Dr Syed Rahman is widely recognised for developing original conceptual frameworks and translating them into rigorous, actionable measurement tools, a capability that is rare and highly valued in consumer behaviour and marketing research. His work is distinguished by the introduction and operationalisation of new constructs through scale development, one of the most demanding and influential forms of theoretical contribution in the discipline.

Since joining Macquarie Business School, Syed has led the development of multiple original scales addressing emerging marketing phenomena, including Omnichannel Customer Experience (OCX), Share-of-Time, Omnichannel Safe Customer Experience (SafeCX), and Metaverse Customer Experience (MVCX). These contributions advance theory by clarifying previously under-specified constructs and providing validated instruments that support cumulative research and practical application. Notably, his OCX work has become one of the most cited articles in its journal since publication, reflecting its foundational impact.

Syed's recent research awards include the Academy of Marketing Science 2025 Jay Lindquist Best Conference Paper Award, Best in Track Paper for the Services and Customer Experience track at the 2026 AMA Winter Academic Conference, and 2026 Macquarie Business School (MQBS) Staff Excellence Awards: Award for Research Excellence - Early Career, reflects the impact of his scholarly work in the field of marketing science. 

In parallel, Syed has supervised and guided research students in developing new scales and publications in top-tier journals across areas such as customer acceptance of AI, perceived femvertising, tourist festival experience, metaverse trialability, social commerce, public health, and customer engagement in social media, demonstrating sustained originality beyond his own authored work. His methodological leadership in scale development and PLS-SEM has also established him as a sought-after collaborator, resulting in research partnerships with internationally eminent scholars.

Syed completed his PhD in Marketing Management from the University of Newcastle (UoN), Australia, in December 2019. He came into the PhD with extensive industry experience, 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.

- Customer experience (CX)

- Customer engagement (CE)

- Measurement model development / Scale development

- Omnichannel retailing

- Marketing analytics

- Consumer insights

- Digital marketing

- Sales and personal selling