Daisy Mui Hung Kee

• Doctor of Philosophy
• Professor (Associate) at University of Science Malaysia

The government has long pursued the public-private partnership (PPP) model to develop sizeable projects jointly with the private sector. By doing so, governments can be relieved of their total commitment to these large and heavily resource-dependent projects. Moreover, governments can leverage the private sector's expertise and share the project ri...

Consumer satisfaction is a crucial determinant of brand success, particularly in the competitive consumer electronics industry. This study examines the key factors influencing consumer satisfaction with Huawei gadgets, focusing on brand loyalty, technological innovation, product quality, and service quality. Using a quantitative approach, data were...

This study investigates the impact of smartphone usage on sleep quality, mental and physical health, academic performance, and social behavior, while also examining how sleep quality affects these factors. This study surveyed 224 university students to test nine hypotheses, using a five-point Likert scale. Data responses were analyzed with SPSS. Th...

Artificial intelligence (AI) has become a key driver in enhancing customer retention in e-commerce. This study examines the influence of AI-driven personalization, efficiency and convenience, and customer trust and loyalty on customer retention in Lazada’s Asian market. A quantitative research approach was employed, with data collected through an o...

As university students navigate the transition to financial independence, they face a new set of challenges in managing limited resources. Financial literacy becomes essential to making informed decisions about budgeting, saving, and spending. This study explores the impact of financial literacy on university students’ spending decisions, examining...

Effective marketing strategies play a crucial role in building strong brand equity, and Nestlé has consistently leveraged quality perception, distribution intensity, and advertising to maintain its competitive position in the food and beverage industry. The objective of this research is to examine how Nestlé’s marketing strategies, particularly qua...

The monetary climate has evolved due to the rapid advancement of digital payment systems, and Touch ‘n Go is one of the contactless smart card systems that is commonly used to conduct transactions, especially among younger generations. Touch ‘n Go is the foundation of the digital revolution within Malaysia’s mobility ecosystem, creating an enjoyabl...

With the increasing prevalence of burnout worldwide, especially in the academic field, it is particularly urgent to study the mental health of academicians in universities. Academicians in Chinese universities face heavy workloads and public expectations, which often lead to serious work-family conflicts and psychological stress, thus triggering bu...

Foodpanda struggles with delayed deliveries, inconsistent food quality, limited menu variety, and pricing issues, leading to ongoing customer dissatisfaction despite promotional efforts. This study examines the impact of delivery experience, menu variety, pricing perception, promotion, and food quality on customer satisfaction with Foodpanda Malays...

In today's fast-paced era, it is very important to maintain the awareness of sustainable development, and this awareness is particularly important in the development of banks. Hong Leong Bank is a multinational bank in Malaysia and one of the top five banks in Malaysia. It currently has more than 300 branches in Malaysia. The bank is technology-foc...

Purpose The unforeseen disruption in workplaces triggered by COVID-19 has led many organizations to a sudden transition into virtual or remote working. The change posed various challenges to the project management community in managing their project and team members. The study intends to identify those challenges address the gap in current knowledg...

Improving customer satisfaction is key to being competitive in the Airline industry. This research aimed to study the factors that influence customer satisfaction to use Malaysia Airlines in Malaysia. Malaysia Airways Limited began its first commercial flight in year 1947 and was renamed become Malaysian Airline System in year 1972. Malaysia Airlin...

The COVID-19 pandemic during the 2020's has led to the rapid growth of e-commerce in recent years, which has necessitated a greater understanding of the factors that contribute to customer satisfaction in the online context. This study was conducted to investigate the relationship between the e-marketing strategies and customer satisfaction in Laza...

Starbucks was founded in 1971 and is currently the world's largest chain coffee shop. Starbucks invaded Asian countries such as Malaysia, India and Indonesia a long time ago, and Asian countries have emerged as one of the most devoted customers. Brand loyalty is one of the most essential factors in increasing a company's revenue through customer re...

McDonald's is a leading fast-food company popular among Malaysians. Due to the increasing work pace and the desire for idleness, the consumer demand for a quick yet convenient meal grows steadily. This study focuses on the marketing mix of 4Ps implied by McDonald's, including product, price, promotion, and place in order to position itself in the c...

This study investigates the impact of transitioning from cash transactions to digital payment methods, specifically focusing on the Touch'n Go system, on the student's financial behaviors. With the proliferation of digital payment technologies, understanding how such transitions affect financial habits is essential for both academic and industry. T...

