Bushra Mahadin

The American University of Madaba, Department of Marketing, Faculty Member

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Bushra Mahadin, an Assistant Professor at the Marketing Department, at the American University of Madaba (AUM). I have completed her PhD in Banking and Financial Sciences/Marketing at the Arab Academy for Banking and Financial Sciences with a research interest in consumer behaviour, e-service quality, e-word of mouth, and social media marketing. I have served as the first marketing department chair at the Faculty of Business and Finance at AUM for the academic year 2012–2013, and chaired and served on many academic committees at the FBF and supervised student’s graduation projects. I have published research in the International Journal of Electronic Marketing and Retailing, International Journal of Services Economics and Management, International Journal of Web Based Communities, International Journal of Emerging Markets, Internet Research, and the International Journal of Enterprise Network Management.

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Papers by Bushra Mahadin

Ecopreneurship: a systematic review

International Journal of Process Management and Benchmarking, 2023

An intervariable approach to customer satisfaction and loyalty in the internet service market

Internet Research, Aug 5, 2019

Purpose The purpose of this paper is to examine a multidimensional model of customer perceived va... more Purpose The purpose of this paper is to examine a multidimensional model of customer perceived value (CPV), customer satisfaction (CS) and loyalty from internet subscribers’ perspectives. Design/methodology/approach In total, 1,297 out of 2,000 online surveys were valid for the analysis. Confirmatory factor analyses were performed to assess the research constructs’ unidimensionality, validity and composite reliability. Structural path analysis was used to test the hypothesized relationships of the research model. Findings CPV positively affects functional and technical satisfaction as well as cognitive loyalty. Functional satisfaction positively affects technical satisfaction and attitudinal loyalty. Attitudinal loyalty positively affects cognitive and behavioral loyalty, and the latter positively affects cognitive loyalty. In total, 53 percent of variation in cognitive loyalty was caused by behavioral, attitudinal loyalty and perceived value path. Research limitations/implications Future research could investigate other outcomes of CS dimensions, such as customer lifetime value, customer retention, profitability, return on investment and market share, and their effects on customer loyalty (CL). Future research can also examine the effect of other dimensions of perceived customer value on CS and loyalty dimensions simultaneously. Other future research areas are also outlined. Practical implications CPV acts as a cornerstone to developing a successful multidimensional program of CL through functional and technical satisfactions. Marketing directors need to focus on building CL schemes and strategies that should take into consideration the long-term and short-term loyalty. Originality/value Theoretically, using an intervariable perspective, this paper has responded to important calls for conducting research on the chain of perceived value, CS and loyalty chain. Practically, this paper is the first empirical research devoted to developing an intervariable approach to the chain of perceived value, CS and loyalty in the internet service market.

Factors Affecting the Purchase Decision by Children Studying in Jordanian Private Schools for Unhealthy Food: An Empirical Study Conducted in Amman

Jordan Journal of Social Sciences, Jan 15, 2014

The study aimed at identifying the factors influencing children’s purchase decision of unhealthy ... more The study aimed at identifying the factors influencing children’s purchase decision of unhealthy foods represented in fast foods and carbonated beverages in Amman, in the scope of a group of indicators represented in the domain of the Independent Variable which included socializing agents, nutritional knowledge, available allowance, and food promotion activities. Therefrom, the Study attempts to investigate the differences in the factors influencing children’s purchase decision in light of the following Demographic Variables: (age, gender, monthly income level, family size, mother’s employment, school location, and child’s allowance). The population of the study consisted of all children whom range in age from thirteen to sixteen years old, studying in private schools in the seventh, eighth, ninth and tenth grade in Amman numbering (39868) male and female students, according to the Ministry of Education Statistics. A stratified random sample of the social strata was selected. The sample amounted to 421 students. The study concluded that except for parental influence, there exists a statistically significant effect of the above said factors (dependent variable) on the children’s purchase decision of fast foods and carbonated beverages. The study also revealed the lack of a statistically significant effect of the nutritional knowledge on the children’s purchase decision of fast foods and carbonated beverages. Furthermore, there are no statistically significant differences based on the demographic factors except for those differences attributed to the child’s allowance.

