BA (Hons) (CityU) Assistant Professor
MSC-EM Programme Director
Co-Director, Chinese Family Succession Research Centre Department of Marketing
Tel : (852) 3963 5588 Email : email@example.com
Kenneth is an academic, consultant and trainer. He completed his doctoral training by research on consumer behaviour and has contributed to new knowledge development through scholarly publications in the areas of business ethics and marketing strategy. As a seasoned consultant, he often advises the public and private sector on branding, corporate identity, customer satisfaction, service quality and market positioning. These hand-on experiences have led to the writings of award-winning cases for learning and teaching. He is active in providing training on service excellence and a commentator on marketing practices. He gives instruction on a range of marketing courses including business-to-business marketing and entrepreneurial marketing. To recognise his good teaching and dedication to learning, Kenneth is named as one of the best teachers by the University.
Research and Teaching Interests
Business Ethics, Entrepreneurship, Family Succession, Marketing Channels, Marketing Strategy
Intellectual Contributions (Publications, Conferences, Books, Book Chapters, etc.)
Wang, Z., Kwong, K. K., Luk, K., Tao, B., & Li J. (2020). The B2P model of Keywa: Toward innovativeness of an e-commerce unicorn in chemical products. China Management Case Sharing Centre, Dalian University of Technology. BY-4-EPSM-20200626113128.
Kwong, K. K., Leung, T. K. P., Chow, E. Y. H., & Man, T. W. Y. (2019). Socially responsible company: What Hong Kong Ferry has done and should do? The Global Platform of China Cases, China Europe International Business School, GC-19-029.
Kwong, K. K., Tang, F., Tian, V., & Fung, A. L. K. (2015). Can customer loyalty be explained by virtue ethics? The Chinese way. Asian Journal of Business Ethics, 4(1), 101-115.
Meng, G. J., Summery, J. H., Herndon, N. C., & Kwong, K. K. (2009). On the retail service quality expectations of Chinese shoppers. International Journal of Market Research, 51(6), 773-796.
Kwong, K. K., Yu, W. Y. P., Leung, J. W. K., & Wang, K. (2009). Attitude toward counterfeits and ethnic groups: Comparing Chinese and Western consumers purchasing counterfeits. Journal of Euromarketing, 18(3), 157-168.
Leung, J. W. K., & Kwong, K. K. (2009). A structured approach to describing service for creating a delightful experience. Computers & Industrial Engineering, 57(2), 563-570.
Wan, W. W. N., Luk, C. L., Yau, O. H. M., Tse, A. C. B., Sin, L. Y. M., Kwong, K. K., & Chow, R. P. M. (2009). Do traditional Chinese cultural values nourish a market for pirated CDs? Journal of Business Ethics, 88(Supp. 1), 185 – 196.
Kwong, K. K., Yau, O. H. M., Lee, J. S. Y., Sin, L. Y. M., & Tse, A. C. B. (2003). The effects of attitudinal and demographic factors on intention to buy pirated CDs: The case of Chinese consumers. Journal of Business Ethics, 47(3), 223-235.
Kwong, K. K., & Yau, O. H. M. Yau (2002). The conceptualization of customer delight: A research framework. Asia Pacific Management Review, 7(2), 255-265.
Sin, L. Y. M., So, S. L., Yau, O. H. M., & Kwong, K. K. (2001). Chinese women at the crossroad: An empirical study on their role orientations and consumption values in a Chinese society. Journal of Consumer Marketing, 18(4), 348-367.
Kwong, K. K., & Sharma, P. (2019). Brand personality: Does excitement promote customer satisfaction? The 2019 ANZMAC Conference.
Kwong, K. K., & Leung, J. W. K. (2018). Unspoken success: Legitimizing innovation adoption of green technology. The 27th World Business Congress.
Kwong, K. K. (2018). Behind luxury brand experience and loyalty: Research agenda on self-brand congruity and independent self-construal. The Mystique of Luxury Brands Conference.
Kwong, K. K., Tang, F., & Xie, T. (2016). Is the concept of Junzi measurable? A consumer perspective of virtue ethics in China. The 6th World Business Ethics Forum.
Kwong, K. K., & Leung, J. W. K. (2016). Can a delightful experience be created? A three-factor model of service delivery. The 2016 ANZMAC Conference.
Kwong, K. K. (2016). Is there a shortcut for upgrading from OEM to OBM? Lessons from furniture manufacturers in China. The 19th AMS World Marketing Congress.
Kwong, K. K. (2015). Does third-party logistics create a synergy effect on firm performance? The 18th AMS World Marketing Congress.
Kwong, K. K., Tang, F., Tian, V., & Fung, A. L. K. (2014). Can customer loyalty be explained by virtue ethics? The Chinese way. The 5th World Business Ethics Forum.
