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Associate Professor Dr Cham Tat Huei

Deputy Dean

Academic Qualifications

Doctor of Philosophy (Marketing)
Master of Arts in Management Studies
Master of Business Administration (MBA)
Bachelor of Business Administration (Hons) Entrepreneurship

Areas of Interest
Marketing
Consumer Behaviour
Medical Tourism
Tourism and Hospitality
Service Industry Strategy and Operations
Technology Management
Biography

Dr Cham Tat Huei is currently an Associate Professor and Deputy Dean at UCSI Graduate Business School, UCSI University, Malaysia. Previously, Dr. Cham was an Assistant Professor and Head of Programme (PhD & MPhil) at the Faculty of Accountancy and Management, Universiti Tunku Abdul Rahman (UTAR), Malaysia. He received his Doctor of Philosophy (PhD) degree from Universiti Tunku Abdul Rahman (Malaysia) and Master’s degree in Management Studies from the University of Hertfordshire (UK), and Master of Business Administration (MBA) from INTI International Laureate University (Malaysia). Moreover, he has a Bachelor’s degree in Business Administration (Hons) Entrepreneurship from Universiti Tunku Abdul Rahman (Malaysia). Prior to joining academia, he was actively involved as a researcher in consumer and industry marketing research.

Dr Cham’s research interests focus mainly on marketing, consumer behaviour, business management, tourism and hospitality, service marketing, service industry strategy and operations, technology management, and organisational behaviour. He also holds the position of Research Advisor at Institut Koperasi Malaysia (IKMa) and Research Associate at Universiti Putra Malaysia (UPM). As for research publications, he has published several international refereed journal articles and has presented at various conferences. Dr Cham’s passion for research has allowed him to secure research funding from local and international funding bodies such as the Ministry of Higher Education (MoHE), The Head Foundation Limited (Singapore), the Government of The People’s Republic of China, Tun Tan Cheng Lock Centre for Social and Policy Studies, among others, with an accumulated amount of RM 474,700. Additionally, Dr Cham is actively involved with consultancy activities and has also successfully secured consultancy projects with an accumulated amount of more than RM 50,000.

In terms of research publications, Dr Cham has published over 40 papers that appeared in leading academic journals indexed in SSCI and/or SCOPUS and/or ABS and/or ABDC, such as the International Journal of Tourism Research, Journal of Hospitality Marketing and Management, Journal of Hospitality & Tourism Research, Journal of Retailing and Consumer Services, Internet Research, Technological Forecasting and Social Change, International Journal of Bank Marketing, Asia Pacific Journal of Marketing and Logistics, Industrial Management & Data Systems, Computers & Education, European Business Review, Journal of China Tourism Research, Telematics and Informatics, etc. As for the editorial works, he is currently serving as an Editor-in-Chief for the Journal of Marketing Advances and Practices and editorial review board member for several international journals (i.e., Journal of Computer Information Systems, Asian Journal of Business Research, Journal of Applied Structural Equation Modeling, Journal of Agribusiness Marketing, etc.). Besides that, Dr Cham also serves as the guest editor for the International Journal of Bank Marketing and the Journal of Marketing Analytics.

In recognition of his research achievements, Dr Cham has been awarded several awards, such as the Most Productive Researcher Award (2021) by UCSI Graduate Business School, Best Paper Award (2020) at the International Postgraduate Symposium in Tourism and Hospitality (IPSTH2020), Best Reviewer Award (2017/2018) by the Asian Journal of Business Research, Outstanding Paper Award (2018) by the QS Subject Focus Summit Research Sharing Session, and Best Paper Award (2018) at the MAG Scholar Conference. In 2022, he won three Best Paper Awards at the International Conference on Information Systems and Intelligent Applications (ICISIA2022), 2nd International Conference on Emerging Technologies and Intelligent Systems (ICETIS2022), and International Conference on Responsible Tourism and Hospitality (ICRTH2022).  In addition to research-related activities, Dr Cham has always been able to bring in his sound, versatile knowledge, and experience in entrepreneurship and research skills to the classroom, working, training, and to other formal centres wherever such knowledge and expertise are needed. He is always keen to share his knowledge and experiences with his peers and students for their self-development. His teaching capabilities have been evaluated positively by his peers and students. In recognition of his dedication to delivering high-quality teaching, Dr Cham has been awarded various recognitions, including Teaching Excellence Award (2021) by UCSI Graduate Business School, Certificate of Achievement for Excellence Academic Evaluation (2021) by UCSI Graduate Business School, and Congratulation Letter on Excellence Teaching Performance from Universiti Tunku Abdul Rahman (UTAR) for the year 2017, 2019, and 2020.

