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Riding the FinTech Wave: Exploring Service Satisfaction and Trust among Generations Y and Z Daisy Mui Hung Kee; Yi Ling Kum; Jia Hee Lee; Ngee Cheng Lee; Xin Ting Lee; Daman Singh Muckar
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i3.3616

Abstract

Financial technology, or FinTech, is revolutionizing banking worldwide by introducing innovative services. However, clients' comprehension and willingness to embrace or adapt to new technologies remain uncertain. As FinTech continues to disrupt traditional banking procedures, it is critical to investigate how these innovations affect Generation Y and Z's perceptions of service satisfaction. As a result, the objective of this study is to determine the major characteristics that impact client satisfaction and trust in the use of FinTech-based services. Data from 250 respondents who use FinTech services show that User Trust and User Satisfaction are important for them when adopting FinTech. The results indicate that security, privacy, ease of use, and convenience are the key factors positively influencing user trust and satisfaction in FinTech services, with a reciprocal relationship between trust and satisfaction. This symbiotic relationship highlights the importance for FinTech companies to prioritize both customer satisfaction and trust-building initiatives to foster long-term relationships with their users.
TikTok Marketing and Impulse Buying Behavior Among Gen Z Consumers: A Case Study of SHEIN Malaysia Paul Dung Gadi; Oh Zi Jian; Brahmmanand Sharma; Wei Xin Lee Lee; Xuan Yee Lee; Yun Qi Lee; Zhi Wei Lee; Pawni Sharma; Suraj Shukla; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 9, No 1 (2026): February 2026
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v9i1.4395

Abstract

This study investigates the impact of TikTok marketing campaigns on impulse purchasing among Generation Z Malaysian consumers, specifically the fast-fashion retailer SHEIN. It seeks to uncover which aspects of marketing, including influencer endorsement, entertainment value, scarcity signals, and personalized recommendation, have the greatest impact on impulse buying intention. A quantitative method was undertaken by conducting an online survey of 200 Gen Z consumers to gather behavioral data. Results reveal the significant push of impulse buying by TikTok marketing, driven foremost by emotional excitement and felt urgency generated by influencer credibility and time-limited deals. Entertainment and content genuineness were also revealed to boost consumers' confidence and interaction towards the brand. Implications are drawn that the interactive TikTok environment weakens consumers' cognitive inhibiting power, inviting spontaneous, emotionally driven buying decisions. Findings present useful lessons for marketers that short video is required to enhance interaction and sales rate, and draw attention to the importance of responsible marketing communication targeting youth digital consumers
Examining Customer Satisfaction and Service Quality in Online Food Delivery: Evidence from Malaysia Anees Jane Ali; Rosmelisa Yusof; Hui Shan Mok; Mohammad Farhan Basim; Mohd Nasim Bin Naseer Ahmad; Mohd Zulhairi Bin Saadin; Muhammad Adam Danial Bin Yusrin; 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.v8i3.4225

Abstract

Online food delivery platforms have significantly transformed customer experiences in Malaysia, particularly during and after the COVID-19 pandemic. This study aims to examine the key determinants influencing customer satisfaction toward Foodpanda services in Malaysia. A quantitative research design was employed, and data were collected from 200 respondents through an online survey. Using multiple linear regression with SPSS, the results indicate that trust (? = 0.318, p 0.001), perceived usefulness (? = 0.293, p 0.001), and price fairness (? = 0.292, p 0.001) have significant positive effects on customer satisfaction. Meanwhile, convenience (? = 0.013) and service quality (? = 0.061) show no significant influence. The model demonstrates strong explanatory power, with R² = 0.788 and an F-statistic of 149.272 (p 0.001). These findings highlight that customer satisfaction in online food delivery is primarily driven by trust, perceived usefulness, and fair pricing. The study extends the Technology Acceptance Model (TAM) and offers managerial implications for enhancing digital service reliability, platform security, and pricing transparency.
Beauty Beyond Products: Exploring the Drivers of Customer Satisfaction in Malaysia’s Leading Health and Beauty Retailer Yong Yu Lee; Kun Peng Xia; Shi Ying Lee; Che Ying Lee; Huey Shan Lee; Wei Yin Lee; Yan Lin Lee; Varun Kumaran B; Anees Janee 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.v8i3.4213