Lee, A. Y. K., & Kwong, K. K. (2014). Rating quality of a credit rating agencies: The development of a user-based assessment model. The 12th Eurasia Business and Economics Society Conference.
Ho, D. K. C., & Kwong, K. K. (2013). Knowing the unknown: Operating forces behind green innovation adoption for sustainability. The 2013 AMA Marketing and Public Policy Conference.
Leung, J. W. K., Kwong, K. K., & Lai, B. (2011). A hybrid approach to integrate customer experience management (CEM) and customer relationship management. The 41st International Conference on Computers & Industrial Engineering.
Kwong, K. K., & Leung, J. W. K. (2011). Effects of service delivery on customer delight: An experimental approach in a service environment. The 2011 Annual Conference of China Marketing Science.
Kwong, K. K., Wang, X., Leung, J. W. K., & Chan, R. Y. K. (2009). Reaching a new height with 3PLs: An exploratory study of companies in South China. Conference on Marketing Innovation and Strategic Management for Transiting from OEM to OSM.
Yau, O. H. M., & Kwong, K. K. (2007). Searching for differences between delighted and satisfied customers: A structured equation model approach. The 13th Asia Pacific Management Conference.
Kwong, K. K., Leung, J. W. K., & Yau, O. H. M. (2007). Accounting for the differences between delighted and satisfied customers. The 9th Global Business and Technology Association International Conference.
Yau, O. H. M., & Kwong, K. K. (2006). Developing a scale for service behaviour (FACE). The 12th Asia Pacific Management Conference.
Leung, J. W. K., & Kwong, K. K. (2006). A structured approach to describing services for creating a delightful experience. The 36th International Conference on Computers & Industrial Engineering.
Kwong, K. K., Yau, O. H. M., & Leung, J. W. K. (2005). Conceptualization of a service delivery model in a restaurant context. The 11th Asia Pacific Management Conference.
Meng, J., Summery, J. H., Herndon, N. C., & Kwong, K. K. (2004). An integrated purchase process service quality model of the perception of retail service quality among Chinese consumers in Hong Kong. The Annual Meeting of the Society for Marketing Advances.
Kwong, K. K. (2001). An exploratory study to measure customer delight: Using the JEST-V framework. The 10th AMS World Marketing Congress.
Research Grants and Awards
Principal Investigator, Effects of self-brand congruity and independent self-construal on brand experience and customer loyalty. UGC Research Matching Grant Scheme.
Principal Investigator, Management case series: Education, training and teaching as a liberal art, Shao Ming Lo Foundation.
Co-Investigator, Case centre for business education, Strategic Development Grant, The Hang Seng University of Hong Kong.
Co-Investigator, HSUHK resource centre for startups and SMEs, Strategic Development Grant, The Hang Seng University of Hong Kong.
Recipient, The HSUHK Teaching Excellence Awards
Business and Professional Engagement (including membership)
Hong Kong Ferry (Holdings) Co. Ltd.: Blue Ocean Strategy: Marketing New Services; Quality Customer Service Training Workshop: Creating a Delightful Service Experience
Hong Kong Jewelry Manufacturers’ Association: Research of Up-to-date Referential Models of Best Practices of Jewelry Design & Service Design of Hong Kong Jewelry Industry
Hoya Lens Hong Kong Ltd.: An Eyes’ Health Survey of Children in Grass-roots Families
Hongkong Post, HKSAR: Retail Transformation Programme
Hong Kong Professionals and Senior Executive Association: Hong Kong Social Harmony Survey
HYFCO Travel Agency Limited: Crisis Management Workshop for Service Industries
Kai Shing Management Services Ltd.: Resident Satisfaction Survey
Karrie International Holdings Limited: A Study of Restaurant Sector in the Hong Kong Market
Lands Department, HKSAR: Customer Satisfaction and Opinion Survey for Lands Administration Office
Leisure and Cultural Services Department, HKSAR: Service Enhancement Project in Swimming Pools of LCSD
Long Win Bus Co. Ltd.: Passenger Satisfaction Survey
Luk Fook Holdings Company Limited: Market Positioning, Customer Preferences, and New Product Development of Luk Fook Jewellery
SGS Hong Kong: Customer Satisfaction Survey on SGS’s Testing Services
Sun Hung Kai Properties: Consumer Survey of Hong Kong Outbound Tourists, Hong Kong Travel Expo, East Point City
Transport Department, HKSAR: Study on Outlying Islands Ferry Services
Academy of Marketing Science (AMS)
Australia & New Zealand Marketing Academy (ANZAMC)
School of Business
Lee Quo Wei Academic Building,
The Hang Seng University of Hong Kong,
Hang Shin Link, Siu Lek Yuen, Shatin,