SAMAR RAHI
Samar Rahi currently works in IT industry, with focus in information management, business intelligence and technology adoption. He holds a PhD from Universiti Sultan Zainal Abidin (UniSZA),Malaysia. He has worked with top-notch travel tech joint like Amadeus and Galileo. His research projects include study of traveling constraints, brand Image, internet banking, customer perceived value, e-service quality, customer’s perception of public relation and switching cost. Samar Rahi can be contacted at: sr_adroit@yahoo.com
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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.
can quickly assess patients' conditions and provide consultation. The current study aims to investigate
what factors enhance patient knowledge towards adoption e-health services and encourage them to adopt
e-health system for their own convenience. This study empirically investigates patient adoption behavior
towards e-health by using primary data. The objective is to assess how factors like perceived usefulness,
subjective norm, computer anxiety and perceived behavioral control impact patient behavior to adopt ehealth.
This study will be based on a primary research design, in which quantitative data analysis
techniques will be used by exploring the tools of descriptive statistics, correlation analysis, and
regression analysis. The data will be collected from 200-250 respondents. The data will be collected
through questionnaire using Google Forms. The survey questionnaires will be distributed to the citizens
of Pakistan. Using the structural equation modeling method, hypothesized relationships will be
analyzed. Results will show whether there is a strong or weak association between variables. This study
is significant as its research framework is based on the technology acceptance model (TAM) and theory
of planned behavior (TPB), with the moderating effect of e-health literacy.
intention to use drone-based food serving restaurants. It is expected that attitude influences customer
behavioural intentions positively backing by perceived innovativeness and consumer motivation. The
sample size of this study is 300 individual. These individual will be approached while their visit to
different restaurants. For data analysis all factors like perceived innovativeness, consumer motivation
functional, hedonic and cognitive motivation will be calculated with structural equation modelling.
Aside of direct relationship the moderating impact of image will be tested between user attitude and
behavioural intention of customer. This study is significant as it discuss innovative trends in food
industry and examines consumer attitude towards acceptance and use of innovate based restaurants.
the last few years. Although citizens are now worried about environmental degradation and showing
concerns about purchasing green products however adoption of green products is still in its early stages.
Therefore, this study investigates the impact of green marketing on consumer green purchase behaviour.
Examining consumer purchase behaviour is a complex phenomenon and therefore moderating and
mediating factors are included in the research model. The current study has conceptualised the
mediating role of consumer pro-environmental behaviour between green marketing and green
purchasing. In addition to that, the moderating role of the availability of green products is studied in the
relationship between green marketing and green purchasing. The questionnaire research approach will
be used to gather data from Pakistani citizens. For analysis, structural equation modelling (SEM) will be
used. This study explores how Pakistan‘s businesses, government, and green marketing strategies
influence consumer behaviour to purchase green products and promote environment-friendly products.
Although companies are making continuous efforts to engage customers in such activities
however managing CSR is critical. Researchers suggest that engaging customer in CSR activities
is very important for its reputation, identity and image. The main objective of the research is to
investigate CSR activities that help organizations to build their good reputation in the market.
This research discloses that CSR activities create positive words-of-mouth for the company. The
quantitative research approach is applied to collect data. The population of the study is customers
who buy and engage with retail companies and stores that are engage in CSR activities.
Convenience sampling approach will be applied to collect data form about 250-300 respondents
through questionnaire. The data will be analyzed through Smart PLS software. This research
paper will enhance awareness of customers and organizations about CSR activities.
implementing Information Technology (IT) techniques like Electronic Customer Relationship
Management (E-CRM). This study is carried out in Pakistan‘s banking sector and the main goal
of this study is to evaluate the effectiveness of the DeLone and McLean IS Success model in
managing E-CRM in the banking sector of Pakistan. This study will help banking sector to
develop strategies, introducing customized services, transaction privacy, problem-solving and
online feedback which could enhance customer satisfaction. Data will be collected from
customers of banks. Data will be examined using structural equation modeling (SEM) through
PLS. Data will be collected through Structured questionnaires. This study is significant as it
examines the role of DeLone and McLean IS success model and E-CRM, towards customer
satisfaction in banking sector of Pakistan.
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.
can quickly assess patients' conditions and provide consultation. The current study aims to investigate
what factors enhance patient knowledge towards adoption e-health services and encourage them to adopt
e-health system for their own convenience. This study empirically investigates patient adoption behavior
towards e-health by using primary data. The objective is to assess how factors like perceived usefulness,
subjective norm, computer anxiety and perceived behavioral control impact patient behavior to adopt ehealth.
