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All Journal International Journal of Applied Business and International Management International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific Asia Pacific Journal of Management and Education
Daisy Mui Hung Kee
Universiti Sains Malaysia, Penang, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Determinants of Customer Experience and Satisfaction in Online Food Delivery Services in Malaysia Daisy Mui Hung Kee; Seng Xu Jong; Jeremy Jin Wei Wong; Keerthi A/P Kumaraguru; Yu Xuan Jia
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4372

Abstract

The rapid expansion of online food delivery (OFD) platforms has reshaped consumer food consumption patterns, particularly in emerging digital markets such as Malaysia. As GrabFood continues to dominate the Malaysian OFD sector, understanding the determinants of customer satisfaction has become increasingly important. This study aims to examine the effects of perceived usefulness, perceived ease of use, perceived trust, perceived risk, and perceived convenience on customer satisfaction, with customer experience serving as an intermediary variable. A quantitative, cross-sectional research design was employed using an online questionnaire administered to 200 active GrabFood users in Malaysia. Data were analyzed using regression analysis to test the proposed hypotheses. The results indicate that perceived convenience has the strongest positive effect on both customer experience (? = 0.421, p 0.001) and customer satisfaction (? = 0.141, p 0.05). Perceived ease of use (? = 0.334, p 0.001) and perceived trust (? = 0.255, p 0.001) significantly influence customer experience, while customer experience itself significantly predicts customer satisfaction (? = 0.405, p 0.001). In contrast, perceived usefulness and perceived risk show no significant direct effects. These findings suggest that experiential and convenience-driven factors outweigh functional considerations in shaping customer satisfaction within Malaysia’s mature OFD market.
An Integrated Analysis of Key Factors Influencing Customer Satisfaction in Asian Low-Cost Airlines Sheue Hui Lim; Minakshi Tripathi; Yin Ting Lim; Yu Xin Lim; Zi Jun Lim; Jun Liang Liu; Saurya Pratap Singh Sengar; Bhavnidhi Kansal; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4374

Abstract

The rapid growth of low-cost carriers (LCCs) has intensified competition in the airline industry, making customer satisfaction a critical determinant of long-term sustainability. AirAsia, as a leading low-cost airline in the ASEAN region, must continuously understand the factors shaping passenger satisfaction. This study aims to examine the influence of service quality, price, convenience, and Customer Relationship Management (CRM) on customer satisfaction with AirAsia. A quantitative research design was employed using an online survey administered via Google Forms. Data were collected from 150 AirAsia passengers in Asia and analyzed using multiple regression analysis in SPSS. The results indicate that CRM has the strongest positive effect on customer satisfaction (? = 0.427, p 0.001), followed by price (? = 0.366, p 0.001) and service quality (? = 0.168, p 0.05). Convenience shows a positive but statistically insignificant relationship with customer satisfaction (? = 0.059, p 0.05). These findings suggest that relational and value-based factors play a more decisive role than functional convenience in the low-cost airline context. The study concludes that prioritizing CRM initiatives, alongside competitive pricing and consistent service quality, is essential for enhancing customer satisfaction and sustaining competitive advantage in the airline industry.
From Local Adaptation to Global Acceptance: Customer Engagement, Brand Loyalty, and Menu Localization Oh Zi Jian; Rudresh Pandey; Nur Alya Maisarah Mazzuan; Aditya Kumar Sahu; Nur Amalina Hadirah Yusra; Nur Aqilah Abdul Halim; Nur Ardina Amir Hamzah; Sania Tomar; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 9, No 1 (2026): February 2026
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v9i1.4375

Abstract

This study examines strategic approaches for enhancing Marrybrown Malaysia’s global competitiveness through menu localization, customer engagement, and brand loyalty. Drawing on localization and engagement theories, the study investigates how customer engagement and brand loyalty influence acceptance of localized menu strategies in international markets. A quantitative research design was adopted, and data were collected from 151 Malaysian consumers using a structured questionnaire. Multiple regression analysis revealed that customer engagement has a significant positive effect on menu localization, while brand loyalty also demonstrates a positive but comparatively weaker influence. The findings suggest that active customer interaction and emotional attachment to the brand enhance consumer acceptance of culturally adapted menu offerings. This study contributes to the limited literature on Malaysian fast-food brands by providing empirical evidence on localization strategies that support global expansion. The findings offer managerial insights for Marrybrown to strengthen digital engagement and leverage loyal customers when implementing international localization strategies.
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
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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
How Corporate Social Responsibility Culture Sparks Innovation: Evidence From Malaysian Employees Louis Yong Yu Lee; Jamin Kun Peng Xia; Ranjith P V; Huey Min Beh; Baiduri Binti Khalid; Tiantian Cai; Yangpeng Cai; Lakshmi L; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 3 (2025): November 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i3.4248

