Artificial intelligence (AI) is revolutionising the way customers interact with brands. There is a lack of empirical research into AI-enabled customer experiences. Hence, this study aims to analyse how the integration of AI in shopping can lead to an improved AI-enabled customer experience. We propose a theoretical model drawing on the trust-commitment theory and service quality model. An online survey was distributed to customers who have used an AI- enabled service offered by a beauty brand. A total of 434 responses were analysed using partial least squares-structural equation modelling. The findings indicate the significant role of trust and perceived sacrifice as factors mediating the effects of perceived convenience, personalisation and AI-enabled service quality. The findings also reveal the significant effect of relationship commitment on AI-enabled customer experience. This study contributes to the existing literature by revealing the mediating effects of trust and perceived sacrifice and the direct effect of relationship commitment on AI-enabled customer experience. In addition, the study has practical implications for retailers deploying AI in services offered to their customers.

PurposeDespite the benefits of mobile banking services in an increasingly digitised world, adoption rates remain unsatisfactory. The present cross-national study examines age- and gender-dependent variations of consumer intentions and use of mobile banking services.Design/methodology/approachThe study analyses consumer mobile banking use by integrating factors such as with trust, security and privacy and it examines the effects of these factors among two demographic factors including age and gender. 897 Lebanese and British mobile banking users completed a survey. Data was analysed by partial least squares-structural equations modelling.FindingsConsumer behavioural intention was significantly moderated by age through its relationship with facilitating conditions and trust among Lebanese respondents, and performance expectancy, effort expectancy, hedonic motivation, price value and habit among their British counterparts. As for gender, a significant moderating effect was evidenced in the Lebanese, but not the British sample, on the level of performance expectancy, effort expectancy, facilitating conditions, price value and perceived security.Originality/valueThe findings provide evidence of the applicability of the new factors proposed in this research. The reflection of the influence of these demographic factors in a cross-national context provides insights into mobile banking adoption variation between different countries.

explained the difficulties in operating successful e-learning systems in developing countries (eg, Al-Azawei, Parslow, & Lundqvist, 2016). In particular, the existing body of literature on e-learning adoption in higher education in Arab countries is limited in comparison to literature that focuses on other regions in the world (Al-Azawei et al., 2016;Mirza & Al-Abdulkareem, 2011). Within the context of using e-learning in higher education, Iraq represents a unique case. The country has suffered from wars and an unstable political situation for many years (Ameen, 2017) which effected how universities work and advance in education. Furthermore, the basic resources required for e-learning systems to work, such as electricity and a strong network connection are lacking in comparison to the majority of other Arab countries. The country is behind in terms of policy making related to the use of technology and in terms of technological advancement than the majority of other Arab countries (Ameen, 2017). This makes university students in Iraq less aware of the importance of e-learning and their behaviour and preferences AbstractThis study aims to analyse the factors that can explain the adoption and effective use of a new e-learning system in Iraq. To achieve this, it uses a selection of factors that are present in the technology acceptance model (TAM) and the unified theory of acceptance and use of technology (UTAUT) model, and it includes three additional factors. The study hypothesises new relationships between the selected factors. Questionnaires were distributed to 300 university students in Iraq. Partial least squares-structural equation modelling (PLS-SEM) was used to analyse the data received. The findings suggest that perceived usefulness (PU), perceived ease of use (PEOU), subjective norms (SNs), information quality (IQ), system quality (SQ), technical support (TS) and self-efficacy (SE) have significant effects on behavioural intention (BI). In turn, BI and TS have significant direct effects on the actual use (AU) of e-learning systems. The factors age, gender and experience significantly moderated some of the relationships in the model. The research has several implications for policy makers, universities and the management of e-learning systems.

PurposeThis study examines the effect of multidimensional constructs on citizen loyalty to e-government services. More specifically, it examines the effects of service quality, trust and satisfaction on loyalty to these services.Design/methodology/approachThe data were collected via a questionnaire that was completed by 780 foundation-year students in government universities in Saudi Arabia. The students who participated in the study had used a unified system provided by the Ministry of Education in Saudi Arabia for university admission. The data were analysed using structural equation modelling.FindingsThe key findings revealed that the factors service quality, trust in government, trust in e-government services and citizen satisfaction play a significant role in developing citizen loyalty to e-government services. Trust in government has the strongest direct effect on citizen loyalty to e-government services, and service quality has the strongest total effect on citizen loyalty. In contrast, citizen satisfaction has the least significant influence on citizen loyalty to e-government services.Originality/valueThis study proposes a new model for citizen loyalty to e-government services that combines the service quality model and trust theory. In addition, this study is among the first to categorise trust into three factors – trust in government, trust in e-government and disposition to trust – and integrate them into a model. Furthermore, the study reveals the roles of satisfaction and service quality in developing citizen loyalty. The findings of this study fill a gap in knowledge on citizen trust in, satisfaction with and loyalty to e-government services.

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