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Asia School of Business

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Sylvia Ng

Home  » Faculty & Research » ASB Resident Faculty » Sylvia Ng

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

Area of Expertise:

Services Marketing; Value Cocreation; Customer Engagement; Customer Experience Management; Transformative Service Research

Sylvia Ng is an Assistant Professor I of Marketing and Faculty Head for Action Learning at the Asia School of Business. She is also holds the position of International Faculty Fellow and Research Affiliate at the MIT Sloan School of Management. Dr. Ng earned First-Class Honors and a Ph.D. 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 specializes in services marketing, with a specific focus on developing strategies for companies to effectively engage and co-create value with customers. Her research also encompasses the design of exceptional and inclusive service experiences for customers. 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.

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. MIT Sloan Staff Directory: https://mitsloan.mit.edu/staff/directory/sylvia-ng

Courses

  • Fundamentals of Services Marketing, Instructor
  • Services Marketing Practicum, Instructor
  • Action Learning for Full-Time MBA
  • Business Research Methods for Action Learning, Co-Instructor

Lectures 

  • Service Experience and Design, Part 1 and 2
  • Designing Customer Surveys, Part 1 and 2
  • Identifying Customer Needs: A Qualitative Perspective
  • Qualitative Research for Working Professionals

Selected Industry Projects (Action Learning)

  •  Johnson and Johnson, Meiyume, P&G, Samsung, Volvo, Unilever

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.

Sylvia Ng is an Assistant Professor I of Marketing and Faculty Head for Action Learning at the Asia School of Business. She is also holds the position of International Faculty Fellow and Research Affiliate at the MIT Sloan School of Management. Dr. Ng earned First-Class Honors and a Ph.D. 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 specializes in services marketing, with a specific focus on developing strategies for companies to effectively engage and co-create value with customers. Her research also encompasses the design of exceptional and inclusive service experiences for customers. 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.

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. MIT Sloan Staff Directory: https://mitsloan.mit.edu/staff/directory/sylvia-ng

Courses

  • Fundamentals of Services Marketing, Instructor
  • Services Marketing Practicum, Instructor
  • Action Learning for Full-Time MBA
  • Business Research Methods for Action Learning, Co-Instructor

Lectures 

  • Service Experience and Design, Part 1 and 2
  • Designing Customer Surveys, Part 1 and 2
  • Identifying Customer Needs: A Qualitative Perspective
  • Qualitative Research for Working Professionals

Selected Industry Projects (Action Learning)

  •  Johnson and Johnson, Meiyume, P&G, Samsung, Volvo, Unilever

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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