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Taeho Kim

Assistant Professor

Leadership, School Counseling & Sport Management | College of Education & Human Services

Areas of Expertise

  • Customer Engagement Behavior in Sport Context
  • Service Quality
  • Sport Consumer Behavior




University of Florida (2010 - 2014)

Concentration: Sport Marketing & Consumer Behavior

Dissertation: Customer engagement framework endemic to the fitness industry

Advisor: Dr. Yong Jae Ko


University of Florida (2008 - 2010)

Concentration: Sport Marketing, Service Quality, & Consumer Behavior

Thesis: “Does Better Service Quality Means More Fans?: Moderating effect of Perceived Value, Trust, and Commitment on the Link between Event Quality and Sport Consumption Behavior”

Advisor: Dr. Yong Jae Ko


Yonsei University, (1999 – 2003)

Physical Education


Since August 2020, Dr. Tae Ho Kim has joined as an assistant professor of Sport Management Program. Prior to his position at UNF, Dr. Kim served for three years as an assistant professor and two years as a clinical assistant professor at the Washington State University in Washington. Dr. Kim primarily teach Sport Finance, Sport Marketing, and Introduction to Sport Management.

Dr. Kim’s primary research interests are (a) engagement research (both participants and spectators behavior) applied to sporting events, (b) service quality in sporting events, and (c) sport consumer behaviors. In particular, his research primarily focuses on how and why customers participated in engagement behavior. This line of research will be extended to related key behavior research as beyond individual role behavior (e.g., word of mouth, suggestion, and recommendation) both in sport consumer and employee contexts. Dr. Kim believe that these lines of research are critical areas of exploration for the field of sport marketing and for the future growth of the sport industry.

Dr. Kim received his bachelor’s in physical education from Yonsei University in South Korea. In addition, he received his master’s in sport management and his doctoral degree in sport management from University of Florida.

Contact Information

Building 57, Room 3431

(904) 620-4023

Office Hours

Tu/Th 2:00-3:30