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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
A. J. Ali
Universiti Sains Malaysia
Humanities Education Languange, Linguistic, Communication & Media Other

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Factors Influencing Consumers’ Behavioral Intention to Use E-Hailing Services in Malaysia Kia Hui Gan; Kok Ban Teoh; Choon Sing Cheong; Li Qing Cheong; Hao Ran Chew; Ting Ting Chia; Yoke Choo Chien; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3992

Abstract

E-hailing is a service that links passengers with drivers of private cars or taxis by enabling consumers to schedule transportation via a website or mobile app such as GrabCar. In cities and locations with limited access to public transit, e-hailing services have grown in popularity. GrabCar is an e-hailing service that charges a set fee for chauffeured transportation in private vehicles. With GrabCar, users can quickly arrange where they want to be picked up and dropped off, view the estimated cost, and even follow their ride's arrival in real time. This study aims to investigate the factors influencing customers’ behavioral intention to use e-hailing apps- GrabCar in Malaysia. An online survey form was prepared to collect data from 100 respondents. The results indicate that factors including perceived usefulness and price of the GrabCar application have significant influences on the consumer’s behavioral intention to use the e-hailing service, while perceived ease of use and safety also play a role in influencing the consumer’s behavioral intention to use the e-hailing service. This study provides valuable insights and guidance to service providers, which enhances customer satisfaction for future development.
Click with Care: Understanding Cybersecurity Awareness in Digital Financial Transactions in Malaysia Daisy Mui Hung Kee; Hui Ni Lim; Boon Chuen Lim; Hui Yeng Lim; Shuet Enn Lim; Wei Yih Lim; A. J. Ali
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3993

Abstract

In today’s digital age, cybersecurity awareness in financial transactions is critical, especially within the banking sector. Maybank, as Malaysia’s top-ranked bank and one of the leading global financial institutions, must prioritize cybersecurity awareness to address increasingly sophisticated cyber threats. This study investigates the factors influencing cybersecurity awareness among Maybank customers, focusing on perceived usefulness, ease of use, trust, risk, and convenience. Data were collected through a survey of 204 users and analyzed using regression techniques. The results show that perceived risk is the strongest predictor of cybersecurity awareness, followed by perceived ease of use, perceived usefulness, and trust. Perceived ease of use is also significantly and negatively related to perceived risk, indicating that user-friendly systems reduce users’ risk perceptions. Additionally, perceived convenience has a significant positive effect on both perceived trust and perceived risk, though it does not directly influence cybersecurity awareness. These findings highlight the critical roles of trust and risk perception in shaping user behavior and suggest that improving usability and fostering trust are key strategies for enhancing cybersecurity awareness. The study offers practical insights for financial institutions aiming to promote secure digital banking environments and strengthen customer engagement with cybersecurity practices.
Factors Influencing Consumer Satisfaction: An Analysis of Consumer Electronics Odebunmi Abayomi Tunde; Oh Zi Jian; Tianyu Wen; Wong See Khee; Qiong Wu; Yuchun Wu; Yucong Xi; A. J. Ali; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i1.3858

Abstract

Consumer satisfaction is a crucial determinant of brand success, particularly in the competitive consumer electronics industry. This study examines the key factors influencing consumer satisfaction with Huawei gadgets, focusing on brand loyalty, technological innovation, product quality, and service quality. Using a quantitative approach, data were collected through an online survey distributed via Google Forms to 150 respondents who had purchased and used Huawei devices. Convenience sampling was employed to reach a diverse group of consumers. A five-point Likert scale was used to measure satisfaction levels. The regression analysis revealed that brand loyalty (? = 0.428, p 0.05) and product quality (? = 0.218, p 0.05) have a positive and significant impact on consumer satisfaction, supporting H1 and H3. However, technological innovation (? = 0.90, p 0.05) and service quality (? = negative, p 0.05) did not exhibit significant relationships with consumer satisfaction, leading to the rejection of H2 and H4. The adjusted R² value of 0.285 suggests a moderate model fit. These findings emphasize the importance of strengthening brand loyalty and maintaining high product quality to enhance consumer satisfaction. Future research should explore additional factors such as pricing and marketing strategies to provide a more comprehensive understanding.
Clicks to Connection: How Digital Marketing Drives Customer Loyalty in E-Commerce Daisy Mui Hung Kee; A. J. Ali; Li Wen Ng; Ying Yee Ng; Nicholas Zhe Kai Tay; Noor Shatirah Binti Ahmad; Nor Elyana Nafisya Binti Khairul Anuar
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3994