Abstract

Drawing on service-dominant logic and the framework of stimulus-organism-response, our study investigates the mechanisms through which service attributes influence customer satisfaction in health and beauty retail. Analysis of survey data from 99 Watsons Malaysia customers reveals that staff behavior directly influences both perceived service quality and customer satisfaction, while service accessibility shapes satisfaction primarily through customer emotional responses and perceived service quality. The findings demonstrate the distinct pathways through which different service attributes contribute to satisfaction outcomes, with both cognitive and emotional responses playing crucial mediating roles. This study advances service management theory by illuminating the complex mechanisms underlying customer satisfaction formation and provides practical guidance for retail managers in designing effective service improvement initiatives. The results highlight the importance of considering both direct and indirect pathways when developing service enhancement strategies in health and beauty retail contexts.
Consumer Attitude and Intention Toward AI-Based Smart Ordering and Delivery Systems in the Fast-Food Industry Azura Abdullah Effendi; Tek Yew Lew; Wei Ning Ooi; Soak Suan P’ng; Mei Shan Poh; Puteri Balqis Binti Hamizan; Arun Singh Tomar; Daisy Mui Hung Kee
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4325

Abstract

The increasing use of artificial intelligence (AI) in fast-food ordering and delivery systems has transformed service processes, yet consumer adoption remains uneven. This study examines the factors influencing consumer attitude and behavioral intention toward AI-based smart ordering and delivery systems in the fast-food industry, using McDonald’s AI-based Smart Ordering and Delivery System in Malaysia as the empirical context. Using a quantitative approach, data were collected from 150 consumers in Malaysia and analyzed using multiple regression analysis. The results show that social influence has a significant positive effect on consumer attitude (? = 0.313, p 0.001), while ease of use, enjoyment, perceived convenience, and trust do not significantly affect attitude. For behavioral intention, perceived convenience (? = 0.218, p 0.01), social influence (? = 0.291, p 0.001), and trust (? = 0.248, p 0.01) are significant predictors, whereas consumer attitude is not (? = 0.066, p 0.05). The models explain 29.8% of the variance in consumer attitude and 44.5% of the variance in behavioral intention. These findings suggest that adoption of AI-based ordering systems in fast-food contexts is driven more by social endorsement and functional considerations than by attitudinal evaluation.
Understanding Entrepreneurial Barriers Among University Students: Evidence from Malaysia’s Undergraduate Entrepreneurs Ng Wei Chien; Gadi Dung Paul; Zhao Sheng Nan; Rong Si Dan; Song Rui Xuan; Md Zain, M. S; Muhammad Fauzie, M. F. S.; Daisy Mui Hung Kee; Anees Jane Ali
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.v8i3.4214

Abstract

Entrepreneurship among university students plays a crucial role in fostering innovation and economic development; however, many aspiring young entrepreneurs face significant barriers that limit their inclination to start a business. This study aims to identify and analyze the primary factors that hinder entrepreneurial inclination among Malaysian undergraduates. Using a quantitative approach, data were collected from 100 students through purposive sampling and analyzed using descriptive and regression analysis. The results reveal that fear of failure is the only barrier that significantly influences entrepreneurial inclination (? = 0.30, p = 0.01), while aversion to stress and hard work (? = -0.02, p = 0.10), risk aversion (? = -0.20, p = 0.19), lack of social networking (? = -0.06, p = 0.11), and lack of resources (? = 0.16, p = 0.13) show no significant effects. These findings suggest that psychological factors, particularly the perception of failure, play a more decisive role than structural constraints. The study provides theoretical contributions to behavioral models of entrepreneurship and offers practical implications for universities and policymakers to design programs that strengthen psychological resilience and entrepreneurial readiness among students.
From Balance to Performance: The Mediating Effect of Job Satisfaction on Work-Life Balance over Job Performance Jamin Kun Peng Xia; Louis Yong Yu Lee; Yi Lim Chan; Haoran Cao; Shiyu Cao; Xing Er Cham; 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.v8i3.4250

