Curriculum Vitae

DR. AMRUL ASRAF BIN MOHD ANY

Senior Lecturer
  • Department of Management & Marketing
    Faculty of Business and Economics
  • 79673963

AREAS OF EXPERTISE

  • MARKETING
    Services Marketing, Customer perceived value, Customer participation, Digital Marketing

ACADEMIC QUALIFICATION

  • PhD(Marketing)(Nottingham,UK)(2011), (Marketing)
    University of Nottingham
  • MSc(International Hospitality Mgmt)(Strathclyde,UK)(2004), (Pengurusan Hotel)
    University of Strathclyde, United Kingdom
  • BSc(Hons)(Hotel Mgmt)(UiTM)(1999), (Pengurusan Hotel)
    Universiti Teknologi Mara (Uitm)
  • Dip.Hotel Mgmt (UiTM)(1997), (Pengurusan Hotel)
    Universiti Teknologi Mara (Uitm)

ADMINISTRATIVE DUTIES

  • BBA Programme Task Force
    01 Aug 2023 - 31 Jul 2026 (Deputy Dean (Undergraduate) Office, Faculty of Business and Economics)
  • Committee Members
    07 Jun 2023 - 21 Jun 2023 (University Malaya)
  • Undergraduate Academic Advisor (Penasihat Akademik Ijazah Pertama)
    03 Oct 2019 - 31 Jan 2020 (Department of Marketing, Faculty of Business & Accountancy)
  • Manager Publication Department
    14 Mar 2019 - 31 Dec 2019 (Department of Marketing, Faculty of Business & Accountancy)
  • Undergraduate Academic Advisor (Penasihat Akademik Ijazah Pertama)
    18 Sep 2017 - 17 Sep 2018 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Committee Member of Quantitative Data Analysis Unit (Ahli Jawatankuasa Unit Penganalisaan Data Kuantitatif)
    14 Sep 2015 - 13 Sep 2018 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Committee Member of MBA Guidebook 2017/18 (Ahli Jawatankuasa Buku Panduan MBA 2017/18)
    06 Jul 2017 - 05 Jul 2018 (Graduate Business School, Faculty of Business & Accountancy)
  • Undergraduate Academic Advisor (Penasihat Akademik Ijazah Pertama)
    12 Aug 2016 - 11 Aug 2017 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Interview Panel for First Degree Programmes 2017/18 Intake (Panel Penemuduga Eksesais Kemasukan Program Ijazah Pertama 2017/18)
    29 May 2017 - 01 Jun 2017 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Committee Member of MBA Curriculum (Ahli Jawatankuasa Kurikulum MBA)
    07 Dec 2015 - 11 May 2017 (Graduate Business School, Faculty of Business & Accountancy)
  • Coordinator for L'Oreal Brandstorm Challenge
    31 Oct 2011 - 31 Oct 2014 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • PANEL UNTUK TEMU DUGA KEMASUKAN CALON LEPASAN STPM /SETARAF SESI 2014/2015 24-27 Mei 2014
    24 May 2014 - 27 May 2014 (University Malaya)
  • Committee Member for E-Learning
    12 May 2011 - 12 May 2014 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Interviewer - Panel Penemuduga Bagi Kemasukan ke Program Ijazah Dazar & Asasi Sesi 2013/2014
    10 May 2013 - 10 May 2014 (University Malaya)
  • Committee Member for FBA's Marketing and Publicity
    07 May 2011 - 06 May 2014 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Committee Member for FBA Workshop 2012
    05 Oct 2012 - 31 Dec 2012 (Faculty of Business and Accountancy Dean's Office, Faculty of Business & Accountancy)
  • Committee Member-cum-Paper Editor for the 2nd International Conference on Islamic Marketing and Branding (ICIMB2012), Jointly organised by UM and Brunel University, London
    20 Dec 2012 - 21 Dec 2012 (International)

AWARD AND STEWARDSHIP

  • CERTIFICATE OF EXCELLENT SERVICE
    University of Malaya, 2016 (University)
  • Anugerah Khas Staf Akademik (Personaliti Paling Menarik - Jabatan Pemasaran)
    Universiti Malaya, 2012 (Department)
  • CERTIFICATE OF EXCELLENT SERVICE
    University of Malaya, 2005 (University)

