Samer Wa'el Abdel Latif Hamadneh

Assistant Professor of Marketing, school of Business
University of Jordan



B2B Marketing, Value Co-Creation, Value Co-Destruction, Supply Chain Management


Scopus Publications

Scopus Publications

  • Examining the effect of virtual reality technology on marketing performance of fashion industry in Jordan
    Muhammad Turki Alshurideh, Suhaib Anagreh, Emad Tariq, Samer Hamadneh, Nidal Alzboun, Barween Al Kurdi, and Sulieman Ibraheem Shelash Al-Hawary

    Growing Science
    This research examined how virtual reality technology affects the marketing performance of the fashion industry in Jordan. Based on a sample composed of 528 online customers, structural equation modeling (SEM) was utilized as a statistical approach for hypothesis testing. The research findings demonstrated that virtual reality technology had a positive significant impact on marketing performance. This examination provides many implications that managers in the fashion industry in Jordan could recognize, the most notable was encouraging them to focus on increased product demos utilizing virtual reality technology in order to improve customers' comprehension of the product and boost their confidence when making purchase decisions.

  • The effect of information security on e-supply chain in the UAE logistics and distribution industry
    Muhammad Turki Alshurideh, Enass Khalil Alquqa, Haitham M. Alzoubi, Barween Al Kurdi, and Samer Hamadneh

    Growing Science
    The effect of information security on the e-supply chain attracted attention to investigate its relationship with the mediating role of supply chain risk in the logistics and distribution industry in the United Arab Emirates (UAE). The proposed research explored the mediating effect of supply chain risk in the logistics and distribution industry, providing unique insights for future research, literature, and targeted sectors. A descriptive, causal and analytical design with quantitative research technique was applied to the proposed research model. A sample of 301 respondents from the managerial departments of 176 logistics and distribution companies in Dubai and Abu Dhabi was used to assess the research variables. The findings revealed that the impact of information systems was positively associated with the e-supply chain, while the indirect impact of supply chain risk significantly positively impacted the e-supply chain. The research is limited to assessing the supply chain risk as an intermediary. For future research, exploring the SC risk prevention strategies' impact on the E-supply chain is recommended. Research findings are anticipated to assist communities of practice in making better information security decisions in the context of e-supply chain by clearly implementing information security policies internally and externally to enhance e-supply chain performance and SC risk management.

  • The effect of lean and agile operations strategy on improving order-winners: Empirical evidence from the UAE food service industry
    Muhammad Turki Alshurideh, Ahmed Al-Hadrami, Enass Khalil Alquqa, Haitham M. Alzoubi, Samer Hamadneh, and Barween Al Kurdi

    Growing Science
    This research aims to assess the impact of lean and agile operational strategies on improving order winners in the food service industry in the UAE. Research disclosed a few attributes with a dimensional review of lean and agile strategies that enhance strategic alignment in the food service industry of UAE to achieve the maximum benefits that have never been identified in research before. Data from 85 Sharjah-based food service companies were used for the analysis. A quantitative method with descriptive, causal and exploratory research design was used, along with convenient cluster sampling. A valid sample size of 255 respondents was used to assess the model through regression and ANOVA using SPSS. Research findings show a significant direct impact of lean strategies on order winners, and agile strategies significantly positively impact order winners. In contrast, both variables have a significant direct impact on order winners. This research is limited to assessing the impact of lean and agile strategies to achieve maximum order winners. Future research should consider a manufacturing industry to increase generalizability and a comprehensive focus on the lean and agile dimensional impact on competitive advantage. Customer loyalty and satisfaction lead a business toward order winners. An exemplary implementation of lean and agile strategies can translate into high business performance.

  • Impact of supply chain 4.0 and supply chain risk on organizational performance: An empirical evidence from the UAE food manufacturing industry
    Barween Al Kurdi, Haitham M. Alzoubi, Muhammad Turki Alshurideh, Enass Khalil Alquqa, and Samer Hamadneh

    Growing Science
    This research aims to empirically assess the impact of supply chain 4.0 and supply chain risk on organizational performance in the food manufacturing industry in the United Arab Emirates (UAE). Based on empirical evidence, only a few empirical research in supply chain 4.0 have been conducted. Additionally, they stress the significance of supply chain risk management assistance in enhancing organizational effectiveness. A quantitative technique with convenient cluster sampling was used to evaluate the variables. Data from 54 food manufacturing companies based in Ajman, UAE, was used. A sample size of 289 respondents was used for statistical analysis. The research findings revealed a strong link between the significant impact of supply chain4.0 and supply chain risk to improve organizational performance. The use of supply chain 4.0 in manufacturing organizations was the main focus of this study. The model can be modified to reflect other businesses worldwide, for instance, the retail or service sectors. The findings aid businesses in making better-informed decisions about adopting supply chain 4.0. According to the research findings, food manufacturing companies should initiate and advance their transition to supply chain 4.0 for them to be competitive, effective, and productive.

