Curriculum Vitae


Professor Khong is the Executive Dean of the Faculty of Business and Law, Taylor’s University. During his tenure as the Executive Dean in the faculty, the Taylor’s Business School (TBS) rose in the QS World University Rankings by Subject in Business and Management Studies from 300-350 in 2019 to 147 in 2021. He also led TBS to the AACSB iSER acceptance in 12 months. He was the Associate Dean (Research) of the Faculty of Arts and Social Sciences. He founded the Centre of Interdisciplinary Data Analytics (CIDA) at the University of Nottingham Malaysia Campus, and the centre was self-sustainable by late 2018, 10 months after it was founded. He is a certified machine learning expert (CMLE). He has published in many journal publications, notably in Information and Management, Journal of Services Marketing, Expert Systems with Applications, Supply Chain Management: An International Journal, Industrial Management and Data Systems, Journal of Computer Information Systems, Journal of Business Ethics and Business Strategy and the Environment; all of which are notable impact journals. He has worked in many research grants in excess of a million ringgit (70% of which are external grants) that relate to business analytics. He has more than 19 years working in academia and conducting research in services marketing, user technology acceptance, social media studies, behavioural science, business analytics, machine learning, and process reengineering.

He was one of the key members in the Financial Services Trust Index project in Malaysia, a collaborative initiative between The University of Nottingham (UK) and the Institute of Bankers (IBBM) in 2007. He was also the principal investigator in the Trust Index project with the Malaysian Securities Industry Development Corporation (the training and development arm of the Securities Commission Malaysia) in 2016-17. He provided consultancy work for GfK Retail and Technology as a Consultant for the Project Tune – Radio Audience Measurement between 2013 – 2017, a nationwide project in Malaysia. AMWAY engaged him as a Consultant in 2012 to conduct a Service Quality Audit of the company. In 2013 CBSA Media Pte Ltd engaged him to develop a sampling procedure to improve the precision of its online listings.

He has worked conducted numerous training for companies and universities like Hyatt Hotel, British Malaysia Chamber of Commerce, King’s Confectionery, National University of Singapore extension programs, Department of Statistics Malaysia, National Public Service Department, Universiti Malaya, Putra Business School GSM, International Islamic University, University Tun Hussein Onn, Universiti Pengajian Sultan Idris, University Malaysia Sabah, Indian Institute of Planning and Management (India), Delhi Business School (India), Economics and Finance Institute (Phnom Penh), SAS Malaysia, The University of Nottingham Ningbo Campus, etc. Khong was the vice-president of the SAS User Group Malaysia (SUGMa) between 2015-2017, which works closely with banks in Malaysia to connect users with analytics experts. He was also invited as keynote speaker in many events concerning data analytics in the country.

  • Head of School, School of Marketing, 23/11/2018 to present
  • PhD in Marketing, MULTIMEDIA UNIVERSITY, Malaysia
  • Master of Business Administration in Marketing, LEICESTER UNIVERSITY, United Kingdom
  • Bachelor of Arts in Economics, UNIVERSITY OF MALAYA, Malaysia
(Title of publication in APA style)
Article in Journals
  • Teng, S., & Khong, K. W. (2021). Examining actual consumer usage of E-wallet: A case study of big data analytics. Computers in Human Behavior, 121, 106778. (ISI-Indexed)
  • Khong, K. W., Teng, S., Butt, M. M., & Muritala, B. A. (2021). Analysing online reviews of restaurants in Malaysia: a novel approach to descriptive and predictive analytic. International Journal of Electronic Business, 16(4), 315-335. (SCOPUS-Indexed)
  • Lan, M., Sharif, S. P., Ray, A., & Wei, K. K. (2021). An NLP-Based Approach to Modelling of Consumers Perceived Quality and Intention to Recommend in Paid Massive Open Online Courses (Moocs): Mediating Roles of Consumption Emotions.
  • Teng, S., Khong, K. W., & Ha, N. C. (2020). Palm oil and its environmental impacts: A big data analytics study. Journal of Cleaner Production, 274, 122901 (ISI-Indexed)
  • Muneeb, D., Khong, K.W., Ennew, C. and Avvari, M. (2020). Conceptualizing and validating resource recombination in context of higher educational institution competitiveness. International Journal of Organizational Analysis. 28(4), pp. 889-916 (SCOPUS-Indexed)
  • Butt, M. M., Khong, K. W., & Alam, M. (2020). Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification. Journal of Islamic Marketing.
