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All Journal 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
Hung Kee, Daisy Mui
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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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
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 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.
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.
Factors Influencing User Preference For E-Wallets vs. Traditional Payments Methods Ban Teoh, Kok; Ali, Anees Janee; Binti Ahmad Sukri, Nur Fathin Balqis; Binti Abdullah, Nur Aziyanny; Binti Shuazman, Nur Damia; Binti Shaharuddin, Nur Dianah Azwa; Binti Fauzi, Nur Farisyazliana; Hung Kee, Daisy Mui
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v8i2.4018

Abstract

E-wallets are digital payment systems that allow users to make contactless transactions through smartphones or computers, offering convenience and efficiency, particularly for remote payments. Traditional payment methods, such as cash, checks, and card swipes, are perceived as more secure and reliable but may lack the flexibility of digital options. This study compares user experiences between e-wallets and traditional payment methods, focusing on perceived ease of use, convenience and usability, privacy and security, and satisfaction. A quantitative approach, utilizing an online survey of 100 respondents, is used to evaluate user preferences. The study aims to identify key factors influencing payment method choice, providing insights that could guide improvements in payment technologies and enhance user experiences for both consumers and businesses.
Consumer Activism and Its Consequences: Analyzing the Impact of Boycotts on Brand Reputation and Loyalty in Malaysia Ali, Anees Jane; Binti Abdul Mohsin, Ainul Mohsein; bin Muhsin, Muhammad Muhaimin Afif; Bin Mohamad Nizam, Muhammad Ilham; Bin Azirul Rahman, Muhammad Shamim; Bin Mohd Saidin, Muhammad Shamsul Hakimy; Ganesan, Naginesne A/P; Hung Kee, Daisy Mui
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 2 (2025): July 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i2.4070

Abstract

McDonald’s is one of the world’s leading fast-food chains that has been a prominent player in Malaysia since 1982. With over 300 outlets in Malaysia, McDonald’s serves millions of customers emphasizing convenience, quick service and digital innovations. Despite its popularity, McDonald’s has faced periodic challenges including consumer boycotts caused by various reasons. This paper analyzes the impact of boycotts on McDonald’s in Malaysia aiming to understand the motivations behind these actions and their effects focusing on consumer boycotts action, corporate image and reputation, social media amplification, consumer loyalty and perceived performance. By utilizing a quantitative approach involving 102 customer surveys, this study investigates the impacts of boycotts on its public image. The survey results reveal that consumer boycott actions significantly influence brand reputation and consumer loyalty with socio-cultural factors in Malaysia amplifying their impact. This finding offers valuable insights into how consumer activism works and how McDonald’s responds to the impact of boycotts in influencing business practices.
Next-Gen Workforce Meets AI: Navigating Career Paths in a Tech-Driven World Hui Gan, Kia; Hui Ling, Lim; Gai Sin, Liem; Kannan, Sushmita A/P; Ruicen, Song; Danning, Sun; Zexuan, Sun; Hung Kee, Daisy Mui
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4159

Abstract

Artificial Intelligence (AI) is rapidly transforming the global world of work, raising important questions about how younger generations perceive its impact on their future careers. This study investigates the perceptions of Generation Y (Gen Y) and Generation Z (Gen Z) university students toward AI and its influence on employment opportunities. A quantitative survey was conducted with 150 respondents from universities in China and Malaysia, focusing on two key variables: AI awareness and perceptions of employment prospects. The results reveal that both cohorts generally demonstrate positive levels of awareness and optimistic attitudes toward AI. Notably, students’ attitudes were found to play a more significant role than awareness in shaping their views regarding AI’s potential effects on their future career opportunities. These findings underscore the importance of higher education institutions in enhancing AI literacy, cultivating adaptive mindsets, and integrating technology-oriented curricula to prepare students for the demands of an AI-driven labor market. By fostering proactive and confident engagement with emerging technologies, universities can empower future professionals to navigate challenges and leverage opportunities in the evolving digital economy.
Entrepreneurial Challenges and Issues: A Case Study of Undergraduate Entrepreneurs in Malaysia Ng, Wei Chien; Gadi, Paul Dung; Shengnan, Zhao; Sidan, Rong; Ruixuan, Song; Bin Md Zain, Mohammad Shukor; Bin Muhammad Fauzie, Mohd Fazmin Syazwan; Hung Kee, Daisy Mui; Janee Ali, Anees
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4174

