Dr Chong Yit Sean

Director, Bachelor of Business & Commerce (Hons), Senior Lecturer

Department of Management

chong.yit.sean@monash.edu
603 5514 6373
Room 6-5-53

 
 

Dr. Chong is currently a Senior Lecturer and Research Pathway Director in Monash University Malaysia, where she obtained a PhD degree in service management. Prior to pursuing an academic career, Esther worked with Accenture in delivering business solutions to major clients such as Shell Malaysia, Hong Kong Exchange and Sakhalin Energy, Russia. She was also a certified facilitator with the National Healthcare Group, Singapore in the delivery of The 7 Habits of Highly Effective People (Stephen Covey) programme and the workforce development programme of Development Dimensions International (DDI). Her broad research interests are in the fields of higher education, service management and career change behaviour. Her work has been published in leading journals such as Studies in Higher Education, Quality in Higher Education, Psychology & Marketing and Journal of Service Theory and Practice. Dr. Chong has also been acknowledged with the Highly Commended Award by Journal of Service Management (Emerald Publishing Group), and Best Paper Awards in service research streams by Australia and New Zealand Academy of Management (ANZAM) and Academy of Marketing. A faithful advocate for continuous improvement in teaching and learning, Esther was the recipient for the Outstanding Educator Award for School of Business in Monash University in 2020 and Pro-Vice Chancellor Award (Innovation in Learning and Teaching) in 2021.

Academic Qualifications

Doctor of Philosophy
InstitutionMonash University
Year awarded 2011
Master of Business Administration
InstitutionUniversity of Southern Queensland
Year awarded 2003
Bachelor of Business Administration (First Class Hons)
InstitutionUniversity Malaya
Year awarded 1999

Membership in Associations and International Bodies

MembershipBritish  Academy of Management
RoleMember (Academic)
DurationSeptember 2011 - current
MembershipMalaysian Institute of Human Resource Management
RoleMember (Academic)
Duration2017 - Current

Areas of Expertise

1 Service Management
2 Emotional valence and motivational orientation in service evaluation
3 Consumer perceptions and managerial strategies in the event of service failure or transgression
4 Customer forgiveness
5 Career change phenomenon in the contemporary context

Teaching

Subject CodeSubject
MGW1010 Introduction to Management
MGW3401 Strategic Management

Scholarly Journals

*Chong Y.S. & Ahmed P.K. (2018). When service leads to sin: Exploring service transgression and customer forgiveness in a multi-faith context, Journal of Service Theory and Practice, 28(4), pp.410-433. (Ranked ‘A’ in ABDC Listing)
*Sajtos, L. & Chong Y.S. (2018). Activating multiple roles of customer-firm relationships in service failures, Journal of Service Theory and Practice, 28(2), pp. 250-270. (Ranked ‘A’ in ABDC Listing)
*Sajtos, L. & Chong Y.S. (2018). Boasting and aspiring as status-reinforcing mechanisms in status-based loyalty programs, Psychology and Marketing, 35(9), pp. 640-651. (Ranked ‘A’ in ABDC Listing)
*Chong Y.S. & Ahmed P. K. (2017). On happiness, sadness or indifference: Investigating the carryover effect of outcome valence in service perceptions, Journal of Service Theory and Practice, 27(1), 69-86. (Ranked ‘A’ in ABDC Listing).
*Chong Y.S. & Ahmed P. K. (2015). Student motivation and the ‘feel good’ factor: An empirical examination of motivational predictors of university service quality evaluation. Studies in Higher Education, 40(1), 158-177 (Ranked ‘A*’ in ERA 2010 Listing). Note: ERA refers to Excellence in Research for Australia.
*Chong Y.S. & Ahmed P. K. (2014). A phenomenology of university service quality experience: Uncovering the essence of meaning among business undergraduates in Malaysia. International Journal of Educational Management, 28 (1), 36-52. (Ranked ‘B’ in ERA 2010 Listing).
*Chong Y.S. & Ahmed P. K. (2012). The effect of motivation upon service quality evaluation: A self-determination theory perspective, Quality in Higher Education, 18 (1), 35-57. (Ranked ‘A’ in ERA 2010 Listing).