  • Ho, R.C., Withanage, M.S. and Khong, K.W. (2020), "Sentiment Drivers of Hotel Customers: A Hybrid Approach Using Unstructured Data From Online Reviews", Asia-Pacific Journal of Business Administration, 12(3/4), 237-250. (SCOPUS-Indexed)
  • Teng, S., Khong, K. W., Sharif, S. P., & Ahmed, A. (2020). YouTube Video Comments on Healthy Eating: Descriptive and Predictive Analysis. JMIR public health and surveillance, 6(4), e19618. (SCOPUS-Indexed)
  • Vahideh, A., Khong, K.W., Yeoh, K.K. & McCabe, S. (2019). Motivations of undertaking CSR initiatives by independent hotels: a holistic approach, International Journal of Contemporary Hospitality Management, DOI 10.1108/IJCHM-03-2018-0193 (ISI-Indexed)
  • Goto, N., Lim, X. L., Shee, D., Hatano, A., Wei, K. K., Buratto, L. G., ... & Schaefer, A. (2019). Can brain waves really tell if a product will be purchased? Inferring consumer preferences from single-item brain potentials. Frontiers in Integrative Neuroscience, 13, 19. (SCOPUS-Indexed)
  • Muneeb, D., Khong, K., Ennew, C. and Avvari, M. (2019), "Building an integrated conceptual model of competitive learning capability: A strategic management perspective", Asia-Pacific Journal of Business Administration, Vol. 11 No. 3, pp. 267-287
  • Chong, A.Y.L., Khong, K.W. Ma, T., McCabe, S. and Wang, Y. (2018), Analyzing key influences of tourists’ acceptance of online reviews in travel decisions, Internet Research, 28(3), 564-586 DOI 10.1108/IntR-05-2017-0212 (ISI-Indexed)
  • Ong, F.S., Khong, K.W., Yeoh, K.K., Osman, S. & Othman, Md. N. (2018). A comparison between Structural Equation Modelling (SEM) and Bayesian SEM approaches on in-store behaviour, Industrial Management and Data Systems, 118 (1), 41-64 DOI: 10.1108/IMDS-10-2016-0423 (ISI-Indexed)
  • Butt, M., Yu, Y., Mohd, A., Dilip, M., Hiram, T., & Khong, K.W. (2018). Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model, Asian Academy of Management Journal, 23, 69-99 10.21315/aamj2018.23.2.4 (SCOPUS-Indexed)
  • Ramachandra, J., Yeoh, K.K., Khoo, K.C. & Khong, K.W. (2018), Corporate Governance and Performance of REITS: A Combined Study of Singapore and Malaysia, Managerial Auditing Journal, 33(6/7), 586-612 DOI: 10.1108/MAJ-09-2016-1445 (SCOPUS-Indexed)
  • Teng, S., Khong, K.W., Chong, A.Y.L. and Lin, B. (2017). Examining the Impacts of Electronic Word-of-mouth Message on Consumers’ Attitude. Journal of Computer Information Systems, 57(3), 238-251 DOI: 10.1080/08874417.2016.1184012 (ISI-Indexed)
  • Teng, S., Khong, K.W., Chong, A.Y.L. and Lin, B. (2017). Persuasive Electronic Word-of-Mouth Messages in Social Media. 57(1), 76-88 Journal of Computer Information Systems, 57(1), 76-88 DOI: 10.1080/08874417.2016.1181501 (ISI-Indexed)
  • Butt, M., Mushtaq, S., Afzal, A., Khong, K.W., Ong, F.S. and Ng, P.F. (2017). Green Brand Equity: Integrating behavioural and branding perspectives. Business Strategy and the Environment, 26(4), 507-520 DOI: 10.1002/bse.1933 (SCOPUS-Indexed)
  • Balaji, M.S., Khong, K.W. & Chong, A.Y.L. (2016). Determinants of Negative Word-of-Mouth Communication using Social Networking Sties. Information and Management, 53(4), 528-540 DOI: 10.1016/ (ISI-Indexed)
  • Roy, S.K., Balaji, M.S. and Khong, K.W. (2016). Does Relationship Communication Matter in B2C Service Relationships? Journal of Services Marketing, 30(2), 186-200 DOI: 10.1108/JSM-08-2014-0290 (ISI-Indexed)
