The use of resource-based theory (RBT) in marketing research has increased by more than
500% in the past decade, which suggests its importance as a framework for explaining and …

Within contemporary discourse around service-dominant logic, phenomenologically
(experientially) determined value has been placed at the center of value discussion …

We develop a framework to facilitate customer engagement in service (CES) based on the
service-dominant (SD) logic. A novel feature of this framework is its applicability and …

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

The recent interest in big data has led many companies to develop big data analytics
capability (BDAC) in order to enhance firm performance (FPER). However, BDAC pays off …

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 …

Omnichannel marketing, the notion of seamless integration between channels to provide
consistent service experience for customers, has become one of the most crucial aspects of …

Digital assistants (eg, Apple's Siri, Amazon's Alexa, Google's Google Assistant) are highly
complex and advanced artificial intelligence (AI) based technologies. Individuals can use …