WSEAS Transactions on Business and Economics
Print ISSN: 1109-9526, E-ISSN: 2224-2899
Volume 23, 2026
Evaluating the Mediating Effect of Data Analytics Capability on SMEs’ Service Performance: Jordan’s Case Study
Authors: , , , ,
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Abstract: This study examines how competitive pressure, social influence, and customer trust affect service performance in Jordanian IT small and medium-sized enterprises (SMEs), with data analytics capability as a mediating variable. Using a quantitative design, data were collected from 352 employees across 12 IT SMEs and analysed via PLS-SEM. Results show that competitive pressure exerts the strongest direct effect on service performance, while social influence has a modest but significant direct effect. Customer trust shows no significant direct impact. Data analytics is confirmed as a powerful predictor of service performance and plays a significant mediating role across all three factors: partially mediating the effects of competitive pressure and social influence, and fully mediating the effect of customer trust. These findings underscore the critical role of data analytics in converting market pressures and relational assets into tangible service outcomes, with practical implications for SME digital capability development.
Keywords:
Competitive Pressure, Social Influence, Customer Trust, Data Analytics, Service Performance, IT SMEs, Jordan
Pages: 923-934
DOI: 10.37394/23207.2026.23.71