Sylvia Ng

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

Area of Expertise:

Service marketing and customer experience management

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. 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. To date, Sylvia has published two articles in the Journal of Service Research, a leading journal in the field of service marketing [Impact factor: 6.842, A*]. 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 service marketing and customer experience management, including customer-firm interactions, customer engagement, value co-creation and resource integration processes. Her work is multidisciplinary in nature and she employs a variety of qualitative and quantitative methods. Notably, her article in the Journal of Service Research (Vol 19, No. 4, 2016) identifies five service provider styles (PRO-RIS) based on eight activity dimensions that facilitate customer value creation. Her subsequent paper explores constellations of customer resource endowments and deficiencies in relation to these service provider styles – the insights provide unique opportunities for organizations to tailor support to customers’ resources and enhance value cocreation efforts.

Refereed Journal Articles

  • 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. [Ranked A*] DOI: http://dx.doi.org/ 10.1177/1094670516662351
  • Ng, Sylvia C., Jillian C. Sweeney and Carolin Plewa (2018), “Managing Customer Resource Endowments and Deficiencies for Value Cocreation: Complex Relational Services,” Journal of Service Research, forthcoming. [Ranked A*] DOI: https://doi.org/10.1177/1094670518812195

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.

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.

Invited Workshops and Seminars

  • 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.