  • Teng, S., Khong, K.W. and Chong, A.Y.L. (2016). An Exploratory Investigation of Study-Abroad Online Information Cues. Journal of Teaching in International Business, 26(3), 177-196 DOI: 10.1080/08975930.2015.1078268 (SCOPUS-Indexed)
  • Teng S., Khong K.W., Goh W.W. (2015). Persuasive Communication: A Study of Major Attitude-Behavior Theories in a Social Media Context. Journal of Internet Commerce 14(1), pp.42-64 (SCOPUS-Indexed)
  • Ahadzadeh, A.S., Sharif, S.P., Ong, F.S. and Khong, K.W. (2015). Integrating Health Belief Model and Technology Acceptance Model: An Investigation of Health-related Internet Use. Journal of Medical Internet Research, 17 (2) (ISI-Indexed)
  • Yu, P.L., Balaji, M.S. and Khong, K.W. (2015). Building Trust in Internet Banking: A Trustworthiness Perspective. Industrial Management and Data Systems, 115 (2), pp 235 – 252 (ISI-Indexed)
  • Teng, S. and Khong, K.W. (2015). Conceptualizing Cues in Social Media. International Journal of Internet Marketing and Advertising, 9(3), 233-253 DOI: 10.1504/IJIMA.2015.071488 (SCOPUS-Indexed)
  • Teng, S., Khong, K.W. and Chong, A.Y.L (2015). Study Abroad Information in the New Media. Journal of Marketing for Higher Education, 25(2), 263-286 DOI: 10.1080/08841241.2015.1079086 (SCOPUS-Indexed)
  • Lee, S.H.S., Balaji, M.S. and Khong, K.W. (2015). An Investigation of Online Shopping Experience on Trust and Behavioral Intentions. Journal of Internet Commerce, 14(2), 244-254 DOI:10.1080/15332861.2015.1028250 (SCOPUS-Indexed)
  • Sharif, S.P., Yeoh, K.K., & Khong, K.W. (2015). The Provision of Valuable Resources by Independent Directors through Political Connections: A Study of Family-controlled, Publicly-listed Companies in Malaysia. Journal of Developing Areas, 49 (5), pp 309 – 319 (SCOPUS-Indexed)
  • Sabermajidi, N., Khong, K.W. and Balaji, M.S. (2015). Brand Related User Generated Content in Consumer Socialization Process: A Conceptual Model and Research Propositions. International Journal of Business and Innovation, 2 (2), pp 1 – 14
  • Eaw, H.C., Rajagopalan, U., Hamid, B.A., Khong, K.W. & Ahmad, R. (2015). Psychographic Factors: Does it Influence Personal Bankruptcy in Malaysia? Australian Journal of Business and Economic Studies, 1(2), pp 72 - 78
  • Saeed Pahlevan Sharif, Ahadzadeh, A. S., & Khong, K. W. (2015), A Moderated Mediation Model of Internet Use for Health Information, Journal of Social Sciences, 4(1): 611-625. (ISI-Indexed)
  • Teng S., Khong K.W., Goh W.W., Chong A.Y.L. (2014). Examining the antecedents of persuasive eWOM messages in social media. Online Information Review, 38(6), pp.746-768 (ISI-Indexed)
  • Kanapathy, K., Khong, K.W. & Dekkers, R. (2014). New Product Development in an Emerging Economy: Analysing the Role of Supplier Involvement Practices by Using Bayesian Markov Chain Monte Carlo Technique. Journal of Applied Mathematics, Volume 2014, (DOI 10.1155/2014/542606) (ISI-Indexed)
  • Ong, F.S., Osman, S., Othman, Md. N. & Khong, KW (2014). The Mediating Effect of Mood on In-store Behaviour among Muslim Shoppers. Journal of Islamic Marketing, 5 (2), pp. 1 – 25 (DOI 10.1108/JIMA-01-2013-0005) (SCOPUS-Indexed)
  • Teng, S., Khong, K.W. and Goh, W.W. (2014). Conceptualising Persuasive Messages using ELM in Social Media. Journal of Internet Commerce, 13 (1), pp. 65 – 87 (ISSN: 1533-2861, DOI: 10.1080/15332861.2014.910729) (SCOPUS-Indexed)
