The Effect of Technology and Organization-Related Factors on the IT SMEs Service Performance: The Mediating Role of Data Analytics

This study investigates how technological (Perceived Usefulness, Perceived Ease of Use, Facilitating Conditions, Technology Readiness) and organizational factors (Top Management Support, Organizational Culture) affect service performance in Jordanian IT SMEs, mediated by Data Analytics use. Based on TAM, UTAUT2, TPB, and RBV, survey data from 350 respondents in 12 SMEs were analyzed using SmartPLS 4. All paths to service performance were significant except for Perceived Ease of Use and Organizational Culture. Data Analytics significantly mediated most relationships. Findings emphasize that strong management support, readiness, and enabling conditions drive performance, while usability and culture act indirectly through analytics adoption.