Professor Dr Khong Kok Wei

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.

Academic Qualification

  • 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

Professional Qualification

No records found

Areas of Expertise

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Research Interest

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  • Examining actual consumer usage of E-wallet: A case study of big data analytics (ISI-Indexed), Computers in Human Behavior - Article in Journals
  • Analysing online reviews of restaurants in Malaysia: a novel approach to descriptive and predictive analytic (SCOPUS-Indexed), International Journal of Electronic Business - Article in Journals
  • 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, International Conference on Advanced Marketing (ICAM 2021) - Article in Journals
  • Palm oil and its environmental impacts: A big data analytics study (ISI-Indexed), JOURNAL OF CLEANER PRODUCTION - Article in Journals
  • Conceptualizing and validating resource recombination in context of higher educational institution competitiveness (SCOPUS-Indexed), International Journal of Organizational Analysis - Article in Journals
  • Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification, Journal of Islamic Marketing - Article in Journals
  • Sentiment Drivers of Hotel Customers: A Hybrid Approach Using Unstructured Data From Online Reviews (SCOPUS-Indexed), Asia-Pacific Journal of Business Administration - Article in Journals
  • YouTube Video Comments on Healthy Eating: Descriptive and Predictive Analysis (SCOPUS-Indexed), JMIR public health and surveillance - Article in Journals
  • Motivations of undertaking CSR initiatives by independent hotels: a holistic approach (ISI-Indexed), International Journal of Contemporary Hospitality Management - Article in Journals
  • Can brain waves really tell if a product will be purchased? Inferring consumer preferences from single-item brain potentials. (SCOPUS-Indexed), Frontiers in Integrative Neuroscience - Article in Journals
  • Building an integrated conceptual model of competitive learning capability: A strategic management perspective, Asia-Pacific Journal of Business Administration - Article in Journals
  • Analyzing key influences of tourists acceptance of online reviews in travel decisions (ISI-Indexed), Internet Research - Article in Journals
  • A comparison between Structural Equation Modelling (SEM) and Bayesian SEM approaches on in-store behaviour (ISI-Indexed), Industrial Management and Data Systems - Article in Journals
  • Antecedents of Consumer-Based Electronic Retail Brand Equity: An Integrated Model (SCOPUS-Indexed), Asian Academy of Management Journal - Article in Journals
  • Corporate Governance and Performance of REITS: A Combined Study of Singapore and Malaysia (SCOPUS-Indexed), Managerial Auditing Journal - Article in Journals
  • Examining the Impacts of Electronic Word-of-mouth Message on Consumers Attitude (ISI-Indexed), Journal of Computer Information Systems - Article in Journals
  • Persuasive Electronic Word-of-Mouth Messages in Social Media (ISI-Indexed), Journal of Computer Information Systems - Article in Journals
  • Green Brand Equity: Integrating behavioural and branding perspectives (SCOPUS-Indexed), Business Strategy and the Environment - Article in Journals
  • Determinants of Negative Word-of-Mouth Communication using Social Networking Sties (ISI-Indexed), Information and Management - Article in Journals
  • Does Relationship Communication Matter in B2C Service Relationships? (ISI-Indexed), Journal of Services Marketing - Article in Journals
  • An Exploratory Investigation of Study-Abroad Online Information Cues (SCOPUS-Indexed), Journal of Teaching in International Business - Article in Journals
  • Persuasive Communication: A Study of Major Attitude-Behavior Theories in a Social Media Context (SCOPUS-Indexed), Journal of Internet Commerce - Article in Journals
  • ntegrating Health Belief Model and Technology Acceptance Model: An Investigation of Health-related Internet Use (ISI-Indexed), Journal of Medical Internet Research - Article in Journals
  • Building Trust in Internet Banking: A Trustworthiness Perspective (ISI-Indexed), Industrial Management and Data Systems - Article in Journals
  • Conceptualizing Cues in Social Media. (SCOPUS-Indexed), nternational Journal of Internet Marketing and Advertising - Article in Journals
  • Study Abroad Information in the New Media (SCOPUS-Indexed), Journal of Marketing for Higher Education - Article in Journals
  • Examining the antecedents of persuasive eWOM messages in social media (ISI-Indexed), Online Information Review - Article in Journals