Purpose This research aims to investigate the impact of psychosocial safety climate (PSC) on employee quitting intention (QI) and organizational citizenship behavior (OCB), considering the moderating effects of workload and organizational training. Design/methodology/approach The research adopts a cross-sectional approach, involving 151 employees...

This research examines the perceptions of individuals from diverse backgrounds regarding the role of robotics in the Coca-Cola industry, focusing on productivity, profitability, and employee satisfaction. The objective was to evaluate how robotics impacts organizational efficiency and sustainability in beverage manufacturing, especially Coca-Cola....

Our study investigates the relationship between firm profitability, board characteristics, and the quality of sustainability disclosures, while examining the moderating effects of financial leverage and external audit assurance. A key focus is the distinction between Big 4 and non-Big 4 audit firms. Using data from Malaysia’s top 100 publicly liste...

Financial technology, or FinTech, is revolutionizing banking worldwide by introducing innovative services. However, clients' comprehension and willingness to embrace or adapt to new technologies remain uncertain. As FinTech continues to disrupt traditional banking procedures, it is critical to investigate how these innovations affect Generation Y a...

This study investigates the impact of Maybank’s Financial Education Initiatives and financial goal-setting on the savings behavior of university students. Utilizing both primary and secondary data, the study aims to determine how financial education and the establishment of measurable financial goals influence students' savings habits. Primary data...

This study investigates the impact of Maybank’s Financial Education Initiatives and financial goal-setting on the savings behavior of university students. Utilizing both primary and secondary data, the study aims to determine how financial education and the establishment of measurable financial goals influence students' savings habits. Primary data...

Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of...

In the age of digital payments, cryptocurrencies have gained significant attention as an alternative investment option. However, security risks such as phishing, hacking, and fraudulent exchanges present challenges for investors. This study aims to assess the level of awareness among the general public in Malaysia regarding cryptocurrency security...

Financial technology, or FinTech, is revolutionizing banking worldwide by introducing innovative services. However, clients' comprehension and willingness to embrace or adapt to new technologies remain uncertain. As FinTech continues to disrupt traditional banking procedures, it is critical to investigate how these innovations affect Generation Y a...

This study examines the relationships between customer service quality, employee job satisfaction, job performance, and user satisfaction in the banking industry, with a focus on Maybank. The objective is to determine how employee satisfaction and performance impact user satisfaction and customer service experience. A survey was conducted among 200...

As technology advances, the professional world is becoming increasingly competitive. Achieving career success and meeting professional goals now requires both new and seasoned employees to continuously develop their skills and expand their knowledge. This necessity highlights the importance for businesses in the IT sector to expose their employees...

Customer satisfaction is crucial to the success of any business. It has been studied in business and marketing since the 1970s. When customers are satisfied, brand loyalty is immediately involved. As a result, brand loyalty has received much attention in recent decades. McDonald's is the world's leading fast-service restaurant, with over 36,000 out...

This study investigates the impact of food quality on customer satisfaction at KFC, focusing on key factors such as taste, packaging or presentation, and freshness. The primary objective is to analyze how these factors influence customer satisfaction and loyalty among KFC customers in Malaysia, India, and Indonesia. Data were collected through an o...

This study examines McDonald's financial performance from 2019 to 2023, focusing on key financial metrics such as profitability, operational efficiency, liquidity, solvency, and cash flow. The objective is to assess McDonald's financial health and identify factors contributing to its sustained market leadership in the fast-food industry. Using desc...

Digital entrepreneurship has become increasingly important in the context of Industry 4.0. This study explores the connections between digital entrepreneurial intention, proactive personality, entrepreneurial education, and entrepreneurial opportunity among Malaysian public university students. Additionally, it examines the mediating roles of attit...

Purpose This study aims to investigate the influence of psychosocial safety climate (PSC) on work engagement, job satisfaction and the mediating role of job demands among young academics in Malaysian research universities. Design/methodology/approach The study participants consisted of 177 full-time lecturers employed by Malaysian research univers...

Entrepreneurial intentions, considered to be the best predictor of entrepreneurial behaviour, have attracted extensive attention among academics, practitioners, and policymakers. This study examines the mediating role of the theory of planned behaviour between university students’ proactive personality, entrepreneurship education, entrepreneurial o...

Starbucks, an established company in the worldwide coffee sector, makes huge investments in creative marketing techniques to attract and keep consumers. This study aimed to investigate the impact of marketing campaigns and brand awareness on consumer purchasing intentions in Malaysia and India, focusing on Starbucks as a case study. A quantitative...

