Dr. Brian Chi Bo WONG

Assistant Professor

E-mail:  cbwong@hksyu.edu
Telephone:    +(852) 2804 8534
Office: RHB 415
Academic Qualifications
  • PhD in Business and Management, University of South Australia, Australia
  • MSc in Business Information Technology, Manchester Metropolitan University, UK
  • MA in Marketing Management, Manchester Metropolitan University, UK
  • MBA, Cardiff Business School, Cardiff University, UK
  • BSc (Hons) in Information Engineering, UMIST, University of Manchester, UK
Professiomal Qualifications
  • Chartered Marketer, The Chartered Institute of Marketing, UK
  • Full Member, The Chartered Institute of Marketing, UK
  • Diploma in Marketing, The Chartered Institute of Marketing, UK
Courses Taught
  • BUS130 and BUS233 Principles of Marketing
  • BUS200 Business Organization and Management
  • BUS240 Customer Insights and Experiences
  • BUS304 Marketing Strategy
  • BUS330 China Marketing
  • BUS383 E Business Management
  • BUS460 Business Strategy
  • Master’s Project
Selected Publications
  1. Wong, C.B., Wong, K.L.K., Wong, W.Y., & Ng, H.C. (2018). The moderating effect of relationship termination costs in the link between relationship commitment and intention to stay: An empirical study of self-financed tertiary education institutions in Hong Kong. 32nd IBIMA Conference: Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth,15-16 November 2018, Seville, Spain, pp.6530-6543.
  2. Wong, C.B., Wong, K.L.K., Ng, H.C., & Chou, C.P. (2017).  Rewarding and punitive switching barriers in a continuous purchasing setting: impact of relationship age. Journal of Electronic Banking Systems, Volume 2018 (2018), DOI: 10.5171/2018.812508.
  3. Wong, C.B., Wong, K.L.K., Wong, M.H., & Wong, M.K. (2017). Switching barriers that help retain online retail banking users:  A study of basic and advanced users. 29th International Business Information Management Association (IBIMA) Conference, Education Excellence and Innovation Management through Vision 2020 (pp. 2956-2969). Vienna, Austria: IBIMA. ISBN: 978-0-9860419-7-6.
  4. Wong, C.B., Wong, K.L.K., Wong, M.H., & Chan, E.W.C. (2016). Use of switching barriers to retain customers: Online retail stock traders in Hong Kong. GSTF Business Review, 4(4), 93-98. DOI: 10.5176/2010-4804_4.4.401.
  5. Wong, C.B., Wong, K.L.K., Ng, H.C., & Wong, M.H. (2013). Mainland Chinese tourists’ expectations, perceived performance of and satisfaction towards shopping malls in Hong Kong. GSTF Business Review, 2(3), 134-139. 
  6. Wong, C.B., & Wong, K.L.K. (2013). Perceived usefulness of Internet for adopters and non-adopters: An empirical analysis of retired senior citizens in Hong Kong. GSTF Journal on Computing, 2(4), 55-60. DOI: 10.5176/2251-3043_2.4.210.  
  7. Wong, C.B., & Wong, K.L.K. (2012). The moderating effect of switching barriers: Online stock and derivatives trading. GSTF Business Review, 2(2), 245-251. 
  8. Wong, C.B. (2012). Facebook usage by small and medium-sized enterprise: The role of domain-specific innovativeness. Global Journal of Computer Science and Technology, 12(4), Version 1.0, 52-59.
  9. Wong, C.B., Ng, H.C., Wong, K.L.K., & Wong, M.H. (2012). The relationship between shopping mall attributes, customer satisfaction and positive word-of-mouth: China visitors in Hong Kong. Global Journal of Management and Business, 12(3), Version 1.0, 49-62.
  10. Wong, C.B. (2011). The influence of satisfaction and relationship commitment on student loyalty in self-financed tertiary education institutions. World Journal of Management, 3(1), 1-14.
  11. Wong, C.B. (2011). The effect of satisfaction and switching costs on customer retention: retail Internet banking services. Global Economy and Finance Journal, 4(1), 1-18. 
  12. Wong, C.B. (2011). Perceptions of customer satisfaction, switching costs and customer retention: An empirical study of basic and advanced Internet banking users in Hong Kong. Global Journal of Management and Business, 11(2), 57-66.
  13. Wong, C.B., & Mula, J.M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail internet banking service in Hong Kong. IBIMA Business Review, 2, 20-28. 
  14. Wong, C.B., & Mula, J.M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail internet banking service in Hong Kong. 11th International Business Information Management Association (IBIMA) Conference on Innovation and knowledge Management in Twin Track Economies  (pp. 1773-1781). Cairo, Egypt:IBIMA. ISBN : 978-0-9821489-0-7.
  15. 王 志 寶 、 梁 詩 明 (2009) ,金 融 海 嘯 下 預 期 就 業 安 穩 信 心 及 預 期 經 濟 前 景 對 香 港 市 民 消 費 意 欲 的 影 響 ,於 司 徒 永 富 、陶 濤 ,金 融 海 嘯 對 中 港 兩 地 的 影 響 (頁 205-220) ,香 港 : 匯 智 出 版。
Research Interests
  • Strategic impacts of information systems and technology
  • Factors affecting technological adoption
  • Factors affecting customer satisfaction and loyalty
  • E-Commerce