Abstract

Lazada Group, Southeast Asia’s leading e-commerce platform, operates across six countries and has served as Alibaba Group’s regional flagship since 2016. This study investigates the factors influencing customer satisfaction and loyalty toward Lazada in Malaysia, focusing on perceived usefulness, ease of use, trust, convenience, and security risks. A quantitative approach was used, collecting data from 185 Lazada users in Malaysia through a structured Google Forms survey. Regression analysis was conducted to test the proposed hypotheses. Findings reveal that perceived trust, convenience, and customer satisfaction have significant positive effects on customer loyalty, supporting H6, H8, H9, and H11. Customer satisfaction emerged as the strongest predictor (? = 0.264) and key mediator, with the model explaining 81.9% (R² = 0.819) of the variance in customer loyalty. For customer satisfaction, perceived convenience was the strongest predictor (? = 0.440), followed by ease of use (? = 0.216) and trust (? = 0.203), supporting H2, H3, and H4. Perceived usefulness and security risks showed weak or negative effects, leading to the rejection of H1, H5, H7, and H10. These findings offer actionable insights to enhance digital marketing strategies and improve customer satisfaction and loyalty in Malaysia’s competitive e-commerce landscape.
Strategies for Sustainable Tourism Development: A Case Study of Consumer Behavior in the Fast Fashion Retail Sector Tan Lay Hong; Paul Dung Gadi; Syaza Udaimatunnur Safa Binti Ridzal Hef; Syed Isyraf Muzammil Bin Syed Hidzir; Tan Chia Joe; Tan Chia Yan; Tan Eiwins; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3831

Abstract

Uniqlo, a leading global fashion retailer, has gained popularity due to its affordability, quality, and brand identity. Understanding the key factors influencing consumer behavior is crucial for optimizing marketing strategies and customer engagement. This study examines the impact of psychological, social, cultural, economic, and personal factors on consumer purchasing behavior at Uniqlo. The objective of this research is to assess which of these factors significantly influence consumer decision-making. To achieve this, we conducted a survey and collected responses from 100 participants through Google Forms. The collected data were analyzed using multiple regression analysis to determine the relative impact of each factor. The results indicate that psychological (? = 0.275) and economic (? = 0.261) factors have the most substantial influence on consumer behavior, supporting H3 and H2, respectively. Social factors (? = 0.174) also play a significant role, affirming H1. However, cultural factors (? = 0.092) have a weaker influence, and personal factors (? = 0.008) show an almost negligible effect, rejecting H5. The model explains 41.6% of the variance in consumer behavior (R² = 0.416). These findings suggest that Uniqlo should focus on strengthening psychological and economic appeals in its branding and marketing strategies, emphasizing affordability, quality, and emotional connection to drive customer loyalty and engagement.
Exploring the Impact of Sustainability, Corporate Social Responsibility, and Service Quality on Corporate Brand Reputation Kok Ban Teoh; Hui Ling Lim; Fen Nee Cheah; Jia Xin Chai; Si Ling Chan; Wei Jie Chang; Wan Yung Cheah; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.3990