The COVID-19 pandemic, caused by the SARS-CoV-2 virus, triggered significant global disruptions, leading to widespread restrictions aimed at controlling the virus's spread. These restrictions prompted businesses to rapidly adapt, with a strong focus on digitalization, to meet evolving consumer demands. This study examined the impact of the COVID-19...

This study investigates the impact of professional training and education programs on customer loyalty in the airline industry, specifically focusing on AirAsia. With the competitive landscape of the aviation sector, ensuring high levels of customer satisfaction and loyalty is paramount. Data was collected and analyzed from 100 students and 100 com...

This study investigates customer satisfaction, trust, and loyalty within Malaysia's ice cream and milk tea industry, focusing on Mixue Ice Cream & Tea. While previous research has predominantly examined how factors such as taste, perceived price, and service quality impact customer satisfaction, this study aims to bridge the gap by exploring the tr...

The research objective is to affirm the play of gender diversity and the role of leaders in promoting the concept among businesses for growth and long-term sustainability. The detailed literature search indicated that the culture of gender diversity can only be implemented if the leader practices three key leadership elements, which are effective c...

The prevalence of ethics-related crises in organisations has drawn significant public attention. In today's morally confusing and polarised world, characterised by rapid technological advancements and a growing emphasis on sustainability, the role of business ethics has become crucial and relevant. It is important to understand ethical behaviour in...

This research aims to evaluate the impact of soft skills training on the behaviour of multinational technology company employees - Intel Corporation. A survey questionnaire was designed to gather quantitative data regarding the employees' experiences with soft skills training at Intel Corporation Malaysia, covering various dimensions of communicati...

In a rapidly evolving technological landscape, organizations are constantly seeking innovative strategies to enhance performance and connect with their target audience. One such platform gaining traction is TikTok, a social media network particularly popular among young people. Recognizing its potential, businesses are exploring how TikTok can fost...

This study examines the influence of practical training on the perceived employability of students from public universities in Malaysia. As employability becomes an important aspect of higher education, practical training is often viewed as essential in preparing students for the workforce. This study assesses the impact of practical training on st...

In recent years, there has been a growing demand within the industry for a more structured approach to tertiary education aimed at narrowing the knowledge gap among potential talents. Work-based learning (WBL) has emerged as a method wherein the industry actively engages in knowledge delivery. Within WBL frameworks, students are immersed in industr...

The widening skills gap between industry expectations and academic preparations is a pressing global concern in the era of Industry 4.0. Universities face the challenge of equipping students for the 21st-century workforce, characterized by advanced automation and rapid technological advancements. This requires innovative approaches to enhance stude...

Generally, food delivery services like GrabFood act as couriers, transporting consumer needs from restaurants or stores directly to their doorsteps. The rise of Artificial Intelligence (AI) has further revolutionized this convenience, allowing people to order meals and other goods from the comfort of their homes. This research investigates how AI i...

McDonald’s Corporation, established in 1940, is an American multinational fastfood chain. Over the years, McDonald’s has successfully expanded their business operation worldwide. The customer plays a vital role in the success of a business. The strategies and abilities to retain a customer will determine the survival of a business. Hence, this stud...

Digital technology has revolutionized the food and beverage industry, leading to a rapid expansion of food delivery services. GrabFood has become a popular option for individuals seeking simple and convenient food delivery services, particularly among university students. This study investigates the factors influencing GrabFood’s adoption, using a...

Although sustainability has been a priority for organizations, there is still a lack of research on how leaders with a stakeholder perspective can motivate employees to adopt green behavior for sustainability in a complex and changing environment. This paper introduced social cognitive theory to describe two mechanisms by which responsible leadersh...

Entrepreneurial intention is crucial in fostering an entrepreneurial culture and driving economic growth, especially among students from higher education institutions. Our study aims to examine the role of the Theory of Planned Behavior (TPB), specifically attitude towards entrepreneurship (ATE) and perceived behavioral control (PBC), in the relati...

In the wake of a turbulent era over the past 3 years, characterized by the unprecedented challenges posed by the COVID‐19 pandemic, individuals have found themselves contending with the intersection of professional and personal responsibilities. The pursuit of luxury has given way to a collective nightmare, as work and family demands converged, eac...

This study explores key influencing factors affecting marketing sales performance for the travel and tourism industry. Research has shown that the travel and tourism industries have become one of the important sectors. Due to uncertainties in today's highly competitive global economy, these industries have struggled to survive and sustain growth du...

Fast food is currently gaining popularity and becoming a global trend. Fast food is the most popular option among people because it is consumed quickly and cheaply. Consuming fast food is a result of a change in lifestyle from the past. It encourages workers or individuals to eat fast food rather than prepare their own meals. Therefore, despite hav...

