Academic Profile

About

PROFESSOR DATIN PADUKA DR. SAMSINAR MD SIDIN graduated with a Bachelor of Business Administration (BBA) from Western Michigan University (1984), Master of Business Administration (MBA) (1986) and a Doctor of Philosophy (Ph.D.) in Business Administration from the University of Arkansas, USA (1994). She graduated with honors (Cum Laude) and was the recipient of the Wall Street Journal Award for Best Student in Economics. She also graduated in the top five and was nominated to represent the University of Arkansas for the George Hay Brown Award for excellence in Marketing at the graduate level in her MBA program. She was conferred with the honor of Darjah Kebesaran Sultan Sharafuddin Idris Shah (D.S.I.S) by the Sultan of Selangor, Malaysia (2017). She is also a member of the Yayasan Telekom Malaysia (TM) Board of Trustees and a council member of the Malaysia Qualifications Agency (MQA) and Vice Chancellors’ Council for Private Universities (VCCPU).

Professor Samsinar is currently the Vice-Chancellor of Universiti Tun Abdul Razak (UNIRAZAK). Previously she was the Deputy Vice-Chancellor (Academic and Student Affairs) since January 2015. Prior to this appointment, Professor Samsinar has been with Universiti Putra Malaysia (UPM) since 1984. During this period, she has been actively involved in teaching, research, and administration. She has extensive teaching experience in Marketing and Management at the undergraduate and graduate levels. Eighteen Ph.D. students have since graduated under her supervision, and several are still in the process.

At UPM, Professor Samsinar was appointed as Head of the Management and Marketing Department (1998), then as Deputy Dean (Academics and Student Affairs) Faculty of Economics and Management in 2004. She was later appointed Director of the Corporate Planning Division for UPM in January 2007, where she oversees the strategic planning and future directions of the university. Her appointment as Dean, of the Graduate School of Management (GSM), UPM (2008-2009) saw her leading the GSM team for a very important and challenging task of getting GSM to greater heights and maintaining the ‘Top Business School’ status in Malaysia. Together with her team, Professor Samsinar successfully made UPM the first university in Malaysia accredited by the world-renowned and prestigious Association of American Collegiate Schools of Business (AACSB) in 2012.

Professor Samsinar is an active and productive researcher. She has successfully completed more than thirty (30) research projects and is currently leading several research projects. Her major research areas include consumer behavior, family decision-making, branding and brand index, tourist behavior, entrepreneurship, and supply chain management. To date, she has published and presented her research findings in more than one hundred (100) major national, regional and international journals and conferences. She has co-authored three (3) books and wrote fourteen (14) chapters in several books.  She also has several patents in construct measurements and won numerous Gold, Silver, and Bronze Medals at UPM’s Invention and Research Exhibitions.

Her reputation as a resource person in marketing and management has also been recognized as she was appointed as program external assessor and advisor, promotion external assessor as well as external examiner of Ph.D. theses by various universities.  Internationally, she has been appointed the Track Chair in International Conferences and as a panelist in sessions discussing consumer behavior at national and international workshops and conferences.

Professor Samsinar is very passionate about the quality of higher education. She has been involved in Lembaga Akreditasi Negara (LAN), now Malaysia Qualification Agency (MQA) for many years in different capacities. She was a Panel member for the program and institutional accreditations and was instrumental in developing the standards for Business discipline.  She has served as Accreditation Committee Member (Arts) since 2009 and later as the Deputy Chairman (2015-2019). Professor Samsinar has also involved herself with AACSB. She is one of the first Malaysians to initiate AACSB in Asia as she was working with the AACSB management team in Tampa, Florida. She is currently the AACSB Mentor for Universitas Indonesia and was the mentor for Hanyang University (ERICA Campus) Business Schools. As a Mentor, she assists the Business Schools in these universities in assessing their current situation and developing strategies to improve their performance.

Professor Samsinar has also established good networking with Marketing and Management academicians in Malaysia. As for her contributions to the Marketing discipline and society at large, Professor Samsinar has associated herself with the Malaysian Association of Consumer and Family Economics (MACFEA) and the Institute of Marketing Malaysia (IMM). She has been engaged as a Trainer for several major organizations in Malaysia and has also shared her knowledge and experience in consulting projects.

