Article Per Year (5 Year)
p-Index From 2021 - 2026
0.61
P-Index
This Author published in this journals
All Journal International Journal of Tourism and Hospitality in Asia Pasific International Journal of Accounting & Finance in Asia Pasific Asia Pacific Journal of Management and Education
Ainul Mohsein Binti Abdul Mohsin
Universiti Sains Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

Published : 3 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 3 Documents
Search

 1 
Assessing the Impact of Service Quality Dimensions on Customer Satisfaction in Southeast Asia’s Low-Cost Airline Industry Ainul Mohsein Binti Abdul Mohsin; Anees Jane Ali; Nor Fazlina Binti Faisal Ansori; Nor Qurratul Najwa Binti Zulkifli; Norazirah Binti Johari; Norfarizazetie Binti Zainal; Norfatihah Binti Abdul Aziz; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4212

Abstract

Customer satisfaction has become a crucial determinant of success and sustainability for low-cost airlines in Southeast Asia, particularly in the post-pandemic era. This study aims to analyze how service quality dimensions (tangibility, reliability, responsiveness, assurance, and empathy) influence passenger satisfaction within the low-cost aviation sector. A quantitative research design was employed using survey data collected from 175 AirAsia passengers. Data were analyzed through descriptive and multiple regression analysis. The model explains 42.5% of the variance in customer satisfaction (R² = 0.425), confirming the significant role of service quality in shaping passenger perceptions. Regression results reveal that empathy (? = 0.265, p 0.001) is the most influential factor, followed by tangibility (? = 0.233, p = 0.002) and reliability (? = 0.165, p = 0.047). Assurance (? = 0.159, p = 0.032) also exerts a positive, albeit smaller, effect. These findings affirm the applicability of the SERVQUAL model in the aviation context and underscore the strategic importance of improving interpersonal engagement, operational reliability, and service consistency. The study contributes theoretically by validating SERVQUAL in a cost-sensitive market and practically by offering insights to enhance passenger satisfaction in low-cost airlines
Consumer Activism and Its Consequences: Analyzing the Impact of Boycotts on Brand Reputation and Loyalty in Malaysia Anees Jane Ali; Ainul Mohsein Binti Abdul Mohsin; Muhammad Muhaimin Afif bin Muhsin; Muhammad Ilham Bin Mohamad Nizam; Muhammad Shamim Bin Azirul Rahman; Muhammad Shamsul Hakimy Bin Mohd Saidin; Naginesne A/P Ganesan; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 2 (2025): July 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i2.4070

Abstract

McDonald’s is one of the world’s leading fast-food chains that has been a prominent player in Malaysia since 1982. With over 300 outlets in Malaysia, McDonald’s serves millions of customers emphasizing convenience, quick service and digital innovations. Despite its popularity, McDonald’s has faced periodic challenges including consumer boycotts caused by various reasons. This paper analyzes the impact of boycotts on McDonald’s in Malaysia aiming to understand the motivations behind these actions and their effects focusing on consumer boycotts action, corporate image and reputation, social media amplification, consumer loyalty and perceived performance. By utilizing a quantitative approach involving 102 customer surveys, this study investigates the impacts of boycotts on its public image. The survey results reveal that consumer boycott actions significantly influence brand reputation and consumer loyalty with socio-cultural factors in Malaysia amplifying their impact. This finding offers valuable insights into how consumer activism works and how McDonald’s responds to the impact of boycotts in influencing business practices.
Fast Food and University Students: Exploring the Factors Influencing Consumer Behavior at McDonald's Ainul Mohsein Binti Abdul Mohsin
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 3 (2026): October 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i3.5083

Abstract

The fast food industry is experiencing rapid growth that is driven by multiple factors, significantly by university students who face lifestyle constraints. Having to balance academic life and their financial resources, students’ dietary choices are usually determined by their external factors rather than nutritional values. The research aims to investigate the factors that could be influencing university students’ behavior as a consumer towards fast food consumption, using McDonald’s as the main case study. A quantitative research design will be used, utilizing questionnaires from validated scales. Data analysis will be handled by using SPSS Statistics to ensure a more accurate result. The expected results suggest that social influence will be the significant factor that influences fast food consumption among students due to the presence of peer pressure and social life. Meanwhile the study expects that perceived convenience and price sensitivity have less impact in influencing students’ fast food consumption patterns. The outcomes of this research will provide insights that are valuable to the food and beverages industry in understanding students’ perception and assist student advocates organization in developing strategies to reshape social norms.
Co-Authors Anees Jane Ali Daisy Mui Hung Kee Daisy Mui Hung Kee Muhammad Ilham Bin Mohamad Nizam Muhammad Muhaimin Afif bin Muhsin Muhammad Shamim Bin Azirul Rahman Muhammad Shamsul Hakimy Bin Mohd Saidin Naginesne A/P Ganesan Nor Fazlina Binti Faisal Ansori Nor Qurratul Najwa Binti Zulkifli Norazirah Binti Johari Norfarizazetie Binti Zainal Norfatihah Binti Abdul Aziz