  • Does social customer relationship management (SCRM) affect customers’ happiness and retention? A service perspective
    Muhammad Turki Alshurideh

    Growing Science
    The main aim of this study is to examine the effects of social customer relationship management (CRM) on customer happiness and customer retention. To achieve the study objectives, a quantitative research method is adopted in this study to examine the hypotheses by using a survey questionnaire for the purpose of data collection from the target sample of customers of telecommunication firms working in Jordan. The instrument is designed and customized to conduct this study and meet the research objectives. A total of 319 valid and reliable responses are returned and they are analyzed using the SEM approach through SmartPLS3 software to examine the hypotheses. The findings reveal significant and positive effects of the most social CRM elements studied on customer happiness and the customer happiness influenced customer retention. The study contributes to the respective research field with further better understanding of the role of social CRM to increase customer happiness and retain long term relationships with them.

  • The impact of digital HRM on employee performance through employee motivation
    Sami Awwad Al-kharabsheh, Murad Salim Attiany, Rawan Odeh Khalaf Alshawabkeh, Samer Hamadneh, and Muhammad Turki Alshurideh

    Growing Science
    This study aims at investigating the effect of digital HRM practices on employee motivation and hence employee job performance, or in other words, the mediating role of employee motivation between digital HRM practices and employee job performance. Two digital HRM practices were used in this study: digital training and digital performance appraisal. Collecting data using a valid and reliable questionnaire from employees at industrial companies, the results show that digital training had significant effects on both employee motivation and job performance, digital performance appraisal had significant effects on employee motivation and performance appraisal, and employee motivation exerted a significant effect on job performance. Consequently, it was approved that employee motivation partially mediated the effect of digital HRM practices on job performance. It was concluded that skilled employees who are aware of their performance level are motivated to show higher levels of job performance. Theoretically, the study called scholars to carry out further results to examine the effects of other HRM practices on job performance through employee motivation. Empirically, organizations are requested to conduct training sessions and assess employee performance using digital means.

  • Factors affecting employee social relations and happiness: SM-PLUS approach
    Muhammad Turki Alshurideh, Barween Al Kurdi, Haitham M. Alzoubi, Iman Akour, Zaid Mohammad Obeidat, and Samer Hamadneh

    Elsevier BV

  • Factors affecting team social networking and performance: The moderation effect of team size and tenure
    Barween Al Kurdi, Muhammad Turki Alshurideh, Iman Akour, Haitham M. Alzoubi, Zaid Mohammad Obeidat, Samer Hamadneh, and Shanmugan Joghee

    Elsevier BV

  • Factors affecting e-supply chain management systems adoption in Jordan: An empirical study
    Samer Hamadneh

    Growing Science
    Recently, there have been a growing number of articles focusing on the benefits of adopting e-SCM systems and the value of such systems in supply chain performance. However, less academic research was devoted to understanding factors affecting the adoption intention of such systems. This study uses the technology, organization, and environment (TOE) framework to examine factors that affect the adoption of e-SCM systems in Jordan, where limited research has been conducted in this country. Through an online survey filled by 251 participants via the LinkedIn website, the study shows that perceived relative advantage, financial resources, employee competency, top management support, competitive pressures, and customer pressure positively impact the adoption intention of e-SCM systems. The findings confirm the association between variables embedded in the TOE framework and the adoption intention of innovative supply chain systems and solutions and support earlier findings. According to the study findings, e-SCM systems providers should focus on the relative advantage these systems offer to increase the likelihood of their adoption.

  • Factors affecting customer-supplier electronic relationship (ER): A customers’ perspective
    Muhammad Turki Alshurideh, Barween Al Kurdi, Haitham M Alzoubi, Iman A Akour, Samer Hamadneh, Ahmad Alhamad, and Shanmugan Joghee

    SAGE Publications
    Maintaining durable and long-lasting relationships with customers is a key factor that is widely considered by marketing practitioners and company management. Therefore, this study aims to explore and examine the factors (personal interest, trust, safety perceptions, E-transaction acceptance, and privacy concerns) influencing electronic relationship ER from the customers’ perspectives. The study selected the sample from university students (456 respondents) and was conducted in United Arab Emirates UAE, to analyze their perspectives about these factors. The study findings found significantly positive effect of all these factors on ER. And the most influential one was the personal interest followed by trust. Our research concludes by mentioning customers’ communication experiences and perceptions with their companies in order to assess their ability to meet expectations and maintain ongoing relationships. The research implications offer the marketing practitioners with insight to diversify their interaction ways with their key customers.