PUBLICATIONS

Article in Journal
WoS
  1. Mohd-Any, Amrul Asraf; Sarker, Moniruzzaman; Hui, Fabian Low Zhen (2023). Understanding users & apos; switching intention of cloud storage services: A push-pull-mooring framework, JOURNAL OF CONSUMER BEHAVIOUR. . doi:10.1002/cb.2239
  2. Mohd-Any, AA; Sundramohana, M; Sarker, M (2022). Does patient empowerment matter in building loyalty?, INTERNATIONAL JOURNAL OF CONSUMER STUDIES. . doi:10.1111/ijcs.12718
  3. Lone, AN; Mohd-Any, AA; Salleh, NAM (2021). Social Media Agencies and Clients: A Resource Integration Approach, JOURNAL OF BUSINESS-TO-BUSINESS MARKETING. 28(4), 369-394. doi:10.1080/1051712X.2021.2012080
  4. Sarker, M., Mohd-Any, A. A., & Kamarulzaman, Y. (2021). Validating a consumer-based service brand equity (CBSBE) model in the airline industry. Journal of Retailing and Consumer Services, 59, 14. doi: 10.1016/j.jretconser.2020.102354
  5. Mohd-Any, A. A., Mutum, D. S., Ghazali, E. M., Mohamed-Zulkifli, L. (2019). To fly or not to fly? An empirical study of trust, post-recovery satisfaction and loyalty of Malaysia Airlines passengers. Journal of Service Theory and Practice, 29(5/6), 661-690. doi:10.1108/jstp-10-2018-0223
  6. Sarker, M. M., Mohd-Any, A. A., Kamarulzaman, Y. (2019). Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector. Journal of Hospitality and Tourism Management, 38, 39-48. doi:10.1016/j.jhtm.2018.11.002
  7. Mohd-Any, A. A., Winklhofer, H., Ennew, C. (2015). Measuring Users Value Experience on a Travel Website (e-Value): What Value Is Cocreated by the User?, Journal of Travel Research. 54(4), 496-510
Others
  1. Mohd Salleh, N.A., Che-Ha, N., Kitchen, P.J. and Mohd-Any, A.A. (2019). Online purchasing: The role of web experience factors. International Journal of Electronic Marketing and Retailing, 10(3), 260-282.
  2. Sarker, M. M., Mohd-Any, A. A., & Kamarulzaman, Y. (2019). Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector. Journal of Hospitality and Tourism Management, 38, 39-48.
  3. Butt, M. M., Yu Y., Mohd-Any, Amrul Asraf, Mutum, D.S., Ting, H. and Khong, K. K. (2018 in press). Antecedents of consumer-based electronic retail brand equity: An integrated model. Asian Academy of Management Journal, 23(2), 66-99.
  4. Mutum, D.S., Ghazali, E., Mohd-Any, A.A. & Nguyen, B. (2018). Avoidance of Sponsored Posts on Consumer Generated Content: A Study of Personal Blogs. The Bottom Line, 31(1), 76-94. DOI: 10.1108/BL-09-2017-0027
  5. Mahdzan, N.S., Mohd-Any, A.A. & Chan, M.K. (2017) The Influence of Financial Literacy, Risk Aversion and Expectations on Retirement Planning and Portfolio Allocation in Malaysia. Gadjah Mada International Journal of Business. 19(3).
  6. Ghazali, E., Nguyen, B., Mutum, D. S., & Mohd-Any, A. A. (2016). Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electronic Markets, 26(2), 157 171. DOI: 10.1007/s12525-016-0218-1. (Q1) (IF: 4.417)
  7. Mohd-Any, A.A., Mahdzan, N.S. & Valinejad, H. (2016). Young Adults Perceptions of Online Service Quality. International Journal of Electronic Marketing & Retailing, 7(2), 91-114.
  8. Mohd-Any, A. A., Winklhofer, H., Ennew, C. 2015. Measuring Users Value Experience on a Travel Website (e-Value): What Value Is Cocreated by the User? Journal of Travel Research 54(4): 496-510
  9. Mohd-Any, Amrul Asraf, Nurul Shahnaz Mahdzan, and Chua Siang Cher (2014). Food Choice Motives of Different Ethnics and the Foodies Segment in Kuala Lumpur. British Food Journal. 116(12): 1879-1896.
  10. Mahdzan, N.S., Mohd-Any, A.A. & Wan Zainal Abidin, W.A. 2013. Key factors for engagement in Independent Financial Advisor (IFA) services in Malaysia. International Journal of Advances in Management and Economics.
  11. Shilpa Iyanna, Bosangit, C. & Mohd-Any, A.A. 2012. Value evaluation of customer experience using consumer generated content. International Journal of Management and Marketing Research 5(2):89
Chapter in Books
  1. Mahdzan, N.S., Mohd-Any, A.A. & Hamzah, Z.L. (2016). Co-creating value with online banking services: The case of Maybank. In Roy, S., Mutum, D.S. & Nguyen, B. (Eds). Services Marketing Cases in Emerging Markets - An Asian Perspective. Springer International Switzerland.
  2. Mohd-Any, A.A. & Mahdzan, N.S. (2016). Prince Court Medical Centre (PCMC): The hospital with a 5-star hotel-like experience and beyond. In Roy, S., Mutum, D.S. & Nguyen, B. (Eds). Services Marketing Cases in Emerging Markets - An Asian Perspective. Springer International Switzerland.
Article in Proceeding
  1. Amrul Asraf Mohd Any, Heidi Winklhofer and Christine Ennew. 2009. A conceptualisation of customer participation and customer perceived value in an Internet self-service technology environment. Academy of Marketing Conference, Leeds Metropolitan University.
  2. Dahlan Abdullah, Salleh Mohd Radzi and Amrul Asraf Mohd Any. 2006. How effective is your hotel website? a business segment perspective. National Seminar on Science, Technology & Social Sciences, Kuantan, Pahang, Malaysia.
  3. Amrul Asraf Mohd Any. 2005. Internet Marketing Strategy: An Analysis of Hotel Websites Features and Industry Perceptions. Proceedings of the 5th Annual Hawaii International Conference on Business, Honolulu USA.
  4. Nor Khomar Ishak, Ezlika Ghazali and Amrul Asraf Mohd Any. 2005. Quality Management Practices in the Banking Organizations: Exploratory Study in the Case of Malaysia. International Conference on Global Business In Service, Challenges, Uncertainties and Opportunities, Bali Indonesia.