In recognition of his outstanding academic leadership achievements, Dr Cham has been appointed as an auditor for the Malaysian Research Assessment (MyRA) for the Higher Education Institutions under the purview of the Malaysian Government, Visiting Lecturer /Scholar for St. Vincent’s College Incorporated (Dipolog City, Philippines), and External Examiner/Assessor for various higher learning institutions that include Universiti Teknologi MARA (Malaysia), International University of Malaya-Wales (Malaysia), Sunway University (Malaysia), International Medical University (Malaysia), HELP University (Malaysia), and First City University College (Malaysia). Moreover, Dr Cham has also been appointed as the academic assessor for the Alliance on Business Education and Scholarship for Tomorrow (ABEST21), an accreditation body of Japan. To date, he is a certified trainer for Alibaba.com, Human Resources Development Fund (Malaysia), and Malaysia Digital Economy Corporation (MDEC).

(Last updated: 19 July 2022)

Teaching Experience

  • Entrepreneurship, Creativity & Innovation                            (Postgraduate)
  • Understanding and Appreciating Research                            (Postgraduate)
  • Business Research Methodology                                            (Postgraduate)
  • Quantitative and Qualitative Research Methods                    (Postgraduate)
  • International Marketing                                                          (Undergraduate)
  • Business Research Methodology                                            (Undergraduate)
  • Strategic Management                                                            (Undergraduate)
  • Marketing communication                                                      (Undergraduate)
  • Marketing Management                                                          (Undergraduate)
  • Principles of International Business                                       (Undergraduate)
  • Global Business Strategy                                                        (Undergraduate)
  • Management principles                                                          (Undergraduate)
  • Business and Society                                                              (Undergraduate)
  • Strategic Brand Management                                                 (Undergraduate)
  • Marketing Communication                                                     (Undergraduate)
  • Entrepreneurship                                                                     (Undergraduate)

