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The purpose of this paper is to investigate the impact of market orientation (MO) on the major determinants of commercialization behavior among Sub-Saharan smallholders. The study addresses the shortfalls in prior research on smallholder commercialization, which makes little difference between MO and market participation (MP).

The study reports on an empirical data set of 272 vegetable growers from Kiambu West District in Kenya and employs a partial least squares structural equation approach to test the hypotheses.

The results evidence that MO: fosters farmers’ ability to create value within commodity markets by capitalizing on market opportunities; changes the way in which farmers perceive the role of institution and infrastructure support and; and develops a drive for adopting business approach in farming operations.

Fostering commercialization behavior among smallholders in Kenya requires implementing a two-pronged approach: improving MO to adopt business approach in farming operations; and facilitating MP at output level. The major limitation of this study is data collected only from high value vegetable producers in Kenya, signifying a need to include other agriculture produce across different Sub-Saharan countries.

Research on smallholder agriculture is replete with investigating institutional and technical constraints to make smallholders more productive, however, research on MO to adopt business approach in farming operations is scant. This study emphasizes that understanding MO, as a distinct and separate concept from MP, is vital for scaling up business approach among smallholder farmers.

The purpose of this paper is to investigate how farmers perceive and exploit business opportunities to foster entrepreneurship in developing country agriculture.

In total, 174 milk producers completed a face-to-face survey within a posttest- pretest research design. Partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses.

Results revealed that intentions, channelled through desirability, feasibility and optimism, become a strong predictor to recognise the opportunity to be entrepreneurial; however, the presence of a munificent environment and participation in apprenticeship and training programmes are the main and direct source of exploiting farming business opportunities.

The major limitation of the study is that cross-sectional data collected only from milk producers in Pakistan, signifying a need to include other agricultural sectors across different developing countries for further contextualising the results.

Research on entrepreneurial behaviour among farmers is scant. This study emphasises how cognitive heuristics guide intentions influencing the process of opportunity formation, and a munificent environment and entrepreneurial skills trainings are necessary for starting dairy farming business with modern practices.

Promoting entrepreneurship within agri-food sectors in developing countries can be a viable strategy towards economic development. Predicting which factors will foster entrepreneurial behaviour is somewhat complex. Specifically, a deeper understanding of precursory effects on entrepreneurial behaviour is required to enhance entrepreneurship in the agri-food sectors. This paper aims to explore what predicts the entrepreneurial decisions in the dairy industry of Pakistan.

The research used an integrative framework built on the entrepreneurial event model and determinants of entrepreneurial intention. Using a partial least square approach to structural equation model estimation, this study tested a conceptual model and its hypotheses based on 174 cases sampled from Pakistan’s dairy industry.

The research showed that intention is a strong predictor to start entrepreneurial activities in the Pakistani dairy industry. Amongst precursory factors, perceived feasibility, readiness and conviction were found strongly linked to intention when explaining the causes of entrepreneurial start-ups. Surprisingly, the impact of attitude and triggering event was not significant in explaining the phenomenon under investigation.

The findings suggest that training and education programmes can enhance critical perceptions such as desirability, feasibility and conviction among farmers to become entrepreneur. For this purpose, government should establish dairy incubation centres in different cities and transform agricultural extension department to help farmers understand market-oriented dairy farming businesses and build their capacity in farm entrepreneurship.

This research attempted to shed light on fostering entrepreneurship in the context of agri-food sectors in developing countries such as Pakistan’s dairy industry.

The purpose of this paper is to examine the antecedents of repurchase intentions in the Pakistani airline industry. Though research on repurchase intentions has traditionally focused on service quality and satisfaction, recently scholars have proposed that word of mouth (WOM) and thin Pakistan’s airline industr trust also play a vital role in driving repurchase intentions for all services businesses.

The study employs structural equation modeling to examine the hypothesized relationships among antecedents of repurchase intention drawing on a data set of 383 customers listed as “frequent flyer members” within Pakistan’s airline industry.

The results revealed that service quality and trust are directly associated with repurchase intentions as well as through the mediator of customer satisfaction. The findings hold important implications for marketers and academics.

This study makes original contribution to the body of knowledge in the services marketing sector by investigating the effects of service quality and trust through the mediation of customer satisfaction and brand image, and the moderation of WOM factors on predictors of repurchase intention.

In the wake of growing environmental issues, active public and corporate interventions are inevitable to reduce the negative impact of human activities on global environments. Building on the Norm Activation Model and Value-Belief-Norm Theory, the purpose of this paper is to report on research exploring consumers’ eco-socially conscious behaviours related to the choice and use of personal cars in a developing country, Pakistan.

To test a moderated-mediation model of environmental values, perceived consumer effectiveness (PCE), spirituality and eco-socially conscious consumer behaviours (ESCCBs), data were collected from 447 customers of three automobile manufacturing firms from eight different cities of Pakistan. The data collection was undertaken by using a self-administered questionnaire based on key themes in the literature.

Analysis of the data revealed that altruistic and egoistic values were negatively while biospheric values were positively associated with eco-ESCCB. PCE mediated all the relationships and spirituality moderated the mediated paths.

Although there are several models that explain purchase and use of personal cars in isolation or in conjunction with other general pro-environmental behaviours, an explanation of the eco-social aspects of purchase and use of personal cars in one theoretical model is rare to find. Second, among the many theoretical predictors and intervening factors explaining several pro-environmental behaviours, some culture-specific factors have been ignored – spirituality being one of them. This study contributes to the body of knowledge related to pro-environmental behaviours by conceptualising and testing the impact of spirituality in a moderated-mediation model.

