Customer loyalty toward mobile wallet apps in the post-COVID-19 period: The moderating role of customer engagement in Jordan Mohammad Mahmoud Saleem Alzubi Innovative Marketing, 2026 Type of the article: Research ArticleAbstractThe COVID-19 boosted the adoption of mobile wallets, which resulted in heightened competition among the digital payment providers, and customer loyalty became a decisive factor to remain in use. This paper examines customer loyalty determinants to mobile wallet applications in Jordan by applying the Technology Acceptance Model (TAM) to determine trust, information quality, perceived security, customer engagement, and moderating effect of engagement. Online survey of the users of mobile wallets in Amman, Jordan, from January to April 2025, was used to collect the data that consisted of 365 valid responses. The proposed model was tested using the Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings have shown significant positive impact of customer loyalty on perceived usefulness (β = 0.24, p = 0.001), perceived ease of use (β = 0.21, p = 0.001), information quality (β = 0.18, p = 0.003), trust (β = 0.27, p = 0.001), perceived security (β = 0.22, p = 0.001), and customer engagement (β = 0.20, p = 0.00). The customer engagement has a moderate moderating effect on the relationships between the perceived usefulness and loyalty (β = 0.130, p = 0.006) and between the trust and the loyalty (β = 0.150, p = 0.001), but other paths do not have significant moderating effect. The model describes 64% in customer loyalty. The results show the significance of functional value, trust, and customer engagement in maintaining mobile wallets use in emerging economies and empirically support the idea of extending TAM to digital financial services setting.
Strategic enablers of business intelligence in marketing: Insights from the digital transformation of Jordanian firms Mohammad Mahmoud Saleem Alzubi, Abdelaziz Saleh Mohammad Innovative Marketing, 2026 Type of the article: Research ArticleAbstractInvestments such as technological investments in useful marketing intelligence are an important organizational challenge because companies raise the pace of their digital transformation activities. The research is based on the Resource-Based View and Dynamic Capabilities Theory and aims to investigate how the data on important organizational and technological enablers’ data-driven culture, technological readiness, top management support, and marketing analytics maturity influence Business Intelligence (BI) capability in marketing functions. The primary data were gathered between February and May 2025 with the help of a structured online survey among the marketing managers, BI specialists, analytics professionals, and IT decision-makers, working in Amman, Irbid, Zarqa, and Aqaba, Jordan. Based on a purposive sampling technique, 602 valid responses were interpreted with the help of Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings show that Marketing Analytics Maturity has the most significant impact on BI capability (β = 0.367, p = 0.001), then Data Culture (β = 0.321, p = 0.001) and Technological Readiness (β = 0.287, p = 0.01). The positive, relatively weak effect (β = 0.224, p < 0.05) is demonstrated by Technology Readiness. The structural model shows significant explanatory power and explains 78.1 percent of the variance on BI capability. Such results indicate that building BI capabilities among emerging market companies is not as much about acquiring technology, but rather about integrating managerial support and analytics maturity, which emphasizes the importance of readiness in an organization in changing digital investments into the value of marketing intelligence.
Adoption of digital payment systems in e-marketing: The moderating role of consumer trust in Jordan Ali Mohammad Ali Alqudah, Mohammad Mahmoud Saleem Alzubi, Yousef Ahmad ALarabiat, Mohammad Issa Al Zoubi, Omar Mohammad Ali Alqudah Heritage and Sustainable Development, 2025 An investigation explains the relationship between technical elements and human conduct that affect the acceptance of digital payment solutions in Jordan's electronic marketing landscape. The study examines four essential variables: perceived ease of use, perceived usefulness, security and privacy, and awareness under the influence of consumer trust as a mediator. Modern e-marketing depends on digital payment systems as they provide convenience and “operational efficiency”. User adoption results indicate that perceived ease of use, together with perceived usefulness and security and privacy, act as key factors for adoption, while awareness plays no direct role in adoption behaviors. Consumer trust stands out as a main moderating factor that enhances the effect key variables have on adoption choices. The study conducted an online survey with 391 Jordanian users that took place from August to October 2024. Every participant in the survey had experience with digital payment systems. The researchers used AMOS 22 to execute an SEM analysis, enabling them to study variable relationships and validate their model. The findings indicate that perceived ease of use, perceived usefulness, security and privacy all increase digital payment adoption, while awareness does not have a direct effect. Considerably, consumer trust positively influences the links between each key predictor (except awareness) and buying behavior for digital purchases. This research offers vital advice for Jordanian officials, those who provide services, and financial providers to introduce digital payment systems that are trusted, accessible, and easy for users during the country’s wider digital change.