This book chapter highlights the significance of incorporating green human resource management (GHRM) practices to create value for stakeholders. Specifically, it focuses on identifying and evaluating factors that contribute to the successful implementation of GHRM in the United Arab Emirates (UAE). To examine the relationship between GHRM pillars...

This chapter aims to shed light on the crucial role that private enterprises in China can play in promoting sustainability through the adoption of green HRM practices and fostering green creativity. With the advent of advanced technologies and the digital revolution, the achievement of sustainability can be accelerated and supported. The increasing...

Scalability is one of the core imperatives that fuels startups for sustainable growth. Similarly, it enables scalable startups to secure adequate funding to advance their strategic plans towards the desired business goals. As startups progress, they gain from enlarged business scale and internally benefit from process enhancement. Despite this real...

Saudi Arabia stands as a rapidly growing economic power. It has emerged as a leading country in adopting and integrating Corporate Social Responsibility (CSR) activities. The aim of the organisation is to be globally preeminent unified energy and chemicals company, functioning in a safe, sustainable and reliable manner. Corporate entity openness an...

The purpose of this paper is to address the basic question why does high absorptive training programmes are not always beneficial for individual level learning? Thus, we seek to understand when and how cognitive absorption is beneficial for individual learning. The proposed model was tested using data obtained in a field study (N = 371) and in an e...

This study presents a comparative study on sustainability practices in the food and beverage (F&B) industry of three Southeast Asian countries: Malaysia, India, and Indonesia. Sustainability in the F&B industry of a country has gained wide concern due to the growing environmental, social, and economic impact. This study aims to examine whether the...

The purpose of this study is to examine how service quality in Starbucks influences customer satisfaction and loyalty towards Starbucks coffee products. Services usually related to the food and beverages industry, mainly cafes and restaurants. The quality of service provided by café services is an idea that is always used by customers in evaluating...

The use of social media in attaining the SDGs has been acknowledged and emerged as an effective and contemporary marketing method used by enterprises to shape the consumer's propensities and behaviors. This research investigates the influence of social media on the consumer buying behavior. This investigation endeavors to scrutinize the influence o...

Starbucks, a prominent player in the F&B industry, has integrated sustainability into its marketing strategies. Starbucks encourages environmentally and socially responsible behavior among customers. This research examines the impact of green awareness on consumer purchase intention. A survey was conducted with 120 Starbucks consumers in Malaysia,...

In order to survive in the food and beverage (F&B) industry in this modern era, one of the most strategic ways is to expose the brand through social media and Key Opinion Leaders (KOLs). This research paper aims to investigate the impact of social media and KOLs on purchasing behaviour in the Malaysian food and beverage industry. The quantitative r...

The prime objective of this research was to investigate procrastination as a prospectively constructive element of the creative process among employees working at different hierarchical levels in a Chinese organization. Building on self-determination theory, this research postulates a connection between procrastination and creativity through the in...

This study examined the relationship between transformational leadership, learning orientation, creative self-efficacy, and employee creativity in manufacturing small and medium-sized enterprises (MSMEs) in China. A survey involving 742 employees was conducted, and hierarchical linear modeling (HLM) was employed to analyze the data. The result show...

This paper's major objective is to examine young academics' perspectives. We also want to look at how academicians experience about their jobs and how engaged they are at work, as well as how the psychological safety climate plays a part in reducing the negative consequences of job demands in Malaysia's education sector. The results of the current...

In contemporary times, the accelerated pace of life has brought about a noticeable alteration in the lifestyle of human beings. One of the most discernible changes is the amplified reliance on fast food among individuals, with university students being particularly susceptible to this trend. The objective of this research paper is to address the ma...

Purpose This paper aims to examine how high involvement HRM (HIHRM), technology adaptation and innovativeness influence employees to respond to technology innovation performance – that is, radical innovation performance and incremental innovation performance – in distinct ways. Design/methodology/approach The purposive judgmental sample technique...

Shopee is an e-commerce business that was launched in 2015. As of 2021, Shopee is regarded as Southeast Asia's largest e-commerce platform. In just a few years, Shopee has leveraged its strong competitive advantage to aggressively expand its presence in Southeast Asia and achieve a leading position in the highly competitive e-commerce space. Regard...

Customer satisfaction is crucial to the success of any business.It has been studied in the fields of business and marketing since the 1970s. When customers are satisfied, brand loyalty is immediately involved. As a result, brand loyalty has received a lot of attention in recent decades. McDonald's is the world's leading fast service restaurant, wit...