Mobile payment (or m-payment), a relatively new digital banking system targeting Pakistani customers, is rapidly expanding. This study aims to explore the elements that impact customer behaviour and encourage the adoption of m-payment in Pakistan.

This study used a quantitative research design, surveying 315 m-payment users residing in three Pakistani cities. A conceptual framework was developed by extending the meta-unified theory of acceptance and use technology (meta-UTAUT) model to incorporate institutional privacy concerns (IPC) and institutional source reliability (ISR). Data analysis was conducted using partial least squares structural equation modelling via Smart PLS 4.0 software.

This study’s results indicate that behavioural intention (BI) is the primary driver ofm-payment use behaviour. The findings also reveal that attitude (AT), performance expectancy (PE), facilitating conditions (FC), social influence (SI), effort expectancy (EE), IPC and ISR significantly influence BI. Notably, PE and FC are positively associated with AT, while EE and SI have no significant impact on AT.

This study has two key limitations. First, its focus on only Pakistani m-payment users limits the broader applicability of the results. Second, the cross-sectional design overlooks potential longitudinal changes in users’ attitude. Future research should aim to recruit diverse country samples and conduct comparative studies, thereby enhancing the understanding of m-payment adoption.

This study provides insights for service providers and marketers, identifying key factors that influence m-payment adoption. Convenience emerges as a critical consideration, suggesting it may drive customer behaviour.

This research significantly advances the field of m-payment studies by investigating the key factors influencing Pakistani consumers’ adoption of m-payment, extending the meta-UTAUT model to include IPC and ISR. By applying this extended framework to the context of Pakistani consumers’ acceptance and use of m-payment, this study provides new insights into the complex factors driving m-payment adoption in developing Asian countries like Pakistan, addressing a significant research gap and paving the way for future studies.

Improving service quality, student satisfaction and student loyalty is important to higher education institutions’ sustainable growth. The objectives of this study are a twofold: first, the study seeks to determine the dimensions of higher education service quality with a specific focus on Vietnam. Second, it examines how the service quality dimensions impact student satisfaction and student loyalty, with the moderating role of the university image.

This study followed a rigorous procedure, including interviews, a survey, exploratory factor analysis (EFA) and reliability analysis to identify higher education service quality dimensions and their measures. After that, using the data obtained from 1,550 university students in Vietnam, confirmatory factor analysis was used to validate the identified dimensions and structural equation modeling was used to test a proposed model explaining the outcomes of higher education service quality.

The findings reveal five dimensions of higher education service quality: academic aspect, nonacademic aspect, programming issues, facilities and industry interaction. Most of these factors have a positive influence on student satisfaction. In addition, the university image moderates the positive relationship between student satisfaction and student loyalty.

This study’s findings highlight the complexity of service quality in the higher education context and encourage higher education institutions to improve their service quality in image to enhance student satisfaction and loyalty.

This study suggests a unique measure of higher education service quality dimensions and provides fresh insights into how they impact student satisfaction and loyalty in Vietnam.

This paper aims to understand the facilitators and inhibitors that might influence customers' adoption of smart banking services (SBS) in Pakistan.

Semi-structured interviews were conducted with 33 bank customers in Multan and Lahore using a case study design. Cases were selected using a purposive sampling strategy with maximum variation. A thematic content analysis (TCA) was performed to analyze the qualitative data.

The findings of this study support the notion that SBS has become a sine qua non of 21st-century banking owing to performance expectancy, effort expectancy, social influence, price value, facilitating conditions, habit and hedonic motivation. However, information privacy concerns and big brother effect impair customers' cognitive, personal and social experiences, creating an obstacle toward SBS adoption.

Studying SBS adoption only in Pakistan represents the perspective of a developing country, which limits the generalizability of the findings.

Pakistani customers' demand for SBS can be linked to its performance. By upgrading technology, banks can improve the usefulness of these services.

The first scholarly inquiry explores the facilitators and inhibitors that could influence the adoption of SBS in Pakistan.

This study examines the main factors influencing banking customers' behavior toward smart banking services (SBS) adoption in Pakistan. This study extends the unified theory of acceptance and use of technology (UTAUT2) by integrating information privacy concern and big brother effect into an overarching conceptualization.

This study adopts theoretical constructs from the related literature and develops hypotheses. An analysis of 385 banking customers was performed using partial least squares structural equation modeling (PLS-SEM).

The results show that most predictors of behavioral intention, including facilitating conditions, effort expectancy, habit, performance expectancy, hedonic motivation (except for social influence and price value), big brother effect and perceived information privacy concern are significant. Indeed, all predictors of use behavior are also significant. Gender and age differences between individuals further moderate the relationship between UTAUT2 constructs. Moreover, information privacy concern mediates the relationship between big brother effect and behavioral intention.

This cross-sectional study focused only on Pakistan as a developing country, which limits the generalizability of the results.

The roles of social influence and price value must be strengthened by employing marketing strategies and personalized communication. Banks should offer incentives and rewards to customers who recommend SBS to friends and family members. In addition, banks must consider the price factor when offering these services to increase their market share.

This study contributes to the field of technology adoption by providing a unique perspective of SBS adoption in Pakistan. This empirical study is the first to extend the UTAUT2 model by integrating information privacy concern and big brother effect to assess SBS acceptance and use behavior. This study examines SBS adoption issues at the national level, especially in Pakistan.