  • Impact of Metaverse and Marketing Innovation on Digital Transformation
    Muhammad Turki Alshurideh, Iman A. Akour, Barween Al Kurdi, Samer Hamadneh, and Haitham M. Alzoubi

    Business stakeholders have expressed a great deal of interest in the idea of boosting the value of their companies by fusing them with the emerging metaverse notion. The metaverse is a brand-new phenomenon that will soon completely transform both the digital and physical environments. In light of this, the author creates a framework for how the metaverse alters the universe. To comprehend the value of the metaverse in relation to digital transformation, this research aimed to examine the effects of metaverse and marketing innovation based on empirical data on how companies use cutting-edge technology in conjunction with marketing initiatives and their impact on digital transformation. The quantitative analysis applied to explore the research model, a descriptive, exploratory and analytical research design applied using convenient sampling. 61 digital marketing agencies were approached located in Dubai. Data collected from 196 respondents were incorporated for analysis using SmartPLS 4.0. The findings suggest a positive significant relationship of metaverse and marketing innovation with digital transformation.

  • The Interplay between Artificial Intelligence and Innovation and its impact on B2B Marketing Performance
    Muhammad Turki Alshurideh, Samer Hamadneh, Barween Al Kurdi, Iman A. Akour, and Enass Khalil Alquqa

    Artificial intelligence has the potential to greatly improve the existing economy’s efficiency. It might, however, have a more profound impact by serving as a brand-new, all-purpose “method of invention” that can change the organization innovation processes. A wide spectrum of organizations is finding benefit in artificial intelligence (AI), which is upending the marketing and global economic markets. Business researchers and practitioners are showing an increasing interest in AI, according to recent highly referenced studies. For established and startup businesses employing big data and developing new, innovative strategies and business models, even in a B2B setting, AI is both an opportunity and a limitation. This study employs quantitative methodology and data analysis methods based on structural equation modelling. using the program SmartPLS 4.0. employing practical random sampling procedures to select a sample. The replies of 191 employees of financial organizations situated in Dubai, United Arab Emirates, who completed online surveys were evaluated.

  • The Impact of Digital marketing and Digital Payment on Financial Performance
    Barween Al Kurdi, Yasin Ahmad Antouz, Muhammad Turki Alshurideh, Samer Hamadneh, and Enass Khalil Alquqa

    In the digital age, digital marketing affected people's lives on a professional and societal level. The financial sector, in particular, makes substantial use of information technology that has emerged in the digital age to make it simpler for the general public to access financial products and services. The community can benefit from opportunities thanks to information technology improvements, especially for entrepreneurs. This research aims to examine the impact of digital marketing, digital payments on financial performance. This research uses quantitative methodologies, and structural equation modeling-based data analysis techniques are used. with the aid of SmartPLS 4.0 software. the process of choosing a sample using convenient random sampling techniques. 191 employees working in financial companies based in the Dubai UAE who responded to online questionnaires had their responses analyzed. According to data analysis findings, digital payments, and digital marketing concluded with a positive and significant impact on financial performance.

  • The Impact of Digital marketing and Digital Procurement on Operations Performance
    Enass Khalil Alquqa, Barween Al Kurdi, Muhammad Turki Alshurideh, Samer Hamadneh, and Haitham M. Alzoubi

    The use of digital marketing by entrepreneurs to connect with consumers and a wide audience is not new in this technological era. Examples include attracting clients through email, content marketing, search engines, social media, and many more channels. Utilizing digital marketing is a vital approach that businesses may utilize to preserve and survive their enterprise. By utilizing this marketing tactic, business owners can cut operating costs while also indirectly increasing their company’s profit. However, after a deep review regarding digital marketing and digital procurement and their impact on operations performance highlighted the key factors that shows significant impact theoretically and empirically. A quantitative technique used to analyze proposed model. Valid data of 188 employees working in food manufacturing firms located in Dubai UAE, has used to determine the variables. SmartPLS used to evaluate model validity, correlation and hypothesis testing. Moreover, a positive significant relationship revealed among each variable. The food manufacturing companies can get benefit from current research to distinguish the key areas to be focused to keep outstanding operations performance of the organization.

  • Components Determining the Behavior and Psychological impact of Entrepreneurship among Higher Vocational Students

  • The mediating role of operational Flexibility on the relationship between quality of health information technology and management capability
    Main Naser Alolayyan, Rafi Al-Rwaidan, Samer Hamadneh, Ala’a Ahmad, Ahmad AlHamad, Sulieman Ibraheem Shelash Al-Hawary, and Muhammad Turki Alshurideh

    Growing Science
    The purpose of this study is to investigate the mediating role of operational flexibility between the quality of health information technology and management capability. A cross-sectional study was conducted; data was obtained based on 365 medical staff (medical doctors, nurses, and medical technologists) from public hospitals in the northern region of Jordan; a covenant sample was used. The authors used structural equation modeling to verify the hypotheses. The results reveal that the quality of health information technology has a significant impact on management capability and operational flexibility. Operational flexibility as a partial mediating variable also showed a significant impact on management capability. The study suggests that increasing the quality of health information technology will enhance the management capability and operational flexibility in healthcare organizations and will increase employee loyalty as a vehicle to trigger positive work-related attitudes. This study is one of the very limited studies in the Middle East that examined the role of operational flexibility in the quality of health information technology and employee management capability.

