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This study aims to analyze the effect of sustainable marketing and green product innovation on customer loyalty from the perspective of Islamic business, focusing on Avoskin consumers in Bandar Lampung. In an era of incr...

The role of Generative Artificial Intelligence (Generative AI) in Electronic Customer Relationship Management (Electronic-CRM) systems is reshaping consumer engagement in the banking or financial industry. There is a sig...

This study aims to examine how changes in Generation Z preferences and product quality affect customer loyalty at Western Foods in Mataram City. Understanding the requirements and preferences of Generation Z is crucial f...

This study aims to analyze the influence of store atmosphere, menu variety, and customer relationship management on customer loyalty at Warung Salire Ngagel Surabaya. The research method used is a quantitative approach b...

This study examines the impact of the service marketing mix on customer loyalty towards travel agents in Oman after the COVID-19 pandemic. The study seeks to comprehend the influence of the service marketing mix (7Ps: Pr...

One of the key elements related to calculating Customer Lifetime Value is to estimate the duration of a client’s relationship with a bank in the future. This can be done using survival analysis. The aim of the article ...

Orientation: Fairness, commitment and trust are not just ideals; they are hidden forces driving customer loyalty in South Africa’s high-stakes retail banking market. Research purpose: The study investigates the servi...

In the fast-growing niche market of hijab fashion, understanding and enhancing the customer experience is essential for the long-term success of any retail business. The purpose of this study was to examine the relations...

This study examines how crisis response strategy influences brand reputation, consumer sentiment, and customer loyalty during Pertamina’s 2025 corporate scandal in Indonesia, with social media engagement tested as a mo...

This study investigates the impact of gamification strategies on customer churn reduction in entrepreneurial retail firms, focusing on Millennial consumers in Malaysia’s Klang Valley. Customer churn threatens profitabi...

This research examines how Artificial Intelligence (AI) is used in adapting customer engagement in e-commerce in Malaysia. Many companies are turning to chatbots, recommendation systems, and personalized analytics in AI ...

Aviation is a driving force of economic and social progress but has negative externalities such as carbon emissions and noise. This paper investigates passenger perceptions of airline corporate social responsibility and ...

Orientation: Brand awareness (BAW) and brand association (BASS) are important aspects in driving brand resonance (BR) to improve loyalty. Research purpose: This study examines how BR fosters customer loyalty (CL) among...

This study examines the preferences and influences on the decisions of Croatian customers when purchasing food supplements. A survey of 312 customers of food supplements in Croatia found that distribution channels and ph...

Background: In a volatility, uncertainty, complexity and ambiguity (VUCA) business environment, the survival of small, medium and microenterprises (SMMEs) depends on adopting adaptive, customer-focused marketing strateg...

Experiential marketing has emerged as a critical paradigm shift, redefining value creation in the tourism industry from functional transactions to immersive emotional engagements. This study explores this transition by e...

This study evaluated the effectiveness of podcasts as a strategic marketing tool for fitness clubs, focusing on their integration into marketing strategies, role in member engagement and retention, and audience perceptio...

The cascara market in Indonesia has great potential due to the increasing interest in health-oriented beverages. However, PT Agritama Sinergi Inovasi (AGAVI) faces competitive challenges in the form of high supplier barg...

This research focuses on the implementation of Customer Relationship Management (CRM) at Gucci 3 Bunut Store, which is engaged in the leather products industry such as sandals, shoes, and others. The challenges faced by ...

This study looks at passenger preferences in air travel, specifically ultra-long-haul and connecting flights, utilizing a comparative lens between Asia and Europe. It investigates how economic conditions, cultural differ...

Dynamic pricing is an important strategy in the highly competitive e-commerce industry, including on global platforms like Shopee. This strategy enables real-time adjustment of product prices based on changes in market d...