Advancing e-commerce adoption among SMEs in Jordan: A path to digital transformation Basim Abbas Ali Alobaydi, Mohammad Mahmoud Saleem Alzubi, Ali Mohammad Ali Alqudah Heritage and Sustainable Development, 2025 This research identifies how technological aspects help small and medium-sized businesses in Jordan develop their e-commerce activities. Critical technological elements investigated in this research consist of the ICT infrastructure, digital payment systems, cybersecurity, and technological literacy. Small and medium-sized enterprises must adopt e-commerce to thrive within the fast-evolving digital global marketplace. All significant factors assessed during this research showed that technological literacy stood out as the primary driver for e-commerce success by allowing SMEs to utilize digital tools efficiently. Digital payment systems establish reliable payment mechanisms for online purchases, which build consumer trust, while cybersecurity protects personal customer information and strengthens consumer trust. Jordanian SMEs struggle with digital transformation because they have limited ICT infrastructure alongside scarce transformative resources. The researchers gathered structured survey responses from 121 SMEs located throughout Jordan. All selected SMEs for this research had completed at least five years of business operation according to random selection criteria. SPSS served as the platform through which researchers surveyed relationships between technological aspects and e-commerce integration. Research outcomes deliver appropriate guidance for policymakers and business figures, enabling them to expand SME potential and accelerate e-commerce penetration in Jordan.
Business intelligence usage in the Jordanian banking sector: The role of data literacy, strategic alignment, and change management Mohammad Mahmoud Saleem Alzubi Banks and Bank Systems, 2025 Type of the article: Research ArticleAbstractBusiness intelligence and analytics (BIA) have become an essential tool for improving decision-making and maintaining a competitive edge in the global banking industry. Nevertheless, the extent of adoption varies significantly across emerging economies. This study examines the principal organizational and individual determinants influencing BIA utilization in Jordanian commercial banks, focusing on four main predictors: data literacy, change management effectiveness, strategic alignment, and user involvement in system development. A quantitative research design was used, and an online questionnaire was distributed among all twenty commercial banks in Jordan (15 locally owned and 5 foreign) between January and April 2025. The survey was targeted at information technology professionals, operations managers, and data specialists directly involved in the design, implementation, and operationalization of BIA systems. A total of 566 valid responses were analyzed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results prove that user involvement in system development (Beta 0.31, P 0.001), data literacy (Beta 0.30, P 0.001), change management effectiveness (Beta 0.27, P 0.001), and strategic alignment (Beta 0.20, P 0.001) have a significant positive effect on BIA usage. Further comparative analysis shows that there are no statistically significant differences between local and foreign banks as to their BIA adoption levels or the strength of the relations among the variables examined. This means both cohorts have become equally digitally ready and BI-integrated. The study highlights the need to blend individual competencies with organizational capabilities to effectively utilize BIA in the Jordanian banking sector and provides recommendations to help executives and policymakers improve data-driven decision-making.
FACTORS INFLUENCING E-COMMERCE ADOPTION IN JORDANIAN ONLINE INSURANCE SECTOR Mohammad Mahmoud Saleem Alzubi Insurance Markets and Companies, 2025 Type of the article: Research Article AbstractThe study aims to evaluate the impact of organizational support, customer awareness, perceived security, and regulatory compliance on e-commerce adoption within the insurance sector of Jordan. A structured questionnaire was administered to 400 participants from executive management, IT, customer service, and compliance departments who worked in ten Amman-based insurance companies. Believing that a quantitative research design matched the analysis requirements, 372 valid responses were gathered and analyzed through structural equation modeling (SEM) operated by AMOS 24. Organizational support, along with customer awareness, was found to have strong effects on adoption behavior because perceived security functions as the primary determining factor. The research results indicated that regulatory compliance failed to have a direct effect on adoption behavior. The study validated construct reliability and validity through confirmatory factor analysis (CFA) since all Cronbach’s alpha values surpassed 0.80 and the composite reliability and average variance extracted measurements fell within acceptable ranges. The study model demonstrated an acceptable fit, as indicated by RMSEA (0.045), CFI (0.942), TLI (0.930), and χ²/df (2.18). Digital transformation in insurance requires organizational programs that provide team-based customer education while maintaining robust privacy measures.
