Professor Michael King Man Hui


Professor 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.

Professor Hui’s teaching and research interests include services marketing, consumer behavior, and cross-cultural marketing. His 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 Professor 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 Professor Hui was appointed an Editorial Board Member of the Journal of Retailing in 2003, on three occasions he was awarded the Outstanding Reviewer Award.

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

Professor Hui has rendered consultancy and training services to many public and private organizations in Macao, Hong Kong and beyond. He is also active in community services and is currently the member of the Public Administration Reform Consultation Committee of the Macao SAR, chairperson of the Consumer Relations Panel appointed by the Tourism Commission of HKSAR, a member of the Board of Governors of Hang Seng University of Hong Kong, and a member 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. In 2024, he was awarded the Honorary Fellow of the CUHK for his contributions to the CUHK and the Hong Kong community.