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 Journal of the Community Development in Asia Asia Pacific Journal of Management and Education
Sheue Hui Lim
ViTrox College
Humanities Education Languange, Linguistic, Communication & Media Other

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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
Publisher : AIBPM Publisher

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.
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.
Greening Starbucks: Investigating the Relationship between Consumer Green Awareness and Purchase Intentions in Malaysia Jocelyne Lee; Sheue Hui Lim; Atiba Batul; Brahmmanand Sharma; Kavita Singh; Winnie Khor; Kamini Devi A/P Raveendran; Mei Ching Kong; Syrine Kooli; Samarth Pradhan; Daisy Mui Hung Kee
Journal of The Community Development in Asia Vol 6, No 3 (2023): September 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v6i3.2500

Abstract

Starbucks, a prominent player in the FB industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia, and the data was analyzed using SPSS. The findings reveal that environmental concerns, green price awareness, and social influence positively influence purchase intention. However, the study finds no significant association between green brand image, green products, and purchase intention. This research provides valuable insights into consumer perception of green awareness and its influence on purchasing decisions. It underscores the importance of genuine environmental action alongside marketing tactics. The study emphasizes the industry's role in advancing sustainable development aligned with the SDGs.
Co-Authors Aditi Dixit Atiba Batul Bhavnidhi Kansal Brahmmanand Sharma Daisy Mui Hung Kee Daisy Mui Hung Kee Jocelyne Lee Jun Liang Liu Kah Kei Loke Kamini Devi A/P Raveendran Kar Xi Loh Kavita Singh Mei Ching Kong Minakshi Tripathi Samarth Pradhan Saurya Pratap Singh Sengar Syrine Kooli Tanya Rai Winnie Khor Yin Ting Lim Yong Xiang Loh Yu Xin Lim Zi Jun Lim ZiChen Liu