  • Ng, P.F., Butt, M., Khong, K.W. and Ong, F.S. (2014). Antecedents of green brand equity: An integrated approach. Journal of Business Ethics, 121 (2), pp. 203 – 215 (DOI 10.1007/s10551-013-1689-z) (SCOPUS-Indexed)
  • Khong, K.W. & Ong, F.S. (2014). Shopper Perception and Loyalty: A Stochastic Approach to Modelling Shopping Mall Behavior. International Journal of Retail and Distribution Management, 42 (7), pp. 626 – 642 (DOI 10.1108/IJRDM-11-2012-0100) (SCOPUS-Indexed)
  • Lee, S.H.S, Khong, K.W., & Hong, J.L. (2014). Influence of online shopping enjoyment and trust towards purchase intention in social commerce sites. Australian Journal of Basic and Applied Sciences, 8(8), pp. 62 – 67
  • Ahadzadeh, A. S., Sharif, S.P., Khong, K.W. and Emami, H. (2014). Narcissism, Self-esteem, Communication Apprehension and Need for Affiliation: Difference between Social Networking Sites Users and Non-users. Taylor’s Business Review, 4 (2), pp 135 – 146
  • Khong, K.W., Onyemeh, C.N. & Chong, Alain, Y.L. (2013). BSEM Estimation of Network Effect and Customer Orientation Empowerment on Trust in Social Media Network. Expert Systems with Applications, 40(12), pp 4858 – 4870 (SCOPUS-Indexed)
  • Khong, K.W., & Wu, Y.L. (2013). Celebrity Endorsement: Does it work in Malaysia? International Journal of Sports Marketing and Sponsorship, 14(3), 157-177 (SCOPUS-Indexed)
  • Ong, F. S., Khong, K.W., Faziharudean, T.M., and Xin Dai. (2012). Path Analysis of Atmospherics and Convenience on Flow: The Mediation Effect of Brand Affect and Brand Trust, The International Review of Retail, Distribution and Consumer Research, 22(3), pp 277-292 (SCOPUS-Indexed)
  • Tan, T.H., & Khong, K.W. (2012). The Link Between Homeownership Motivation and Housing Satisfaction. International Journal of Economics and Management, 6(1), pp 1 – 20 (SCOPUS-Indexed)
  • Khong, K.W., & Foo, Y.S. (2012). Examining the Impact of Product Attributes and Promotion on Credit Card Subscription Decisions: an Empirical Study. International Journal of Modeling in Operations Management, 2(2), pp 204 – 225 (ERA Indexed)
  • Abaeian, V. and Khong, K.W. (2012). Measuring Service Quality in Luxury Hotels in Malaysia. Taylor’s Business Review, 2(1), pp 47 – 5
  • Yao, Hui-I, & Khong, K.W. (2011). Customer Relationship Management: Is it still relevant to commercial banks in Taiwan? International Journal of Business and Management, 7(1), pp 151 – 160 (ERA Indexed)
  • Yao, Hui-I, & Khong, K.W. (2011). Effectiveness of Customers Relationship Management on Customer Satisfaction in Commercial Banks of Taiwan. CMR Journal, 7(2), pp 105 – 118 (ERA Indexed)
  • Khong, K.W., Jerome, T., & Leong, W.S. (2010). Online Advertising: A Study on Malaysian Consumers. International Journal of Business and Information (IJBI), 5(2), pp 111 – 134 (ERA Indexed)
  • Khong, K.W. (2009). Service Quality Index: A Study on Malaysian Banks. CMR Journal, 5(2), pp 109 – 124 (ERA Indexed)
  • Leow, K.L., & Khong, K.W. (2009). The Study of Mentoring and Leader-Member Exchange (LMX) on Organizational Commitment among Auditors in Malaysia. International Journal of Business and Information (IJBI), 4(2), 161 – 198. (ERA Indexed)
  • Leow, K.L., & Khong, K.W. (2009). Mentoring and Leader-Member Exchange (LMX) in Malaysia, Sunway Academic Journal, 6, pp 147 – 172.