Conference Proceedings

*Chong, Y.S., Ahmed, P.K., Quek A.H. & Malik, A. (2017). From R&D Specialist to Management Associate? The Role of Self-Determination in Career Choice Intentions, Academy of Human Resource Development, 5-7 November, Indian Institute of Management, Ahmedabad, Gujerat, India.
* Nvinderjit, S., Ahmed, P.K, Chong, Y.S. & Ali, Y. (2017). Consumers Response to Brand Transgressions: An Emerging Perspective on Religious Consumption, American Association of Marketing (AMA) Winter Conference, 17-19 February, JW Marriott Orlando Grande Lakes, Orlando, Florida, United States.
*Chong Y.S. & Ahmed P.K. (2016). When Service Failure Leads to Sin: Exploring Service Transgression and Customer Forgiveness in a Multi-Faith Context, Australia and New Zealand Marketing Academy Conference, 5-7 December, University of Canterbury, Christchurch, New Zealand.
*Chong Y.S. & Ahmed P.K. (2015). Transgressions of halal-certified service providers: An exploration of consumer forgiveness and responses among Muslims in Malaysia, Academy of Marketing Conference, 7-9 July, University of Limerick, Ireland.
*Chong Y.S. & Ahmed P.K. (2015). The ‘Great Good Place’ on campus?: Examining the transference effect of outcome valence in academic and retail service perceptions, 6th International Research Symposium in Service Management, 11-15 August, UiTM, Sarawak, Kuching, Malaysia.
*Chong, Y.S., Ahmed, P.K., Quek, A.H. & Tham Y.Q. (2015). An interpretive phenomenological analysis of career choice in science: Evidence from Malaysian undergraduates. The Asian Conference on Psychology & the Behavioral Sciences Conference Proceedings, 26-28 April, Osaka, Japan.
*Chong Y.S. & Ahmed P.K. (2014). On happiness, sadness or indifference: Investigating the transference effect of outcome valence in service perceptions (extended abstract). Frontiers in Service Conference, 26-29 June 2014, University of Miami, United States.
*Chong Y.S. & Ahmed P.K. (2012). Student motivation and the ‘feel good’ factor: An examination of motivational predictors of university service quality evaluation and the moderating role of outcome valence. Australia and New Zealand Academy of Management Conference, 3-5 December, Perth, Australia.
*Chong Y.S. & Ahmed P.K. (2012). Understanding student motivation in higher education participation: A psychometric validation of the academic motivation scale in the Malaysian context. International Conference on Behavioural, Cognitive and Psychological Sciences, 24-25 November, Bangkok, Thailand.
*Chong Y.S. & Ahmed P.K. (2011). Measuring service quality in higher education: An empirical examination of the hierarchical structure model in a high involvement setting. AMA Summer Marketing Educators’ Conference, 5-7 August, San Francisco, United States.
*Chong Y.S. & Ahmed P.K. (2011). An examination of the antecedents and consequences of university service quality evaluation. British Academy of Management Conference, Aston University, 13-15 September, Birmingham, United Kingdom.
*Chong Y.S. & Ahmed P.K. (2012). Understanding Student Motivation in Higher Education Participation: A Psychometric Validation of the Academic Motivation Scale in the Malaysian Context. International Conference on Behavioral, Cognitive and Psychological Sciences, 24-25 November, Bangkok, Thailand.
*Chong Y.S. & Ahmed P.K. (2014). On Happiness, Sadness or Indifference: Investigating the Transference Effect of Outcome Valence in Service Perceptions (extended abstract). Frontiers in Service Conference, 26-29 June 2014, University of Miami, United States.
*Chong Y.S. & Ahmed P.K. (2012). Student Motivation and the ‘Feel Good’ Factor: An Examination of Motivational Predictors of University Service Quality Evaluation and the Moderating Role of Outcome Valence. Australia and New Zealand Academy of Management Conference, 3-5 December, Perth, Australia (This paper received the ‘Best Paper Award’ for the stream of marketing and communication).
*Chong Y.S. & Ahmed P.K. 2011. Measuring service quality in higher education: An empirical examination of the hierarchical structure model in a high involvement setting, AMA Summer Marketing Educators’ Conference, 5-7 August, San Francisco, US.
*Chong Y.S. & Ahmed P.K. (2011). An examination of the antecedents and consequences of university service quality evaluation. British Academy of Management Conference, Aston University, 13-15 September, Birmingham, United Kingdom

Local Grants

TitleDeveloping a Predictive Model for Science and Technology Career Decision: A Neuroscience Approach
InvestigatorsChong Yit Sean (PI)
Pervaiz K. Ahmed
Quek Ai Hwa
Funding PeriodDec 2013 - Nov 2015
Funding Body/OrganisationMinistry of Higher Education (FGRS)
TitleNew Entrants and Job Choice: Examining the Predictors of Career Choice Behaviour.
InvestigatorsChong Yit Sean (PI)
Pervaiz K. Ahmed
Funding PeriodJan 2015 – Dec 2015
Funding Body/OrganisationMonash University Malaysia
TitleReligious Identity and Consumption: Exploring Service Transgressions and Customer Forgiveness in a Multi-faith context
InvestigatorsChong Yit Sean (PI)
Pervaiz K. Ahmed
Funding PeriodJan 2014 – Dec 2014
Funding Body/OrganisationMonash University Malaysia
Title Transgressions of Halal-Certified Service Providers: An Exploration of Consumer Dissonance and Responses among Muslim Consumers in Malaysia
Investigators Chong Yit Sean (PI)
Pervaiz K. Ahmed
Funding Period September 2013 – August 2014
Funding Body/Organisation Monash University Malaysia (Halal Ecosystem Platform)
Title Reconceptualising the Role of Outcome Valence in Service Encounters: An Experimental Approach
InvestigatorsChong Yit Sean (PI)
Pervaiz K. Ahmed
Funding Period1 Jan 2012 – 30 Dec 2013
Funding Body/Organisation Monash University Malaysia

Current Supervision

Student Janie Chin Hsien Yeen
Title Understanding the Role of Social License to Operate in Mainstream Food Systems: A Study of Contested Technologies.