Abstract

This study examines how the organizational corporate social responsibility climate (OCSRC) influences employees’ innovative job performance through the mediating roles of job satisfaction, work motivation, and employee creativity. Using a quantitative design, data were collected from 153 full-time employees in Malaysia. Regression analyses revealed that OCSRC significantly enhances job satisfaction (? = 0.896, p 0.001), work motivation (? = 0.276, p 0.001), and employee creativity (? = 0.213, p 0.01). Job satisfaction positively affects work motivation (? = 0.607, p 0.001) and creativity (? = 0.217, p 0.01), while work motivation influences both creativity (? = 0.429, p 0.001) and innovative job performance (? = 0.176, p 0.05). Employee creativity emerges as the strongest determinant of innovation (? = 0.880, p 0.001). The model explains 83.5% of the variance in innovative job performance (R² = 0.835). These results confirm that CSR climate indirectly drives innovation through satisfaction, motivation, and creativity, aligning with Social Exchange and Self-Determination theories. The study contributes by positioning CSR as an internal strategic resource that enhances psychological engagement and innovation in Malaysian organizations
Buy Now Pay Later (BNPL) Usage and Its Impact on Debt Management Among Malaysian University Students Lay Hong Tan; Ana Solehah Binti Mohd Yusof; Alyssa Ling Ling Ong; Amedee A/P Suthib; Amirul Aniq Ilham bin Rosmira; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4381

Abstract

The increased use of Buy Now Pay Later (BNPL) among Malaysian university students has sparked interest in the aspect of financial literacy and the ability to sustain debt. This paper explores the relationship between BNPL usage and level of debt?management among Malaysian university students. Our research designed a quantitative?approach was used through an online survey conducted among the active BNPL user of Malaysian university students. Census results from 150 participants were analyzed to test the purposed hypotheses. The results indicate that students perceived financial management capability, attitude and perceived behavioral control have significant?effects on their behavior toward BNPL services. Low?levels of financial literacy, combined with poor debt repayment behavior, also contribute to higher levels of student debt and higher levels of financial stress. In summary, this study demonstrates that BNPL?services offer access to credit for Malaysian university students but at the same time create financial risk due to their failure in financial literacy. Hence universities and loan institutions should encourage financial literacy to prevent financial stress among?students
The Influence of Social Media Marketing on Brand Loyalty: Evidence from Malaysian Youth in the Ride-Hailing Sector Lay Hong Tan; Gai Sin Liem; Siti Nurul Alia Binti Salehuddin; Siti Nurul Izzati Binti Amirrullah; Kai Xuan Sok; Stephanie Jing E Yong; Su Jinghan; Anees Jane Ali; 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.v8i3.4217

Abstract

Grab, founded in 2012, is a leading multi-service platform in Southeast Asia that actively uses social media to build relationships and foster brand loyalty. This study investigates the influence of social media marketing on brand loyalty among Malaysian youth aged 15–40, emphasizing the mediating role of customer satisfaction. A quantitative approach was employed through an online survey of 119 respondents, and data were analyzed using regression analysis. Results show that brand trust (? = 0.376, p 0.001), perceived social media interaction quality (? = 0.192, p 0.05), and loyalty program engagement (? = 0.245, p 0.01) significantly influence customer satisfaction (R² = 0.608). Meanwhile, customer satisfaction (? = 0.717, p 0.001) and loyalty program engagement (? = 0.315, p 0.001) have significant positive effects on brand loyalty (R² = 0.635), whereas brand trust and social media interaction quality show no direct influence. These results confirm that customer satisfaction mediates the effects of trust, interaction quality, and loyalty program engagement on loyalty. The study concludes that loyalty programs and customer satisfaction are key drivers of sustained loyalty, highlighting the need for brands like Grab to strengthen personalized engagement and satisfaction-based strategies for young digital consumers.
Driving Sustainable Growth: The Key Success Factors of a Bank in Malaysia Liem Gai Sin; Ng Wei Chien; Jia Xin Liu; Wei Chen Li; Li Xin Zhang; Xin Tong Li; Yue Fei Sun; A.J. Ali; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 1 (2025): February 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i1.3829

