Industry
  • Food Safety/Sanitation
  • Hospitality And Tourism Marketing
  • Marketing
  • Services Management
  • Social Media

Teaching Interests

  • Consumer Behavior
  • Food And Beverage Cost Controls
  • Marketing
  • Restaurant Management And Operations


Vanja Bogicevic , Soobin Seo, Jay Kandampully, Stephanie Liu, Nancy Rudd Virtual reality presence as a preamble of tourism experience: The role of mental imagery Tourism Management, 2019

Tingting Zhang, Soobin Seo, Jeeahe Ahn Why customers go mobile? Investigating factors influencing hotel customers’adoption of mobile technology Journal of Hospitality Marketing & Management, 2019

Jeeahe Ahn, Soobin Seo Consumer Responses to Interactive Restaurant Self-Service Technology (IRSST): The Role of Gadget-Loving Propensity International Journal of Hospitality Management, 2018

Anupama Sukhu, Soobin Seo, Robert Scharff, B Kidwell Emotional intelligence in transcendent customer experiences Journal of Consumer Marketing, 2018

Soobin Seo, L. Miao, B. Almanza, C. Behnke How Have Restaurant Firms Responded to Food Safety Crises? Evidence from Media Coverage Journal of Foodservice Business Research, 2018

A. Bilgihan, Soobin Seo, J. Choi Identifying restaurant satisfiers and dissatisfiers: Suggestions from online reviews Journal of Hospitality Marketing & Management, 2018

E. Her, Soobin Seo Why Not Eating Alone? The Effect of Other Consumers on Solo Dining Intention and the Mechanism International Journal of Hospitality Management, 2018

Jihee Choi, Soobin Seo Goodwill intended for whom? Examining factors influencing conspicuous prosocial behavior on social media International Journal of Hospitality Management, 2017

EunSol Her, Soobin Seo Health halo effects in sequential food consumption: The moderating roles of health-consciousness and attribute framing International Journal of Hospitality Management, 2017

E. Her, Soobin Seo, J. Choi, V. Pool, S. Ilic Observed Food Safety Behaviors among Consumers and Employees in Market-Style Restaurants British Food Journal, 2017

Anupama Sukhu, Anil Bilgihan, Soobin Seo Willingness to pay in negative restaurant service encounters International Journal of Hospitality Management, 2017

Johye Hwang, Soobin Seo A critical review of research on customer experience management Theoretical, methodological and cultural perspectives International Journal of Contemporary Hospitality Management, 2016

Jihee Choi, Hillary Norwood, Soobin Seo, Sujata Sirsat, Jack Neal Evaluation of food safety related behaviors of retail and food service employees while handling fresh and fresh-cut leafy greens Food Control, 2016

Hyejin Park, Soobin Seo, Jay Kandampully Why post on social networking sites (SNS)? Examining motives for visiting and sharing pilgrimage experiences on SNS JOURNAL OF VACATION MARKETING, 2016

Soobin Seo, Barbara Almanza, Li Miao, Carl Behnke The Effect of Social Media Comments on Consumers’ Responses to Food Safety Information Journal of Foodservice Business Research, 2015

Carl Behnke, Soobin Seo Using Smartphone Technology to Assess the Food Safety Practices of Farmers’ Market Foodservice Employees Journal of Foodservice Business Research, 2015

Soobin Seo, Johye Hwang Does gender matter? Examining gender composition’s relationships with meal duration and spending in restaurants International Journal of Hospitality Management, 2014

Carl Behnke, Soobin Seo, Kay Miller Enhancing the study abroad experience: A longitudinal analysis of hospitality-oriented, study abroad program evaluations Tourism Management, 2014

Soobin Seo, Jang, SooCheong (Shawn), Barbara Almanza, Li Miao, Carl Behnke The negative spillover effect of food crises on restaurant firms: Did Jack in the Box really recover from an E-coli scare? International Journal of Hospitality Management, 2014

Soobin Seo, Jang, SooCheong (Shawn), Li Miao, Barbara Almanza, Carl Behnke The impact of food safety events on the value of food-related firms: An event study approach International Journal of Hospitality Management, 2013

Soobin Seo, Jang, SooCheong (Shawn) The roles of brand equity and branding strategy: A study of restaurant food crises International Journal of Hospitality Management, 2013

C. Behnke, Soobin Seo, K. Miller Assessing Food Safety Practices in Temporary Foodservice Establishments Food Protection Trends, 2012