Academic Background

PhD in International Cultural Studies, Tohoku University, Japan

Master of Language and Media Communication, Universiti Putra Malaysia

Bachelor of Education in Teaching English as a Second Language, Universiti Malaya

Academic Position

Vice Chancellor, University Tun Abdul Razak (UNIRAZAK), 2018-present
Acting Vice Chancellor, University Tun Abdul Razak, 2018
Member, Board of Trustee, Yayasan Telekom Malaysia, 2018-present
Covering Duty for Vice Chancellor, University Tun Abdul Razak, 2017-2018
Deputy Vice Chancellor, University Tun Abdul Razak (UNIRAZAK), 2015-2017
Mentor, Universitas Indonesia, 2015-present
Mentor, Hanyang University, South Korea, 2015-2019

Research and Publication

1. Samsinar Md. Sidin, Catarina Tully, (2019), “Rethinking Higher Education in Malaysia: Strategic Foresight Addressing Critical Factors to 2030”, UNIRAZAK.
2. Leow Chee Seng, Samsinar Md. Sidin, Vincent Tan, (2016), Selling with Heart and Soul, Academy of Human Behaviour, UK 
3. Mohd Shahwahid, H.O., Samsinar, M.S., Sanbasivam, M, Ho, J.A. Tee, K.K., Teoh, Kenny, G.C., R. Yusof, Mohd Saat, N., Kaliappan, S.R., Ahmed Razman, A.L.,(2013), Journey of Passion: UPM’s AACSB Story, McGraw Hill Education, Kuala Lumpur
4. Hermawan Kartajaya and Samsinar Md Sidin, (2011), “Marketing in Venus: Perspectives from the Heart”, UPM Press.
5. CHAPTERS IN BOOK (from Year 2015 – present)
6. Morshidi Sirat, Samsinar Md Sidin, Farhana Tahmida Newaz, (2019), Internationalisation: Dynamics and Tension Out to 2030, Rethinking Higher Education in Malaysia: Strategic Foresight Addressing Critical Factors to 2030, UNIRAZAK.
7. Samsinar Md Sidin, Dahlia Zawawi (2017), Black Gold: Kuantan Bauxite Dilemma, Crisis Leadership and Resilience, UNIRAZAK
8. Masoumeh Hosseinpour, Hossein Nekati, Samsinar Md Sidin, Wong Foong Yee, (2016), Green Behaviour and Sustainable Consumption: A Gratifying Conclusion to Environment Movement, UPM Publisher, Serdang
9. JOURNALS, PROCEEDINGS (from Year 2015 – present)
10. Tay Guan Meng, Samsinar Md. Sidin, (2020), “The Effect of Expectations and Service Quality on Customer Experience in the Marketing 3.0 Paradigm”, Journal of Marketing Advances and Practices, Volume 2, Issue2, pp 65-84.
11. Mohamad, S. F., Sidin, S. M., Dahlia, Z., Boo, H. C., Ho, J. A., & Abdul Salam, S. S. (2017) “The impact of employer brand discrepancy and employer attraction on employer brand loyalty”’. Proceedings of The 3rd International Conference on Advanced Research in Business and Social Sciences, Langkawi, Malaysia. (pp. 179-184).
12. Siti Fatimah Mohamad, Samsinar Md Sidin, Dahlia Zawawi, Nasyira Nashuki (2017) , ‘Employer Brand Dimensions: Different Perspectives Between Employers and Employees in Malaysia Banking Industry’, Advanced Science Letters.
13. Sherbini, A., Aziz, Y.A., Sidin, S.M., Yusof, R.N.R., (2017), “Differences between service quality and customer satisfaction: implications from tourism industry”, International Journal of Applied Business and Economic Research, 15 (24), pp 343-360 
14. Leila Agha Kasiri, Kenny Teoh Guan Cheng, Murali Sambasivam, Samsinar Md Sidin, (2017), "Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty" Journal of Retailing and Customer Services, (35), 91-97
15. Sutono, Samsinar Md Sidin, Jamil Bojei Wan Melissa Wan Hassan, (2016), “The Role of Personal Values On Purchase Intention Of Halal Cosmetics Among Young Muslim Consumers”, Proceedings of LPEM's Conference on Economics & Finance in Indonesia, Jakarta, Indonesia.
16. Ayman Sherbini, Yuhanis Abdul Aziz, Samsinar Md Sidin Raja, Nerina Raja Yusof (2016), “Income Diversification For Future Stable Economy In Saudi Arabia: An Overview Of Tourism Industry”, International Journal of Economics, Commerce and Management, Vol IV, Issue 11, pp173-189
17. Azman, H., Salman, A., Razak, N.A., Hussin, S., Hasim, M.s., Sidin, S.M., (2015), “Determining Critical Success Factors for ICT Readiness in a Digital Economy: A Study from User Perspective”, Advanced Science Letters, Volume 21, Issue 5. 
18. Ayman Sherbini, Samsinar Md. Sidin, Yuhanis Ab Aziz, Siti Fatimah Mohamad, (2015),
19. “Patterns and Characteristics of Religious Tourism by Muslim Travellers and Its Implications to Waqafs”, Proceedings of International Conference on Waqaf Trust and Endowment, Moscow, Russia
20. Siti Fatimah Mohamad, Samsinar Md Sidin, (2015), “Exploring Employer Branding in Malaysia Banking and Hotel Industries”, Proceedings of International Conference on Natural Resources, Tourism and Services Management, Kota Kinabalu, Sabah
21. Masoumeh Hosseinpour, Hossein Nekati, Samsinar Md Sidin, Wong Foong Yee, (2015) “Consumers’s Intention of Purchase of Sustainable Products: The Moderating Role of Attitude and Trust”, Proceedings of Eight Annual International Business, Agriculture, Health, Energy, & Engineering Conference, California, USA.   
22. Nikhashemi, S. R., Paim, L., Osman, S., and Md. Sidin, S., (2015) The significant role of customer brand identitfication towards brand loyalty development: An empirical study Among Malaysian hypermarkets, Procedia – Social and Behavioral Sciences 207. 182-188.
23. Shaheen Mansori, Murali Sambasivan, Samsinar Md-Sidin, (2015) "Acceptance of novel products: the role of religiosity, ethnicity and values", Marketing Intelligence & Planning, Vol. 33 Iss: 1, pp.39 - 66
24. Dahlia Zawawi and Samsinar Md Sidin, (2015), Understanding the Individual Values of Working and Nonworking Wives in Malaysia, PERTANIKA Journal of Social Sciences, Vol 23 (S).