  • New Product Development in an Emerging Economy: Analysing the Role of Supplier Involvement Practices by Using Bayesian Markov Chain Monte Carlo Technique (ISI-Indexed), Journal of Applied Mathematics - Article in Journals
  • The Mediating Effect of Mood on In-store Behaviour among Muslim Shoppers (SCOPUS-Indexed), Journal of Islamic Marketing - Article in Journals
  • Conceptualising Persuasive Messages using ELM in Social Media. (SCOPUS-Indexed), Journal of Internet Commerce - Article in Journals
  • Antecedents of green brand equity: An integrated approach (SCOPUS-Indexed), Journal of Business Ethics - Article in Journals
  • BSEM Estimation of Network Effect and Customer Orientation Empowerment on Trust in Social Media Network (SCOPUS-Indexed), Expert Systems with Applications - Article in Journals
  • Celebrity Endorsement: Does it work in Malaysia? (SCOPUS-Indexed), International Journal of Sports Marketing and Sponsorship - Article in Journals
  • Path Analysis of Atmospherics and Convenience on Flow: The Mediation Effect of Brand Affect and Brand Trust (SCOPUS-Indexed), The International Review of Retail, Distribution and Consumer Research - Article in Journals
  • The Link Between Homeownership Motivation and Housing Satisfaction. (SCOPUS-Indexed), International Journal of Economics and Management - Article in Journals
  • Examining the Impact of Product Attributes and Promotion on Credit Card Subscription Decisions: an Empirical Study (ERA Indexed), International Journal of Modeling in Operations Management - Article in Journals
  • Measuring Service Quality in Luxury Hotels in Malaysia, Taylor s Business Review - Article in Journals
  • Customer Relationship Management: Is it still relevant to commercial banks in Taiwan? (ERA Indexed), International Journal of Business and Management - Article in Journals
  • Effectiveness of Customers Relationship Management on Customer Satisfaction in Commercial Banks of Taiwan. (ERA Indexed), CMR Journal - Article in Journals
  • Online Advertising: A Study on Malaysian Consumers. (ERA Indexed), International Journal of Business and Information (IJBI) - Article in Journals
  • Service Quality Index: A Study on Malaysian Banks (ERA Indexed), CMR Journal - Article in Journals
  • The Study of Mentoring and Leader-Member Exchange (LMX) on Organizational Commitment among Auditors in Malaysia (ERA Indexed), International Journal of Business and Information (IJBI) - Article in Journals
  • Mentoring and Leader-Member Exchange (LMX) in Malaysia, Sunway Academic Journal - Article in Journals
  • Examining the Service Quality of Internet Banking in the Malaysian Banking Industry: Evidence from the Klang Valley, Banker s Journal Malaysia - Article in Journals
  • he Effects of Customer Service Management on Business Performance in Malaysian Banking Industry: An Empirical Analysis. (SCOPUS-Indexed), Asia Pacific Journal of Marketing and Logistics - Article in Journals
  • Examining the effects of customer service management (CSM) on perceived business performance via structural equation modeling. (SCOPUS-Indexed), Applied Stochastic Models in Business and Industry - Article in Journals
  • The Perceived Impact of Successful Outsourcing on Customer Service Management. (SCOPUS-Indexed), Supply Chain Management: An International Journal - Article in Journals
  • Confirmatory Factor Analysis: A study on Malaysian banking institutions., Banker s Journal Malaysia - Article in Journals
  • Business Process Re-engineering (BPR) in Malaysian Banks and Finance Companies (SCOPUS-Indexed), Managing Service Quality - Article in Journals
  • How effective is Business Process Reengineering in Malaysian Banks and Finance Companies, Banker s Journal Malaysia - Article in Journals
  • Business Process Re-engineering: A Comparison with other Management Techniques, Banker s Journal Malaysia - Article in Journals


  • Is awareness enough to change pro-environmental behaviour? The role of discounting distant future among Malaysians,  Project Leader2020 to 2023, National
  • Is awareness enough to change pro-environmental behaviour? The role of discounting distant future among Malaysians,  Co-researcher2020 to 2023, National
  • Financial Information Seeking and Avoidance Among Malaysian Young Consumers: An Application of the Risk Information Seeking and Processing Model ,  Co-researcher2020 to 2021, Taylor's University
  • Enhancing market access of Malaysian palm oil exports through advocacy and communication strategies,  Project Leader2019 to 2020, National
  • Developing a Core-Peripheral Social Media Network Theory,  Co-researcher2019 to 2022, National

Awards and Stewardship

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Paper Presented

  • 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 (CONFERENCE), ORAL PRESENTER , 03/07/2012 to 05/07/2012