Publications

  1. Cham, T.H., Lim, Y.M., & Sigala, M. (2022). Marketing and social influences, hospital branding, and medical tourists’ behavioural intention: Before‐and after‐service consumption perspective. International Journal of Tourism Research, 24(1), 140-157. (Publisher: Wiley; ISSN: 1522-1970; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2021, IF = 4.731; ABDC-A) 
  2. Hoh, P. Y., Loo, S. J., Tan, G. W. H., Lee, V. H., Aw, E. C. X., Cham, T. H., & Ooi, K. B. (2022). Understanding valences in mobile grocery shopping: do consumers’ characteristics matter?. Journal of Computer Information Systems. https://doi.org/10.1080/ 08874417.2022.2103855 (Publisher: Taylor & Francis; ISSN: 2380-2057; Clarivate Analytics; Science Citation Index Expanded (SCIE); JCR - 2021, IF = 3.317; ABDC-A)
  3. Li, F., Aw, E. C. X., Tan, G. W. H., Cham, T. H., & Ooi, K. B. (2022). The Eureka moment in understanding luxury brand purchases! A non-linear fsQCA-ANN approach. Journal of Retailing and Consumer Services68, 103039. (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2021, IF= 10.972; ABDC-A)
  4. Aw, E. C. X., Tan, G. W. H., Cham, T. H., Raman, R., & Ooi, K. B. (2022). Alexa, what's on my shopping list? Transforming customer experience with digital voice assistants. Technological Forecasting and Social Change, 180, 121711. (Publisher: Elsevier; ISSN: 0040-1625; Social Sciences Citation Index (SSCI); JCR – 2021, IF= 10.884; ABDC-A)
  5. Lim, X. J., Ngew, P., Cheah, J. H., Cham, T. H., & Liu, Y. (2022). Go digital: can the money-gift function promote the use of e-wallet apps?. Internet Research. https://doi.org/10.1108/INTR-06-2021-0406. (Publisher: Emerald; ISSN: 1066-2243; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 6.353; ABDC-A)
  6. Cham, T. H., Cheah, J. H., Cheng, B. L., & Lim, X. J. (2021). I Am too old for this! Barriers contributing to the non-adoption of mobile payment. International Journal of Bank Marketing, 34-34. (Publisher: Emerald; ISSN: 0265-2323; Social Sciences Citation Index (SSCI); JCR – 2021, IF= 5.083; ABDC-A)
  7. Fam, K. S., Cheng, B. L., Cham, T. H., Tan, C. Y. M., & Ting, H. (2021). The Role of Cultural Differences in Customer Retention: Evidence from the High-Contact Service Industry. Journal of Hospitality & Tourism Research, 10963480211014944. (Publisher: SAGE Publishing; ISSN: 1096-3480; Social Sciences Citation Index (SSCI); JCR – 2021, IF= 4.317; ABDC-A)
  8. Chin, W., Cheah, J.-H., Liu, Y., Ting, H., Lim, X.-J., & Cham, T. H. (2020). Demystifying the role of causal-predictive modeling using partial least squares structural equation modeling in information systems research. Industrial Management & Data Systems, 120(12), 2161-2209. (Publisher: Emerald; ISSN: 0263-5577; Clarivate Analytics; Science Citation Index Expanded (SCIE); JCR - 2021, IF = 4.224; ABDC-A)
  9. Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive buying of branded apparel, its antecedents, and the mediating role of brand attachment. Asia Pacific Journal of Marketing and Logistics, 32(7), 1539-1563. (Publisher: Emerald; ISSN: 1355-5855; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.643; ABDC-A)
  10. Cheah, J. H., Memon, M. A., Richard, J. E., Ting, H., & Cham, T. H. (2020). CB-SEM latent interaction: Unconstrained and orthogonalised approaches. Australasian Marketing Journal, 28(4), 218-234. (Publisher: SAGE Publishing; ISSN: 1441-3582; Clarivate Analytics; Emerging Sources Citation Index (ESCI); ABDC-A)
  11. Cheah, J. H., Ting, H., Cham, T. H., & Memon, M. A. (2019). The effect of selfie promotion and celebrity endorsed advertisement on decision-making processes: A model comparison. Internet Research, 29(3), 552-577. (Publisher: Emerald; ISSN: 1066-2243; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 6.353; ABDC-A)
  12. Cheng, B.L., Mansori, S., & Cham, T.H. (2014). The associations between service quality, corporate image, customer satisfaction, and loyalty: Evidence from the Malaysian hotel industry. Journal of Hospitality Marketing & Management, 23(3), 314-326. (Publisher: Taylor & Francis, ISSN: 1936-8631; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 9.821; ABDC-A)

    **Full list of publications: https://scholar.google.com/citations?user=IwQgiNMAAAAJ&hl=en&oi=ao

Research

  1. MINISTRY OF HIGHER EDUCATION (FUNDAMENTAL RESEARCH GRANT SCHEME, FRGS)
    Project title: The development of Wellness Destination Image Model to predict tourists’ destination loyalty behaviour for Malaysia in the aftermath of the COVID 19 pandemic
    Durations: August 2022- Present
    Amount: RM76900.00
    Status: On-going
     
  2. UCSI University Research Excellence & Innovation Grant
    Project title: Understanding value co-creation in social commerce: A content, interaction, and social integrative lens
    Durations: June 2022- May 2023
    Amount: RM21565.00
    Status: On-going
     
