Effat University Repository

Recent Submissions

  • Publication
    The Role of Fintech in Transforming the Saudi Banking Sector
    (Effat University) AlAssiri, Dana; Smolo, Edib; Finance
  • Publication
    The Effect of Brand Loyalty and Brand Awareness on young female consumers’ purchase intentions in Saudi Arabia
    (Effat University) Qurban, Shahad; Khan, Rizwan; Marketing
    This study investigates the impact of brand loyalty and brand awareness on purchase intentions among young female consumers in Jeddah, Saudi Arabia. As businesses face an increasingly competitive market, understanding the factors that drive purchase behavior is crucial, especially for brands aiming to connect with younger, tech-savvy consumers. Brand loyalty, defined as the emotional attachment and repeat preference for a brand, and brand awareness, which reflects how well a brand is recognized by consumers, are two key drivers that influence purchasing decisions. The research employs a quantitative approach, using a survey method to collect data from 100 young female consumers who have prior experience purchasing branded products. The survey measures respondents' perceptions of brand loyalty, brand awareness, and their intentions to buy based on these factors. Data analysis involves descriptive statistics, correlation analysis, and reliability testing using SPSS, providing insights into the relationships between these variables.
  • Publication
    YOUTH DRUG ADDICTION CENTER
    (Effat University) Daghistani, Razan; Refaat, Ahmed Mohamed; Architecture
    This thesis presents the architectural design of a youth drug rehabilitation center located in downtown Abha, directly overlooking Abha Dam. The project addresses the rising need for specialized healthcare facilities that foster recovery, dignity, and reintegration into society. Through an evidence-based and contextual design approach, the thesis explores how architecture can support therapeutic environments by leveraging natural elements, passive environmental strategies, and culturally relevant design. The building program includes dual outpatient and inpatient clinics, gender-specific dormitories, administrative offices, and communal spaces, all organized around internal courtyards and landscaped atriums that promote mental wellness and social interaction. The facade incorporates a contemporary interpretation of Qatt Asiri patterns, blending cultural identity with sustainable material choices such as perforated metal screens and wood cladding. Environmental considerations—including Abha’s high rainfall and mild climate—influence the project’s spatial configuration, drainage strategy, and orientation. Ultimately, the thesis proposes an integrated model of healing architecture that is both functional and culturally grounded, offering a spatial framework that supports the recovery process through thoughtful planning, environmental sensitivity, and architectural expression
  • Publication
    An overview of Fintech Industry in KSA
    (Effat University) Alhattami, Mayar; Smolo, Edib; Finance
    Payment’s innovation is recognized as a primary frontier of fintech innovation in nascent fintech ecosystems, and Saudi Arabia is likely following this trend. The Kingdom's young, tech-savvy population presents a significant opportunity for rapid development in the fintech sector, particularly in payments and other fintech services. This trend is aligned with global movements where technology initially focused on payments is expanding to include a broader range of financial services. A notable aspect of the fintech ecosystem in Saudi Arabia is the emphasis on collaboration. The high-cost structure of traditional banks makes small transactions less cost-effective, paving the way for collaborations between established banks and emerging fintech companies. This synergy is seen as a win-win situation, allowing banks to target previously unexplored market segments and fintech companies to fill existing gaps in the financial services sector.
  • Publication
    Travel Persona-Based Destinations Recommendation For Enhancing Tourism in Saudi Arabia
    (Effat University) Balahmar, Hadeel; Alhattami, Shumokh; Hamidah, Deema; ElKafrawy, Passent; ElKafrawy, Passent; Computer Science
    In recent years, Saudi Arabia has rapidly expanded its tourism sector, with new projects reshaping the landscape and offering unique, diverse experiences. This growth has led to a rising demand for personalized travel recommendations. By integrating AI, this vision becomes a reality through the development of traveler personas that suggest destinations based on individual preferences. This system is especially useful for users unfamiliar with the city, offering tailored suggestions—including lesser-known attractions—and helping them navigate an overwhelming number of options. Our approach involves creating a high-quality dataset of over 20,000 data points sourced from various platforms, ensuring accuracy and con sistency through preprocessing. The recommendation system uses this dataset and applies content-based filtering enhanced by language models (miniLMs) to generate personalized destination recommendations. It considers multiple features including user preferences, des tination themes, age group, budget, sentiment analysis, and travel keywords to improve the accuracy and relevance of suggestions. The primary goal of this project is to increase visitor satisfaction and support Vision 2030’s objective of positioning Saudi Arabia as a leading global tourism destination.

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