The inconspicuous benefits of a crisis in shifting perceptions of country image and local goods in Jordan

International Journal of Organizational Analysis

Purpose The purpose of this research is to explore the influence of the pandemic on manoeuvring c... more Purpose The purpose of this research is to explore the influence of the pandemic on manoeuvring consumption decisions towards goods and encouraging the trial of local food goods in a developing country, Jordan; primarily by taking an internal look into country image from a local perspective. Given the lack of studies analysing the impact of crises on consumption decisions, this research highlights the hidden benefits of the pandemic in shifting the perceptions of local food goods among Jordanian consumers. Design/methodology/approach This study adopts an exploratory approach to obtain rich, descriptive data to aid in the understanding of the shift in country image perceptions after the COVID-19 crisis and associated influences on purchase intentions. Using a qualitative open-ended approach eliminates the boundaries of closed-end methods of experimental research. Due to the nature of the phenomena being explored in this research, this study adopts the approach of responsive interview...

Will university internship secure you a job?: interplaying factors from an emerging market perspective

Education + Training

PurposeThis paper aims to identify internship factors and their roles in obtaining employment, es... more PurposeThis paper aims to identify internship factors and their roles in obtaining employment, establishing relationships among them using interpretive structural modeling (ISM).Design/methodology/approachBased on the literature review of more than 100 studies (1982–2020), 11 internship factors were identified. This was followed by the application of ISM technique to get insights into how these factors affect employability.FindingsISM technique and empirical research aided in classifying the factors on their driving and dependence power. Further analysis identified contextual relationships between all factors and how these affect each other.Research limitations/implicationsThis study will be helpful for educators, students and managers to understand how internship affects employability through understanding of the factors and their relations.Originality/valueThis study is the first study presenting a holistic view of internship factors and how their relationships affect employabilit...

Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective

International Journal of Organizational Analysis, 2022

Purpose This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in cre... more Purpose This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships. Additionally, the study examines the outcomes of airline BE (i.e. trust, satisfaction and loyalty). Design/methodology/approach A structured and self-administered survey was used targeting 234 passengers, from which 197 were valid for the analysis. Exploratory and confirmatory factor analyses were used to assess the research constructs unidimensionality, validity and composite reliability. Findings The empirical findings support the direct relationship between ADV and BE. Perceived value fully mediates the effect of SP on BE. In addition, BE positively affects trust, satisfaction and loyalty. Research limitations/implications Future research could investigate BE and perceived value as multidimensional constructs. Additionally, future research should ex...

Factors Affecting Web-Based Customer Loyalty: Evidence from B2B Online Recruitment Users Perspectives

International Journal of Web Based Communities, 2020

This study examines the impact of e-SQ dimensions on e-satisfaction and e-trust, as well as exami... more This study examines the impact of e-SQ dimensions on e-satisfaction and e-trust, as well as examining the effect of e-satisfaction on e-trust. The effect of both e-satisfaction and e-trust on e-loyalty were also examined in the online recruitment industry in Jordan. An online survey with a sample of 139 business customers. Structural path analysis was used to test the hypothesised relationships between the research constructs. The findings indicate that fulfilment and efficiency are the strongest predictors of e-trust and e-satisfaction. E-trust and e-satisfaction are strong drivers of e-customer loyalty. Finally, 74% of variation in e-loyalty was caused by the e-trust-e-satisfaction path. An online recruitment service provider need not only build a job board or a website but a web-based community to achieve e-satisfaction since it is a major predictor of e-loyalty. From originality perspective, this study extends our understanding of online concerns and experiences of online recruitment website users.

