Dr. Edwin Rajah Devasirvatham

Title:Assistant Professor
Room #:2031
Ext. #:2949

Fields of Interest:

Customer-business collaborations and value co-creation; customer relationship management; relationship marketing; role of emotions in customer experiences; consumer social responsibility; branding


Doctor of Philosophy (PhD), Auckland University of Technology
Master of Science, University of Bath, United Kingdom
Bachelor of Law (Honours), University of Wolverhampton, United Kingdom
Bachelor of Applied Economics (Honours) University of Malaya, Malaysia
Diploma in Marketing, Chartered Institute of Marketing, United Kingdom
Certificate in Tertiary Teaching, Auckland University of Technology, New Zealand
Edwin Rajah is currently a faculty member of the Department of Marketing, CEPS, having joined SQU in the third quarter of 2015. Prior to joining SQU, he worked in the Faculty of Business & Law, AUT University, New Zealand. In addition, he has taught in the Otago Polytechnic (Auckland Campus), the Open Polytechnic of New Zealand, and the University of Brunei. His work experience in tertiary education spans teaching and facilitating learning in diploma, undergraduate and MBA programmes in a range of marketing and management courses. In his previous capacity as a faculty member in AUT University, he has won a number of awards for teaching excellence. His research contributions include publications in refereed journals and presentation in international conferences such ACR and ANZMAC. Prior to his involvement in higher education, he worked in the financial services sector where he was involved in retail banking, B2B corporate marketing, systems development and financial investigations. He also conducted staff training programmes for employees working towards professional banking qualification.

Selected Publications:

  • Aspden, T., Wolley, M. J., Ma, T. M., Rajah, E., Curd, S., Kumar, …..Marshall, M. R. (2015). Understanding barriers to optimal medication management for those requiring long-term dialysis: rationale and design for an observational study, and a quantitative description of study variables and data. BMC Nephrology, 16(102).
  • Mohd Noor, N. A., Yap, S.-F., Liew, K.-H., & Rajah, E. (2014). "Consumer attitudes towards dietary supplements consumption: implications for pharmaceutical marketing. International Journal of Pharmaceutical and Healthcare Marketing, 8(1), 6-26.
  • Rajah, E., Marshall, R., & Nam, I. (2008). Relationship glue: Customers and marketers co-creating a purchase experience. Association of Consumer Research, 35, 367-373.
  • Rajah, E., Marshall, R., & Baxter, R. (2014, 1st. - 3rd. December). The indirect influence of positive emotions on the relationship between co-creation, trust and satisfaction in a B2B setting. Presented at the meeting of the ANZMAC - Agents of change, Brisbane, Australia
  • Rajah, E., Marshall, R., & Baxter, R. (2012, July 19th - 22nd.). Measuring the effects of co-creation: laying an empirical foundation. Presented at the meeting of the Global Marketing Conference, Seoul.