RESEARCH PROJECT

National
  1. 2014 - 2015, SSRC, Faculty of Economics & Administration
    Savings Adequacy Among Retirees in Malaysia: Issues and Options ( Consultant)
  2. 2010 - 2013, Fundamental Research Grant Scheme (FRGS)
    Measuring Services: A Pilot Study from Concepts to Tangible Statistics ( Consultant)

CONSULTANCY PROJECT

  • Journal Reviewer, Emerald
    01 Jan 2019 - 01 Jan 2019 (International)
  • Journal Reviewer, UPM
    01 Jan 2019 - 01 Jan 2019 (International)
  • Profiling The Graphic Designers Within The Klang Valley, Malaysia, Majlis Rekabentuk Malaysia
    01 Jan 2014 - 01 Jan 2014 (National)
  • Marketing Strategy for Ccisum, Communication and Cultural Innovation and Support University of Malaya
    01 Jan 2014 - 01 Jan 2014 (National)

PAPER PRESENTED

EVENT ORGANISER
  1. International Marketing Conference, Institute of Business Administration (IBA) 3rd International Conference on Marketing, IBA & UM (International) (19 Dec 2016 - 20 Dec 2016)
PRESENTER
  1. Translating Practice Theory into Consumer Research with Coherent Research Strategies, Institute of Business Administration (IBA) 3rd International Conference on Marketing, IBA & UM (International) (19 Dec 2016 - 20 Dec 2016)
  2. The Awareness of Islamic Banking Products: Some Demographics Comparisons, 2nd International Conference on Islamic Marketing & Branding, University Malaya AND Brunel University (International) (20 Nov 2012 - 21 Nov 2012)
  3. A conceptualisation of customer participation and customer perceived value in an Internet self-service technology environment, Academy of Marketing Conference, Leeds Metropolitan University., Academy of Marketing & Leeds Metropolitan University (International) (01 Jan 2009)
  4. Internet Marketing Strategy: An Analysis of Hotel Websites Features and Industry Perceptions., the 5th Annual Hawaii International Conference on Business (International) (01 Jan 2005)
OTHERS
  1. Re-Presenting Practice Theory in Qualitative Consumption Research, 7th Qualitative Research Conference (QRC) 2013, Qualitative Research Association of Malaysia (QRAM) (National) (21 Nov 2013 - 23 Nov 2013)
  2. How effective is your hotel website? a business segment perspective., National Seminar on Science, Technology & Social Sciences (National) (01 Jan 2006)
  3. Quality Management Practices in the Banking Organizations: Exploratory Study in the Case of Malaysia, International Conference on Global Business In Service, Challenges, Uncertainties and Opportunities (International) (01 Jan 2005)