Factors Influencing Females Work Participation and Work Performance in the Jordanian Public Sector

European Journal of Business and Management, 2020

With the current development and increasing participation of women in work in developed countries... more With the current development and increasing participation of women in work in developed countries, we find it important to study this issue in Jordan. The objective of this study was to explore the reasons behind the lacking representation of females and their work participation in the Jordanian public sector despite the high percentage of education attainment among them. In general around the world, the increase in women's labor force participation over the past few decades was the main driving force of economic growth. Engaging women into the work sphere as much as possible is considered part of the solution to economic problems and poverty. To achieve this, the researchers employed a comparative and experimental approach to explore the reasons behind the lacking representation of females and their work participation in the Jordanian public sector, based on the outputs and recommendations published from previous studies in this. The results reveal that economic conditions, legal frameworks that cover employment matters, social prejudices and norms towards females work outside of the house, the existence of, religious beliefs are the main specific reasons for women's participation in the labor market. The social view that females are homemakers, mother, and dependents has led to the development of public policies that while aimed at providing protection, have led to the raise in discrimination against them. It is vital to work on building awareness and attitude change about women and men's roles among the general population, in order to facilitate the increase of female work participation.

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Willpower: auto-ethnographic insights into the challenges that women encounter in academia

by Nadine Khair, Arwa Al-Twal, Bushra Mahadin, and Barihan Nabil

British Journal of Middle Eastern Studies, 2020

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Willpower: auto-ethnographic insights into the challenges that women encounter in academia

British Journal of Middle Eastern Studies, 2020

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Drivers of E-Loyalty in E-Recruitment

Journal of Electronic Commerce in Organizations

This paper investigates drivers of e-loyalty in the B2B e-recruitment industry in Jordan, explori... more This paper investigates drivers of e-loyalty in the B2B e-recruitment industry in Jordan, exploring the relationship between e-service quality, e-satisfaction, and e-trust, and the effect of e-satisfaction and e-trust on e-loyalty. An online survey was administered to 400 active business customers listed in an e-recruitment firm in Jordan, of which 139 forms were used. Confirmatory factor analysis was used to assess the research constructs' validity. Structural path analysis was used to test the hypothesized relationships of the proposed research model. The findings show that e-service quality has a positive significant effect on e-satisfaction and e-trust. E-service quality exerted a stronger effect on e-satisfaction than on e-trust. E-satisfaction has a positive significant effect on e-trust and e-loyalty, respectively. Finally, 74% of the variation in e-loyalty was caused by e-trust and e-satisfaction path. Managers in the B2B environments should develop customized marketing ...

Ecopreneurship : A systematic review

International Journal of Process Management and Benchmarking

Intrinsic and extrinsic motivations on business school students’ aspirations: The gender role models perspective

Journal of Governance and Regulation

This study aims to explore the effect of intrinsic and extrinsic motivation on business school st... more This study aims to explore the effect of intrinsic and extrinsic motivation on business school students’ aspirations to become entrepreneurial managers in the future and whether the gender of their university instructor affects such a relationship. Gender equivalence proved to devour an instructive advantage over students (Aragonés-González, Rosser-Limiñana, & Gil-González, 2020), in addition to the idea that gender competence is a key element in the educational field (Palmén et al., 2020). The hypothesized paradigm is tested through multiple regression and univariate tests based on the responses of 321 Jordanian university students who finished entrepreneurship courses to pursue nexuses between the endogenous and exogenous variables. Results indicated that both intrinsic and extrinsic motivations affect students’ aspirations to become entrepreneurial managers in the future in favor of their role models. Additionally, both intrinsic and extrinsic motivations are affected by female i...

