Sylvia Ng

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Assistant Professor of Marketing, Asia School of Business
International Faculty Fellow and Research Affiliate, MIT Sloan School of Management

Area of Expertise:

Service marketing, customer experience management

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Sylvia Ng is an Assistant Professor of Marketing at the Asia School of Business. She is also an International Faculty Fellow and Research Affiliate at MIT Sloan School of Management. Dr. Ng graduated with First Class Honours and a Ph.D. in Marketing (Dean’s Commendation) from the University of Adelaide. She was also on the Dean’s list while on exchange at Cornell University, the Dyson School of Applied Economics and Management. Sylvia has published articles in the Journal of Service Research, a scholarly journal that features the highest level of research relating to service. Prior to her current role, she was an Assistant Vice President at OCBC Bank Singapore specializing in segment marketing.

Sylvia’s academic research focuses on how companies can facilitate value creation and create positive experiences for customers through meaningful customer-firm interactions. Her research interests lie in the area of service marketing; including customer value cocreation, customer engagement, service design and customer experience management. Her work is multidisciplinary in nature and she employs a variety of qualitative and quantitative methods. Notably, her paper titled “Professional Service Providers’ Resource Integration Styles (PRO-RIS): Facilitating Customer Experiences”, identifies five service provider styles and a typology of eight activity dimensions related to each style. Her subsequent paper, “Managing Customer Resource Endowments and Deficiencies for Value Cocreation”, is a follow up study that identifies constellations of customer resource endowments and deficiencies associated with each service provider style (PRO-RIS). These insights offer unique opportunities for companies to support and enhance value cocreation efforts with their customers.

Refereed Journal Articles

Ng, Sylvia C., Chuah, H. Y., Nungsari, M. (2022), “A Voice for the Silent: Uncovering Service Exclusion Practices”, Journal of Services Marketing, 36 (7), 991-1005. DOI: https://doi.org/10.1108/JSM-10-2021-0368 – pre-print available on ResearchGate
Ng, Sylvia C., Jillian C. Sweeney and Carolin Plewa (2020), “Customer Engagement: A Systematic Review and Future Research Priorities,” Australasian Marketing Journal, forthcoming. [Invited paper] DOI: https://doi.org/10.1016/j.ausmj.2020.05.004 – open access
Ng, Sylvia C., Jillian C. Sweeney and Carolin Plewa (2019), “Managing Customer Resource Endowments and Deficiencies for Value Cocreation: Complex Relational Services,” Journal of Service Research, 22 (2), 156-172. [5-Year Impact Factor: 9.211] DOI: https://doi.org/10.1177/1094670518812195
Ng, Sylvia C., Carolin Plewa and Jillian C. Sweeney (2016), “Professional Service Providers’ Resource Integration Styles (PRO-RIS): Facilitating Customer Experiences,” Journal of Service Research, 19 (4), 380-395. [5-Year Impact Factor: 9.211] DOI: http://dx.doi.org/ 10.1177/1094670516662351

Invited Book Chapters

Ng, Sylvia C., Carolin Plewa and Jillian C. Sweeney (2016), “Customer Engagement with a Service Offering: A Framework for Complex Services,” in Customer Engagement: Contemporary Issues and Challenges. Roderick J. Brodie, Linda Hollebeek and Jodie Conduit (eds), Taylor & Francis, UK: Routledge p. 193-210.

Refereed Conference Publications

Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2016), “Professional Service Providers’ Resource Integration Styles (PRO-RIS): An Empirical Examination,” Frontiers in Service Conference, June, Bergen, Norway.
Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2013), “Client Perceptions of Financial Planner Value Co-creation and Service Delivery Styles”, proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference, The University of Auckland, 02-04 Dec, Auckland, New Zealand.

Google Scholar: https://scholar.google.com/citations?user=_M-z64sAAAAJ&hl=en

Invited Workshops and Seminars

ASB Research Seminar Series, “Professional Service Providers’ Resource Integration Styles (PRO-RIS): Facilitating Customer Experiences”, Asia School of Business, Malaysia, Kuala Lumpur, March 14, 2018.
UWA Marketing Seminar Series, “Service Employees’ Resource Integration Styles (SERIS): Facilitating Customer Experiences”, The University of Western Australia, Perth, Australia, July 29, 2015.
Customer Engagement and Interactivity Workshop, “Conceptualising Customer Engagement Styles in a Complex Service”, Co-hosted by The University of Adelaide Business School and The University of Auckland Business School, Adelaide, Australia, July 10-11, 2014.

Doctoral Colloquiums

Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2015), “Service Employees’ Resource Integration Styles (SERIS): Facilitating Customer Experiences”, Doctoral Colloquium, The University of Adelaide Business School, 18-19 September, Adelaide, Australia.
Ng, Sylvia C. (2014), “The perfect match? Supporting value co-creation through service delivery styles: A customer’s perspective”, European Marketing Academy Conference (EMAC) Doctoral Colloquium, University of Valencia, 1-3 June, Valencia, Spain.
Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2013), “Client Perceptions of Financial Planner Value Creation and Service Styles”, ANZMAC Doctoral Colloquium, The University of Auckland, 30-1 December, Auckland, New Zealand.

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