  3. UNIVERSITI TUNKU ABDUL RAHMAN (STRATEGIC RESEARCH FUND)
    Project title: Consumers’ Awareness, Attitude and Acceptance towards Artificial Intelligent (AI) Integrated Green Medical Technology Products
    Durations: June 2019- January 2023
    Amount: RM 64,620.00
    Status: Ongoing
     
  4. MINISTRY OF HIGHER EDUCATION (FUNDAMENTAL RESEARCH GRANT SCHEME, FRGS)
    Project title: The Motivation, Acceptance and Adoption of FinTech in Malaysia.
    Durations: August 2017- August 2019
    Amount: RM46,000.00
    Status: Completed
     
  5. GOVERNMENT OF THE PEOPLE’S REPUBLIC OF CHINA
    Project title: Belt and Road Initiative in Malaysia: Public Perception on Socio-economic, Cultural and Educational Implications
    Durations: October 2018- October 2019
    Amount: RM 70,000.00
    Status: Completed
     
  6. THE HEAD FOUNDATION LIMITED (SINGAPORE)
    Project title: Skills for Industry 4.0 and STEM Education
    Durations: April 2017- September 2018
    Amount: RM 198,316.00
    Status: Completed
     
  7. TUN TAN CHENG LOCK CENTRE FOR SOCIAL AND POLICY STUDIES
    Project title: An exploratory study of the perception and expectation of the business in Kuantan towards the Malaysia-China Kuantan Industrial Park (MCKIP)
    Durations: February 2018- July 2018
    Amount: RM 15,000
    Status: Completed

 

 

Research Supervision

Master’s (as main and co-supervisor) – 35 completed; 2 in progress
Doctorate (as main and co-supervisor) –2 Completed; 26 PhD and 5 DBA in progress

Student name: Deeparechigi Vashu
Degree: Doctor of Philosophy (PhD)
Institution: International University of Malaya-Wales
Thesis title: The Perception of Medical Tourists on the Attributes of Destination Image, Service Quality, Satisfaction and Behavioural Intention: An Exploratory Case Study in Penang
Status: Completed, April 2021

Student name: Tee Poh Kiong
Degree: Doctor of Philosophy (PhD)
Institution: Universiti Tunku Abdul Rahman
Thesis title: A Study On The Relationships Between Individual And Organisation Career Management Practices Toward Academics’ Career Success
Status: Completed, Oct 2021

Award and Recognition

  1. Best Paper Award for (Title: Social Media Co-creation Activities among Elderly Consumers: An Innovation Resistance Perspective) by the International Conference on Information Systems and Intelligent Applications (ICISIA 2022).
  2. Teaching Excellence Award, UCSI Graduate Business School, UCSI University, 2021.
  3. Most Productive Researcher Award, UCSI Graduate Business School, UCSI University, 2021.
  4. Best Paper Award, International Postgraduate Symposium in Tourism and Hospitality (IPSTH2020).
  5. Outstanding Paper Award, QS Subject Focus Summit Research Sharing Session, December 2018.
  6. Best Paper Award, MAG Scholar Conference, June 2018.
  7. Best Reviewer Award, Asian Journal of Business Research, 2017/2018.
  8. Certificate of Achievement. The certificate was in recognition for having achieved students’ evaluation score of 3.5 and above (excellent) September 2021 trimester.
  9. Congratulations on Teaching Performance, Universiti Tunku Abdul Rahman, 2020.
  10. Congratulations on Teaching Performance, Universiti Tunku Abdul Rahman, 2019.
  11. Congratulations on Teaching Performance, Universiti Tunku Abdul Rahman, 2017.