Completed Supervision

Student Ms. Simran Nvinderjit Kaur
Title Religion and Consumption: An Investigation of Consumer Choice Behaviour in a Multi-faith Society.
Awarding UniversityMonash University
Student Ms Tham Yee Quan
Title A Phenomenology of Career Change in the Malaysian Workforce
Awarding UniversityMonash University
Student Mr Adnan Waseem
Title The Spill-over Characterisation of Brand Transgression: A Study of Micro and Macro Level Effects
Awarding UniversityMonash University

International Award

Award Name Best Paper Award for ‘Services and Customer Relationship Marketing’ Track, in Academy of Marketing (2015). Paper titled “Transgressions of Halal-Certified Service Providers: An Exploration of Consumer Forgiveness and Responses among Muslims in Malaysia.”
Awarding Body Academy of Marketing
Year of award 2015
Project Title Transgressions of Halal-Certified Service Providers: An Exploration of Consumer Forgiveness and Responses among Muslims in Malaysia
Award Name Best Paper Award for ‘Service Experience’ Stream, in 6th International Research Symposium in Service Management (2015). Paper titled “The ‘Great Good Place’ on campus?: Examining the transference effect of outcome valence in academic and retail service perceptions”.
Awarding Body 6th International Research Symposium in Service Management
Year of award 2015
Project Title The ‘Great Good Place’ on campus?: Examining the transference effect of outcome valence in academic and retail service perceptions
Award Name 2015 Highly Commended Award from Journal of Service Management – rated ‘A’ in Australian Business Deans Council (ABDC) Listing. Paper titled “The ‘Great Good Place’ on campus?: Examining the transference effect of outcome valence in academic and retail service perceptions”.
Awarding Body Journal of Service Management
Year of award 2015
Project Title The ‘Great Good Place’ on campus?: Examining the transference effect of outcome valence in academic and retail service perceptions
Award Name Best Paper Award for Marketing and Communication Stream, in Australia and New Zealand Academy of Management Conference (2012). Paper titled “Student Motivation and the ‘Feel Good’ Factor: An Examination of Motivational Predictors of University Service Quality Evaluation and the Moderating Role of Outcome Valence”.
Awarding Body Australia and New Zealand Academy of Management Conference
Year of award 2012
Project Title Student Motivation and the 'Feel Good' factor: An Empirical Investigation of Distinct Motivational Types as Predictors of University Service Quality Evaluation and the Moderating Role of Outcome Valence
Award Name Nominated for Mollie Holden Medal
Awarding Body Monash University
Year of award 2011
Project Title Measuring Service Quality in Higher Education: An Empirical Investigation of the Hierarchical Structure Model in a High Involvement Setting.

Local Award

Award Name Best Presentation Award
Awarding Body Monash University
Year of award 2008
Project Title Measuring Service Quality in Higher Education: An Empirical Investigation of the Hierarchical Structure Model in a High Involvement Setting
Award Name Best Poster Award
Awarding Body Monash University
Year of award 2008
Project Title Measuring Service Quality in Higher Education: An Empirical Investigation of the Hierarchical Structure Model in a High Involvement Setting

Local Presentation

* Presented at the Human Resource Forum organised by Monash University Malaysia, 25 September 2018 on ‘When Education is a Service Quality Experience: Insights and Perspectives from Business Undergraduates in Malaysia’.
* Presented at the ‘Road to High Impact Publications’ workshop organised by Monash University Malaysia, 8 March 2018 on ‘Publishing a Qualitative Piece: The Hardknocks, Push-Ups and Triumphs’. This session was co-facilitated with Professor Pervaiz Ahmed.
* Presented at the Experimental Design Seminar, 16 September 2014 on “On Happiness, Sadness or Indifference: An Investigation of the Transference Effect of Outcome Valence in Service Perceptions”, an extended abstract presented at Frontiers in Service Conference 2014, 26-29 June 2014, University of Miami, United States.
* Presented at the Experimental Design Seminar, 16 September 2014 on “On Happiness, Sadness or Indifference: An Investigation of the Transference Effect of Outcome Valence in Service Perceptions”, an extended abstract presented at Frontiers in Service Conference 2014, 26-29 June 2014, University of Miami, United States.
* Presented at the School of Business Research Seminar, 3 November 2011 on “Measuring service quality in higher education: An empirical examination of the hierarchical structure model in a high involvement setting”, a paper presented at the AMA Summer Marketing Educators’ Conference, 5-7 August, San Francisco, United States.
* Presented at the School of Business Research Seminar, 9 November 2011 on “An examination of the antecedents and consequences of university service quality evaluation”, a paper presented at British Academy of Management Conference, Aston University, 13-15 September, Birmingham, UK.