Amy Wong Associate Professor Associate Dean, Faculty Affairs amy.wong@u21global.edu.sg Phone: +65-6410 1316 Fax: +65-6410 1358

Amy Wong is responsible for the management of faculty affairs at U21Global. She teaches MBA 630 Marketing Management, MBA 690 Strategic Management, MBA 730 Marketing Strategy, MBA 731 Consumer Behaviour and MBA 760 Management of Services. Prior to joining U21Global, Dr Wong taught at the Department of Marketing and International Business, Lingnan University, Hong Kong. Dr Wong 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 Honours Society and the Association of Consumer Research.

Professional Affiliations

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

Selected/Recent Publications

• Zhou, L. and Wong, A. "Exploring the Influence of product conspicuousness and social compliance on purchasing motives of young Chinese consumers for foreign brands," Journal of Consumer Behavior, forthcoming.
• Sixl-Daniell, K., Williams, J. and Wong, A. (2006). "A quality assurance framework for recruiting, training (and retaining) virtual adjunct faculty", The Online Journal of Distance Learning Administration, Spring,
• Wong, A. and 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), pp. 244-264.
• Wong, A. and Zhou, L. (2006). "Determinants of relationship quality: A conceptual model and empirical investigation," Journal of International Consumer Marketing, 18 (3), pp. 81 - 105.
• Wong, A. (2004). "The role of emotional satisfaction in service encounters," Managing Service Quality, 14 (5), pp. 365 - 376.[1]
• Zhou, L. and Wong, A. (2003). "Consumer impulse buying and in-store stimuli in Chinese supermarkets," Journal of International Consumer Marketing, 16 (2), pp. 37 – 53.

Selected/Recent Presentations

• Zhou, L. and 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, 6-8 December, Hangzhou.
• Williams, J. and 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, 2-5 December, National Technological University, Singapore.
• Dean, A. and Wong, A. (2006). "Enhancing value for Chinese shoppers: Store and customer characteristics," Proceedings of the 3rd International Conference on Contemporary Business, 21-22 September, Blue Mountains, New South Wales.
• Williams, J., Wong, A., Sixl-Daniell, K. and Goldberg, M. (2006) "What Makes a Good Online Teacher?," Proceedings of the International Conference on Teaching and Learning in Higher Education, 6-8 December, Singapore.
• Wong, A. and Dean, A. (2005). "The effects of store and customer characteristics on value and loyalty," Proceedings of the Australian and New Zealand Marketing Academy Conference, 5-7 December, Perth, Western Australia.
• Bove, L. and Wong, A. (2005). "The impact of relational benefits on customer trust and commitment," Proceedings of the Australian and New Zealand Marketing Academy Conference, 5-7 December, Perth, Western Australia. [2]
• Wong, A. (2005). "Borderless education," Proceedings of the QS Asia Pacific Professional Leaders in Education Conference and Exhibition, 4-6 August, Nanyang Technological University, Singapore.

Book Chapters

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

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

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