Artificial Intelligence and Innovation Culture as Enablers of Green Supply Chain Management and Sustainable Organizational Performance MMS Alzubi 2026
The impact of electronic human resource management on organizational performance in the Jordanian telecommunications sector with employee engagement as a mediating variable AAM Alrifae, MH Mahmoud, R Al Zumot, A Ali, MM AlZubi Discover Sustainability , 2026 2026 Citations: 4
Sustainable professional development policies in Jordanian education: The mediating role of generational diversity in heritage knowledge transmission SA Alwaely, MMS Alzubi, MR Afif, LM Rais, SM Alriyami 2026
STRATEGIC ENABLERS OF BuSINESS INTELLIGENCE IN MARKETING: INSIGHTS FROM THE DIGITAL TRANSFORMATION OF JORDANIAN FIRMS MMS Alzubi, AS Mohammad 2026
Business Intelligence in the Era of Digital Transformation: Empirical Evidence from Jordanian Banks, Insurance, and Fintech Firms A Gasaymeh, MMS Alzubi, MMH Mahmoud, KYI Alshboul, MM Khtatbeh 2025 International Conference on Decision Aid Sciences and Applications … , 2025 2025
Sustainable and Secure Infrastructure for Business Intelligence Success: Empirical Evidence from Financial Institutions in Jordan MMS Alzubi, MMH Mahmoud, A Gasaymeh, KYI Alshboul, I Al Muala 2025 International Conference on Decision Aid Sciences and Applications … , 2025 2025
The impact of digital HRM system and digital transformation on HR efficiency with organizational agility as a moderator MH Mahmoud, AA Ali, AA Alrifae, RA Eitah, MM AlZubi Discover Sustainability 6 (1), 1038 , 2025 2025 Citations: 37
Advancing e-commerce adoption among SMEs in Jordan: A path to digital transformation AMAA Basim Abbas Ali Alobaydi, Mohammad Mahmoud Saleem Alzubi Heritage and Sustainable Development 7 (1), 467–478 , 2025 2025 Citations: 7
The Impact of Artificial Intelligence on the Accuracy of Final Financial Reports in Jordanian Public Shareholding Industrial Companies MA Samara, HA Al-khawaja, YS AbuAbbas, I Jebril, MS Jaradat, ... Conference on Sustainability and Cutting-Edge Business Technologies, 34-41 , 2025 2025 Citations: 1
Factors Influencing Business Intelligence Adoption by Jordanian Private Universities MMS Alzubi, AAM Alrifae, MH Mahmoud, AA Atieh PaperASIA 41 (1b), 148-167 , 2025 2025 Citations: 31
Legal framework for regulating AI in smart cities: Privacy, surveillance, and ethics MM Alashqar, AFS Abulehia, AA Atieh, MH Mahmoud, MMS Alzubi 2025 International Conference for Artificial Intelligence, Applications … , 2025 2025 Citations: 22
Business intelligence usage in the Jordanian banking sector: The role of data literacy, strategic alignment, and change management MMS Alzubi Banks and Bank Systems 20 (4), 114-124 , 2025 2025
Adoption of business intelligence in Jordanian hospitals: Examining moderating effects of support, readiness, compatibility, and user satisfaction MMS Alzubi Problems and Perspectives in Management 23 (2), 838 , 2025 2025 Citations: 11
BuSINESS INTELLIGENCE ADOPTION IN JORDANIAN E-BANKING: uNVEILING KEY DRIVERS AND CHALLENGES MMS Alzubi Banks and Bank Systems 20 (2), 135-142 , 2025 2025 Citations: 7
Adoption of digital payment systems in e-marketing: The moderating role of consumer trust in Jordan AMA Alqudah, MMS Alzubi, YA ALarabiat, MI Al Zoubi, OMA Alqudah Heritage and Sustainable Development 7 (2), 663–674 , 2025 2025 Citations: 6
The Impact of Green Human Resource Management Practices (GHRMPs) on Turnover Intention (TI): Moderated by Work-Health Balance (WHB) and Work-Family Balance (WFB) I Ibrahim, MMS Alzubi Journal of Ecohumanism 3 (7), 2618-2634 , 2024 2024 Citations: 23
Can blockchain technology moderates corporate waqf perceived behaviour? In search of underpinning theories PA Megat, BB Ngah, MM Alzubi, F Al-Shaghdari Journal of Contemporary Business and Islamic Finance (JCBIF) 3 (Special … , 2023 2023 Citations: 5
The relationship between Islamic marketing and competitive advantage: an empirical study on Jordanian banks BM Ismaeel, M Alzubi, W Alsariera 2022 Citations: 2
THE MEDIATING EFFECT OF THE YEMENI PETROLEUM COMPANY’S EMPLOYEES ENGAGEMENT ON THE RELATIONSHIP BETWEEN EMPLOYEE MOTIVATION, REWARDS SYSTEM AND WORK ENVIRONMENT ON EMPLOYEE … A Al-Manakhi, MMS Alzubi International Journal of Creative and Innovative Research In All Studies 5 … , 2022 2022 Citations: 2
MOST CITED SCHOLAR PUBLICATIONS
Using the technology acceptance model in understanding citizens’ behavioural intention to use m-marketing among Jordanian citizen MM Alzubi, MM Al-Dubai, MM Farea Journal of Business and Retail Management Research 12 (2) , 2019 2019 Citations: 59