Professional Memberships

• Member, of Yayasan Telekom Malaysia (TM) Board of Trustees (2018 – Present)
• Vice Chancellors, Council for Private Universities (VCCPU) (2018 – Present)
• Council member, Malaysia Qualifications Agency (MQA) (2015 – 2019)
• Committee Member, Economics dan Management Cluster, Majlis Profesor Negara (MPN) (2012 – 2016)
• Council Member, Institute of Marketing Malaysia (2008 – 2017)
• President, Parent-Teacher Association (PTA), Sekolah Seri Puteri, Cyberjaya, Selangor (2014)
• Committee Member, Parent-Teacher Association (PTA), Sekolah Seri Puteri, Cyberjaya, Selangor (2010- 2013)
• Vice President, Malaysian Association of Consumer and Family Economics (2000 – 2002)

Consultancy

• Development of Satisfaction Index for Banking Industry in Malaysia Asian Institute of Finance, 2010-2011
• Petronas Fee Analysis to Vendors Client: Association of Petronas Dealers (PESAMP), 2008
• Fish Marketing in Malaysia Client: Government of Malaysia, 1998-2000
• Consumers’ Perceptions of Clarified Fruit Juice Client: Government of Malaysia, 1998-1999
• Performance Evaluation of Local Vendors in the Automotive Industry Client: Perbadanan Usahawan Nasional Berhad, 1996

Specialization

Consumer behavior, family decision-making, branding and brand index, tourist behavior, entrepreneurship, and supply chain management