  • The influence of supply chain partners’ integrations on organizational performance: The moderating role of trust
    Muhammad Turki Alshurideh, Barween Al Kurdi, Haitham M. Alzoubi, Bader Obeidat, Samer Hamadneh, and Ala’a Ahmad

    Growing Science
    Supply chain management and integration have become more important business topics mainly addressed within the different businesses industries in order to influence the organizational performance. The current research study aims to investigate this effect by involving some key of supply chain partners on organizational performance. Also, the moderation role of trust as an influential aspect in the business was also studied in this work. To conduct this research and meet the stated research objective, a quantitative research method was used to collect data from food products manufacturers in Jordan due to the main contribution of this sector to the national economy of Jordan. PLS-SEM approach was selected in the phase of analysis and the findings revealed a significant effect of all hypothesized research assumptions and a significant moderating effect of trust on the relationship between supply chain partners’ integration and organizational performance. The research findings also provided expected implications and supported the relevant evidence and literature in this area, as well it would contribute to cover the existing research knowledge gaps by integrating a new model including sets of new variables that have not been examined together within a single conceptual framework.

  • Consumer attitudes towards the use of autonomous vehicles: Evidence from United Kingdom taxi services
    Omar Hasan, Julie McColl, Tom Pfefferkorn, Samer Hamadneh, Muhammad Alshurideh, and Barween Al Kurdi

    Growing Science
    The primary aim of this research is to determine attitudes held towards autonomous vehicles (AVs) and understand their impact on intentions to use the service among ride-hailing users in the UK. Based on the Theory of Planned Behaviour model, an online, self-administered survey was used to collect data from 151 consumers (18-24-year-olds). The relationship between variables was measured using a Spearman’s Rank test in SPSS. The results of this study found all categories (overall attitude, perceived ease-of-use, perceived value, perceived safety, perceived risk, technology, environmentalism, subjective norms, perceived behavioural control) received a positive mean score. From these results, it can be concluded that this sample holds positive attitudes towards AVs and intend to use the service when they are made available. A positive score for perceived risk, however, indicated that this group thought there may be safety concerns when using this technology. The main contribution of this study is providing data to a new, and rapidly evolving field of research and thus the findings of the present study contribute to ongoing research related to consumers attitudes of AVs. Managerially, companies that focus on developing and implementing AV taxis need to focus more on the safety benefits of such vehicles.

  • A conceptual model for the adoption of autonomous robots in supply chain and logistics industry
    Mohamed Shamout, Rabeb Ben-Abdallah, Muhammad Alshurideh, Haitham Alzoubi, Barween Al Kurdi, and Samer Hamadneh

    Growing Science
    The arrival of the era of robots and autonomous machines is undisputable. It is anticipated that the future business environment will be characterized by a variety of intelligent systems and autonomous robots. In 2017, the International Federation of Robotics reported that momentum gained by robotic technologies is strong and that the sales volumes of both service and industrial robots is expected to grow. Building on this projection, the present study proposes a set of prerequisites or key determinants for the adoption of autonomous robots in the supply chain and logistics industry: technological context (i.e., relative advantage, complexity, and cost), organizational context (i.e., management support, financial support and employee competence) and environmental context (i.e., competitive pressure, customer pressure and vendor support). The study adapts a quantitative research design and uses an online survey to collect the needed data to test the conceptual framework and hypotheses proposed. Part of the study results confirms the association between the cost of digital technologies and the adoption of autonomous robots. However, the study found no evidence that the perceived relative advantage positively impacts supply chain and logistics firms’ adoption of autonomous robots. The study offers some managerial advices to supply chain mangers and marketers of the digital technologies and tools that can be applied in the supply chain setting.

  • Fuzzy assisted human resource management for supply chain management issues
    Muhammad Turki Alshurideh, Barween Al Kurdi, Haitham M. Alzoubi, Taher M. Ghazal, Raed A. Said, Ahmad Qasim AlHamad, Samer Hamadneh, Nizar Sahawneh, and Amer Hani Al-kassem

    Springer Science and Business Media LLC

  • An Investigation Of The Role Of Supply Chain Visibility Into The Scottish Blood Supply Chain

  • Digital Transformation Metrics: A Conceptual View