– Able to analyze customers’ purchase pattern through their purchase records
– Understand how to increase sales by applying cross-selling strategies to various target consumer groups
Professor Ivan Lai Ka-wai
City University of Macau
Professor Ivan Lai, Professor of Faculty of International Tourism and Management, City University of Macau. He is also the Director of Macau Youth Science Education Association, and Deputy Director-General of the Asia Pacific Association of Gambling. He received his PhD from the University of South Australia and his MBA from the University of Strathclyde. He has published numerous papers in top-tier journals such as the Journal of Hospitality and Tourism Research, the Journal of Travel and Tourism Marketing, and the International Journal of Systems Science. He is an associate editor of the International Journal of Electronic Customer Relationship Management. Recently, his research interests have focused on recreational gambling, relationship quality, and technology acceptance.