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Sylvia Ng
Home » Faculty & Research » Resident Faculty » Sylvia Ng
Associate Professor I of Marketing, Faculty Director of Action Learning
Area of Expertise:
Value Cocreation; Customer Engagement; Transformative Service Research; Service Inclusion and Exclusion
Sylvia Ng is an Associate Professor I of Marketing and Faculty Director for Action Learning at the Asia School of Business. She also holds the position of Research Affiliate and International Faculty Fellow at the MIT Sloan School of Management. Dr Ng earned First-Class Honors and a PhD in Marketing (with Dean’s Commendation) from the University of Adelaide. Additionally, she received academic recognition while on exchange at Cornell University’s Dyson School of Applied Economics and Management, where she was listed on the Dean’s List.
Sylvia’s academic research lies in the area of services marketing. Specifically, her research examines how service providers can facilitate value creation through interactions with customers, such as value cocreation activities and customer engagement. Her research also encompasses understanding service exclusion practices. She has contributed to the field through publications in the Journal of Service Research, a leading scholarly journal recognized for featuring the highest level of research on service-related topics. In 2023, Sylvia won the Best Paper Award at an international distinguished conference, Frontiers in Service, for an article that was published in the Journal of Services Marketing.
Prior to joining academia, Sylvia was an Assistant Vice President at OCBC Bank Singapore, where she specialized in segment marketing. Her industry experience has given her a deep understanding of the business world, which she uses to make her research and teaching practical and relevant.
- 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 [Best Paper Award]
- Ng, Sylvia C., Jillian C. Sweeney and Carolin Plewa (2020), “Customer Engagement: A Systematic Review and Future Research Priorities,” Australasian Marketing Journal, 28 (4), 235-252. 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). 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). DOI: http://dx.doi.org/10.1177/1094670516662351.
- 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 D. Hollebeek and Jodie Conduit, eds. Taylor & Francis, UK: Routledge, 193-210.
- Ng, Sylvia C. and Rao Hill, S. (2009), The Impact of Negative Word-of mouth in Web 2.0 on brand equity. In the Proceedings of ANZMAC Annual Conference, Australia: Monash University, 1-9.
- Frontiers in Service Conference (2023), 15-18 June, Maastricht, Netherlands. Winner of Best Paper Award.
- Macquarie Business School Research Seminar, Macquarie University, Sydney, Australia, May 1, 2020.
- Frontiers in Service Conference (2019), 18-21 July, NUS, Singapore.
- 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.
- 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.
- 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 “Conceptualizing 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.
- Ng, Sylvia C. (2014), “The perfect match? Supporting value co-creation through service delivery styles: A customer’s perspective”, European Marketing Academy Conference, University of Valencia, 1-3 June, Valencia, Spain.
- Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2013), “Client Perceptions of Financial Planner Value Co-creation and Service Delivery Styles”, Australian and New Zealand Marketing Academy Conference, The University of Auckland, 02-04 Dec, Auckland, New Zealand.
- Ng, Sylvia C. and Sally Rao Hill (2009), “The impact of negative word-of-mouth in Web 2.0 on brand equity”, Australian and New Zealand Marketing Academy (ANZMAC) Conference, Monash University, 30 Nov-02 Dec, Melbourne, Australia.
Sylvia Ng is an Associate Professor I of Marketing and Faculty Director for Action Learning at the Asia School of Business. She also holds the position of Research Affiliate and International Faculty Fellow at the MIT Sloan School of Management. Dr Ng earned First-Class Honors and a PhD in Marketing (with Dean’s Commendation) from the University of Adelaide. Additionally, she received academic recognition while on exchange at Cornell University’s Dyson School of Applied Economics and Management, where she was listed on the Dean’s List.
Sylvia’s academic research lies in the area of services marketing. Specifically, her research examines how service providers can facilitate value creation through interactions with customers, such as value cocreation activities and customer engagement. Her research also encompasses understanding service exclusion practices. She has contributed to the field through publications in the Journal of Service Research, a leading scholarly journal recognized for featuring the highest level of research on service-related topics. In 2023, Sylvia won the Best Paper Award at an international distinguished conference, Frontiers in Service, for an article that was published in the Journal of Services Marketing.
Prior to joining academia, Sylvia was an Assistant Vice President at OCBC Bank Singapore, where she specialized in segment marketing. Her industry experience has given her a deep understanding of the business world, which she uses to make her research and teaching practical and relevant.
- 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 [Best Paper Award]
- Ng, Sylvia C., Jillian C. Sweeney and Carolin Plewa (2020), “Customer Engagement: A Systematic Review and Future Research Priorities,” Australasian Marketing Journal, 28 (4), 235-252. 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). 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). DOI: http://dx.doi.org/10.1177/1094670516662351.
- 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 D. Hollebeek and Jodie Conduit, eds. Taylor & Francis, UK: Routledge, 193-210.
- Ng, Sylvia C. and Rao Hill, S. (2009), The Impact of Negative Word-of mouth in Web 2.0 on brand equity. In the Proceedings of ANZMAC Annual Conference, Australia: Monash University, 1-9.
- Frontiers in Service Conference (2023), 15-18 June, Maastricht, Netherlands. Winner of Best Paper Award.
- Macquarie Business School Research Seminar, Macquarie University, Sydney, Australia, May 1, 2020.
- Frontiers in Service Conference (2019), 18-21 July, NUS, Singapore.
- 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.
- 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.
- 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 “Conceptualizing 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.
- Ng, Sylvia C. (2014), “The perfect match? Supporting value co-creation through service delivery styles: A customer’s perspective”, European Marketing Academy Conference, University of Valencia, 1-3 June, Valencia, Spain.
- Ng, Sylvia C., Carolin Plewa and Jill Sweeney (2013), “Client Perceptions of Financial Planner Value Co-creation and Service Delivery Styles”, Australian and New Zealand Marketing Academy Conference, The University of Auckland, 02-04 Dec, Auckland, New Zealand.
- Ng, Sylvia C. and Sally Rao Hill (2009), “The impact of negative word-of-mouth in Web 2.0 on brand equity”, Australian and New Zealand Marketing Academy (ANZMAC) Conference, Monash University, 30 Nov-02 Dec, Melbourne, Australia.