Abstract

This study aims to examine the key challenges encountered by Malaysian university students in their entrepreneurial journey, identify the underlying causes, and propose practical recommendations for improvement. Employing a quantitative research design, the study surveyed 100 undergraduate students from Universiti Sains Malaysia (USM) through Google Forms. The findings reveal that entrepreneurial barriers predominantly arise from five major factors: aversion to stressed hard work, aversion to risk, fear of failure, lack of social networking, and lack of resources. These challenges reflect both individual limitations and structural constraints that hinder students’ entrepreneurial engagement and sustainability. Based on the analysis, the study suggests several measures to strengthen entrepreneurial ecosystems in higher education, including enhancing institutional support, optimizing access to funding, improving government policies and regulatory frameworks, and fostering an entrepreneurial culture on campus. Overall, this research contributes to a deeper understanding of the entrepreneurial difficulties faced by university students in Malaysia and highlights the need for integrated efforts from universities, policymakers, and industry stakeholders to cultivate a more supportive environment for student entrepreneurship.
Understanding User Satisfaction and Its Impact on Food Delivery Apps Dependency Among University Students Teoh, Kok Ban; Liq Ooi, Lyn; Aryani, Dwi Nita; Syukli Noor Azmin, Irdina Zulaikha binti; Fang, Feng; Yilin, Guo; Yuheng, Huang; Salam, Mifta Darus; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4216

Abstract

Food delivery applications (FDAs) have become an essential part of modern student life, providing convenience and accessibility in daily consumption patterns. This study aims to examine the factors influencing user satisfaction and how they contribute to students’ dependence on FDAs. Five key variables were analyzed: time saving, price saving, information quality, security system, and safe packaging. Using a quantitative approach, data were collected through structured questionnaires from 244 active student users and analyzed using regression analysis. The results reveal that all five factors positively affect user satisfaction, with time saving (? = 0.313) showing the strongest influence, followed by price saving (? = 0.245), security system (? = 0.211), safe packaging (? = 0.151), and information quality (? = 0.074). These findings suggest that practical efficiency and economic benefits play a more significant role in shaping satisfaction than informational aspects. The study provides valuable implications for FDA providers and app developers to improve service efficiency, enhance user satisfaction, and foster long-term app engagement.
Determinants of Brand Equity: The Roles of Brand Awareness, Association, Loyalty, and Image in the Airline Industry Teoh, Kok Ban; Gan, Kia Hui; Jia Yee, Foong; Lee Fan, Gan; Shihui, Lin; Binti Harudin, Fathimah Az-Zahra; Wei, Fu; Ali, Anees Jane; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4222

Abstract

AirAsia, a Malaysian low-cost airline, has recently faced operational challenges such as customer complaints, IT disruptions, and flight delays that have weakened customer trust and loyalty, leading to a decline in its overall brand equity. This study aims to examine the key factors influencing AirAsia’s brand equity, focusing on four independent variables: brand awareness, brand association, brand loyalty, and brand image. A total of 151 respondents participated in an online survey distributed via Google Forms, and the collected data were analyzed using descriptive and regression analysis through SPSS. The findings reveal that brand awareness (? = 0.260, p 0.01) and brand image (? = 0.394, p 0.001) significantly and positively influence brand equity, while brand association (? = 0.146) and brand loyalty (? = 0.104) have positive but insignificant effects. The model explains 69.6% of the variance in brand equity (R² = 0.696). These results suggest that AirAsia should strengthen brand awareness through digital marketing and improve brand image by enhancing customer experience, reliability, and communication to foster stronger brand equity.
Green Packaging as a Branding Strategy: How Eco-Friendly Materials Influence Brand Image and Customer Loyalty Aryani, Dwi Nita; Chen, Ng Wei; Kia Hui, Gan; Wei, Koh Teng; Ming Hooi, Khor; Ching, Lee Yi; Kesavan, Kashwini A/P; Ainurohmah, Afizah Sabrina; Hung Kee, Daisy Mui
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4192

