Tel: +604-6532794 Fax: +604-6532792
yngoh@usm.my
+604-653 5294

Dr. Goh Yen Nee

Senior Lecturer
Graduate School of Business
Universiti Sains Malaysia

Education

  • DBA, Graduate School of Business, Universiti Sains Malaysia
  • MBA, Universiti Utara Malaysia
  • Bachelor in Management with Education, Universiti Utara Malaysia

Biography

Goh Yen Nee started her career as a lecturer at Graduate School of Business, Universiti Sains Malaysia in 2010. Prior to joining USM, she worked as a lecturer in private colleges for several years. She has published a  number of articles in the area of marketing and consumer behavior in both local and international journals.  She is currently supervising PhD and MBA students in marketing and consumer behavior. At present, she is the Cluster Head of Marketing Research for Graduate School of Business. She is also a member of the editorial board for international journal. 

Teaching and Research Areas

Teaching: International Marketing; Seminar in Marketing and Global Business.

Research Interest: Marketing and Consumer Behavior.

Consultancy and Industrial Experience

Consultancy project: Level of Service Quality on Customer Satisfaction for TNB Penang (2013-2014); Synergizing Marketing Efforts For Business Sustainability in MH Bourgainvilla Indah Sdn Bhd (2020)

Publications

C.H. Fong & Y.N. Goh (forthcoming). Why brand equity is so important for private healthcare? View from an emerging market, International Journal of Healthcare Management. [Scopus]

G.A. Abbasi, B.C Yow, Y.N. Goh (2020). Does the milk powder scare matter? A survey examining Penang’s consumer purchase intention with attitude as the mediator, International Food Research Journal, 27(2), 327-338. [IF: 0.610: 2019]

G.A. Abbasi, S.Y., Sea & Y.N. Goh (2020). An Integrative Approach for Determining Consumers Mobile Advertising Related Attitudes and Intentions, International Journal of Interactive Mobile Technologies, 14 (15), 95-110. [Scopus]

W.J. Lai, Y.N. Goh & M. S. Ting (2020). Farm Operators’ Behavioural Intention Towards Synthesis Pesticide Purchase in Malaysia, e-Bangi: Journal of Social Science and Humanities, 17(6), 1-18. [MyCite]

C.C. Lim & Y.N. Goh (2019). Investigating the purchase intention toward healthy drinks among Urban consumers in Malaysia, Journal of Foodservice Business Research, 22(3), 286-302. [Scopus]

G.T. See & Y.N. Goh (2019). Tourists’ intention to visit heritage hotels at George Town World Heritage Site, Journal of Heritage Tourism, 14(1), 33-48. [Scopus]

W.L. Tan & Y.N. Goh (2018). The role of psychological factors in influencing consumer purchase intention towards green residential building, International Journal of Housing Markets and Analysis, 11(5), 788-807. [Scopus]

C.S. Tan, H.Y. Ooi and Y.N. Goh (2017). A moral extension of the theory of planned behavior to predict consumers’ purchase intention for energy-efficient household appliances in Malaysia, Energy Policy, 107, 459-471. [IF:4.039: 2017]

 

 
 

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