Abstract

In today's fast-paced era, it is very important to maintain the awareness of sustainable development, and this awareness is particularly important in the development of banks. Hong Leong Bank is a multinational bank in Malaysia and one of the top five banks in Malaysia. It currently has more than 300 branches in Malaysia. The bank is technology-focused and focused on financial capabilities to serve customers in five regions. To develop better, the Bank must consider sustainable development strategies. Our research surveys and data combine to explore what kind of sustainability strategy the company implements to enable successful sustainable development. Through a sample questionnaire survey, we investigated how more than 100 banks from all walks of life are sustainable. The survey shows that it should be discussed from the perspective of the customer. First, environmental and social responsibility, pay attention to integrity, cherish employees, and integrate into the community. Our study highlights the need for a sustainability strategy in banks and explores the key factors for the successful development of Hong Leong Bank, which will help to improve the company's future development and user experience.
Determinants of Adoption and Continuance Intention of Food Delivery Applications in Malaysia Boon Keong Teow; Kia Hui Gan; Geegie Teh; Gordon Ho; Wen Yong Ho; Wen Cong How; Yiqing Huang; Anees Jane Ali; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 3 (2025): October 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i3.4220

Abstract

In Malaysia’s competitive food delivery market, understanding factors that drive users’ continued platform use is essential. This study investigates the determinants influencing users’ continuance usage intention toward ShopeeFood in Malaysia by integrating perceived ease of use, perceived convenience, perceived usefulness, perceived value, and social influence into an extended technology acceptance model (TAM). A quantitative cross-sectional survey was conducted among 150 respondents, and data were analyzed using multiple regression via SPSS version 26. The results reveal that perceived value (? = 0.600, p 0.001) is the most influential predictor of social influence, followed by perceived usefulness (? = 0.277, p 0.01). In contrast, perceived ease of use (? = –0.245, p 0.01) shows a negative association with social influence, while perceived convenience has no significant effect. For continuance usage intention, both perceived value (? = 0.554, p 0.001) and social influence (? = 0.338, p 0.001) significantly predict ongoing usage, explaining 77% of the variance (R² = 0.770; F = 96.343, p 0.001). These findings extend the TAM by emphasizing the dominant roles of perceived value and social influence in sustaining behavioral intention, while ease of use and convenience emerge as baseline expectations in the post-adoption stage
Examining Factors Influencing Customer Loyalty in the Electronic Product Market: Strategies for Enhancing Brand Loyalty Liem Gai Sin; Ng Wei Chien; Gong Chongya; Li Qingyu; Hamaad Nisar Rathi; Zhou Tao; Amrithaa Poovendren; A.J. Ali; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 1 (2025): February 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i1.3835

