Purpose: The objective of this paper is to explore the possible impact of mobile banking service quality (MBSQ) on customer value co-creation intention (CVCI). Design/methodology/approach: A questionnaire was administered to research participants from Jordan. A total of 562 valid questionnaires were analysed. Mediation and moderation evaluations were performed in order to examine the function performed by MBSQ, customer engagement (CE), and social presence as determinants of CVCI. Structural equation modeling of type covariance-SEM using AMOS software was employed for the analysis. Findings: The research results verify the proposition that MBSQ, CE, and social presence can all influence. In addition, the mediating role of customer engagement in respect of the relationship between MBSQ and CVCI is also confirmed in this research. Practical implications: This research is of use to bank managers who must allocate resources during the development of m-banking platforms, wherein value co-creation in banking can be promoted. Originality/value: This study comprises an original contribution to current scholarship in the field of m-banking through its examination of the impact of customer engagement with m-banking. Moreover, this research augments current literature pertaining to the function of MBSQ in relation to CVCI as tempered by customer engagement and social presence.

Purpose: This paper assesses the continuance intention (CI) for mobile-based payment (M-payment) services following the COVID-19 pandemic by combining the self-efficacy construct with the electronic service quality model.Design/methodology/approach: This exploratory, cross-sectional research employs qualitative and quantitative research methods; specifically, a questionnaire and interviews. A total of 403 Jordanian participants completed valid questionnaires. Mediation and moderation evaluations assessed the M-payment service quality (MPSQ), self-efficacy and health concerns (HC) to determine CI.Findings: The results verify the significance of MPSQ and self-efficacy in developing CI and show the mediating influence of self-efficacy between MPSQ and CI. Moreover, HC negatively impact the self-efficacy/CI link.Practical implications: This research benefits M-payment service providers seeking to secure customer loyalty via improved M-payment services. The behavioral intention investigation will provide rich information about potential customers' CI and illuminate areas for development.Originality/value: This research makes an original contribution to the existing M-payment literature by investigating the impact of customers' perception of service quality on their CI to utilize M-payment services, balanced with self-efficacy and HC.

Purpose: The aim of this paper is to examine a model that combines barriers, drivers, government responses, recovery expectations, expected future changes in performance and the extent of digitalisation as a moderator in SMEs. Design/methodology/approach: This study uses exploratory causal methodologies. The study employs a quantitative methodology based on utilising an electronic questionnaire to gather the opinions of home workers and entrepreneurs in Jordan. The cross-sectional data collection approach was conducted in a single time frame, and a total of 1,179 valid questionnaires were analysed using Smart PLS along with SPSS. Findings: The findings demonstrate that the barriers lower the expectations of recovering performance, whilst the drivers and government responses raise the expectations of both performance recovery and change in performance. Concerning digitalisation, this study discovered that firms going digital had a significant positive direct impact on expectations of performance change. This paper also found that expectations of performance change are significantly positively impacted by the interaction between drivers and digitalisation. However, the moderating influence of digitalisation on the positive impact of government responses on expectations of performance change was not verified. Practical implications: The study's conclusions led to the formulation of several policy recommendations aimed at easing the burden on SMEs. Originality/value: This study adds something new to the body of knowledge on SMEs by investigating the effects of barriers, drivers and government responses on expectations of performance recovery and the expected future change in performance moderated by digitalisation.

Purpose: In an increasingly competitive higher education landscape, institutions are leveraging artificial intelligence (AI) to optimize digital marketing strategies and attract prospective students. This study examines the direct and indirect effects of AI-powered digital marketing on student enrollment decisions in the United Arab Emirates (UAE), with student engagement serving as a mediating variable in light of the technology acceptance model and self-determination theory. Design/methodology/approach: The study is adopting a mixed-methods approach; the research integrates quantitative data from 410 survey responses with qualitative insights drawn from semi-structured interviews with 15 university students. The study applied partial least squares structural equation modeling (PLS-SEM) in order to analyze data through SmartPLS 4 program. Findings: The quantitative findings revealed that AI-driven digital marketing significantly enhances both student engagement and enrollment outcomes, with engagement partially mediating this relationship. According to the qualitative results, thematic analysis was applied to analyze students’ interview data. Findings revealed that the key drivers of engagement are personalization, interactivity and responsiveness, while peer influence, parental input and the quality of personalized content shape final enrollment decisions. Originality/value: The study findings highlight that while AI tools effectively capture attention and foster meaningful engagement, human and social factors play a vital role in the decision-making process. The study provides practical recommendations for higher education marketers to integrate AI technologies with traditional outreach strategies in order to build trust, increase engagement and improve conversion rates from digital interaction to enrollment.

Purpose: The aim of this research is to determine the impact of a learning organisation (LO) on developing quality improvement practices (QIPs) and to propose knowledge-sharing (KS) as a moderator which is anticipated to support the beneficial effect of a LO on QIP. A further objective is to establish whether training provision raises the abilities of healthcare organisations (HCOs) to attain greater standards of QIP via a LO and KS.Design/methodology/approach: A total of 240 responses, obtained from employees working at private HCOs in Jordan, comprised the valid dataset. Structural equation modeling (SEM) was utilised for data analysis. Multigroup analysis (MGA) was performed to compare the impact of workers who had or had not undergone training.Findings: The findings indicated that QIP was significantly enhanced by LO. HCOs with the objective of converting a KS-moderated LO could attain improved QIP standards, but within the surveyed establishments, this effect was only appreciated at modest degrees. By performing MGA, no variations were identified in the impact of workers.Practical implications: Managers should place more emphasis on training and learning within HCOs. However, respondents did indicate that their establishments had notable degrees of KS, suggesting a potential strength that could be used positively by the managerial hierarchy.Originality/value: This study encompasses an original contribution to contemporary scholarship in the field of knowledge management and quality through its examination of the moderating effect of KS on LO and QIP.