Dr Amy WONG Associate Professor Associate Dean, Faculty Affairs amy.wong@u21global.edu.sg

Amy Wong is responsible for the management of faculty affairs at U21Global. She teaches 690 Strategic Management, 730 Marketing Strategy, 731 Consumer Behaviour, 760 Management of Services and 790 Capstone Management Project.

Prior to joining U21Global, Dr Wong taught at the Department of Marketing and International Business, Lingnan University, Hong Kong. She has published in several international journals such as the Journal of International Consumer Marketing, Market Intelligence Planning, Qualitative Market Research: An International Journal, Journal of Services Marketing, International Journal of Quality and Reliability Management, Managing Service Quality, International Journal of Retail and Distribution Management, International Journal of Customer Relationship Management and the Australian Journal of Hospitality Management, as well as presented at many international conferences.

Dr Wong earned her PhD in Management from Monash University. Her research interests include relationship marketing, services marketing and consumer behaviour. She is a member of the Australian Institute of Management, the Golden Key National Honor Society and the Association of Consumer Research.

Programme(s) Taught

• Master of Business Administration
• Postgraduate Diploma of Business Administration
• Postgraduate Certificate of Management Studies
• Postgraduate Certificate of Financial Management
• Master of Management in Information Technology
• Postgraduate Diploma of Information Technology Management
• Postgraduate Certificate of Information Technology Management
• Certificate of Professional Development

Subject(s) Taught

• 690: Strategic Management
• 730: Marketing Strategy
• 731: Consumer Behaviour
• 760: Management of Services
• 780: Corporate Social Responsibility
• 790: Capstone Management Project

Professional Affiliations

• Member, Australian Institute of Management (AIM)
• Member, Golden Key National Honours Society
• Member, Association of Consumer Research

Book Chapters

• Wong, A. (2006). Retail merchandising: An insight into the elements of the retail store environment. In T. W. Tan (Ed.), Asian retailing: Trends, challenges, strategies (pp. 205-225). Singapore: Pearson Prentice Hall.
• Wong, A. (2006). Retail service strategy: Wal-Mart’s entry into China. In T. W. Tan (Ed.), Asian retailing: Trends, challenges, strategies (pp. 229-256). Singapore: Pearson Prentice Hall.

Selected/Recent Publications

• Wong, A., & Dean, A. (2009). Enhancing value for Chinese shoppers: The contribution of store and customer characteristics. Journal of Retailing and Consumer Services, 16(2), 123-134.
• Williams, J., & Wong, A. (2009). The efficacy of the final examination: A comparative study of closed-book, invigilated exams and open-book, open-web exams. British Journal of Educational Technology, 40(2), 227-236.
• Zhou, L., & Wong, A. (2008). Exploring the influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands. Journal of Consumer Behavior, 7(6), 470-483.
• Sixl-Daniell, K., Williams, J., & Wong, A. (2006). A quality assurance framework for recruiting, training (and retaining) virtual adjunct faculty. Online Journal of Distance Learning Administration, 9(1). Retrieved May 14, 2009 from http://www.westga.edu/~distance/ojdla/spring91/daniell91.htm
• Wong, A., & Sohal, A. (2006). Understanding the quality of relationships in consumer services: A study in a retail environment. International Journal of Quality and Reliability Management, 23(3), 244-264.
• Wong, A., & Zhou, L. (2006). Determinants of relationship quality: A conceptual model and empirical investigation. Journal of International Consumer Marketing, 18(3), 81-105.

Selected/Recent Presentations

• Wong, A., & Fitzsimmons, J. (2008). Factors affecting professor facilitator and course evaluations in an online graduate programme. Proceedings of the ASCILITE Conference 2008.
• Zhou, L., & Wong, A. (2007). The influence of product conspicuousness and social compliance on purchasing motives for foreign brands: Evidence from young Chinese consumers. Proceedings of the Academy of International Business Southeast Asia Regional Conference, Special Track on Consumer Behavior in China.
• Williams, J., & Wong, A. (2007). Closed book, invigilated exams vs. open book, open web exams: An empirical analysis. Proceedings of the ASCILITE Conference 2007: ICT Providing Choices for Learners and Learning.
• Dean, A., & Wong, A. (2006). Enhancing value for Chinese shoppers: Store and customer characteristics. Proceedings of the 3rd International Conference on Contemporary Business.
• Williams, J., Wong, A., Sixl-Daniell, K., & Goldberg, M. (2006). What makes a good online teacher? Proceedings of the International Conference on Teaching and Learning in Higher Education.
• Wong, A., & Dean, A. (2005). The effects of store and customer characteristics on value and loyalty. Proceedings of the Australian and New Zealand Marketing Academy Conference.
• Bove, L., & Wong, A. (2005). The impact of relational benefits on customer trust and commitment. Proceedings of the Australian and New Zealand Marketing Academy Conference.
• Wong, A. (2005). Borderless education. Proceedings of the QS Asia Pacific Professional Leaders in Education Conference and Exhibition.
• Wong, A., & Zhou, L. (2005). The impact of consumers' perceptions of relationship quality on key relational constructs. Asia Pacific Advances in Consumer Research, 6.
• Wong, A. (2005). The influence of service convenience on customer satisfaction and customer loyalty: Evidence from a Chinese retail context. Proceedings of the Fourth American Marketing Association Services Marketing Special Interest Group Research Conference.
• Wong, A., Chua, A., & Maysami, R. (2005). Teaching with technology: A business school perspective. Proceedings of the Eastern Economics Association.
• Chua, A., Wong, A., & Maysami, R. (2005). Design and delivery of online education for a global audience: Challenges and opportunities in the case of U21Global. Proceedings of the 32nd Annual Meetings of the Academy of Economics and Finance Conference.

Professional Activities

• Ad Hoc Reviewer, Managing Service Quality
• Reviewer, 7th International Conference on Quality, Innovation and Knowledge Management 2005
• Reviewer, 4th American Marketing Association Services Marketing Special Interest Group Conference 2005
• Reviewer, Australia and New Zealand Marketing Academy Conference, 2005

[1]Managing Service Quality second most popular article 2004/05
[2] Best paper for three tracks, namely (1) Business Interaction, Relationships, Networks track, (2) Consumer Behaviour track and (3) Relationship Marketing (Consumer) track

For a list of full publications, please click here.

Back To Top