Abstract

This study aims to evaluate the effectiveness of PETRONAS’ sustainability practices, corporate social responsibility (CSR) initiatives, and customer service quality, as well as their combined impact on perceived brand reputation. In 2021, PETRONAS was ranked first in customer experience excellence in Malaysia by KPMG. This research employs a quantitative methodology, gathering data from 100 respondents via an online survey conducted through Google Forms. The findings from the survey reveal that PETRONAS’ dedication to sustainability, active CSR efforts, and high standards of customer service quality play a critical role in enhancing its brand reputation. Notably, sustainability practices, CSR initiatives, and customer service quality directly impact PETRONAS’ brand reputation. The study revealed that sustainability provided the strongest correlation with brand reputation. The study’s proposed framework can be applied to other businesses in the energy sector, encouraging the allocation of additional resources to sustainable energy services, improved environmental management, and advanced technology adoption to elevate customer service. This research provides valuable insights into how sustainability, CSR, and service quality contribute to maintaining brand reputation in the energy industry.
Factors that Influence Consumer Behavior: A Case Study of a Multinational Consumer Goods Company in Malaysia Wei Chien Ng; Haslindar Ibrahim; Yan Qi Quah; Qistina Binti Mohd Farhan; Yi Wen Qiu; Rafiqah Najwa Binti Mohamad Rasyid; Roshini A/P Muralydaran; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4004

Abstract

Unilever, a British multinational known for its consumer goods, operates in over 190 countries, including Malaysia. Unilever Malaysia was founded over 100 years ago and has improved the lives of millions of Malaysians for more than 70 years. This study aims to explore factors that influence consumer behavior in Unilever Malaysia. Consumer behavior describes the decisions individuals make while choosing, paying for, using, and discarding goods and services. Understanding consumer behavior is important because it allows companies to customize marketing strategies to produce products that are more satisfactory to customers, achieve stronger competitiveness, and customer loyalty for the company. This research collected primary data from 100 Unilever Malaysia customers via an online survey. The findings reveal that perceived quality, brand image, and perceived value significantly influence consumer behavior toward Unilever Malaysia, among which perceived value has the most significant impact. These factors have a positive impact on consumers’ decision-making process. These findings provide Unilever Malaysia with advantages for future growth in terms of enhancing customer satisfaction and brand loyalty.
The Factors Influencing the Degree of Digitalization: A Case Study of an International Accounting Firm in Malaysia Paul Dung Gadi; Ng Wei Chien; Yong Qian Hui; Yeap Zheng Hong; Yin Hang; Yong Hui Jia; Zhang Bai Hao; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3837

Abstract

In this Industry 4.0 era, digitalization has become more common since it penetrates every industry and consequently brings drastic changes to firms, and there is no exception in the finance and accounting industry for implementing digitalization. Therefore, this study aims to explore the factors that impact the degree of digitalization in KPMG Malaysia. The survey was carried out by questionnaire distribution, which involved 408 respondents in order to collect the data. The SPSS software was used for data analysis. The regression analysis reveals that strategic corporate management, personal involvement, and employee circumstances significantly positively influence KPMG Malaysia's degree of digitalization, with personal involvement having the strongest impact. Technology and regulation, however, do not significantly affect digitalization. While this factor poses challenges, it does not substantially hinder digitalization. The model explains 47.5% of the variance in digitalization, highlighting the importance of leadership commitment, employee engagement, and personal involvement in driving digital transformation. These findings suggest that KPMG Malaysia should prioritize fostering personal involvement and strategic management while addressing employee needs to enhance digitalization efforts, even as regulatory and technological challenges remain manageable.
Professional Training as a Catalyst for Business Growth: A Case Study in the Airline Industry Ng Wei Chien; Tan Lay Hong; Zema Rania Safiyyah Binti Zema Zamanee; Liu Yueru; Aqel Sahal Awadh Bin Eshaq; Zhang Yishuo; Zhao Yutong; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4011

