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

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The Factors That Influence Customer Satisfaction to Use Malaysia Airlines in Malaysia Sin, Liem Gai; Huei, Lok Yee; Yuu, Livia Loh Xin; Yi, Looi Kai; Qifeng, Liu; Fanxi, Liu; Xinyu, Liu; C V L, Manogna; Ali, A. J.; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 8, No 1 (2025): January 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i1.3751

Abstract

Improving customer satisfaction is key to being competitive in the Airline industry. This research aimed to study the factors that influence customer satisfaction to use Malaysia Airlines in Malaysia. Malaysia Airways Limited began its first commercial flight in year 1947 and was renamed become Malaysian Airline System in year 1972. Malaysia Airlines operates scheduled domestic and international flights to more than 1000 destinations across 150 plus countries. A quantitative approach with a survey questionnaire was used for data collection. A total of 100 Malaysia Airlines customers participated in this survey. In this survey, five influencing factors are assessed which is airline tangibles, personnel quality, empathy, and airline image. Through a comprehensive analysis of customer feedback, personnel quality, and empathy are the most important factors in improving customer satisfaction to use Malaysia Airlines in Malaysia. This survey provides Malaysia Airlines with useful insights into customer perception and guides Malaysia Airlines in improving customer satisfaction
Strategies for Sustainable Tourism Development: A Case Study of Consumer Behavior in the Fast Fashion Retail Sector Hong, Tan Lay; Gadi, Paul Dung; Ridzal Hef, Syaza Udaimatunnur Safa Binti; Syed Hidzir, Syed Isyraf Muzammil Bin; Joe, Tan Chia; Yan, Tan Chia; Eiwins, Tan; Ali, A. J.; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
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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.
The Factors Influencing the Degree of Digitalization: A Case Study of an International Accounting Firm in Malaysia Gadi, Paul Dung; Chien, Ng Wei; Hui, Yong Qian; Hong, Yeap Zheng; Hang, Yin; Jia, Yong Hui; Bai Hao, Zhang; Ali, A. J.; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
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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.
Factors Influencing Consumer Satisfaction: An Analysis of Consumer Electronics Tunde, Odebunmi Abayomi; Jian, Oh Zi; Wen, Tianyu; Khee, Wong See; Wu, Qiong; Wu, Yuchun; Xi, Yucong; Ali, A. J.; Kee, Daisy Mui Hung
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
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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.
Factors Influencing the Intention to Use E-Wallet Payment Among Millennials and Generation Z in Malaysia Gan, Kia Hui; Lim, Hui Ling; Choo, Ke Shan; Chong, Jes Yee; En Chong, Jing; Chong, Xin Yi; Choong, Kai Wen; Ali, A. J.; Kee, Daisy Mui Hung
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.v8i1.3855

