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Miss Polly Po Ling Leung, who is a PhD student of the Department of Industrial and Systems Engineering (ISE), has won the Best Student Paper Award in the 4th International Conference on Enterprise Systems (ES2016) held in Melbourne, Australia.

Polly, a PhD student supervised by Dr W.H. Ip (ISE), won the Best Student Paper Award for her paper entitled “Customer Loyalty Enhancement of Online-to-Offline Marketing in Beauty Industry” in the 4th International Conference on Enterprise Systems (ES2016) held from 2 to 3 November 2016 in Melbourne, Australia. All submissions went through a rigorous review process and each paper was reviewed by at least three program committee members.

The paper pointed out that customer loyalty is a known critical concern for business success. Her PhD supervisor, Dr Ip, suggested paving a way for understanding the many-known-factors to be modelled explicitly, rather than presuming the existence of all the factors. This work addressed the literature gap in identifying and ranking empirically the critical factors contributing to customer loyalty of Online-to-Offline (O2O) marketing in the beauty industry using survey, and the Analytic Hierarchy Process (AHP). Findings from the study could help the beauty industry to develop an effective O2O marketing plan and hence customer loyalty could be enhanced through the process of implementing targeted marketing activities. The work was inspiring that the outcome was awarded at the conference.

The conference was hosted by Deakin University, Australia, jointly supported by IEEE Systems, Man, and Cybernetics Society (IEEE SMC) Technical Committee on Enterprise Architecture and Engineering and IEEE SMC Technical Committee on Enterprise Information Systems, and technically sponsored by IEEE SMC.

 

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Dr Gang Li (Front Row, Right), Co-Chairman of ES2016, presents the “Best Student Paper Award” to Miss Leung (Front Row, Left).