Princess Sumaya University for Technology

Global experiences, intelligent technologies: the development of an AI-enabled customer experience (AICX) scale

Purpose This study introduces artificial intelligence–enabled customer experience (AICX) conceptualised as distinct, multidimensional form of customer experience arising from interactions with AI-enabled technologies and develops and validates a novel scale to measure the phenome...

Technology adoption drives entrepreneurial performance through integrated PEST factors supporting sustainable economic growth and innovation

Entrepreneurial performance in emerging economies is shaped not only by macro-environmental conditions but also by entrepreneurs’ ability to adopt and leverage digital technologies. However, empirical research remains limited in explaining how political, economic, social, and tec...