Abstract

This study integrates Oliver’s four-stage loyalty model to examine the influence of technological innovation, cultural adaptability, and personalized customer experiences on cognitive, affective, conative, and action loyalty. The study employs a mixed-method research design, incorporating both quantitative and qualitative approaches, with Huawei as the focal case study. A non-probability convenience sampling technique was used to select 150 respondents from diverse demographics. Data collection involved structured surveys and semi-structured interviews, with survey items measuring brand image, brand quality, customer satisfaction, social media interaction, and localization perception on a five-point Likert scale. Regression analysis results indicate that social media interaction (? = 0.648) and customer satisfaction (? = 0.191) significantly enhance public image, supporting H3 and H4. However, brand image and brand quality show no significant effect, leading to the rejection of H1 and H2. Additionally, localization perception strongly influences sustainability perception (? = 0.664), while brand quality has a moderate impact (? = 0.289). These findings highlight the pivotal role of digital engagement and localized strategies in fostering customer loyalty. The study offers actionable insights for electronic brands to enhance global market positioning and sustain competitive advantage.
Co-Authors A. J. Ali A.J. Ali Aarti Chaudhary Abayomi Tunde Odebunmi Abhijeet Krishnat Shinge Abishek Singh Aditi Dixit Aditya Aditya Aditya Kumar Sahu Aellysya Qistina Rizal Djunaidy Ai Hua Lew Aisha Bader Alotaibi Alvin Tieu Kiu Fu Alyssa Ling Ling Ong Amedee A/P Suthib Amirul Aniq Ilham bin Rosmira Amrithaa Poovendren Amsyar Nurhakim Bin Abdul Rashid Ana Solehah Binti Mohd Yusof Anees Jane Ali Anees Janee Ali Ang Jun Zhe Anshika Agarwal Arissa Sorfena Binti Allias Arun Singh Tomar Azura Abdullah Effendi Azura Abdullah Effendi Azura Abdullah Effendi Baiduri Binti Khalid Bhardhwaj Chanchal Bhavnidhi Kansal Boon Keong Teow Boon Kiat Tan Bradley Batok Jim Brahmmanand Sharma Changxiang Zou Che Ying Lee Chea Zen Tang Chengcong Qian Chia Xin Yi Chia Yi Chan Chiam Qian Hei Chin Kah Hui Chin Qian Hui Chin Shao Xuan Choon Yan Lim Ch’ng Kelvin Co Ying Phan Daman Singh Muckar Danish Muqri bin Risby Dee Ning Tan Deepika V Dehao Shu Dwi Nita Aryani En Chong Farah Afiqah Binti Rozman Farah Aqilah Ibrahim Farrah Najuwa Binti Sazali Fatin Alya Syuhadah Binti Fazli Fikri Amir bin Mohd Razman Gadi Dung Paul Gai Sin Liem Garima Mathur Garima Mathur Geegie Teh Gong Chongya Gordon Ho Gungun Chauhan Guo Hao Eu Hai Hong Yang Hamaad Nisar Rathi Han Wen Leong Hani Sara Hanouf Ali Almutairi Hao Du Haokai Zou Haoran Cao Hariharan Balakrishnan Harshita Gupta Haslindar Binti Ibrahim Haslindar Ibrahim Huey Min Beh Huey Shan Lee Hui Qi Tan Hui Shan Mok Jamin Kun Peng Xia Jeremy Jin Wei Wong Ji Yan Wong Jia Hee Lee Jia Xian Kong Jia Xin Leng Jia Xin Liu Jia Xuan Tan Jia Yue Yin Jiahui Li Jian Hua Poh Jin Cong Yap Jing Foo Yee Jocelyne Jia Lin Lee Joel Chen Tai Soon Jun Liang Liu Kah Kei Loke Kai Xuan Sok Kai Yee Chin Kar Xi Loh Keerthi A/P Kumaraguru Kia Hui Gan Kim Kim Hak Kirrthana A/P Ramachandran Kishan Singh Rathore Koh Jhee Qing Kok Ban Teoh Kong Miu Ling Kimberley Kun Peng Xia Lakshmi L Lay Hong Tan Lay Hong Tan Li Qingyu Li Xin Zhang Lian Xiang Wong Liangyu Chen Liem Gai Sin Liem Gai Sin Liu Fanxi Liu Qifeng Liu Xinyu Livia Loh Xin Yuu Lok Yee Huei Looi Kai Yi Louis Yong Yu Lee Lyn Liq Ooi Lyn Liq Ooi Majdi Anwar Quttainah Majdi Anwar Quttainah