Name                      : Sim Jia Jia

Designation          : Lecturer

Department           : Department of Marketing

Faculty                  : Faculty of Business and Finance

E-mail                    :

Phone                   : +605-4688888 (Ext: 4033)

Fax                       : +605-4661313





Sim Jia Jia is a lecturer at the Faculty of Business and Finance, Universiti Tunku Abdul Rahman in Malaysia. She is pursuing her PhD at Faculty Business and Finance, Universiti Tunku Abdul Rahman. Her research interests are in the area of technology diffusion and acceptance, consumer behavior, total quality management, and supply chain management. Her research has appeared in leading academic journals such as Computers in Human Behavior and Industrial Management & Data Systems.






  • BBA(Hons) – Universiti Utara Malaysia
  • MBA – Universiti Utara Malaysia


  •  Research: Technology diffusion and acceptance, consumer behavior, Total Quality Management (TQM), Supply Chain Management
  • Teaching: Marketing Customer Interface, Principles of Marketing, and Consumer Behaviors






International Refereed Journals Ranked by Thomson Reuters (ISI)


1. Ooi, K.B., Sim, J.J., Yew, K.T. and Lin, B. (Forthcoming, 2011), "Exploring factors influencing consumers' behavioral intention to adopt broadband", Computers in Human Behavior.


2. Chong, A.Y.C., Felix, T.S.Chan, Ooi, K.B. and Sim, J.J. (Forthcoming, 2011), "Can Malaysian firms improve organizational/innovation performance via SCM?", Industrial Management & Data Systems.



International Refereed Journals


1. Wong, C.H., Sim, J.J., Lam, C.H. and Loke, S.P. (2010), “A linear equation modeling of TQM principles and its influence on quality performance”, International Journal of Modelling in Operations Management, Vol. 1(1), pp. 107-124.


2. Darmawan, N., Sim, J.J., Arumugam, V. and Chow, K.W. (2010), “The influence of TQM practices on supply chain collaboration: a proposed model for the service industry”, International Journal of Services, Economics and Management, Vol. 3(1), pp. 21-35.



International/National Conference Proceedings


1. Chong, A.Y.C., Ooi, K.B., Sim, J.J. and Lee, V.H. (2010), “HRM practices and organizational learning: a critical review and research agenda”, International Conference of Technology Innovation and Industrial Management.


2. Mithani, D.M., Sim, J.J. and Mohamed, R. (2009), “FDI flows in the new era: some reflections on the ASEAN-4 experiences”, International Conference of Humera Khan.







  • Lecturer, 2008 – Present
  • External Examiner for UTAR Foundation Studies in the subject of Marketing, 2010 - Present