Seigyoung Auh’s research examines the impact of digital transformation on customer decision-making and sales force management and what organizations can do to improve communication between employees and customers. More specifically, he researches the impact of digitization on service employee engagement and customer relationship management strategies, the bright and dark side of customer participation, frontline employee customer orientation dissimilarity, sales control, and salesperson learning.

Auh is a Professor of Global Marketing at Thunderbird School of Global Management at Arizona State University and a research faculty member with the Center for Service Leadership.