Dr Joe Lo Ying Tuan is the Undergraduate Director and Assistant Professor at Xi’an Jiaotong–Liverpool University. Joe holds a first-class honours degree in Marketing from the University of Technology Malaysia, at which he later attained his PhD in Management.Before making his mark at XJTLU, Joe carved his path of excellence as an Assistant Professor at the University of Southampton Malaysia, where he also led the Business Foundation Year. His pioneering spirit shone through as one of the founding members of the Southampton Malaysia Business School, where he played a pivotal role in developing and accrediting cutting-edge undergraduate and postgraduate programs.Fuelled by an unwavering passion for research, Joe explores the realms of service quality, service marketing, food quality and emotions. His scholarly contributions have garnered widespread recognition, with numerous papers published in prestigious peer-reviewed international journals.Beyond his academic endeavors, Joe is a dedicated member of both the Malaysian Institute of Management (MIM) and the Institute of Marketing Malaysia (IMM), exemplifying his commitment to the fields of management and marketing.

Food Quality

Service Marketing

Intelligent Restaurant

Patron Dining Experience

Relationship Quality

Service Quality

Assistant Professor l Undergraduate Director - Xian Jiaotong-Liverpool University - 2022 to Present

Assistant Professor l Head of Programme - University of Southampton Malaysia - 2020 to 2022

Lecturer l Subject Leader – Sunway College Johor Bahru – 2015 to 2020

ENT401TC Research Methods for Entrepreneurs

ENT403TC Strategic Management

ENT301TC Capstone Project

ENT203TC Leadership and Communication

ENT102TC Entrepreneurship Concepts and Practice

ENT104TC Futurology and Business Opportunities