Hui, Michael King-man(許敬文)

BBA (CUHK); CAAE (Aix-Marseille); PhD (London)

Emeritus Professor


Department of Marketing

Room 1101, 11/F
Cheng Yu Tung Building
12 Chak Cheung Street
Shatin, N.T., Hong Kong

+852 3943 8558


Prof. Michael K. Hui obtained his BBA (First Class Honors) from The Chinese University of Hong Kong (CUHK) in 1980, his CAAE from IAE Aix-en-Provence in 1983, and his PhD from London Business School in 1988. Prior to joining the University of Macau, Professor Hui was Head of the Department of Marketing and Choh-Ming Li Professor of Marketing at the CUHK. Professor Hui joined the CUHK as an Associate Professor in 1996 after holding academic appointments at the Hong Kong University of Science and Technology (1994–1996) and Concordia University in Canada (1989–1996). At the CUHK, he was promoted to the rank of Professor in 1999 and to the rank of Chair Professor in 2004. Concurrent with his professorial appointments, Professor Hui has also served as Associate Dean and Director of BBA programme of the Faculty of Business Administration (1999–2002), Associate Pro-Vice-Chancellor (2004–2008), and Pro-Vice-Chancellor/Vice-President (2009–2017) during his twenty-three years of services at the CUHK.

Prof. Hui’s articles have appeared in many top-ranked journals, including, among others, the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Journal of International Business Studies, and Journal of Experimental Social Psychology. One of his early papers (Hui and Bateson, 1991) has been widely recognized as the first services marketing paper published by the Journal of Consumer Research, one of the top journals in the field of marketing. Another paper, co-authored by Prof. Hui and three colleagues (Hui, Zhao, Fan, and Au, 2004) is the first ever article published by the Journal of Consumer Research by an author who is affiliated with a business school in Mainland China. He is currently an Editorial Review Board member of the Journal of Marketing, Journal of Retailing, Psychology and Marketing, Journal of Retailing and Consumer Services, and Journal of Business Research. After Prof. Hui was appointed an Editorial Board Member of the Journal of Retailing in 2003, on three occasions he was awarded the Outstanding Reviewer Award.

Prof. Hui has taught in every major business programme including BBA, MBA, EMBA and PhD. The quality of his teaching is evidenced by the number of teaching awards he won at CUHK, such as the first Outstanding Teacher Award presented by CUHK Business School in 2003 and the campus-wide Vice-Chancellor Exemplary Teaching Award in 2004.

Prof. Hui has rendered consultancy and training services to many public and private organizations in Hong Kong and beyond. He is also active in community services and is currently Chairperson of the Hong Kong Deposit Protection Board, a member of the Board of Governors of Hang Seng University of Hong Kong, and a member of the council of the Open University of Hong Kong and of the Insurance Appeals Tribunal of Hong Kong. Between 2012 and 2017, he served as a member of the Hong Kong Consumer Council and spokesperson of Choice magazine, the Council’s flagship publication. In 2017, he was awarded the Medal of Honor by the Hong Kong SAR Government for his contributions to the local community, especially in the area of consumer education and protection.

Teaching Areas

Service Marketing
Consumer Behaviour

Research Interests

Service Marketing
Consumer Behaviour
Cross-cultural Marketing

  • Grants
    • “Discretion Empowerment, Psychological Empowerment and Relational Empowerment: How to Empower Service Workers across Cultures? (自決賦權, 心理賦權, 關係賦權: 如何在差異文化背景下賦權予服務員工)”, Earmarked Grants awarded by Research Grants Council, 2006-2008
    • “Service Relationship and Consumer Reaction to Service Failure: A Cross-Cultural Study (服務關係與消費者對強差人意服務的反應︰一個跨文化的研究)”, Earmarked Grants awarded by Research Grants Council, 2005-2007
    • “The Impact of Empowerment on Employee and Customer Satisfaction: A Comparison between Service Organisations in PRC, Hong Kong and North America (權力下放對員工和顧客滿意度的影響—比較在中國內地,香港特別行政區和北美州的服務機構)”, Earmarked Grants awarded by Research Grants Council, 2000-2003
    • “Professionalism and Service Quality in Hospitality and Tourism (專業化與酒店及旅遊服務質素的關係)”, Earmarked Grants awarded by Research Grants Council, 2000-2003
    • “Service Quality and the Congruency of Employee Perceptions and Customer Perceptions (員工與顧客對服務質素知覺的異同)”, Earmarked Grants awarded by Research Grants Council, 2000-2003