Malaysians are among Starbucks' most devoted customers. Customer satisfaction may appear to be an elusive term that is impossible to track. Yet, some factors influence whether customers are happy, and a variety of measurement tools consistently evaluate customer satisfaction and loyalty to Starbucks. This study examines the factors influencing cust...

Purpose The study sheds light on the internal enabling factors towards emerging market (EM) small and medium-sized enterprises’ (SMEs) preparedness for Industry 4.0 (I4.0) using three dimensions: managerial, operational and technological readiness. Design/methodology/approach The study uses convenience sampling, having online and paper-based surve...

The Covid-19 pandemic has disrupted not only the socio-economic organizations of nations but, more specifically, the corporate governance of organizations, including public sector enterprises. The corporate governance structures were altered during the pandemic, enabling organizations to survive and sustain, resulting in long-term changes for organ...

Purpose This study aims to investigate how employee environmental performance (EP) is affected by socially responsible human resource management (SRHRM) via green knowledge sharing (GKS) and environmental commitment (EC). Design/methodology/approach Partial least squares-structural equation modeling was used to analyze data from 494 frontline empl...

The paper investigates how the quality of work life (QWL), presented in a hierarchical model, influences employee work outcomes (job performance and retention intention). The paper also examines if job satisfaction mediates the above relationship. Drawing on the social exchange theory, the paper examines these two research questions using 365 emplo...

In today's rapidly changing job market, digital competence is quickly becoming a requirement for employability. This has put pressure on the next generation, particularly digital natives, to be well-equipped to deal with the turbulence of technology. This paper aims to compare youth's pre-course and post-course digital competency levels and examine...

SMEs became enormous casualties when the COVID-19 pandemic changed the landscape and business environment due to massive containment measures imposed worldwide. While many SMEs have since closed, the remaining ones continue to struggle for business recovery. Nonetheless, dynamic and agile SMEs adapted better to the new normal. As the situation impr...

Purpose We seek to understand why and how leaders’ actions that are positive from organizational perspectives, drive to engage employees in cheating behaviors. Design/methodology/approach The proposed mediated moderation model was tested in two separate studies, study 1 and study 2, with data collected from police officers and employees of Islamic...

During the pandemic COVID-19, delivery service is in high demand in Malaysia due to the government's implementation of several movement control orders to stop the spreading of the disease. Goods delivery service provides consumers with various types of products such as groceries, packaged food, and healthcare products. The research focuses on the G...

The current research aims to investigate the connection between supervisors’ perceived high-commitment performance management (HCPM) and their performances (in-role, extra-role, and deviant work behavior). In addition, this paper aims to examine how perceived organizational support (POS) mediates the above relationship. The paper employs the social...

Penang Youth Development Corporation took the "Penang Young Digital Talent Pro-gram" initiative to bridge the gap between Malaysian youth's current digital skills and emerging technologies market demands. The program comprises different online courses such as web design, digital marketing, etc. The objective of this study is to understand the level...

Given the current economic challenges facing many developing countries across the globe, entrepreneurship has become the main goal to drive economic development. Thus, governments need to cultivate more future entrepreneurs and develop existing entrepreneurs' abilities to drive job opportunities. This study aims to investigate the entrepreneurial i...

The covers diverse economic and business implications of the COVID-19 pandemic. It deals with both micro and macro implications, including such topics as reconfiguration of global value chains, impact on SMEs and their internationalisation, effects for the industry, capital flows and overall economic situation. The book looks at economic implicatio...

Employers are divided into those who support their employees to achieve work–life balance and others who believe that employees should devote anything in their life to fulfilling work obligations. Employees in different occupations struggle to balance their work and life adequately. Especially during the pandemic, the barriers between work and life...

The purpose of this paper is to explore the role of leader-member exchange (LMX) for selection-focused creativity. Thus, we seek to understand when subordinates develop high- quality relationships with their supervisors, do they also get their creative ideas validated by co-workers or not? The proposed model was tested using data obtained at two po...

Industry 4.0 increases the production efficiency and competitiveness of companies. However, Industry 4.0 implementation is comparatively low in developing countries, while Malaysian manufacturing Small and Medium Enterprises (SMEs) Industry 4.0 adoption is still in its infancy stage. This quantitative study aimed to broaden the knowledge of the dri...

This cross-sectional study investigates the online education intention of undergraduate students in the largest and oldest public university in Bangladesh during the COVID-19 pandemic. Under convenient sampling, 843 undergraduate students with rural and urban backgrounds participated in an online self-administered questionnaire. Partial least squar...