Abstract

The monetary climate has evolved due to the rapid advancement of digital payment systems, and Touch ‘n Go is one of the contactless smart card systems that is commonly used to conduct transactions, especially among younger generations. Touch ‘n Go is the foundation of the digital revolution within Malaysia’s mobility ecosystem, creating an enjoyable shopping experience for millions of Malaysians. Thus, this study investigates the factors influencing Millennials and Generation Z's intention to use e-wallets. The research focuses on four key variables: perceived security, perceived usefulness, consumer’s attitude, and social influence. Data was collected through a survey of 150 Millennials and Generation Z respondents and the impact of these factors on the intention to use e-wallets was analysed using quantitative methods. The findings show that perceived usefulness and consumer attitude significantly drive Touch ’n Go eWallet adoption, emphasizing functionality and user experience. However, perceived security and social influence had no significant impact on usage intention. The study offers insights for digital wallet providers and legislators looking to boost the adoption rate of digital payment systems in Malaysia.
Exploring the Impact of Sustainability, Corporate Social Responsibility, and Service Quality on Corporate Brand Reputation Ban Teoh, Kok; Ling Lim, Hui; Nee Cheah, Fen; Xin Chai, Jia; Ling Chan, Si; Jie Chang, Wei; Yung Cheah, Wan; Ali, A. J.; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
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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 Chien Ng, Wei; Ibrahim, Haslindar; Qi Quah, Yan; Binti Mohd Farhan, Qistina; Wen Qiu, Yi; Binti Mohamad Rasyid, Rafiqah Najwa; Muralydaran, Roshini A/P; Ali, A. J.; Hung Kee, Daisy Mui
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.
Professional Training as a Catalyst for Business Growth: A Case Study in the Airline Industry Wei Chien, Ng; Lay Hong, Tan; Zamanee, Zema Rania Safiyyah Binti Zema; Yueru, Liu; Eshaq, Aqel Sahal Awadh Bin; Yishuo, Zhang; Yutong, Zhao; Ali, A. J.; Kee, Daisy Mui Hung
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 Peng Xia, Kun; Lee, Yong Yu; Xuan Khoo, Ann; Yi Lim, Joanne Xing; Teng Low, Joey Wan; Then, Joey Rui Yu; Kalyselvan, Keerthana A/P; J, Darshini; Ali, A. J.; Kee, Daisy Mui Hung
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.
Factors Influencing Consumers’ Behavioral Intention to Use E-Hailing Services in Malaysia Gan, Kia Hui; Teoh, Kok Ban; Cheong, Choon Sing; Cheong, Li Qing; Chew, Hao Ran; Chia, Ting Ting; Chien, Yoke Choo; Ali, A. J.; Hung Kee, Daisy Mui
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.
Co-Authors Abu Bakar, Nurul Muzirah Syed Anuar, Nor Elyana Nafisya Binti Khairul Bai Hao, Zhang Ban Teoh, Kok Bin Kamarudin, Muhammad Danish Akmal Bin Mohamad Nassa, Muhammad Danish Haikal Bin Mohd Azrol Nizam, Muhammad Asyqar Widad Bin Mohd Hatta, Muhammad Aiman Bin Sharuddin, Muhammad Afiq Adid Binti Abdul Mohsin, Ainul Mohsein Binti Ahmad, Noor Shatirah Binti Mohamad Rasyid, Rafiqah Najwa Binti Mohd Farhan, Qistina C V L, Manogna Cheong, Choon Sing Cheong, Li Qing Chew, Hao Ran Chia, Ting Ting Chien Ng, Wei Chien, Ng Wei Chien, Yoke Choo Chong, Jes Yee Chong, Xin Yi Choo, Ke Shan Choong, Kai Wen Eiwins, Tan En Chong, Jing Eshaq, Aqel Sahal Awadh Bin Fanxi, Liu Gadi, Paul Dung Gan, Kia Hui Hang, Yin Hong, Tan Lay Hong, Yeap Zheng Huei, Lok Yee Hui, Yong Qian Hung Kee, Daisy Mui Ibrahim, Haslindar J, Darshini Jia, Yong Hui Jian, Oh Zi Jie Chang, Wei Joe, Tan Chia Kai Tay, Nicholas Zhe Kalyselvan, Keerthana A/P Kee, Daisy Mui Hung Khee, Wong See Kuek, Thiam Yong Kumar, Owenish A/L Shashi Lay Hong, Tan Lee, Yong Yu Lim, Boon Chuen Lim, Hui Ling Lim, Hui Ni Lim, Hui Yeng Lim, Shuet Enn Lim, Wei Yih Ling Chan, Si Ling Lim, Hui Mahidin, Nurul Alis Amira Ahmad Mohamed Fauzi, Nursafiyyah Mohd Nasir, Nurul Afiqah Muralydaran, Roshini A/P Nee Cheah, Fen Ng, Li Wen Ng, Ying Yee Ong, Zi Jin Ooi, Zhi Ling Peh, Jia Xuan Peng Xia, Kun Qi Quah, Yan Qifeng, Liu Qiong Wu Ridzal Hef, Syaza Udaimatunnur Safa Binti Sin, Liem Gai Suhaimi, Nurul Firzanah Mohd Syed Hidzir, Syed Isyraf Muzammil Bin Teng Low, Joey Wan Teoh, Kok Ban Then, Joey Rui Yu Tunde, Odebunmi Abayomi Wei Chien, Ng Wen Qiu, Yi Wen, Tianyu Wu, Yuchun Xi, Yucong Xin Chai, Jia Xinyu, Liu Xuan Khoo, Ann Yan, Tan Chia Yhee Ho, Penny Shuen Yi Lim, Joanne Xing Yi, Looi Kai Yishuo, Zhang Yueru, Liu Yung Cheah, Wan Yusof, Rosmelisa Yutong, Zhao Yuu, Livia Loh Xin Zamanee, Zema Rania Safiyyah Binti Zema