Mohamed Y. Helal
Kazan Federal University, King Fahd University of Petroleum and Minerals
Papers
2
Total Citations
32
H-Index
2
About
Mohamed Y. Helal is a leading researcher at the intersection of digital transformation, hospitality management, and consumer technology acceptance. His work critically examines how emerging technologies—from fast-food digital ecosystems to service robots—reshape customer value perceptions and well-being. Helal’s 2023 study on fast-food digital transformation, which has garnered 19 citations, pioneered the exploration of customers’ digital technology readiness rather than mere acceptance, revealing how digital shifts directly impact perceived value and well-being. More recently, his 2025 investigation into hotel guest acceptance of service robots, with 13 citations, advances the field by integrating the Meta-UTAUT model with anthropomorphism and aesthetic factors, providing a robust framework for understanding robot adoption in hospitality. This work is particularly notable for its practical implications, offering clear guidance for hoteliers seeking to successfully implement robotic initiatives. Helal’s contributions are distinguished by their forward-looking focus on human-technology interaction in service contexts, bridging theoretical models with real-world applications. His research not only charts the current landscape of digital hospitality but also anticipates future trends, making him a vital voice for students and practitioners navigating the evolving service economy.
Research Focus
Key Achievements
Top Papers
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