Article Per Year (5 Year)
p-Index From 2021 - 2026
0.778
P-Index
This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia Asia Pacific Journal of Management and Education
Yee Huei Lok
Universiti Utara Malaysia
Humanities Education Languange, Linguistic, Communication & Media Other

Published : 4 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 4 Documents
Search

 1 
Factors Influencing University Students’ Consumption Behavior Towards McDonald’s: The Roles of Media Advertisement, Menu Innovation, and Brand Image Yee Huei Lok; Guo Hao Eu; YuTong Ding; Tan Doann; Farah Aqilah Ibrahim; Reet Saxena; Mitali Khandelwal; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4484

Abstract

In the highly competitive fast-food industry, understanding university students’ consumption behavior is critical for McDonald’s to maintain market share. This study examines the role of media advertisement, menu innovation and brand image that is influencing university students’ consumption behavior towards McDonald’s. A quantitative research design was employed. Data were collected from 150 university students using an online survey distributed via Google Form to test the proposed hypotheses. Our findings reveal that media advertisement, menu innovation and brand image positively influence university students’ consumption behavior toward McDonald’s. Furthermore, it contributes to both theoretical and practical insights by demonstrating that improving media advertisement, menu innovation and brand image can enhance the consumer consumption behavior among university students
Consumer Behaviour towards QR Code Payments in Malaysia: The Case of Touch ’n Go e-Wallet Kishan Singh Rathore; Yee Huei Lok; Ranjith PV; Gungun Chauhan; Chia Xin Yi; Chin Shao Xuan; Chiam Qian Hei; Chin Qian Hui; Anshika Agarwal; Abhijeet Krishnat Shinge; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4471

Abstract

In recent years, Malaysia has rapidly transitioned from cashless to contactless transactions, emerging as the second-highest user of QR code payments globally. This study is about figuring out what makes people want to use QR code payments in Malaysia. We are looking at people who use Touch ’n Go E-Wallet. Even though we have lots of payment options many people are still not sure, about using QR code payments. We want to understand why this is happening. Hence, we are using Technology Acceptance Model to look at five things which are how easy QR code payments are to use, how useful they are, if they are safe and trustworthy if they are good value and if they work well with other things. Data was collected from 200 respondents conducted through online survey. The results of the regression analysis show that consumer intention is strongly influenced by perceived value, convenience of use, and usefulness, while trust and security are critical for continued usage. These results provide valuable insights for fintech developers and policy makers.
Determinants of Digital Consumer Behavior in Online Food Delivery Applications in the Post-Pandemic Era Yee Huei Lok; Kok Ban Teoh; Wen Jing Cheang; Liangyu Chen; Quanxi Chen; Xinkai Feng; Zhuyi Chen; Anees Jane Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4226

Abstract

The rapid advancement of digital technology and post-pandemic lifestyle changes have significantly transformed consumer purchasing behavior, accelerating the growth of online food delivery (OFD) platforms. This study aims to examine the factors influencing customer behavior toward FoodPanda, a leading OFD service in Malaysia, focusing on purchase decisions, usage frequency, and satisfaction. Guided by the technology acceptance model (TAM) and the theory of planned behavior (TPB), the study investigates the effects of perceived promotion, perceived convenience, perceived trust, and service quality on consumer behavior. Using a quantitative approach, data were collected from 200 respondents through an online questionnaire and analyzed using multiple regression analysis. The model explains 80.1% of the variance in customer behavior, with perceived convenience (? = 0.303) being the most influential factor, followed by perceived promotion (? = 0.276) and perceived trust (? = 0.248), while service quality (? = 0.126) is positive but weaker. The results underscore the importance of convenience, trust, and promotional strategies in enhancing customer engagement. This study provides insights into post-pandemic digital consumption patterns and offers practical implications for improving user experience and marketing effectiveness in the competitive OFD market.
Assessing the Impact of Service Quality Dimensions on Customer Satisfaction in Budget Airlines Kok Ban Teoh; Yee Huei Lok; Lidwina Yi Ming Kee; Xuanting Li; Yinglan Li; Yuxin Li; Zhongkai Liao; Fahad Neyaz; Anees Jane Ali; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4171

Abstract

In the highly competitive airline industry, budget carriers must focus on customer satisfaction as a critical strategy to sustain loyalty and differentiation. This study aims to investigate the factors influencing customer satisfaction with AirAsia in Malaysia, specifically examining the roles of price, service quality, food service, assurance, and empathy. A quantitative approach was employed using survey data collected from AirAsia passengers, and regression analysis was conducted to assess the influence of these variables. The results reveal that empathy, assurance, and food service significantly affect customer satisfaction, with empathy emerging as the strongest predictor (? = 0.480, p 0.01). Assurance also demonstrated a positive influence (? = 0.203, p 0.05), followed by food service (? = 0.178, p 0.1). Together, these variables explained 66.1% of the variance in customer satisfaction (R² = 0.661). In contrast, price (? = 0.059) and service quality (? = 0.069) showed no significant impact. These findings underscore the importance of prioritizing empathetic service, trust-building, and food quality enhancements over pricing strategies alone. The study provides both theoretical insights into customer satisfaction determinants in low-cost aviation and practical guidance for airlines seeking to strengthen customer experiences and maintain competitiveness.
Co-Authors Abhijeet Krishnat Shinge Anees Jane Ali Anshika Agarwal Chia Xin Yi Chiam Qian Hei Chin Qian Hui Chin Shao Xuan Daisy Mui Hung Kee Daisy Mui Hung Kee Fahad Neyaz Farah Aqilah Ibrahim Gungun Chauhan Guo Hao Eu Kishan Singh Rathore Kok Ban Teoh Kok Ban Teoh Liangyu Chen Lidwina Yi Ming Kee Mitali Khandelwal Quanxi Chen Ranjith PV Reet Saxena Tan Doann Wen Jing Cheang Xinkai Feng Xuanting Li Yinglan Li YuTong Ding Yuxin Li Zhongkai Liao Zhuyi Chen