Abstract

This study examines the impact of professional training initiatives on business growth in the context of AirAsia, a major player in the low-cost airline industry. Using a mixed-methods approach, data were collected through structured questionnaires distributed to 100 employees and 100 customers, complemented by document analysis and performance reviews. The aim was to assess how training programs influence internal and external outcomes such as employee skill development, service quality, customer satisfaction, and overall operational efficiency. Quantitative data were analyzed using SPSS, with multiple regression tests applied to determine the relationship between training quality and key business variables. The findings reveal that training quality significantly contributes to business growth by improving employee capabilities (? = 0.514**, p 0.01), service delivery (? = 0.462**, p 0.01), and customer experience (? = 0.221*, p 0.05). These results confirm that well-structured training enhances both workforce performance and customer satisfaction, ultimately strengthening AirAsia’s competitive advantage. This research provides valuable insights into how strategic investment in human capital can drive sustainable growth in service-based industries, particularly in cost-sensitive markets.
From Drive-Thru to Trust: The Impact of CSR and Social Media Advertising on Customer Retention in the QSR Sector Kun Peng Xia; Yong Yu Lee; Ann Xuan Khoo; Joanne Xing Yi Lim; Joey Wan Teng Low; Joey Rui Yu Then; Keerthana A/P Kalyselvan; Darshini J; A. J. Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4014

Abstract

As corporate social responsibility (CSR) and digital engagement become increasingly influential in shaping consumer behavior, brands must align with customer values while fostering meaningful connections. This study investigates how McDonald’s perceived CSR climate and social media advertising effectiveness impact customer retention, with brand value alignment and customer–organization relationships as mediating variables. Data were collected from 121 McDonald’s customers in Malaysia and analyzed using path analysis in R. The results indicate that CSR climate (? = -0.234, p 0.05) and social media advertising effectiveness (? = -0.050, p 0.05) do not directly influence retention. Instead, both factors positively affect brand value alignment (? = 0.536 and ? = 0.419, respectively; p 0.001), which subsequently enhances customer–organization relationships (? = 0.219, p 0.01) and, in turn, strongly drives customer retention (? = 0.828, p 0.001). The model explains 59% to 67% of the variance in key outcomes (R² = 0.590–0.672). This study offers a unified framework linking CSR and digital marketing to retention outcomes and provides practical insights for fast-food brands aiming to build loyalty through value-based and relational strategies in emerging markets.
Co-Authors Ann Xuan Khoo Aqel Sahal Awadh Bin Eshaq Boon Chuen Lim Choon Sing Cheong Daisy Mui Hung Kee Daisy Mui Hung Kee Darshini J Fen Nee Cheah Hao Ran Chew Haslindar Ibrahim Hui Ling Lim Hui Ni Lim Hui Yeng Lim Jia Xin Chai Joanne Xing Yi Lim Joey Rui Yu Then Joey Wan Teng Low Keerthana A/P Kalyselvan Kia Hui Gan Kok Ban Teoh Kun Peng Xia Li Qing Cheong Li Wen Ng Liem Gai Sin Liu Fanxi Liu Qifeng Liu Xinyu Liu Yueru Livia Loh Xin Yuu Lok Yee Huei Looi Kai Yi Manogna C V L Ng Wei Chien Nicholas Zhe Kai Tay Noor Shatirah Binti Ahmad Nor Elyana Nafisya Binti Khairul Anuar Odebunmi Abayomi Tunde Oh Zi Jian Paul Dung Gadi Qiong Wu Qistina Binti Mohd Farhan Rafiqah Najwa Binti Mohamad Rasyid Roshini A/P Muralydaran Shuet Enn Lim Si Ling Chan Syaza Udaimatunnur Safa Binti Ridzal Hef Syed Isyraf Muzammil Bin Syed Hidzir Tan Chia Joe Tan Chia Yan Tan Eiwins Tan Lay Hong Tan Lay Hong Tianyu Wen Ting Ting Chia Wan Yung Cheah Wei Chien Ng Wei Jie Chang Wei Yih Lim Wong See Khee Yan Qi Quah Yeap Zheng Hong Yi Wen Qiu Yin Hang Ying Yee Ng Yoke Choo Chien Yong Hui Jia Yong Qian Hui Yong Yu Lee Yuchun Wu Yucong Xi Zema Rania Safiyyah Binti Zema Zamanee Zhang Bai Hao Zhang Yishuo Zhao Yutong