Samar of the Rahi

Dr. Samar of the Rahi

orcid

Research Focus & Metrics

Academic Career Length

10Years (2017-Present)

(Calculated once Scilit publication data is synced: current year − year of first publication + 1)

Representative Publications

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12 August 2019 in Journal of Research in Interactive Marketing
Verified
Journal Article
Closed access
SRSamar of the Rahi
Samar of the Rahi
MMMajeed Mustafa Othman Mansour
Majeed Mustafa Othman Mansour
MAMahmoud Alghizzawi
Mahmoud Alghizzawi
FAFeras Mi Alnaser
Feras Mi Alnaser
Purpose: Technology acceptance, especially internet banking adoption, has become a vital issue in the business world today. The potential of this technology is enormous. The purpose of this study is to ascertain determinants of internet banking adoption using unified theory of acceptance and use of technology (UTAUT) and electronic service (e-service) quality, which accounts for changes in user’s intention to adopt internet banking.Design/methodology/approach: The authors collected data from customers of commercial banks using structured questionnaires. The data were collected in four weeks in the beginning of September 2017. A two-stage approach of confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used for data analysis.Findings: The results reveal that integrated UTAUT model had significant influence on user intention to adopt internet banking. Findings of the SEM indicated that approximately 80 per cent of the variance in user intention to adopt internet banking was accounted by predictors. The study schematized that assurance is the most influential factor among all other technology and service quality factors. Additionally, performance expectancy and effort expectancy were found to be positive and significant mediator variables among website design, customer service and customer’s intention to adopt internet banking.Practical implications: It is recommended that both website designers and managers should focus on technology and service quality factors to boost the confidence of internet banking users. Importance performance matrix analysis suggested that managers should provide assurance to internet banking users, so that they could maintain a long-term relationship with internet banking services. The study calls researchers to test the integrated UTAUT model in other electronic commerce (e-commerce) domains such as online booking or online shopping websites.Originality/value: To the best of author’s knowledge, this study is the first that extend the UTAUT model with four e-service quality dimensions, namely, website design, customer service, assurance and reliability to investigate user’s intention to adopt internet banking in developing country context of Pakistan. More importantly, the mediating role of performance expectancy and effort expectancy is examined first time within integrated UTAUT model. Furthermore, the integration of UTAUT model contributes to the advancement of internet banking acceptance and offers useful insights to researchers and policy-makers on how to enhance internet banking acceptance among customers of commercial banks.

8 September 2020 in International Journal of Quality & Reliability Management
Verified
Journal Article
Closed access
SRSamar of the Rahi
Samar of the Rahi
MKMubbsher Munawar Khan
Mubbsher Munawar Khan
MAMahmoud Alghizzawi
Mahmoud Alghizzawi
Purpose: The advancement in Internet technology has played a significant role in revolutionizing the Internet banking services. Therefore, little is discussed about factors that motivate technology user to continue the use of Internet banking services. The current study investigates Internet banking user continuance behavior toward the use of Internet banking services with the integration of two-well known information system (IS) theories namely task technology fit (TTF) and technology continuance theory (TCT).Design/methodology/approach: The research design of this study is based on positivist paradigm and followed quantitative research approach. Data were collected from 360 Internet banking users of commercial banks across Pakistan. The research model was tested with structural equation modeling (SEM).Findings: The research model had explained 53.9% variance in Internet banking user continuance intention. Next to this, the predictive relevance of the research model was tested with Stone-Geisser's Q² values using blindfolding procedure. Results revealed that the newly developed integrated technology continuance research model has substantial power to predict Internet banking user continuance intention. Moreover, the effect size analysis revealed that factors like satisfaction and user expectation were the most important factors in determining Internet banking user continuance intention.Practical implications: For practical implications importance performance matrix analysis (IPMA) has used to see the importance and performance of the underpinned factors. Findings indicate that managers and policy makers should focus on user satisfaction, perceived usefulness and expectation confirmation in order to enhance the Internet banking user continuance intention toward the use of Internet banking services. Some of the ways banks can do this is to develop esthetic Internet banking website with charm of novelty, relevant information and smooth flows with less complex redirects.Originality/value: Unlike prior studies that focus on Internet banking user pre-adoption issues, the current study examines post-adoption issue of Internet banking users and investigates Internet banking user continuance intention. This study is significant as it integrates two-well known theories namely TCT and TTF in Internet banking user continuance intention and augments the IS literature by developing an integrated technology continuance model (TCM).

8 December 2020 in Enterprise Information Systems
Verified
Journal Article
Closed access
SRSamar of the Rahi
Samar of the Rahi
MKMubbsher Munawar Khan
Mubbsher Munawar Khan
MAMahmoud Alghizzawi
Mahmoud Alghizzawi
This study aims to investigate patient’s behaviour towards the adoption of telemedicine health services with the integration of three well-Known theories, namely, unified theory of acceptance and use of technology (UTAUT), the protection motivation theory (PMT) and DeLone & McLean information success model. The results of structural equation modeling indicate that altogether UTAUT, PMT and DeLone & McLean information success model explained 80.4% variance in patient attitude towards adoption of telemedicine health services. Findings suggest that health-care professional can boost patient attitude towards adoption of telemedicine health services by improving factors such as service quality, computer self-efficacy and performance expectancy.

