Purpose – The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business...

Purpose – Organizations wishing to implement TQM face unavoidable profound changes in performance measurement and are in need of guidance and better understanding of the role of different performance measurement methods and systems. The objective of this paper is therefore to provide guidance...

Statistical Methods in Customer Relationship Management focuses on the quantitative and modeling aspects of customer management strategies that lead to future firm profitability, with emphasis on developing an understanding of Customer Relationship Management (CRM) models as the guiding concept...

The purpose of this study to analyse the Big Five factor personality trait model (openness to experience, neuroticism, conscientiousness, extraversion, and agreeableness) between Indian academic and industry sector. The empirical data for this study were drawn from a survey of 158 academicians...

Chapter 1: Transformative Marketing Has Begun -- Chapter 2: Transformative Marketing – A Marketing 5.0 Perspective -- Chapter 3: Transformative Marketing with Artificial Intelligence -- Chapter 4: Transformative Marketing with Generative Artificial Intelligence -- Chapter 5: Transformative...