Abstract

This study investigates the relationship between work-life balance (WLB), job satisfaction, and in-role job performance among Malaysian employees. WLB is conceptualized as a multidimensional construct encompassing six factors: nature of work, work flexibility, workload, compensation, organizational support, and personal life. Using a quantitative explanatory design, data were collected from 96 full-time employees across various industries in Malaysia through an online survey. The data were analyzed using descriptive statistics, Pearson correlation, and multiple regression analysis. The results show that work flexibility (? = 0.122, p .05), workload (? = 0.145, p .01), organizational support (? = 0.148, p .01), and personal life (? = 0.325, p .001) significantly enhance job performance, while compensation (? = 0.251, p .01), organizational support (? = 0.186, p .05), and personal life (? = 0.567, p .001) significantly improve job satisfaction. Job satisfaction also positively influences job performance (? = 0.850, p .001). The models explained 53.3% of the variance in job satisfaction and 77.7% in job performance. These findings validate the mediating role of job satisfaction and highlight the importance of supportive and flexible work environments for improving employee outcomes within Malaysia’s evolving workplace context
The Influence of Artificial Intelligence on Customer Retention in the Asian E-Commerce Market Zi Jian Oh; Abayomi Tunde Odebunmi; Yun Ern Teoh; Wei Min Thoe; Yu Jing Toh; Yu Xuan Toh; Anees Janee 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.v8i1.3865

Abstract

Artificial intelligence (AI) has become a key driver in enhancing customer retention in e-commerce. This study examines the influence of AI-driven personalization, efficiency and convenience, and customer trust and loyalty on customer retention in Lazada’s Asian market. A quantitative research approach was employed, with data collected through an online survey of 150 Lazada users using convenience sampling. The survey measured key constructs using a five-point Likert scale, and IBM SPSS Statistics 27 was used for analysis. The regression results indicate that customer trust and loyalty (? = 0.694, p 0.001) have the strongest impact on customer retention, followed by personalization (? = 0.166), while efficiency and convenience (? = 0.062) have a minimal effect. The model explains 82.5% of the variance in customer retention (R² = 0.825), demonstrating strong predictive power. These findings highlight the importance of fostering trust and personalized experiences in AI-driven e-commerce strategies. While efficiency and convenience enhance the shopping experience, they play a lesser role in long-term retention. The study suggests that businesses should prioritize AI-driven trust-building strategies and culturally adapted personalization techniques to strengthen customer loyalty and sustain retention in competitive e-commerce environments.
Screen Time and University Students’ Life: Exploring the Impact of Smartphone Usage on Sleep Quality, Well-Being, Social Behavior, and Academic Performance Daisy Mui Hung Kee; Bradley Batok Jim; Fikri Amir bin Mohd Razman; Danish Muqri bin Risby
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.v8i1.3859

Abstract

This study investigates the impact of smartphone usage on sleep quality, mental and physical health, academic performance, and social behavior, while also examining how sleep quality affects these factors. This study surveyed 224 university students to test nine hypotheses, using a five-point Likert scale. Data responses were analyzed with SPSS. The findings indicate that excessive smartphone use significantly reduces sleep quality, which in turn negatively affects mental and physical health, academic performance, and social interactions. Poor sleep quality is linked to increased stress, fatigue, and health issues, contributing to lower academic achievement and negative social behaviors. Furthermore, high smartphone usage is associated with decreased face-to-face interactions and social well-being. These results highlight the need for students to practice self-discipline in smartphone usage, as it can have both positive and negative effects. Promoting healthier digital habits and improving sleep quality are essential for enhancing students’ well-being and academic success. Universities and policymakers should consider interventions, such as awareness programs and digital detox strategies, to mitigate the adverse effects of excessive smartphone use. Addressing these challenges can help students achieve a better balance between technology use, health, and academic performance.
The Impact of Hybrid Work Management on Employee Engagement among Knowledge Workers Sheue Hui Lim; Yong Xiang Loh; ZiChen Liu; Kar Xi Loh; Kah Kei Loke; Aditi Dixit; Tanya Rai; 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.v9i1.4485

Abstract

The widespread adoption of hybrid work arrangement has changed how organizations in Malaysia manage their employees. A key predictor of employee work engagement is difficulties in supervision, which contributes empirical evidence to the limited hybrid work literature in emerging economies. This study examined how hybrid work management influences employees’ overall engagement. The research objective it to investigate the impact of hybrid work management on employee engagement. The quantitative survey involved 100 respondents, and the collected data were analyzed using SPSS. The multiple regression analysis results reveal that the hybrid work can improve work-life balance, increase work performance and develop a better communication. However, there are challenges such as perceived burnout, difficulties in supervision and communication gaps. These findings also show that, when appropriate managerial support is provided, hybrid work is beneficial for both employees and organizations. In conclusion, hybrid work should be developed with clear policies. Organizations should strengthen communication and team connection by setting a clear meeting rules, create new way of collaboration, and provide managerial support to sustain a long-term employee engagement.
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