ACADEMIC/PROF. SERVICES

Evaluation
  1. (2023) Do Inclusivity Matter in Ad Campaign: An Experimental Study in Asia, University, (Internal Examiner)
  2. (2023) Drivers of Consumer Brand Advocacy in Higher Education Institutions of Malaysia a Focus On International Student Segment, University, (Internal Examiner)
  3. (2019) Examining the Role of Customer Engagement in Augmenting Referral Value: The Moderated-Mediation of Relational and Expertise Value for the Journal of Service Theory and Practice (an ISI journal) , (Reviewer)
  4. (2019) Service Failure: The Effect of Corporate Social Responsibility on Consumer Forgiveness (PhD Thesis, MONASH UNIVERSITY) , (External Examiner)
  5. (2018) Determinants of Muslim Consumer Switching Intention to Consume Halal Personal Care Product , (Reviewer)
  6. (2017) The Effect of Perceived Risk in Predicting Gift Purchase Behaviour, (Internal Examiner)
  7. (2016) "Tourism Business by Using Social Media" (Conference), (Reviewer)
  8. (2016) "The Effect of Perceived Risk in Predicting Gift Purchase Behaviour" (PhD thesis), (Internal Examiner)
  9. (2016) "Tactics to save Brands from permanent failure" (Conference), (Reviewer)
  10. (2016) "Entrepreneurial Marketing and Owner-managed Small Firm Performance in Pakistan" (Conference), (Reviewer)
  11. (2016) "Relationship Between Demographic Variables and Customers Complaint Behavior in Philippine Dine-In Restaurant Setting: A Study of Graduate Students in Metropolitan Manila" for Asian Journal of Business & Accounting (Journal), (Reviewer)
  12. (2016) "The influence of visitors perception towards satisfaction and revisit intention" (Conference), (Reviewer)
  13. (2016) "Segmenting foodies for a foodie destination" for Current Issues in Tourism (Journal), (Reviewer)
  14. (2015) Work Variable, Non-Work Variable and Work-Family Conflict Towards Quality of Work Life Among Hotel Executives In Malaysia , (External Examiner)
  15. The Impact of the Interface between Religiosity, Animosity and Ethnocentrism on Product Country Image to Purchase American Cars across Saudi Arabia , (Internal Examiner)
  16. The Antecedents of Social Media Adoption: A Study on the Antecedents of Social Media Needs and Innovation Characteristics , (Internal Examiner)