Professional Academic Roles

  1. Academic Assessor for the Alliance on Business Education and Scholarship for Tomorrow (ABEST21) accreditation, Japan.
  2. Auditor for Malaysian Research Assessment (MyRA), Government of Malaysia.
  3. External Examiner for Universiti Teknologi MARA (UiTM), Malaysia.
  4. External Examiner for Sunway University, Malaysia.
  5. External Examiner for International University of Malaya-Wales (IUMW), Malaysia.
  6. External Examiner for International Medical University (IMU), Malaysia.
  7. External Examiner for HELP University, Malaysia.
  8. External Examiner for First City University College, Malaysia.
  9. Research Advisor for Institut Koperasi Malaysia (IKM).
  10. Research Associate for Universiti Putra Malaysia (UPM).
  11. Visiting Lecturer /Scholar for St. Vincent’s College Incorporated (Dipolog City, Philippines).

Editorial Services

  1. Editor-in-Chief for the Journal of Marketing Advances and Practices (JMAP). URL: http://jmaap.org/
  2. Member of Editorial Review Board, Asian Journal of Business Research. URL: https://magscholar.com/asian-journal-of-business-research/
  3. Member of Editorial Review Board, Journal of Applied Structural Equation Modeling (JASEM). URL: https://jasemjournal.com/home/editorial-board/
  4. Editor, Borneo Journal of Social Sciences and Humanities (BJSSH). URL: https://journal.ucts.edu.my/Home/EditorialBJSSH?type=bjssh
  5. Editor, Tourism and Sustainable Development Review (TSDR). URL: http://tsdr.psdku.unpad.ac.id/index.php/journal/about/editorialTeam
  6. Member of Editorial Review Board, Journal of Halal Service Research (JHSR). URL: https://magscholar.com/jhsr/jhsr-editorial-board/
  7. Editorial Review Board Members, Journal of Responsible Tourism Management (JRTM). URL: https://jrtm.org/editorial-board/
  8. Member of Editorial Review Board, Educational Leader (PEMIMPIN PENDIDIKAN). URL: https://ejournal.um.edu.my/index.php/PEMIMPIN/about/ editorialTeam
  9. Member of Editorial Review Board, Amity Journal of Management Research (AJMR). URL: https://www.amity.edu/admaa/ajmr/board-review.aspx

Review Works

  1. Article Reviewer for the International Journal of Bank Marketing (Since 2021).
  2. Article Reviewer for the Journal of Consumer Bahaviour (Since 2021).
  3. Article Reviewer for the Internet Research (Since 2021).
  4. Article Reviewer for the Tourist Studies (Since 2020).
  5. Article Reviewer for the Journal of Marketing Analytics (Since 2020).
  6. Article Reviewer for the Jurnal Pengurusan (Since 2020).
  7. Article Reviewer for the Journal of Responsible Tourism Management (Since 2020).
  8. Article Reviewer for the Journal of Retailing and Consumer Services (Since 2019).
  9. Article Reviewer for the European Journal of Marketing (Since 2019).
  10. Article Reviewer for the European Business Review (Since 2019).
  11. Article Reviewer for the Young Consumers (Since 2019).
  12. Article Reviewer for the SAGE Open (Since 2019).
  13. Article Reviewer for Tourism Management Perspective (Since 2018).
  14. Article Reviewer for Asian Journal of Business Research (Since 2018).
  15. Article Reviewer for Asia Pacific Journal of Marketing and Logistics (Since 2017).
  16. Article Reviewer for British Food Journal (Since 2017).
  17. Article Reviewer for Asian Academy of Management Journal (Since 2017).
  18. Article Reviewer for International Journal of Pharmaceutical and Healthcare Marketing (Since 2017).
  19. Article Reviewer for Management Decision (Since 2017).
  20. Article Reviewer for Journal of Customer Behaviour (Since 2017).
  21. Article Reviewer for Journal of Applied Structural Equation Modeling (Since 2017).
  22. Article Reviewer for Asian Journal of Business Research (Since 2017).
  23. Article Reviewer for The Open Medical Informatics Journal (Since 2017).
  24. Article Reviewer for Amity Journal of Management Research (Since 2016).
  25. Article Reviewer for electronic Journal of Computer Science and Information Technology (Since 2016).
  26. Article Reviewer for VINE: Journal of Information and Knowledge Management Systems (Since 2014).
  27. Article Reviewer for Journal of Hospitality Management and Tourism (Since 2013).