  • Khong, K.W., & Tan, S.Y. (2009). Examining the Service Quality of Internet Banking in the Malaysian Banking Industry: Evidence from the Klang Valley. Banker’s Journal Malaysia, No 132, pp 25 – 34.
  • Khong, K.W., & Nair, Mahendhiran (2006). The Effects of Customer Service Management on Business Performance in Malaysian Banking Industry: An Empirical Analysis. Asia Pacific Journal of Marketing and Logistics, 18(2), 111-128. (SCOPUS-Indexed)
  • Yap, B.W., & Khong, K.W. (2006). Examining the effects of customer service management (CSM) on perceived business performance via structural equation modeling. Applied Stochastic Models in Business and Industry, 22(5), 587-606 (SCOPUS-Indexed)
  • Khong, K.W. (2005). The Perceived Impact of Successful Outsourcing on Customer Service Management. Supply Chain Management: An International Journal, 10(5), 402-411 (SCOPUS-Indexed)
  • Khong, K.W., & Yap, B.W. (2005). Confirmatory Factor Analysis: A study on Malaysian banking institutions. Banker’s Journal Malaysia, (128), 42-52
  • Khong, K.W., & Richardson, S. (2003). Business Process Re-engineering (BPR) in Malaysian Banks and Finance Companies. Managing Service Quality, 13(1), 54-71. (MCB UP Limited – ISSN 0960-4529 Golden Page Award Winner 2003 for Readability of Research) (SCOPUS-Indexed)
  • Khong, K.W. (2002). How effective is Business Process Reengineering in Malaysian Banks and Finance Companies. Banker’s Journal Malaysia, (122), 33-40
  • Khong K.W., & Richardson, S. (2001). Business Process Re-engineering: A Comparison with other Management Techniques. Banker’s Journal Malaysia, (119), 32-44
(Project title),(Role),(Duration),(Level)
  • Is awareness enough to change pro-environmental behaviour? The role of discounting distant future among Malaysians, Project Leader, 2020 to 2023 (National)
  • Is awareness enough to change pro-environmental behaviour? The role of discounting distant future among Malaysians, Co-researcher, 2020 to 2023 (National)
  • Financial Information Seeking and Avoidance Among Malaysian Young Consumers: An Application of the Risk Information Seeking and Processing Model , Co-researcher, 2020 to 2021 (Taylor's University)
  • Enhancing market access of Malaysian palm oil exports through advocacy and communication strategies, Project Leader, 2019 to 2020 (National)
  • Developing a Core-Peripheral Social Media Network Theory, Co-researcher, 2019 to 2022 (National)
(Title of Thesis),(Name of Candidates),(Academic Level),(Role)
  • SAMUEL LEE HAO SUAN  (Co-supervisor (Internal))
  • KHOR PEI KEE  (Co-supervisor (Internal))
  • NADIA BINTI MAZLAN  (Main Supervisor)
  • ZHOU KUN  (Main Supervisor)
  • ZHENG QIAN  (Main Supervisor)
  • JIANG FEI  (Main Supervisor)
  • MA LAN  (Main Supervisor)
  • ZHANG SHIYU  (Main Supervisor)
  • LIM YING YING  (Main Supervisor)
  • ANUM ZAHRA  (Main Supervisor)
  • MERLIN YONG SHI HUI  (Main Supervisor)
  • YAN LI  (Main Supervisor)
  • ZHANG SHIYU  (Main Supervisor)
  • WU JIANJUN  (Main Supervisor)
(Title),(Event),(Date Presented),(Organiser),(Level)
  • The Impact of Network Effect And Customer Orientation Empowerment on Trust: A Case Study on the Social media Environtment in Malaysia, 2012 International Conference on Business and Information, 03/07/2012 to 05/07/2012, International Business Academics Consortium (iBAC) Academy of Taiwan Information Systems Research (ATISR) (International)