SUPERVISION

Postgraduate Student
PhD/ Doctoral
  1. (2023) Research on the Internal Mechanisms Underlying Consumers’ Impulsive Purchase Behaviour in Online Consumption Contexts, Yingfei Sun
  2. (2023) The Influence of Social Commerce on Consumer Decision Making, HALEH HAKIM JAVADI
  3. (2018) DEVELOPING AN INTEGRATED SERVICE BRANDING MODEL, MD MONIRUZZAMAN SARKER
  4. (2015) Exploring the role of User Generated Content (UGC) as a driver for Value Co-Creation, Ahsan Naeem Lone
  5. (2012) Cultural consumption and consumer identity in the context of Malaysian contemporary art, Lee Yoon Heng
Master
  1. (2021) The Impact of Celebrity Influencers on Attitude Towards Brand Choice of Generation Z in Malaysia, SITI RAHMAH OTHMAN
  2. (2021) The Impact Of Physical Environment Of Coffee Shop In Kuala Lumpur Towards Customer Loyalty, SITI SYAZA NABILAH FAUZIHANA
  3. (2021) A Study Of Factors Influencing Consumer?s Booking Decision And Adoption Of Cinema Mobile Application, LOW JIA MING
  4. (2021) The Impact Of Sustainable Japanese Brands On Green Purchase Intentions In Japan And Malaysia, SAKURA KASAI
  5. (2021) Factors Influencing Purchase Intention of a Robo-Advisor Service in Malaysia, KHAIRULZAMAN KHAIRRUDIN
  6. (2020) The Acceptance Analysis of 3D Virtual Outbound Tourism for Senior Citizen Aged 70+, ZHENNI BU
  7. (2020) The Determinants of Click-Through Rate of Social Media Video Advertising Across Facebook, Instagram, And Tiktok Among Malaysians., WENG SOON THAM
  8. (2020) Research on the Impact of Live Streaming on Consumers' Purchase Intention Based on TAM, ZEXUAN QU
  9. (2020) A Study on The Impact Of E-Commerce Website Convictions Towards Consumer, ANG WEI BING
  10. (2020) Antecedents of Impulsive Purchase Behaviour in Live Streaming E-Commerce: A Perspective of Involvement Theory, SHAOXUAN LU
  11. (2015) Perceived Justice in Service Recovery of Malaysia Airlines: The Mediating Effects of Trust and Overall Satisfaction, Lokmanulhakim Mohamed Zulkifli
  12. (2015) Malaysian Consumers' Intentions to Purchase Authentic Luxury Fashion Brands, Peng Yao
  13. (2015) Customer Participation in Value Creation in the Context of Automotive After-Sales Service, Isyraf Ismail
  14. (2015) Continuance Participation Intentions of Young Instagram Users in Malaysia, Lim Pei Xin
  15. (2014) The mediating role of customer trust and switching barriers on the satisfaction-loyalty relationship in Spa treatment services, Yap Chue Leng
  16. (2014) Factors Influencing Malaysian Domestic Tourists' Revisit Intention and Destination Satisfaction, Dominic Hoe
  17. (2014) Consumers' willingness to purchase certified organic food complying with the Malaysian organic standards, Chai Cheun Kuan
  18. (2014) Adoption of Food Safety Detection Technology Among Food Manufacturers, Chang Yen Heng
  19. (2013) Factors influencing brand trust in airlines e ticketing, Tee May Fong
  20. (2012) Electronic Word of Mouth (EWOM), Tourists Attitudes and Travel Intention among Inbound Muslim Tourists in Malaysia, Marina Mohamed
  21. (2012) Consumer willingness to buy organic food products in Klang valley, Dayang Suhana Jojo Awang Sidik
  22. (2011) Online Service Quality in Young Adult Market, Hassan Valinejad
  23. (2011) Malaysian Attitudes Towards Web Advertising, Priya Ragavan
  24. (2011) Food Choice Motives of Consumers in Metropolitan Kuala Lumpur, Chua Siang Cher
  25. (2010) The Relationship Between Brand Equity and Customer Loyalty: Petrol Station Brand in Malaysia, Fang Chee Hoe
  26. (2010) Factors Influencing Success of Group Online Purchase (GROUPON) as a Promotional Tool in Malaysia, Chua Li Por

TEACHING

Master
  1. (2023) CQC7025 - Services Marketing
  2. (2021) CQC7025 - Services Marketing
  3. (2014) CMGB6302 - Services Marketing
  4. (2012) CMGM6101 - Marketing Strategy
Bachelor
  1. (2023) CIF3002 - Hospitality Management
  2. (2023) CIF1001 - Principles of Marketing
  3. (2023) CIF2002 - Retailing
  4. (2023) CIF3004 - Services Marketing
  5. (2021) CIF3002 - Hospitality Management
  6. (2021) CIF1001 - Principles of Marketing
  7. (2021) CIF3004 - Services Marketing
  8. (2015) CBEB3318 - Intergrated Marketing Comunications
  9. (2015) CBEB3319 - Services Marketing
  10. (2012) CBEB2105 - Business Research
  11. (2012) CBEB2105 - Business Research
  12. (2012) CBEB3318 - Integrated Marketing Communications
  13. (2012) CBEB3318 - Integrated Marketing Communications
  14. (2011) CBEB3307 - Tourism Management

SOCIAL RESPONSIBILITY ACTIVITIES

  • Journal Reviewer (Contribution to Academic Community), (28 Jun 2019 - 01 Aug 2019)