The impact of Management Information System in educational organizations processes YAB El-Ebiary, NA Al-Sammarraie, Y Al Moaiad, MMS Alzubi 2016 IEEE Conference on e-Learning, e-Management and e-Services (IC3e), 166-169 , 2016 2016 Citations: 38
The impact of digital HRM system and digital transformation on HR efficiency with organizational agility as a moderator MH Mahmoud, AA Ali, AA Alrifae, RA Eitah, MM AlZubi Discover Sustainability 6 (1), 1038 , 2025 2025 Citations: 37
Affecting the behavioural intention to use electronic banking services among users in Yemen: Using an extension of the unified theory of acceptance and use of technology MAS Al-Muhrami, NA Alawi, M Alzubi, AAA Al-Refaei 2021 2nd International Conference on Smart Computing and Electronic … , 2021 2021 Citations: 36
Factors Influencing Business Intelligence Adoption by Jordanian Private Universities MMS Alzubi, AAM Alrifae, MH Mahmoud, AA Atieh PaperASIA 41 (1b), 148-167 , 2025 2025 Citations: 31
Impact of employee’s engagement and task identity on employee’s retention strategy mediated by job satisfaction I Ibrahim, K Ali, IA Alzoubi, MM Alzubi, A AL-Tahitah, KG Kadhim International Conference on Business and Technology, 559-573 , 2021 2021 Citations: 31
The mediating role of awareness in the intention to use internet banking among SMEs in Yemen MM Alzubi, MM Farea, MM Al-Dubai Journal of Internet Banking and Commerce 22 (2) , 2016 2016 Citations: 29
Investigating the factors affecting University students’e-commerce intention towards: a case study of Jordanian universities MM Alzubi, MA Alkhawlani, YAB El-Ebiary Journal of Business and Retail Management Research 12 (1) , 2017 2017 Citations: 26
The Impact of Green Human Resource Management Practices (GHRMPs) on Turnover Intention (TI): Moderated by Work-Health Balance (WHB) and Work-Family Balance (WFB) I Ibrahim, MMS Alzubi Journal of Ecohumanism 3 (7), 2618-2634 , 2024 2024 Citations: 23
Legal framework for regulating AI in smart cities: Privacy, surveillance, and ethics MM Alashqar, AFS Abulehia, AA Atieh, MH Mahmoud, MMS Alzubi 2025 International Conference for Artificial Intelligence, Applications … , 2025 2025 Citations: 22
The moderating effect of compatibility factor in the usage of e-government services among Malaysian citizens MM Alzubi, B Ismaeel, AH Ateik 2021 2nd International Conference on Smart Computing and Electronic … , 2021 2021 Citations: 19
Adoption of business intelligence in Jordanian hospitals: Examining moderating effects of support, readiness, compatibility, and user satisfaction MMS Alzubi Problems and Perspectives in Management 23 (2), 838 , 2025 2025 Citations: 11
The mediating effect of technology competency in the intention to adopt Fintech by microfinance businesses in Yemen AHA Ateik, BB Bardai, MM Alzubi International Journal Of All Research Writings 2 (10), 11-19 , 2020 2020 Citations: 11
The effect of mediating role for awareness factors on the behavioral intention to use in E-commerce services in uzbekistan TS Abdurakhimovna, MMS Alzubi, A Aljounaidi International Journal Of All Research Writings 3 (8), 1-14 , 2021 2021 Citations: 9
The impact of marketing intelligence on the market share of the Jordanian Commercial Banks B Ismaeel, MM Alzubi Suntext Review Of Economics And Business 1 (3), 1-8 , 2020 2020 Citations: 8
Advancing e-commerce adoption among SMEs in Jordan: A path to digital transformation AMAA Basim Abbas Ali Alobaydi, Mohammad Mahmoud Saleem Alzubi Heritage and Sustainable Development 7 (1), 467–478 , 2025 2025 Citations: 7
BuSINESS INTELLIGENCE ADOPTION IN JORDANIAN E-BANKING: uNVEILING KEY DRIVERS AND CHALLENGES MMS Alzubi Banks and Bank Systems 20 (2), 135-142 , 2025 2025 Citations: 7
The role of technology in enhancing the organization's effectiveness in light of the corona-virus crisis in Jordanian industrial companies B Ismaeel, M Alzubi International Journal of Management and Commerce Innovations 8 (1), 170-185 , 2020 2020 Citations: 7
Evaluating the role of project team factors in determining the project success: Scale validation MM Al-Dubai, MA Alaghbari, MM Alzubi Journal of Internet Banking and Commerce 23 (2), 1-12 , 2018 2018 Citations: 7
Adoption of digital payment systems in e-marketing: The moderating role of consumer trust in Jordan AMA Alqudah, MMS Alzubi, YA ALarabiat, MI Al Zoubi, OMA Alqudah Heritage and Sustainable Development 7 (2), 663–674 , 2025 2025 Citations: 6