Membership & Professional Activities

Editorial appointment

  1. Editor-in-Chief for the Journal of Marketing Advances and Practices (JMAP). URL: http://jmaap.org/
  2. Guest-Editor for International Journal of Bank Marketing Special Issue: “The Dark side of FinTech: Unintended Consequences and Ethical Consideration of FinTech Adoption” (SSCI and SCOPUS indexed). URL: https://www.emeraldgrouppublishing. com/calls-for-papers/dark-side-fintech-unintended-consequences-and-ethical-consideration-fintech
  3. Guest-Editor for Journal of Marketing Analytics Special Issue: “Digitalization and Its Impact on Contemporary Marketing Strategies and Practices” (SCOPUS indexed). URL: https://www.palgrave.com/gp/journal/41270
  4. Member of Editorial Review Board, Journal of Computer Information Systems. (WoS and SCOPUS indexed). URL: https://www.tandfonline.com/action/journalInformation ?show=editorialBoard&journalCode=ucis20
  5. Member of Editorial Review Board, Asian Journal of Business Research. (SCOPUS indexed). URL: https://magscholar.com/asian-journal-of-business-research/
  6. Member of Editorial Review Board, Journal of Applied Structural Equation Modeling (JASEM). (SCOPUS indexed). URL: https://jasemjournal.com/home/editorial-board/

 

Article Reviewer for

  • Journal of Business Research (Publisher: Elsevier, Social Sciences Citation Index (SSCI); JCR – 2022, IF= 10.969; ABDC-A)
  • International Journal of Bank Marketing (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 5.083; ABDC-A)
  • Journal of Consumer Behaviour (Publisher: Wiley, Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 3.199; ABDC-A)
  • Journal of Hospitality Marketing & Management (Publisher: Taylor & Francis, ISSN: 1936-8631; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 9.821; ABDC-A)
  • Internet Research (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 6.353; ABDC-A)
  • Journal of Retailing and Consumer Services (Publisher: Elsevier; ISSN: 0969-6989; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR – 2021, IF= 10.972; ABDC-A)
  • European Journal of Marketing (Publisher: Emerald; Social Sciences Citation Index (SSCI); JCR – 2022, IF= 5.181; ABDC-A)
  • Industrial Management & Data System (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.803; ABDC-A)
  • Asia Pacific Journal of Marketing and Logistics (Publisher: Emerald; Clarivate Analytics; Social Sciences Citation Index (SSCI); JCR - 2022, IF = 4.643; ABDC-A)

 

  • Visiting Professor for IQRA University, Pakistan.
  • Academic Assessor for the Alliance on Business Education and Scholarship for Tomorrow (ABEST21) accreditation, Japan.
  • Auditor for Malaysian Research Assessment (MyRA), Government of Malaysia.
  • External Examiner for Universiti Teknologi MARA (UiTM), Malaysia.
  • External Examiner for Sunway University, Malaysia.
  • External Examiner for International University of Malaya-Wales (IUMW), Malaysia.
  • External Examiner for International Medical University (IMU), Malaysia.
  • External Examiner for HELP University, Malaysia.
  • External Examiner for First City University College, Malaysia.
  • Research Advisor for Institut Koperasi Malaysia (IKM).
  • Research Associate for Universiti Putra Malaysia (UPM).
  • Visiting Lecturer /Scholar for St. Vincent’s College Incorporated (Dipolog City, Philippines).
  • Pembangunan Sumber Manusia Berhad (PSMB) Certified Trainer
  • Certified trainer for Entrepreneurial Educators (Ministry of Education Malaysia)
  • Ordinary Member, Institute of Marketing Malaysia (IMM)
  • Ordinary Member, Asian Academy of Management (AAM)
  • Ordinary Member, Sarawak Research Society (SRS)
  • Alibaba.com Global Certified Trainer
  • Scientific Board Member, Research Synergy Foundation (Indonesia)