Personal profile


Syed Mahmudur Rahman joined the Macquarie Business School (MQBS) in January 2020. His research focuses on customer experience (CX) and customer engagement (CE), and he is particularly interested in omnichannel marketing. His work has appeared in highly ranked journals such as the Journal of Retailing (JR), International Journal of Information Management (IJIM), Journal of Travel Research (JTR), and Journal of Services Marketing (JSM). He has received multiple research grants at MQBS. Syed regularly runs research seminars and workshops on the scale development process, online survey techniques and best practices, mean-end-chain theory and laddering technique driven data collection process. Syed has also integrated contemporary CX theories and research methods into his teaching units, such as Marketing Media Insights, Know Your Customers, and Strategic CX.

Syed has completed his PhD in Marketing Management from the University of Newcastle (UoN), Australia, in December 2019. He came into the PhD with an MBA (UoN; with distinction) and a Bachelor of Computer Engineering (University of Wollongong, Australia). In 2003, during his undergraduate studies, Syed co-founded a start-up e-commerce business. Syed’s substantial experience with e-commerce business management led him to develop the curriculum for multiple digital marketing units at UoN (2017-2020) and Brac University (2014-2016). For superior teaching performances at UoN, Syed received the ‘Excellence in Teaching for a Sessional Staff’ award in 2017. Syed worked with General Electric (GE), Australia as a systems engineer for six years (2008-2014), where he received GE’s Above & Beyond Award for ‘Inclusiveness at work’ in 2012.

Research interests

- Customer experience (CX)

- Customer engagement (CE)

- Measurement model development / Scale development

- Omnichannel retailing


- Marketing analytics

- Consumer insights

- Digital marketing

- Sales and personal selling

Education/Academic qualification

Marketing Management, PhD, Measuring Customers’ Perception of Omnichannel Retail Quality and its Impact on Customer Engagement, University of Newcastle

Apr 2016Dec 2019

Award Date: 13 Dec 2019

Management, MBA (with distinction), University of Newcastle

Jan 2012Jun 2014

Award Date: 17 Jun 2014

Engineering, BE.Eng (Computer), University of Wollongong

Jan 2002Dec 2006

Award Date: 13 Dec 2006

External positions

Sessional Academic, University of Newcastle

Jan 2017Dec 2019

Senior Lecturer, BRAC University

Jun 2014Mar 2016

Systems Engineer, General Electric (GE)

Jan 2008Jun 2014


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