Loyalty programs (LPs) are an important marketing instrument used to promote repeat
purchases and customer relationships. Although numerous studies have shed light on the …

This article develops and discusses the concept of customer engagement behaviors (CEB),
which we define as the customers' behavioral manifestation toward a brand or firm, beyond …

This study investigates the impact of customer relationship management (CRM) and
company reputation on customer loyalty with customer satisfaction mediating the relation …

Purpose This study aims to empirically analyze the effects of marketing communications,
such as advertisement/promotion and social network service (SNS) content, on consumer …

Voice shop** is becoming increasingly popular among consumers due to the ubiquitous
presence of artificial intelligence (AI)-based voice assistants in our daily lives. This study …

Customer engagement marketing—defined as a firm's deliberate effort to motivate,
empower, and measure customer contributions to marketing functions—marks a shift in …

Understanding customer experience and the customer journey over time is critical for firms.
Customers now interact with firms through myriad touch points in multiple channels and …

Decision trees and logistic regression are two very popular algorithms in customer churn
prediction with strong predictive performance and good comprehensibility. Despite these …

Sustainability is a critical issue in today's society. Organizations can no longer consistently
grow their businesses without society's cooperation. Marketing managers thus focus on …

One of the most important tasks in marketing is to create and communicate value to
customers to drive their satisfaction, loyalty, and profitability. In this study, the authors …