Cheryl-lyn Ngoh

Dr. Cheryl-lyn Ngoh is an Assistant Professor of Marketing in the Orfalea College of Business. She holds a Ph.D. in Business Administration (specialization: Marketing) from Ambassador Crawford College of Business & Entrepreneurship at Kent State University.

Cheryl-lyn’s research concerns multichannel and omnichannel retailing, channel choice, and consumer decision-making. Her research specifically examines how consumers behave and respond towards retailer-initiated channel strategies that subsequently affect their channel shopping behavior. Her research applies quantitative and qualitative research methods, such as surveys, scenario-based experiments, and secondary data collection. She holds a Data Analytics Certificate from Kansas State University (issued 2017). Her skills include business analytics & data mining, social media & web analytics, and marketing research. She is proficient in various analytic tools, such as Python, SPSS, Excel, R, and SAS.

Cheryl-lyn currently teaches Marketing Research. Besides research and teaching, she enjoys cooking, journaling, going to the beach, traveling, and spending time with her family.

Education

• B.S.B.A., Marketing, University of Nebraska-Lincoln
• M.B.A., Kansas State University
• Ph.D., Ambassador Crawford College of Business & Entrepreneurship, Kent State University

Professional Affiliations

• Society for Marketing Advances
• American Marketing Association

Research Publications

Ngoh, C. and Mellema, H. N. (2023). “B2C Multi- to Single-Channel: The Effect of Removing a Consumer Channel Preference on Consumer Retailer and Channel Choice,” Journal of Business & Industrial Marketing, Special issue: Reconceptualizing Marketing in Today’s Global Environment. https://doi.org/10.1108/JBIM-01-2023-0026

Ngoh, C. and Groening, C. (2022). “The effect of COVID-19 on consumers’ channel shopping behaviors: A segmentation study.” Journal of Retailing and Consumer Services, 68, 103065.

Groening, C., Ngoh, C., and Luchs, R. (2022). “The impact of a firm’s corporate social responsibility on firm-supplier relationships: The effect of secondary stakeholder CSR on inventory days.” Corporate Social Responsibility and Environmental Management, 1–17.