3 March 2021 in Journal of Enterprise Information Management
Verified
Journal Article
Closed access
SRSamar of the Rahi
Samar of the Rahi
MMMajeed Mustafa Othman Mansour
Majeed Mustafa Othman Mansour
MAMalek Alharafsheh
Malek Alharafsheh
MAMahmoud Alghizzawi
Mahmoud Alghizzawi
In this era of digital technology, the banking sector has revolutionized its operations by using web-based Internet banking services. However, the success of these financial services is dependent on Internet banking user continuance intention instead of initial adoption. The current study develops a theoretical framework based on three well-known theories, namely the expectation–confirmation theory, self-determination theory (SDT) and the commitment trust theory, to investigate Internet banking user continuance intention towards use of Internet banking services. Following positivist paradigm, a research survey was conducted towards Internet banking users of commercial banks. In response, 355 valid observations were retrieved and used for data analysis. For data analysis, this study has used a latest statistical approach, namely structural equation modelling (SEM). This study has confirmed that factors underpinning the commitment trust theory, SDT and expectation–confirmation model have significant impact on Internet banking user continuance intention. The research model explained 68.4% of variance in determining Internet banking user continuance intention, which is substantial. The effect size analysis (f2) indicates that perceived usefulness is the most important factor among all other exogenous variables. The predictive relevance of the research model was found substantial Q2 50.3%. These findings confirmed that the research model has substantial power to predict Internet banking user continuance intention. From a managerial perspective, findings of this research give deeper insight into financial advisors, bank managers and policy- makers to understand human motivation and expectation–confirmation factors in order to retain customers and gain return on Information Technology (IT) investment. Additionally, results suggest that attention should be given on user trust, which in turn boosts user intention towards continuance use of Internet banking services. Extension of the self-determination framework contributes to theory and augments e-commerce literature, especially in a post-adoption setting. There are several studies that investigate Internet banking user pre-adoption behaviour. Therefore, less is discussed about the Internet banking user’s post-adoption behaviour. Findings of this study help financial advisors to comprehensively understand which factor influences Internet banking user behaviour towards continue use of Internet banking services.

1 January 2018 in Management Science Letters
Verified
Journal Article
Closed access
SRSamar of the Rahi
Samar of the Rahi
MGMazuri Abd. Ghani
Mazuri Abd. Ghani
FAFeras Mi Alnaser
Feras Mi Alnaser
Dr. ABDUL HAFAZ NgahDr. ABDUL HAFAZ Ngah
Dr. ABDUL HAFAZ Ngah

4 August 2023 in Heliyon
Verified
Journal Article
Open access
FAFeras Mi Alnaser
Feras Mi Alnaser
SRSamar of the Rahi
Samar of the Rahi
MAMahmoud Alghizzawi
Mahmoud Alghizzawi
Dr. ABDUL HAFAZ NgahDr. ABDUL HAFAZ Ngah
Dr. ABDUL HAFAZ Ngah
In the era disruptive technology the emergence of artificial intelligence has fundamentally improved banking operations. The execution of artificial intelligence is no longer discretionary for financial institutions and now it is considered an essential tool to meet customer expectations. Although artificial intelligence enabled digital banking is faster efficient and effective however user acceptance of digital banking driven by artificial intelligence is in its initial stages. Therefore, current study develops and integrated research framework with expectation confirmation model and examines digital banking user satisfaction and acceptance of AI enabled digital banking. Data were collected from digital banking user through structured questionnaire. Overall, 320 respondents were approached and requested to participate in digital banking survey. In return 251 valid responses were received and analyzed with structural equation modeling. Findings of the structural model indicate that satisfaction is jointly determined by expectation confirmation, perceived performance, trendiness, visual attractiveness, problem solving, customization, communication quality and revealed substantial variance R^2 51.1% in digital banking user satisfaction. Therefore, satisfaction and corporate reputation have shown considerable variance R^2 48.3 in user acceptance of AI enabled digital banking. Moreover, the research framework has revealed substantial predictive power Q^2 0.449 to predict digital banking user satisfaction and Q^2 0.493 user acceptance of artificial intelligence enabled digital banking. Concerning with hypotheses relationships exogenous factors have shown positive and significant impact user satisfaction except trendiness and customization. Practically, this research has suggested that policy makers should pay attention in improving user expectation confirmation, perceived performance, visual attractiveness, communication quality and corporate reputation which in turn enhance satisfaction and boost digital banking user's confidence to accept artificial intelligence enabled digital banking. This study is original as it integrates expectation confirmation model with the antecedents of artificial intelligence and examines user behavior towards acceptance of artificial intelligence enabled digital banking.