Abstract

Plastic pollution and rising sustainability awareness have shifted consumer expectations toward environmentally responsible packaging. This study examines how green packaging influences brand equity and customer loyalty, focusing on Quaker Oats Malaysia. It specifically investigates the roles of environmental awareness, customer perception, willingness to pay, and brand image, with brand equity serving as a mediating variable. A quantitative survey of 150 Malaysian consumers aged 18–44 was conducted and analyzed using multiple regression in SPSS. The results indicate that willingness to pay (? = 0.323, p 0.01), brand image (? = 0.745, p 0.001), and brand equity (? = 0.367, p 0.01) significantly affect customer loyalty and brand strength. Environmental awareness also positively affects brand equity (? = 0.161, p 0.05) but has no direct effect on loyalty. Mediation analysis confirms that brand equity fully mediates the effects of environmental awareness and brand image on loyalty, explaining 64.6% of the variance in loyalty and 73.4% in equity. These findings emphasize that sustainability-driven brand equity transforms ethical initiatives into customer trust and long-term loyalty, making green packaging both an environmental and strategic advantage for consumer brands.
Co-Authors Abu Bakar, Nurul Muzirah Syed Ainurohmah, Afizah Sabrina Ali, A. J. Ali, Anees Jane Ali, Anees Janee Anees Janee Ali, Anees Ban Teoh, Kok Bin Azirul Rahman, Muhammad Shamim Bin Md Zain, Mohammad Shukor Bin Mohamad Nizam, Muhammad Ilham Bin Mohd Saidin, Muhammad Shamsul Hakimy Bin Muhammad Fauzie, Mohd Fazmin Syazwan bin Muhsin, Muhammad Muhaimin Afif Binti Abdul Mohsin, Ainul Mohsein Binti Abdullah, Nur Aziyanny Binti Ahmad Sukri, Nur Fathin Balqis Binti Fauzi, Nur Farisyazliana Binti Harudin, Fathimah Az-Zahra Binti Mohamad Rasyid, Rafiqah Najwa Binti Mohd Farhan, Qistina Binti Shaharuddin, Nur Dianah Azwa Binti Shuazman, Nur Damia Chen, Ng Wei Cheong, Choon Sing Cheong, Li Qing Chew, Hao Ran Chia, Ting Ting Chien Ng, Wei Chien, Yoke Choo Ching, Lee Yi Danning, Sun Dwi Nita Aryani Fang, Feng Gadi, Paul Dung Gai Sin, Liem Gan, Kia Hui Ganesan, Naginesne A/P Hui Gan, Kia Hui Ling, Lim Ibrahim, Haslindar Jia Yee, Foong Jie Chang, Wei Kannan, Sushmita A/P Kesavan, Kashwini A/P Kia Hui, Gan Lee Fan, Gan Ling Chan, Si Ling Lim, Hui Liq Ooi, Lyn Mahidin, Nurul Alis Amira Ahmad Ming Hooi, Khor Mohamed Fauzi, Nursafiyyah Mohd Nasir, Nurul Afiqah Muralydaran, Roshini A/P Nee Cheah, Fen Ng, Wei Chien Qi Quah, Yan Ruicen, Song Ruixuan, Song Salam, Mifta Darus Shengnan, Zhao Shihui, Lin Sidan, Rong Sin, Liem Gai Suhaimi, Nurul Firzanah Mohd Syukli Noor Azmin, Irdina Zulaikha binti Teoh, Kok Ban Wei, Fu Wei, Koh Teng Wen Qiu, Yi Xin Chai, Jia Yilin, Guo Yuheng, Huang Yung Cheah, Wan Yusof, Rosmelisa Zexuan, Sun