Mohamed is a Senior Lecturer in Marketing Analytics at Surrey Business School (SBS), where he joined in 2021. Prior to SBS, he was a lecturer in marketing analytics at Kent Business School (2019-2021). He was also an Associate Professor of Marketing at Cairo University (2016-2019). He has over 18 years of experience in academia across different countries (Egypt, USA and UK).
He was also a visiting scholar at many other prestigious business schools such as George Washington University (2014-2015), Loughborough Business School (2018-2019), J. Mark Robinson College of Business (Georgia State University) (2012-2013) and Nottingham University Business School (2013).
As a marketing research consultant, Mohamed has been actively engaged in several consultancies with many companies in USA, Egypt and the Gulf region across a wide range of industries:
- shopping malls/parks
- financial brokerage
His consultation work covers many market research areas such as competitive analysis, satisfaction tracking studies, sales forecasting, product/market testing and market sensing studies.
Mohamed has accumulated expertise in survey/sampling methods, experimental techniques and many statistical software packages such as SPSS, LISREL and SmartPLS.
Areas of specialism
Affiliations and memberships
Service challenges and remedies associated with customer interactions with Artificial Intelligence (AI), sharing economy, other unacquainted customers (whether online or offline) and incongruent service employees (e.g. culturally distance service employees). Mohamed is also interested in customer education, engagement and co-creation of value.
He has published in a wide range of international journals including
- Journal of Service Research
- Tourism Management
- Journal of Business Research
- European Sport Management Quarterly
- Journal of Retailing and Consumer Services
- Journal of Financial Services Marketing
His research work received several awards such as the Best Track Paper Prize Award (Services and Relationship Marketing Track) at the Academy of Marketing 2018 Conference and the Best Article Award Finalist of Journal of Service Research in 2012. He was fortunate to be granted the Fulbright Visiting Scholarship grant at George Washington University for eight months.
The project is funded by the British Academy (BA/Leverhulme Small Research Grants SRG 2020 Round) (SRG20\201351)
Disabled employees are found to receive lower service performance evaluation scores than their regular counterparts. We aim at examining how disabled service employees cope with competence-related prejudices of their front-line job demands and how employers can support them through the design of the service environment to signal high levels of competence. It involves two studies. The first study explores the phenomena through content analysis of blogs/experiences posted by disabled employees. This will be followed by semi-structured interviews with 10-15 disabled service employees. Snowball sampling will be used to recruit interviewees. The second study draws on the signalling theory to examine the effect of service environment quality signals (i.e. certificates of excellence) related to a successful or failed service outcome, on service evaluation of a service employee with a visible disability. A between-subject experiment with 500 randomly selected respondents, will be adapted, using sketches along with a written scenario.
Indicators of esteem
Best Paper in Track Award
Services and Customer Relationship Marketing Track
Academy of Marketing, University of Sterling
Postgraduate research supervision
I welcome PhD proposals in the following topics:
- Artificial Intelligence and service encounters
- Sharing economy
- Transformative Service Research (TSR) and consumers' well-being
- Customer-to-customer interactions
- Customer engagement
Mohamed has taught several marketing modules at undergraduate, MBA, MSc, PhD and DBA levels, including:
- Marketing Analytics
- Research Methods
- Quantitative Research Methods
- Marketing Research
- Digital Marketing Research
- Services Marketing
- International Marketing
Temerak, M.S & Winklhofer, H. (2021), "Participant Engagement in Running Events and Why It Matters Who Else Takes Part," European Sport Management Quarterly (ABS 3*, IF = 4), In press.