Bita Hajihashemi
Assistant Professor of Marketing
Ph.D. in Quantitative Marketing, Foster School of Business, University of Washington, 2023
B.Sc. in Chemical Engineering, Sharif University of Technology, 2016
Research Expertise
Personalized and Targeted Marketing, CRM, Complaint Management, Loyalty Programs
Bita Hajihashemi's research interests span two major domains:
- The applications and impacts of artificial intelligence (AI) in marketing, particularly personalization and targeted marketing.
- Customer relationship management, relationship marketing, complaint management, and effective loyalty program and retention strategies.
She explores these topics using a variety of research methods, including game theory, empirical modeling, machine learning, and causal inference.
She investigates how companies can leverage abundant customer data and technological advancements to better understand their customers and design and offer personalized pricing, products, and promotional offers. She is interested in both the strategic decisions related to targeted marketing and customer relationship management and their broader implications for society, including firms, customers, and policymakers. Her work examines issues such as firm profitability, consumer surplus, and regulations governing targeted marketing.
Currently, she is researching the main drivers of complaint-induced churn and targeted retention strategies, as well as exploring the characteristics of complainers and churners. In another project, she uses game theory to analyze the impact of personalization and customization in markets for durable goods, focusing on the strategic design of durable goods and the selling (buying) vs. leasing decisions from both firms' and customers' perspectives.
Originally from Iran, Hajihashemi earned her bachelor's in chemical engineering from Sharif University of Technology in Tehran. She also holds a Ph.D. in management science, marketing, from the Foster School of Business at the University of Washington.