Majdi Anwar Quttainah Man Hong Tan Manogna C V L Md Zain, M. S Meenu Baliyan Mei Shan Poh Mei Yee Kong MengTing Hong Minakshi Tripathi Mitali Khandelwal Mohammad Farhan Basim Mohd Nasim Bin Naseer Ahmad Mohd Zulhairi Bin Saadin Muhammad Adam Danial Bin Yusrin Muhammad Akram Bin Abdul Rahman Muhammad Arif Bin Azahari Muhammad Azib Zamri Muhammad Danial Haikal Mohd Yunus Muhammad Danish Asmawi Sabri Muhammad Faiz Ameen Bin Bhurhanuddeen Muhammad Farhan Mohd Nazarudin Muhammad Fauzie, M. F. S. Muhammad Hasif Bin Azizan Muhammad Hussain Siraj Ud Din Ng Wei Chien Ngee Cheng Lee Nur Aishah Amaludin Nur Aisyah Binti Manan Nur Aleeya Binti Mohd Azhar Nur Alia Asrina Binti Mohd Jefri Nur Alia Natasya Binti Zulkifli Nur Alia Syafiqah Binti Salim Nur Aliah Safia Binti Zakie Nur Alya Amani Binti Mohamad Zawawi Nur Alya Maisarah Mazzuan Nur Amalina Hadirah Yusra Nur Aqilah Abdul Halim Nur Ardina Amir Hamzah Nur Ariana Shaffrina Mohd Shahrir Nur Awatif Yusra Nur Batrisyia Mohd Yussri Nur Dhia Batrisyia Rohisam Obaja Elka Kurniawan Odebunmi Abayomi Tunde Odebunmi Abayomi Tunde Oh Zi Jian Oh Zi Jian Oh Zi Jian Oh Zi Jian Padmalini Singh Padmalini Singh Paul Dung Gadi Paul Dung Gadi Pawni Sharma Pei Fang Wong Pei Hung Aw Yeong Pei Wen Wong Povinkumar A/L Thevarayan Priya Raj Priyanshi Ramani Puteri Balqis Binti Hamizan Qiong Wu Quan Cheng Yao Quanxi Chen Ranjith P V Ranjith PV Reet Saxena Rong Si Dan Rosmelisa Yusof Rudresh Pandey Rudresh Pandey Rudresh Pandey Sahel Fawwaz Muhammad Syareef Sania Tomar Sanjeev Singh A/L Avtar Singh Sanjeta A/P Jeeva Sarah Balqis Binti Sabarudin Sashmitha Nair Suthesh Saurya Pratap Singh Sengar See Thor Hong Xuan Selva Ganesh A/L Muthupalaniappan Seng Xu Jong Seow Hui Yi Shahira Binti Akhter Ali Shahredzuan Bin Itnes Shakty Sanjeetha Varma A/p Saseetharan Sheue Hui Lim Shi Ying Lee Shin Heng Shiyu Cao Shravan Kumar Shuang Er Wong Shweta Saxena Si rou Tan Si Xian Tan Siti Nur Allisya Nurulzaman Binti Abdull Siti Nur Dini Mohamad Shahrim Siti Nur Inasya Muhe Siti Nur ’Aqilah Nazari Siti Nurhidayah Rosle Siti Nursriaini binti Abdullah Siti Nursyakiroh Binti Mohamed Ridzuan Siti Nurul Alia Binti Salehuddin Siti Nurul Izzati Binti Amirrullah Siti Wardah binti Noor Azman Siti Zakiyah binti Rofie Soak Suan P’ng Song Rui Xuan Srivastava Shivi Stephani Stephani Stephanie Jing E Yong Steven Sing Su Hua Khor Su Jinghan Subashini A/P Lourdusamy Sue Ting Khor Suraj Shukla Swati Kulkarni Tan Doann Tanishq Tanishq Tanya Rai Tat Cong Yap Tek Yew Lew Tek Yew Lew Teow Boon Keong Tian Ye Tiantian Cai Tianyu Wen Tong Zhang Tzyy Xian Lok Vaishnavi V Varun Kumaran B Vivian Sim Wai Ee Leong Wai Shen Poon Wan Ling Tan Wee Na Yap Wei Chen Li Wei Chi Tan Wei Chien Ng Wei Len Tan Wei Min Thoe Wei Ning Ooi Wei Siang Sim Wei Xin Lee Lee Wei Yin Lee Wen Cong How Wen Jing Cheang Wen Yong Ho Wibowo Arif Wong See Khee Xiang Yang Wun Xiao Toing Hoo Xin Rou Chia Xin Ting Lee Xin Tong Li Xin Yuan Xiong Xing Er Cham Xinkai Feng Xixian Li Xuan Wei Hoo Xuan Yee Lee Xue Wen Shao Yan Lin Lee Yangpeng Cai Yap Si Ning Yashika Bhardwaj Yashwini A/P Parthiben Yasmin Husna Binti Amizi Ye Zuo Tai Yeap Yong Ying Yeap Zheng Hong Yee Huei Lok Yee Jing Foo Yee Ling Tan Yee Ros Tan Yee Wen Liew Yi Lim Chan Yi Ling Kum Yin Hang Yin Ting Lim Yip Chi Fong Yiqing Huang Yong Hui Jia Yong Qian Hui Yong Xiang Loh Yong Yu Lee Yu Jing Toh Yu Xin Lim Yu Xuan Jia Yu Xuan Toh Yuchun Wu Yucong Xi Yue Fei Sun Yun Ern Teoh Yun Qi Lee Yurou Li YuTong Ding Zhang Bai Hao Zhao Sheng Nan Zhi Wei Lee Zhou Tao Zhuyi Chen Zi Jian Oh Zi Jun Lim Zi Yang Xie ZiChen Liu