Dr. Cheng Boon Liat has more than fifteen years of work experience in the tertiary institutions in Malaysia. He currently holds the position as an Associate Professor and Programme Chair of B Sc. (Hons) Marketing in the Department of Marketing Strategy & Innovation of Sunway Business School (SBS). Besides delivering lectures in marketing and management, he also supervises students’ dissertations, and research projects at both undergraduate and post-graduate levels. Dr. Cheng has a strong enthusiasm for research and publication, his research interests are in the fields of services marketing, customer relationship management, strategic marketing and consumer behaviour. Dr. Cheng has been extensively published his research in academic journals, and has presented papers at conferences both locally and internationally. To support this research and publication work, Dr. Cheng has secured several internal and external research grants. Dr. Cheng has remained actively involved in his field as a peer reviewer for reputable journals and conferences to show for his efforts and success.

1. PhD (Management), Universiti Tun Abdul Razak, Malaysia, 2012
2. MSc in Marketing, Robert Gordon University, UK, 2003
3. Postgraduate Diploma in Marketing, Chartered Institute of Marketing, UK, 2002
4. B.A (Hons) in Business Administration, Coventry University, UK, 1998
5. Higher Diploma in Business Administration, INTI College, Malaysia, 1997

1. Marketing

1. Service Marketing
2. Marketing Research
3. Marketing Strategy
4. BMB Product Development and Commercialization / New Business Development
5. Research Project II
6. Research Methods
7. International Marketing

1. Services marketing
2. Customer relationship management
3. Strategic marketing
4. Consumer behaviour

1. Supramaniam, S., Gaur, S., Idris, I. & Cheng, B. L. (2018). COO effect: Business opportunities for Middle Eastern entrepreneurs. Management Decision, 56(1), 105-124.
2. Cheng, B. L., Mansori, S., Gan C. C., & Imrie, B. (2017). Hotel service recovery and service quality: Influences of corporate image and generational differences in the relationship between customer satisfaction and loyalty. Journal of Global Marketing, 30(1), 1-10.
3. Cham, T. H., Lim, Y. M., Cheng, B. L., & Lee, T. H. (2016). An empirical study on the determinants of knowledge management systems success - Evidence from banking industry of Malaysia. VINE The Journal of Information and Knowledge Management Systems, 46(1), 2-20.
4. Cheng, B. L., Gan, C. C., Mansori, S., & Imrie, B. C. (2016). Service quality and service recovery in hotel industry: mediating role of corporate image and moderating role of generation. Proceedings of Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.
5. Cheng, B. L., Mansori, S., Gan, C. C., & Imrie, B. C. (2016). Service recovery and the moderating role of nationality on the relationship between customer satisfaction and loyalty in the hotel industry. Paper presented at Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.
6. Cheng B. L., Nikhashemi, R., Dent, M. M., & Gaur, S. S. (2016). Does religiosity affect the outcomes of tourism service innovation. Paper presented at the International Conference on Organization and Management (ICOM), Abu Dhabi, UAE.
7. Supramaniam, S., Gaur, S. S. Idris, I., & Cheng B. L. (2016). COO effect: Business opportunities for Middle East entrepreneurs in a leading Asian Islamic countries. Paper presented at the International Conference on Organization and Management (ICOM), Abu Dhabi, UAE.
8. Yap, C. S., Cheng, B. L., & Choe, K. L. (2016). Innovativeness, market intelligence practices and firm performance of small and medium sized tour operators. Tourism and Hospitality Research, doi:10.1177/1467358416636931
9. Ng, M. Y., & Cheng, B. L. (2016). The effects of trust and interpersonal influences on electronic word-of-mouth adoption and purchase intention. Proceedings of Oxford 8th Retailing in Asia Conference, College of Management Mahidol University (CMMU), Bangkok, Thailand.
10. Cheng, B. L. (2015). The impact of service innovation on tourist satisfaction: evidence from the Malaysian tourism industry. Global Journal of Business and Social Science Review, 3(1), 140-154.
11. Cheng, B. L. (2015). The impact of service innovation on tourist satisfaction: evidence from the Malaysian tourism industry. Proceedings of the 15th International Conference of Management and Behavioural Sciences, University of British Columbia, Vancouver, BC, Canada.
12. Cheng, B. L. (2015). Perceived justice in service recovery and customer satisfaction: evidence from the Malaysian hotel industry. International Journal of Advances in Management and Economics, 4(5), 7-13.
13. Cheng, B. L., Choy, T. Y., & Ng, J. J. L. (2015). Local independent specialist coffee shops and their followers. Paper presented at the 4th University of Oxford Southeast Asian Studies Symposium, Sunway University, Selangor.
14. Cheng, B. L., & Lew, K. C. (2015). Antecedents of customer loyalty in the Malaysian hotel industry. International Journal for Innovation Education and Research, 3(8), 97-109.
15. Cheng, B. L., & Md. Zabid, A. R. (2015). Interrelationships of service quality, customer satisfaction, corporate image and customer loyalty of Malaysian hotel industry. In Proceedings in Business and Economics, Cultural Tourism in a Digital Era, First International Conference IACuDiT, Athens (p. 37). Switzerland: Springer International Publishing.
16. Sung P. N., & Cheng B. L. (2015). Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. International Journal of Management and Applied Science, 1(8), 80-85.
17. Sung P. N., & Cheng B. L., (2015). Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. Proceedings of The IRES 4th International Conference, Kuala Lumpur, Malaysia.
18. Sung, P. N., Cheng, B. L. (2015). Exploring the impact of relationship marketing upon customer satisfaction and customer loyalty in Malaysian banking industry. Paper presented at the 3rd International Conference on Economics and Social Sciences (ICESS), Flamingo Hotel, Selangor.
19. Yap, M. F., & Cheng, B. L. (2015). Factors affecting consumer’s continuance online purchase intention in Malaysia. Global Journal of Business and Social Science Review, 1(1), 309-321.

1. Research grants, Fundamental Research Grant Scheme (FRGS), Exploratory Research Grant Scheme (ERGS), International College of Sripatum University