Instead of being a mechanism used by management in the name of productivity, it is suggested that social power theory can be combined with the extended marketing mix to empower groups of actors in organisations. These two foundational rubrics usually perpetuate the status quo, but when used with...

Virtual interactivity in marketing has evolved significantly in recent decades, becoming an essential tool for effectively connecting with consumers in digital environments. Through interactive digital platforms, brands can generate a two-way dialogue with their customers, allowing them to...

This study investigates the influence of banking service quality and customer trust on customer retention behavior, considering the mediating role of customer satisfaction and the moderating role of FinTech. In light of the growing digitalization in the banking sector, the study aims to...

The purpose of this study was to investigate the mechanisms through which intimate relationships influence the business achievements of both men and women. The study involved 400 Small and Medium Enterprises (SME) entrepreneurs (177 women and 223 men) in Poland, all of whom are currently in a...

This study investigates the impact of artificial intelligence (AI) capabilities on brand management and value creation, proposing a comprehensive competitiveness framework for firms. Utilizing a panel dataset spanning 26 years across 30 countries, Arellano-Bond and Blundell-Bond System GMM...

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Background: Digital transformation is reshaping healthcare operations, with loyalty programs increasingly used to strengthen patient engagement and streamline administrative workflows. However, fragmented information systems and manual verification routines continue to create bottlenecks,...

This study explores how AI chatbots in the food service industry can enhance customer experience while contributing to SDG 11 (Sustainable Cities and Communities). It also examines how collaborations between AI developers, restaurants and sustainability-focused organizations can drive...

Hirschman's Exit, Voice, and Loyalty (1970) proposed that organizations persist when loyalty tempers incentives to exit after adverse shocks. We test this argument using newly digitized individual-level voting records from 28 English constituencies (1832-1868), covering 134,000 real votes....

This study examines how customer satisfaction and their repurchase intentions are shaped by chatbot interactions in online shopping experience. Three human-like chatbot attributes, i.e., responsiveness, anthropomorphism, and social presence, are examined for their influence on customer...

This study investigates the psychological and relational pathways through which Generation Z consumers' value consciousness fosters store loyalty toward private labels (PLs) in Turkey's hard-discount retail sector. Grounded in social exchange theory (SET), the study explores the dual mediating...

Research on users' switching intentions in peer-to-peer (P2P) mobile payment systems, particularly in developing markets, remains limited. This study examines how two satisfaction dimensions, transaction-based satisfaction and experience-based satisfaction, influence switching intentions through...

Relationship marketing is a concept that focuses not only on increasing the volume of relationship transactions, but also on improving consumer perception. Therefore, this research aimed to evaluate the influence of relationship marketing dimensions on brand love. An explanatory study was...

Customer Success Management (CSM) is an emerging B2B strategy designed to prioritize and maximize customers' value-in-use. Scholars have questioned whether CSM represents a rebranding of extant customer management practices or an evolution of customer management practices. This research...

This study investigates the influence of store image attributes and consumer green food trust in customer satisfaction and store loyalty within the context of Vietnam's emerging food market. Grounded in the Commitment-Trust Theory, the Open Innovation Dynamics Theory and the Theory of Planned...

The rise of AI chatbots in e-commerce has revolutionized digital customer service, yet understanding the factors influencing customer adoption remains a challenge. Drawing on the Technology Acceptance Model 2 and Anthropomorphism theory, the study aims to examine how human-like interaction...

This study analyses how brands' content marketing strategies on social networks influence electronic word of mouth (eWOM), a major predictor of business success that reflects consumer engagement and shapes behaviours such as increased purchase intention, willingness to pay more, reduced...

In response to the growing importance of vocational education for youth employability, this study examines students' perceptions of dual vocational education and training (dVET) in Bulgaria, focusing on the following determinants of student loyalty (SL) and word-of-mouth communication (WOM) in...

Customer lifetime value is an important marketing metric and has applications in market segmentation, strategy development, and direct marketing programs, especially when customers are not under contract. In this research, we demonstrate the prediction of the lifetime value of patients in a...

An adaptive analytics workflow is presented for customer churn prediction, combining Principal Component Analysis for dimensionality reduction, a hybrid Modified Particle Swarm Gravitational Search Optimization (MPSO-GSO) for feature selection and hyperparameter tuning, and an ensemble learning...

This study examines Chinese hotel employees' understanding of customer relationship management (CRM) practices, with a focus on loyalty programme behaviour (LPB). Specifically, it investigates how three factors-loyalty programme (LP) awareness, LP knowledge, and LP concerns-shape employees'...