Dr Chong Yit Sean
 | Director, Bachelor of Business & Commerce (Hons), Senior Lecturer Department of Management
 
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603 5514 6373
Room 6-5-53Esther Chong is currently a Senior Lecturer and Research Pathway Director in Monash University Malaysia. 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 consulting firm. 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. Esther 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.
Academic Qualifications
| Doctor of Philosophy | |
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| Institution | Monash University |
| Year awarded | 2011 |
| Master of Business Administration | |
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| Institution | University of Southern Queensland |
| Year awarded | 2003 |
| Bachelor of Business Administration (First Class Hons) | |
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| Institution | University Malaya |
| Year awarded | 1999 |
Membership in Associations and International Bodies
| Membership | British Academy of Management |
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| Role | Member (Academic) |
| Duration | September 2011 - current |
| Membership | Malaysian Institute of Human Resource Management |
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| Role | Member (Academic) |
| Duration | 2017 - Current |
Areas of Expertise
| 1 | Service Management |
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| 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 Code | Subject |
|---|---|
| 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) |
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| * | 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. |
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| * | 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
| Title | Developing a Predictive Model for Science and Technology Career Decision: A Neuroscience Approach |
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| Investigators | Chong Yit Sean (PI) Pervaiz K. Ahmed Quek Ai Hwa |
| Funding Period | Dec 2013 - Nov 2015 |
| Funding Body/Organisation | Ministry of Higher Education (FGRS) |
| Title | New Entrants and Job Choice: Examining the Predictors of Career Choice Behaviour. |
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| Investigators | Chong Yit Sean (PI) Pervaiz K. Ahmed |
| Funding Period | Jan 2015 – Dec 2015 |
| Funding Body/Organisation | Monash University Malaysia |
| Title | Religious Identity and Consumption: Exploring Service Transgressions and Customer Forgiveness in a Multi-faith context |
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| Investigators | Chong Yit Sean (PI) Pervaiz K. Ahmed |
| Funding Period | Jan 2014 – Dec 2014 |
| Funding Body/Organisation | Monash University Malaysia |
| Title | Transgressions of Halal-Certified Service Providers: An Exploration of Consumer Dissonance and Responses among Muslim Consumers in Malaysia |
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| 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 |
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| Investigators | Chong Yit Sean (PI) Pervaiz K. Ahmed |
| Funding Period | 1 Jan 2012 – 30 Dec 2013 |
| Funding Body/Organisation | Monash University Malaysia |
Current Supervision
| Student | Ms. Simran Nvinderjit Kaur |
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| Title | Religion and Consumption: An Investigation of Consumer Choice Behaviour in a Multi-faith Society. |
| Student | Ms Tham Yee Quan |
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| Title | A Phenomenology of Career Change in the Malaysian Workforce |
| Student | Mr Adnan Waseem |
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| Title | The Spill-over Characterisation of Brand Transgression: A Study of Micro and Macro Level Effects |
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.” |
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| 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”. |
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| 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”. |
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| 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”. |
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| 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 |
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| 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 |
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| 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 |
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| 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’. |
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| * | 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. |