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Building on stimulus organism response theory, the current study examines the influence of channel integration quality dimensions (channel service configuration and integrated interactions) on the omnichannel retail store's shoppers' satisfaction, trust and commitment, subsequently leading to customer citizenship behavior (CCB). It examines the relationships proposed against boundary conditions, the number of channels used during the purchase and gender.

The research is descriptive, quantitative and cross-sectional investigation. It was conducted using data from 451 Indian omnichannel shoppers using a validated self-administered questionnaire. The proposed conceptual model was tested using PLS-SEM and PLS-MGA.

The results indicate that channel service configuration positively impact the dimensions of relationship quality of the omnichannel shoppers. However, integrated interactions influence trust and commitment directly but affect satisfaction indirectly through trust. Subsequently, relationship quality significantly explains CCB. The model results show r2 = 0.402 for CCB; that is, 40.2% of CCB is explained by channel integration and relationship quality. The moderating effect of the number of purchase channels used and gender on all proposed relationships were tested. PLS-MGA results revealed channel service configuration led to shopper commitment, subsequently impacting CCB. The effect was more among shoppers who used more than 2 channels. The impact of channel service configuration on commitment was seen more among female shoppers. Male and female shoppers exhibited satisfaction-driven and trust-driven citizenship behavior, respectively.

The study is carried out in the Indian population, where omnichannel retailing is still in the nascent stage.

This is the first study to demonstrate channel integration quality may influence customer citizenship behavior through relationship quality dimensions, tested against boundary conditions, the number of channels used during the purchase and gender. The findings from this research would help retail store managers design their omnichannel operations to encourage firm-beneficial value co-creation behaviors among omnichannel shoppers.

This research sought to propose a theoretical model that analyzes the factors associated with unlearning (individual and organizational) and contributes to generating and realizing ideas among young people at the beginning of their careers based on the predominant type of structure.

The study had a sample (n = 971) and used the multivariate data analysis partial least squares - Structural Equation Modeling (PLS-SEM regular) and multigroup analysis (PLS-MGA) to identify significant differences between the estimates of the specific parameters of each group (a- Organic/b- Mechanistic).

All the direct relationships and formulated mediations were found to be supported, except for H6 (ET→EO) within the group that had a primarily mechanistic organizational structure. Thus, the more turbulent the environmental, the more initiative-taking, innovative and risk-taking a company tends to be. However, it remains to be seen whether the organizational structure plays a role in facilitating or hindering this relationship. H1 (IG→IR) indicates that predominantly organic organizations have a stronger and more consistent relationship with the knowledge developed through individual and organizational unlearning process. This knowledge contributes to the idea-generation process and ultimately leads to realizing those ideas.

The article contributes to literature by proposing an original and integrated theoretical model incorporating individual and organizational approaches to unlearning to understand the effect on idea generation and realization.

Businesses embark on cause-related marketing (CRM) initiatives as a marketing strategy to fortify consumers' behavioural intentions. Prior research indicates that human values could be tapped to understand the consumers' responses to perceived organizational motives behind undertaking social cause initiatives. This research employs Schwartz's theory of human values to examine consumers' patronage intentions towards CRM-linked fashion products. Moreover, fashion leaders play a crucial role in the diffusion of the latest fashion and fashion trends. This research investigates by integrating human values and fashion leadership, offering insights into CRM-linked fashion consumption motives.

The overarching goal was to investigate the complex interplay between human values and female fashion leadership to predict CRM patronage intention (CPI). Hence, a large-scale research study on 2,050 samples was undertaken by adopting threefold partial least squares–multigroup analysis–artificial neural network (PLS-MGA-ANN) to establish and empirically test a comprehensive model.

This study is unique as it establishes and validates the relative or normalized importance placed on human values by fashion leaders, thereby predicting CPIs. The results revealed that women with high-fashion leadership and specific value types (benevolence, universalism, self-direction) are more likely to patronize CRM-linked fashion retailers. In addition, the findings validated that women with low-fashion leadership and specific value types (tradition, security, conformity) are more likely to patronize CRM-linked fashion stores.

The findings provide a valuable rationale to non-profit marketers, fashion marketing experts and practitioners to design customer value-based profiling and manage crucial CRM decisions.

This paper aims to examine project management segments based on customer satisfaction drivers and loyalty rather than traditional demographic or behavioural variables.

Data were gathered over 18 consecutive months, and 3,129 surveys were completed using a questionnaire. The statistical methods included partial least squares (PLS) structural equation modelling, finite mixture segmentation, prediction-oriented segmentation (PLS-POS) and multi-group analysis (PLS-MGA).

The findings indicate the existence of three segments among system delivery project customers based on the differences in the strengths of the path coefficients in the customer-centric structural model. In Segment 1, satisfaction based on the proposal was crucial for loyalty, with the value-for-money construct negatively impacting the repurchase intent construct. Segment 2 had a solid value-for-money orientation. In Segment 3, the critical path indicated that satisfaction drove repurchase intention, with satisfaction based mainly on the installation.

The research contributes to the segmentation theory by introducing a new way to segment the systems delivery projects customers based on the perceived strength of the relationships in a customer-centric structural model, which aligns with traditional segmentation theory in a way that most segmentation analyses do not. A new segmentation approach to the domain of project management theory is presented. Based on the results, treating the system delivery project customer base as a single homogenous group can lead to managerially misleading conclusions.

The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.

Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.

Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.

We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.

