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Assist. Prof. Dr. Wenyan Yao | Customer Behavior | Best Researcher Award

Associate Professor | Nanning University  | China

Wenyan Yao is an Associate Professor at the College of Business, Nanning University, and a PhD candidate at the School of Management, Universiti Sains Malaysia. Her research focuses on human resource management and organizational behavior, with emphasis on employee competencies, customer behavior, and HRM practices in digitally integrated service contexts. She has published in respected international peer-reviewed journals and contributed to projects on talent development, corporate management systems, and business process optimization. Her work bridges academic theory and industry practice, offering insights that enhance organizational performance, customer satisfaction, and workforce stability in rapidly evolving digital environments.

Publication Profile

Orcid

Scopus

Academic Background

Wenyan Yao serves as an Associate Professor at the College of Business, Nanning University, while pursuing her doctoral studies at the School of Management, Universiti Sains Malaysia. Her academic journey reflects a strong commitment to advancing knowledge in human resource management and organizational behavior. She specializes in areas such as employee competencies, customer behavior, and the effectiveness of HRM practices in digitally integrated service contexts. Through her research, she connects theoretical frameworks with practical applications, producing work that benefits both academia and industry. Her publications and consultancy projects demonstrate her dedication to fostering organizational growth and workforce development.

Professional Background

Wenyan Yao has developed a distinguished career as an Associate Professor at the College of Business, Nanning University, alongside her role as a researcher at Universiti Sains Malaysia. Her professional work spans academic research, teaching, and industry consultancy. She has contributed to projects involving talent team development, corporate management system design, business process optimization, and institutional capacity building. Her expertise lies in integrating human resource management strategies with organizational behavior insights to address challenges in digitally driven environments. Through publications, collaborative research, and applied consultancy, she has strengthened the link between academic knowledge and practical business solutions.

Awards and Honors

Wenyan Yao has earned recognition for her academic and professional contributions in the fields of human resource management and organizational behavior. Her impactful research, published in reputable international journals, has been acknowledged by the academic community for its relevance and innovation. She has been invited to contribute to significant research collaborations and industry-focused projects, reflecting her influence in bridging theory and practice. Her consultancy work in corporate management and talent development has further enhanced her professional standing, while her dedication to advancing knowledge in digitally integrated service contexts continues to position her as a respected scholar and industry advisor.

Research Focus

Wenyan Yao’s research centers on human resource management and organizational behavior, with a particular emphasis on employee competencies, customer behavior, and the effectiveness of HRM practices in digitally integrated service environments. She explores how frontline employee service competence influences consumer decision-making, brand trust, and customer satisfaction, offering practical strategies for organizations to optimize performance. Her work integrates theoretical models with applied research, contributing to the refinement of frameworks that connect employee interactions to consumer outcomes. By addressing emerging challenges in digital transformation, her research provides valuable insights for both academic advancement and organizational development across diverse service contexts.

Publication Top Notes

The Impact of Employee Service Competence on Gen Z Food Consumption Decisions: The Moderating Role of OMO Contexts
Year: 2025

How Does GIS Training Affect Turnover Intention of Highway and Bridge Industry Technicians? The Mediating Role of Career Growth and the Moderating Mechanism of Work Anxiety
Year: 2025

Can Employee Training Stabilise the Workforce of Frontline Workers in Construction Firms? An Empirical Analysis of Turnover Intentions
Year: 2025

Design of Human Resources Management Decision System Based on Multi-Agent System and Reinforcement Learning Algorithm
Year: 2024

Conclusion

Wenyan Yao is a dedicated academic and researcher whose expertise in human resource management and organizational behavior combines scholarly depth with practical application. Her work, particularly in digitally integrated service contexts, advances understanding of employee competence, customer satisfaction, and brand trust. With publications in respected journals and significant consultancy experience, she bridges theory and practice. Her innovative research, professional engagement, and industry contributions position her as a strong candidate for the Best Researcher Award with promising future potential.

Wenyan Yao | Customer Behavior | Best Researcher Award

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