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An Empirical Model of Mobile Shopping Attitudes and Intentions in an Emerging Market

International Journal of Web Based Communities

This paper aims to build an integrated model of factors affecting mobile shopping attitudes and i... more This paper aims to build an integrated model of factors affecting mobile shopping attitudes and intentions. A sample of 1,330 of active mobile subscribers was involved in a self-administered survey. Exploratory and confirmatory factor analyses were used to assess the research constructs, unidimensionality, validity and composite reliability. Structural path analysis was also used to test the proposed research model and hypotheses. The findings show that ease of use has a positive effect on usefulness and m-commerce attitudes. M-commerce attitudes have a positive effect on m-commerce intentions. Perceived risk has a negative effect on usefulness and m-commerce attitudes. Enjoyment and e-trust have a positive effect on m-commerce attitudes. Perceived trust has exerted the strongest effect on m-commerce attitudes providing evidence that contextual factors provide a better explanation of users&#39; m-commerce attitudes than TAM.

The Effects of Tourism Websites' Attributes on e-Satisfaction and e-Loyalty: A case of American Travelers to Jordan

International Journal of Web Based Communities

Linking Website Attributes of User-Generated Content to E-Behavioral Loyalty

International Journal of Strategic Decision Sciences

This paper aims to examine the impact of user-generated content UGC website attributes (accessibi... more This paper aims to examine the impact of user-generated content UGC website attributes (accessibility, product offering, information quality, user friendliness, and entertainment) on e-behavioral loyalty by testing the mediating effect of e-satisfaction and e-attitudinal loyalty on these relationships, in an emerging market (Jordan) from a US tourists' perspectives. The sample consisted of 258 tourists who visited Jordan for leisure tourism. Structural path analysis was used to test the hypothesized relationships between the constructs of the research model. The results show that website attributes (accessibility, product offering, information quality, user friendliness, and entertainment) have a positive effect on e-satisfaction. Tourists' e-satisfaction fully mediates the relationships between accessibility, product offering, entertainment, and e-attitudinal loyalty. E-attitudinal loyalty fully mediates the relationship between tourists' e-satisfaction and e-behavioral...

A study of factors affecting word of mouth (WOM) towards Islamic banking (IB) in Jordan

International Journal of Emerging Markets

Purpose The purpose of this paper is to identify factors affecting word-of-mouth (WOM) towards Is... more Purpose The purpose of this paper is to identify factors affecting word-of-mouth (WOM) towards Islamic Banking (IB) in Jordan through understanding the roles of service quality and perceived value. Design/methodology/approach A self-administered survey was hand-delivered to the targeted sample of Islamic banks customers in Jordan. The authors delivered 400 questionnaires to customers from which 352 were deemed valid for the analysis. Exploratory and confirmatory factor analyses were performed to assess the research constructs validity and composite reliability. Structural path analysis was also used to test the research model and hypothesised relationships between the variables. Findings Service quality has a positive and significant effect on perceived value and WOM towards IB. Convenience has a positive and significant effect on perceived value. Finally, perceived value has a positive and significant effect on WOM towards IB. Service quality exerted the strongest effect on perceiv...

An intervariable approach to customer satisfaction and loyalty in the internet service market

Internet Research

Factors Affecting Customer Switching Behavior towards Hybrid Electrical Vehicles (HEV’s) from a Customer Perspective in Jordan

European Journal of Marketing and Economics

Purpose-This paper aims to investigate factors that affect customer switching from Internal Combu... more Purpose-This paper aims to investigate factors that affect customer switching from Internal Combustion Engine Vehicles (ICEV’s) to Hybrid Electrical Vehicles (HEV’s), in Jordan for the period of (2010-2014).Design/methodology/approach-A self-administered survey was hand-delivered to the targeted sample of car users in Jordan. The authors delivered 400 questionnaires to customers, from which 333 were deemed valid for the analysis, corresponding to the percentage of (83.25%) which indicates the validity of the study. Findings- There was no difference in switching behavior between (ICEV’s) and (HEV’s) based on gender in the Jordanian market. Fuel consumption efficiency was the number one variable that supports the switching behavior towards (HEV's), followed by Eco friendliness, lower taxes and technological features. Price and the current trend in the market were the least supporting factors. In addition to that the perception of the battery life of (HEV's), limited choices in...

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