The COVID-19 pandemic has significantly affected service small- and medium-sized enterprises (SMEs), increasing the importance of understanding how these businesses can become more resilient and how service innovation can be an effective strategy to increase their adaptive capacity and survival. This study aims to examine the role of dynamic capabilities in service innovation as a factor explaining the resilience of SMEs in Puerto Rico and the Dominican Republic during the COVID-19 crisis and its impact on service innovation. Additionally, the authors assess whether service innovation has a significant impact on value cocreation in these businesses.

This study used a quantitative method by surveying 118 SME owners in Puerto Rico and the Dominican Republic. The data were analyzed using partial least-squares structural equation modeling.

The results reflect important theoretical contributions by analyzing resilience from an innovation perspective instead of a retrospective approach, which is an area that has not been analyzed in the literature. Additionally, theoretical contributions to marketing services in SMEs are discussed, which is an underresearched topic. The results advance by discussing the role of service innovation through the reconfiguration of resources and how this can be an effective strategy to increase value cocreation with customers during crises.

This study is original in that it analyzes resilience from the perspective of innovation, and not from a retrospective approach. It offers a vision in response to the need for studies that provide a clearer conceptualization of resilience in small businesses. This highlights the importance of considering regional differences and service innovation as effective strategies to enhance resilience and value cocreation with customers.

This study has two main objectives. First, to examine the indirect effects of digital platform capability and digital resilience on digital transformation (DT) outcomes for small- and medium-sized enterprises (SMEs), and second, to investigate how digital business model maturity influences these indirect effects.

The study adopts a quantitative design and collects data through a self-reporting survey from individuals in the technological industries. The Partial Least Squares-Structural Equation Modelling (PLS-SEM) and PLS multi-group analysis examine the measurement and structural models and the significance of differences in indirect paths based on the digital business model maturity level, serving as a moderator.

The findings of this study provide valuable insights into the internationalisation of digital SMEs. They indicate that digital platform capability and resilience fully mediate, connecting digital resources to SME growth. The study also confirms the digital business model maturity’s positive and significant moderating effect on these indirect relationships.

This research contributes to the existing literature by focusing on the international outcomes of platform ecosystems in developing markets. It explores how digital platform capability and resilience support the digital transformation of SMEs, considering their vulnerability due to their small size. The study also fills a research gap by investigating the relationship between big data, digital leadership and the international growth of digital platforms. Lastly, it explores the role of digital maturity in the relationships between antecedents, determinants and outcomes of digitalisation.

Using the stimulus-organism-response (SOR) theory, this study explores the effect of religiosity, resource sharing and environmental attitudes on minimalist behaviour in sharing economy-based services and its subsequent influence on customer citizenship behaviour.

This research employed a descriptive, quantitative and cross-sectional design, examining data from 530 Indian tourists who used sharing economy-based services. The proposed conceptual model was evaluated through partial least squares-structural equation modelling (PLS-SEM), and the impact of control variables was examined via PLS-multi-group analysis (PLS-MGA).

The study findings validated that religiosity, resource sharing and environmental attitudes significantly foster minimalist behaviour in sharing economy-based services. This minimalist behaviour, in turn, positively impacts customer citizenship behaviour, affecting aspects such as tolerance, feedback, advocacy and assistance to others. The model's outcomes also indicated the substantial moderating roles of age and gender.

This study is novel in its exploration of how religiosity, resource sharing and environmental attitudes as stimuli can shape minimalist behaviour within sharing economy-based services and further influence customer citizenship behaviour. By uncovering the significant roles of age and gender in this context, the research offers unique insights into understanding the dynamics of consumer behaviour within the burgeoning sharing economy. The findings provide valuable direction for stakeholders in the sharing economy and policymakers aiming to cultivate positive consumer behaviours and advance the sector's sustainability.

Developing green innovative services is critical to the restaurant industry to achieve significant benefits as well as environmental sustainability. This study aims to explore the mechanisms through which employees’ green involvement can foster green service innovation behavior.

The data set garnered from employees who worked in restaurants was used to test these mechanisms. A partial least square technique was conducted on this data set.

The results revealed the employees’ green involvement significantly influences their green service innovation intention, which subsequently influences their green service innovation behavior. Furthermore, information technology (IT) adoption was found to fortify the linkage of employee green involvement with green service innovation intention.

The results suggest to the restaurant industry that awareness of green service innovation and IT adoption practices can help restaurants to develop effective sustainability work practices and meet societal expectations.

This study extends the restaurant management literature by linking the green involvement of restaurant employees to green service innovation intention as well as identifying the moderating role of IT adoption underlying this link.

The study aims to identify the extent to which industry 4.0 (IR4.0) adoption impacts the sustainable manufacturing (SM) performance of the manufacturing industry, focusing on the comparative analysis between developed and developing economies amid coronavirus disease 2019 (COVID-19) pandemic.

The study proposes a conceptual model formed on seminal theories and literature using the cross-sectional design. For data collection, a purposive sampling method is used where 154 Malaysian (developing) and Australian (developed) manufacturing firms' data were collected. Partial least square-based structural equation modeling is employed to test the hypothesis and proposed research model.

This study finds that adoption of IR4.0 technologies does not directly influence the sustainability performance of the manufacturing industry, but rather the trajectories of SM (efficiency, flexibility, automation and big data and granularity) fully mediate the relationship between IR4.0 adoption and sustainability manufacturing performance. The comparative analysis between Australia and Malaysia shows no significant difference in the relationships or the framework; hence, the differences between developed and developing countries are not significant in this mechanism.

The study contributes to the insights of the managers regarding COVID-19 and the implementation of IR4.0 in the SM domain. The policymakers would further get better insights since the study pays attention to sustainable development goal, industry, innovation, infrastructure and responsible production.