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This research sought to determine the impact of the management of electronic customer relationships through applying 5IS model on the mental image of Umniah Mobile Network Operator Company’s customers in Amman City. To fulfill the goals of the study, the researcher adopted the descriptive, analytic method. He developed an instrument to collect the data through a questionnaire, which was distributed through the simple, random sampling method over 700 customers of Umniah Company, in the City of Amman, out of which 400 analyzable questionnaires were retrieved. The researcher further employed the convenient statistical methods applying SPSS 22 Program for data analysis. The study concluded many results such as there is statistically significant impact at the significance level (α < 0.05) for the administration of consumer relationships through the use of 5IS model on the mental image of the provided services of Umniah Mobile Network Operator Company in Amman city. In this concern, the integration component is the most influential in the mental image with the customers of Umniah Company. Therefore, the study recommended the need Umniah Telecom Company has to search for the best means to positively influence shaping the mental image of its products, especially the means through which it can provide more information about its services.

The pandemic had a huge negative impact globally on small and micro firms, particularly on cultural enterprises, making it imperative for them to create strategic solutions for sustainable business models and customer relationships. This chapter studies the digital interventions employed by the micro cultural enterprises in the Japanese Onsens (Hot baths) sector during the pandemic period in Japan. Using the theoretical lenses of service dominant logic and value creation, the study extracts four prominent value creation processes from the analysis of the employed secondary data. The study underlines the importance of collaboration between a firm's internal and external resources, their creative use of operant resources, and a robust customer orientation leading to creative digitalization. The results of the study show how cultural enterprises can rethink customer service in the cultural and creative sector. It also draws attention to the need for more robust policies and support systems that can encourage global cultural enterprises to develop sustainable business models.

To create and sustain a resource-based competitive advantage, managers acquire and develop specialized resources as they grow their firms. The authors argue that an important part of committing to a resource-based strategy is a willingness to keep spending on specialized resources during periods when sales and profits are down. The authors seek to validate this conjecture by examining whether such resource-based commitment to a customer-centered strategy results in improved customer satisfaction. The authors use the stickiness of selling, general, and administrative (SG&A) expenses to capture this commitment empirically. The authors first document that future customer satisfaction is positively associated with SG&A cost stickiness, consistent with the premise that the retention of specialized SG&A resources during low demand periods helps firms to build and maintain relationships with customers over time. Next, the authors test whether expected future benefits of customer satisfaction are enhanced when SG&A cost stickiness is higher. The authors find that the positive relation between Tobin’s Q and customer satisfaction is positively moderated by SG&A cost stickiness. Finally, the authors test whether earnings persistence, a quality of earnings associated with sustained performance over time, is positively associated with the interaction between customer satisfaction and SG&A cost stickiness. The authors find that it is. Their evidence supporting these predictions is consistent with the conjecture that resource-based commitment reflected in cost stickiness is an important dimension of creating and sustaining a resource-based competitive advantage.

This chapter assists in Iran’s start-ups swift internationalisation from the onset. Indeed, it sheds in-depth qualitative and quantitative insights into analysing the propelling factors towards entrepreneurial internationalisation. To accomplish this feat, a mixed method of Systematic Literature Review (SLR), Fuzzy-Delphi (FD) and Fuzzy-DEMATEL (Decision Making Trial and Evaluation Laboratory) – ISM (Interpretive Structural Modelling) – MICMAC (Matrix-based Multiplication Applied to a Classification) (FDIM), along with a multi-scenario analysis have innovatively been applied. As a result, entrepreneur characteristics and an accessible qualified workforce, even in foreign countries, are the most prominent drivers. Most probably, the institutional voids, interconnected benchmarking and the advent of new disruptive technologies form the independent factors which can sharply influence the whole system, particularly the entrepreneur characteristics as a dependent one. Moreover, social media, customer orientation and the domestic market cover autonomous drivers, which can moderately be affected or influence the abovementioned factors.

In the present study, we examined how effectively online travel agencies (OTAs) handle negative e-word-of-mouth on social media platforms like Facebook, Twitter, and Instagram. We collected data from 497 participants using survey method. To test the hypotheses formulated from the existing literature, structural equation modeling was adopted in this study. The results from structural equation modeling indicate effective handling of the negative e-word of mouth (e-WOM) on social media websites significantly affects customer satisfaction and repurchase intention. The current research work provides insight into social media recovery efforts and service fairness when handling negative e-WOM. The study recommends that customers can distinguish the differences between general efforts and adaptive complaint-handling efforts, and dissimilarities may influence satisfaction, repurchase intentions, etc. Although empathy, apology, responsiveness, and paraphrasing are considered pioneer strategies in complaint handling, customers' negative e-WOM, and firms' recovery management, but the current study is among a few to categorize OTAs' handling of negative e-WOM and complaint handling efforts in the social media environment.

Small business enterprises (SBEs) are a very critical element of the micro, small and medium enterprises (MSME) sector especially in the underdeveloped locations of the country. SBEs not only provide employment but also support the local economy by way of their products and services. In modern times, their presence on the digital platform is becoming essential and thus, these types of studies are required to bring to the table the issues and practices from the less represented sections of the sector. This study attempts to understand the responsiveness of the SBEs in Sikkim, India, and Bhutan in terms of their frequency of digital marketing (DM) usage. This study also attempts to understand the relationship between the factors affecting the practice or adoption of DM among the SBEs of Bhutan and Sikkim, India. For this purpose, empirical data were gathered from 320 SBEs from Sikkim and Bhutan representing the various sectors as defined by the national governments of the two countries. The SBEs of Bhutan and Sikkim are not found to be very active on the front of DM. The SBEs in these two locations need to become more active in using the digital platforms and tools to promote their products and services. The industry trends and government support in the form of infrastructural development are expected to play a vital role in orienting the SBEs into the adoption of DM in a better way. This study is crucial for the MSME sector, the government, telecom services providers, and local entrepreneurs.

Purpose: The prominence of quality education for building sustainable development is undeniable and is distinctly pointed out in 1 of the 14 sustainable development goals (SDGs). In the same context, this study intends to investigate the role of university commitment, perceived organisational prestige, student satisfaction, and perceived employability in enhancing sustainability in higher education.

Need of the Study: To evaluate how student satisfaction mediates the relationship between university commitment, perceived organisational prestige, and perceived employability with sustainable university institutes.

Methodology: An adapted questionnaire was used in this study to capture the perception of 458 management graduates selected through the purposive sampling method. Partial least squares structural equation modelling (PLS-SEM) technique was used to analyse the data with the help of Smart PLS software.

Findings: The results of this study show that student satisfaction is the strongest predictor of sustainable university institutes. University commitment was found to lead to student satisfaction significantly. Furthermore, student satisfaction wasn’t found to play the role of mediator in the proposed model.

Practical Implications: This study aims to fulfil theoretical, research, and management implications for students, higher education institutes (HEIs), and policymakers. HEIs are recommended to instil university commitment, perceived organisational prestige and student satisfaction via various practices and amendments in their curriculum. Students are recommended to enhance their perceived employability to achieve career sustainability.