Associate Professor Dr Cheng Boon Liat
- Associate Professor
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
Cheng, B. L. . The impact of service innovation on tourist satisfaction: evidence from the Malaysian tourism industry. Global Journal of Business and Social Science Review, 3(1), 140-154.
Sung P. N., & Cheng B. L. . Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. International Journal of Management and Applied Science, 1(8), 80-85.
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.
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.
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.
Sung, P. N., Cheng, B. L. . Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. Paper presented at the 3rd International Conference on Economics and Social Sciences (ICESS), Flamingo Hotel, Selangor.
Cheng, B. L., Choy, T. Y., & Ng, J. J. L. . Local independent specialist coffee shops and their followers. Paper presented at the 4th University of Oxford Southeast Asian Studies Symposium, Sunway University, Selangor.
Achievements & Accolades
Research grants, Fundamental Research Grant Scheme (FRGS), Exploratory Research Grant Scheme (ERGS), International College of Sripatum University
