Associate Professor Dr Cheng Boon Liat

Associate Professor Dr Cheng Boon Liat

  • Associate Professor
Department of Marketing Strategy & Innovation

Biography

Dr. Cheng Boon Liat has more than fifteen years of work experience in the tertiary institutions in Malaysia. He currently holds the position as an Associate Professor and Programme Chair of B Sc. (Hons) Marketing in the Department of Marketing Strategy & Innovation of Sunway Business School (SBS). Besides delivering lectures in marketing and management, he also supervises students’ dissertations, and research projects at both undergraduate and post-graduate levels. Dr. Cheng has a strong enthusiasm for research and publication, his research interests are in the fields of services marketing, customer relationship management, strategic marketing and consumer behaviour. Dr. Cheng has been extensively published his research in academic journals, and has presented papers at conferences both locally and internationally. To support this research and publication work, Dr. Cheng has secured several internal and external research grants. Dr. Cheng has remained actively involved in his field as a peer reviewer for reputable journals and conferences to show for his efforts and success.

Academic & Professional Qualifications

  • PhD (Management), Universiti Tun Abdul Razak, Malaysia, 2012
  • MSc in Marketing, Robert Gordon University, UK, 2003
  • Postgraduate Diploma in Marketing, Chartered Institute of Marketing, UK, 2002
  • B.A (Hons) in Business Administration, Coventry University, UK, 1998
  • Higher Diploma in Business Administration, INTI College, Malaysia, 1997

Research Interests

  • Services marketing
  • Customer relationship management
  • Strategic Marketing
  • Consumer behaviour

Teaching Areas

  • Marketing

Courses Taught

  • Service Marketing
  • Marketing Research
  • Marketing Strategy
  • BMB Product Development and Commercialization / New Business Development
  • Research Project II
  • Research Methods
  • International Marketing

Notable Publications

2018 -

Supramaniam, S., Gaur, S., Idris, I. & Cheng, B. L. . COO effect: Business opportunities for Middle Eastern entrepreneurs. Management Decision, 56(1), 105-124.

2017 -

Cheng, B. L., Mansori, S., Gan C. C., & Imrie, B. . Hotel service recovery and service quality: Influences of corporate image and generational differences in the relationship between customer satisfaction and loyalty. Journal of Global Marketing, 30(1), 1-10.

2016 -

Cheng B. L., Nikhashemi, R., Dent, M. M., & Gaur, S. S. . Does religiosity affect the outcomes of tourism service innovation. Paper presented at the International Conference on Organization and Management (ICOM), Abu Dhabi, UAE.

2016 -

Supramaniam, S., Gaur, S. S. Idris, I., & Cheng B. L. . COO effect: Business opportunities for Middle East entrepreneurs in a leading Asian Islamic countries. Paper presented at the International Conference on Organization and Management (ICOM), Abu Dhabi, UAE.

2016 -

Yap, C. S., Cheng, B. L., & Choe, K. L. . Innovativeness, market intelligence practices and firm performance of small and medium sized tour operators. Tourism and Hospitality Research, doi:10.1177/1467358416636931

2016 -

Cham, T. H., Lim, Y. M., Cheng, B. L., & Lee, T. H. . An empirical study on the determinants of knowledge management systems success - Evidence from banking industry of Malaysia. VINE The Journal of Information and Knowledge Management Systems, 46(1), 2-20.

2016 -

Ng, M. Y., & Cheng, B. L. . The effects of trust and interpersonal influences on electronic word-of-mouth adoption and purchase intention. Proceedings of Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.

2016 -

Cheng, B. L., Gan, C. C., Mansori, S., & Imrie, B. C. . Service quality and service recovery in hotel industry: mediating role of corporate image and moderating role of generation. Proceedings of Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.

2016 -

Cheng, B. L., Mansori, S., Gan, C. C., & Imrie, B. C. . Service recovery and the moderating role of nationality on the relationship between customer satisfaction and loyalty in the hotel industry. Paper presented at Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.

2015 -

Cheng, B. L. . The impact of service innovation on tourist satisfaction: evidence from the Malaysian tourism industry. Proceedings of the 15th International Conference of Management and Behavioural Sciences, University of British Columbia, Vancouver, BC, Canada.

2015 -

Sung P. N., & Cheng B. L., . Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. Proceedings of The IRES 4th International Conference, Kuala Lumpur, Malaysia.

2015 -

Cheng, B. L. . Perceived justice in service recovery and customer satisfaction: evidence from the Malaysian hotel industry. International Journal of Advances in Management and Economics, 4(5), 7-13.

Achievements & Accolades

Research grants, Fundamental Research Grant Scheme (FRGS), Exploratory Research Grant Scheme (ERGS), International College of Sripatum University