PhD student (Marketing)
Entered PhD program:
Research topics of interest:
- Human centricity
- Customer errors
- Value co-creation
- Experience Journeys
- Emotions and Memory
Past experiences and academic background:
Syma is a PhD candidate in Marketing at the UTS Business School. She holds a Masters in Tourism, Hotel and Event Management from the University of Queensland, Australia (2018), an MSc in Marketing Management from the University of Surrey, UK (2006), and MBA from Lahore School of Economics (2001). She recently completed a certification in Positive Psychiatry and Mental Health from the University of Sydney as part of her commitment to building resilience in workplaces and communities.
She is investigating the impact of customer errors on customer-firm interactions in service experiences and resulting memories of the experience. Her research utilises foundational principles from marketing, service management and cognitive psychology. Syma’s work aims to improve experiences rendered by brands on select touchpoints in the customer journey.
Syma’s 14+ years of experience spans lecturing, marketing strategy and experience design consulting, project management and advertising. Her research on World Wide Web and social media in the context of higher education has been published in the European Scientific Journal and she has presented her work on misleading advertising practices of global brands in the ASMMR conference at Insead. She loves balancing the demands of her human-centred research with being a mom of two kids - Evania (10) who loves all creative endeavour and Mikael (6) who is discovering newfound magic in mathematics, writing, science, and music.