This study will be based on a primary research design, in which quantitative data analysis
techniques will be used by exploring the tools of descriptive statistics, correlation analysis, and
regression analysis. The data will be collected from 200-250 respondents. The data will be collected
through questionnaire using Google Forms. The survey questionnaires will be distributed to the citizens
of Pakistan. Using the structural equation modeling method, hypothesized relationships will be
analyzed. Results will show whether there is a strong or weak association between variables. This study
is significant as its research framework is based on the technology acceptance model (TAM) and theory
of planned behavior (TPB), with the moderating effect of e-health literacy.
intention to use drone-based food serving restaurants. It is expected that attitude influences customer
behavioural intentions positively backing by perceived innovativeness and consumer motivation. The
sample size of this study is 300 individual. These individual will be approached while their visit to
different restaurants. For data analysis all factors like perceived innovativeness, consumer motivation
functional, hedonic and cognitive motivation will be calculated with structural equation modelling.
Aside of direct relationship the moderating impact of image will be tested between user attitude and
behavioural intention of customer. This study is significant as it discuss innovative trends in food
industry and examines consumer attitude towards acceptance and use of innovate based restaurants.
the last few years. Although citizens are now worried about environmental degradation and showing
concerns about purchasing green products however adoption of green products is still in its early stages.
Therefore, this study investigates the impact of green marketing on consumer green purchase behaviour.
Examining consumer purchase behaviour is a complex phenomenon and therefore moderating and
mediating factors are included in the research model. The current study has conceptualised the
mediating role of consumer pro-environmental behaviour between green marketing and green
purchasing. In addition to that, the moderating role of the availability of green products is studied in the
relationship between green marketing and green purchasing. The questionnaire research approach will
be used to gather data from Pakistani citizens. For analysis, structural equation modelling (SEM) will be
used. This study explores how Pakistan‘s businesses, government, and green marketing strategies
influence consumer behaviour to purchase green products and promote environment-friendly products.
Although companies are making continuous efforts to engage customers in such activities
however managing CSR is critical. Researchers suggest that engaging customer in CSR activities
is very important for its reputation, identity and image. The main objective of the research is to
investigate CSR activities that help organizations to build their good reputation in the market.
This research discloses that CSR activities create positive words-of-mouth for the company. The
quantitative research approach is applied to collect data. The population of the study is customers
who buy and engage with retail companies and stores that are engage in CSR activities.
Convenience sampling approach will be applied to collect data form about 250-300 respondents
through questionnaire. The data will be analyzed through Smart PLS software. This research
paper will enhance awareness of customers and organizations about CSR activities.
implementing Information Technology (IT) techniques like Electronic Customer Relationship
Management (E-CRM). This study is carried out in Pakistan‘s banking sector and the main goal
of this study is to evaluate the effectiveness of the DeLone and McLean IS Success model in
managing E-CRM in the banking sector of Pakistan. This study will help banking sector to
develop strategies, introducing customized services, transaction privacy, problem-solving and
online feedback which could enhance customer satisfaction. Data will be collected from
customers of banks. Data will be examined using structural equation modeling (SEM) through
PLS. Data will be collected through Structured questionnaires. This study is significant as it
examines the role of DeLone and McLean IS success model and E-CRM, towards customer
satisfaction in banking sector of Pakistan.
ways in academic disciplines such as health, education, psychology,
social work, nursing, public health, and marketing research. Although
these disciplines vary in content, their broad approach to a research
enquiry is similar. Hence, this book is aimed at to present a precise
discussion on research methods and research techniques used in
quantitative and qualitative research. The first chapter of this book
presents research paradigms, philosophical assumption in research
and research approaches. Second chapter explains research strategy
and classification of research which leads to selecting population,
sampling techniques and sample size. Next to this, questionnaire
development process is illustrated which includes questionnaire
design, wording, questionnaire language and response formatting.
Finally, data analysis steps such as measurement model, reliability
assessment, convergent validity, discriminant validity, structural
equation modeling are discussed.
Equation Modeling (SEM) using SmartPLS. The first chapter
presents a discussion on selection of CB-SEM or PLS-SEM and also
provides rule of thumb in selecting CB-SEM and PLS-SEM. Next to
this measurement model is discussed in detailed. Four steps of
measurement model are discussed namely Internal Consistency
Reliability, Indicator Reliability, Convergent Validity and assessment
of Discriminant Validity. Chapter 6 presents academic interpretation
of measurement model. Moving further, Chapter 7 is started from
structural model significance and depicted graphical presentation of
structural equation model assessment. In structural model assessment
five main steps are discussed namely Collinearity, assessing
Significance of hypothesised relationships, Coefficient of
determination , Effect size analysis and predictive relevance. Chapter
12 presents rule of thumb for the assessment of structural model and
academic interpretation of structural model. Finally, Chapter 13
presents a post-hoc analysis IPMA with graphical and academic
interpretation.