In today’s competitive landscape, achieving customer-centricity is paramount for the sustainable growth and success of organisations. This research is dedicated to understanding customer preferences in the context of the Internet of Things (IoT) and employs a two-part modeling ap-proach tailored in this digital era. In the first phase, we leverage the power of the Self-Organizing Map (SOM) algorithm to segment IoT customers based on their connected device usage patterns. This segmentation approach reveals three distinct customer clusters, with the second cluster demonstrating the highest propensity for IoT device adoption and usage. In the second phase, we introduce a robust Decision Tree methodology designed to prioritize various factors influencing customer satisfaction in the IoT ecosystem. We employ the Classification and Regression Tree (CART) technique to analyze 17 key questions that assess the significance of factors impacting IoT device purchase decisions. By aligning these factors with the identified IoT customer clusters, we gain profound insights into customer behaviour and preferences in the rapidly evolving world of connected devices. This comprehensive analysis delves into the factors contributing to customer retention in the IoT space, with a strong emphasis on crafting logical marketing strategies, en-hancing customer satisfaction, and fostering customer loyalty in the digital realm. Our research methodology involves surveys and questionnaires distributed to 207 IoT users, categorizing them into three distinct IoT customer groups. Leveraging analytical statistical methods, regression analysis, and IoT-specific tools and software, this study rigorously evaluate the factors influencing IoT device purchases. Importantly, this approach not only effectively clusters the IoT Customer Relationship Management (IoT-CRM) dataset but also provides valuable visualizations that are essential for understanding the complex dynamics of the IoT customer landscape. Our findings underscore the critical role of logical marketing strategies, customer satisfaction, and customer loyalty in enhancing customer retention in the IoT era. This research makes a significant contri-bution to businesses seeking to optimize their IoT -CRM strategies and capitalize on the oppor-tunities presented by the IoT ecosystem.

This research paper examines the evolution of car purchasing behaviour among consumers in India from 2010 to the present. Through extensive literature review and questionnaire survey, it explores the reasons behind the changing preferences and decision-making processes of consumers in the Indian automobile market. The study draws upon various sources, including market research reports, industry publications, academic studies, and consumer surveys, to provide a comprehensive analysis of the factors influencing car purchasing behaviour in India over the last decade. The findings of this research paper can help automakers and marketers better understand consumer preferences and develop effective strategies to cater to the evolving needs of the Indian car market.

The aim of this study is to investigate and determine the key factors guiding customer attitudes towards social media influencers, and on that base to explore their effects on purchase intentions towards advertised products or services. A total of 376 fulfilled questionnaires from an online survey were analysed. The main characteristics of digital influencers’ behaviour, affecting consumer perceptions have been systematized and categorized through a combination of both traditional and advanced data analysis methods. Structural Equation Modelling (SEM), machine learning and multi-criteria decision-making (MCDM) methods were selected to uncover the hidden dependencies between variables from the perspective of social media users. The developed models elucidate the underlying relationships that shape the acceptance mechanism of influencers’ messages. The results obtained provide specific recommendations for stakeholders across the social media marketing value chain. Marketers can make informed decisions and optimize influencer marketing strategies to enhance user experience and increase conversion rates. Working collaboratively, marketers and influencers can create impactful and successful marketing campaigns that resonate with the target audience and drive meaningful results. Customers benefit from more tailored and engaging influencer content that aligns with their interests and preferences, fostering a stronger connection with brands and potentially affecting their purchase decisions. As the perception of customer satisfaction is individual and evolving process, stakeholders should organize regular evaluations of influencer marketing data and explore the possibilities to ensure continuous improvement of this e-marketing channel.

This paper explores the effects of internal marketing practices and transformational leadership on employee customer-oriented behaviour. It uses social exchange and broadened-and-build theories to extend the motivation-opportunity-ability framework to the internal marketing and customer-oriented behaviour literature. Basic psychological needs theory is applied to refine the conceptualisation of internal marketing practices for a more holistic view of employee needs by including spiritual needs. Survey data from 174 frontline employees from the service sector in Pakistan is analysed using PLS-SEM. Results reveal a positive influence of internal marketing practices and transformational leadership on employee customer-oriented behaviour. Specific internal marketing practices and strategies are offered.

This research focuses on the customer orientation of insurance brokers, whose activity is regulated by the Law of 26/2006 of July 17 on the mediation of private insurances and reinsurances. The goal is to ascertain whether the intermediation inherent in the insurance broker’s activity, which implies a customer-oriented service, entails a positive behaviour that transcends the immediate environment, reaching society. This study presents a comparative analysis between the insurance brokerage society, characterised by providing a personalised customer service, and banks’ advisory services on insurance. To this end, we study the evolution of the total volume of business and new production, compared for a portfolio of insurance products. The results presented in this research suggest that the customer values the advisory service provided by the broker. However, for a particular business segment in standardised insurance products and products related to banking assets, customers are more likely to resort to the bank’s services. In addition, the results indicate that the commission percentages applied by the entities operating in the banking insurance channel exceed those perceived by the insurance broker. With all this, intermediation in the development of the insurer’s activity can entail an ethical and social behaviour that involves customer-orientation and, possibly, social service, which does not always benefit the insurer.

Depression and anxiety are the most common mental health disorders worldwide. Internet-Delivered Cogni-tive Behaviour Therapy (ICBT) can reduce barriers to care for broad cross sections of the population. How-ever, People of Diverse Ethnocultural Backgrounds (PDEGs) other than White/Caucasian underutilize mental health services and are underrepresented in clinical trials of psychological interventions. To address this research gap, we adapted an evidence-based ICBT program for PDEGs. The current pilot study explores the effectiveness, satisfaction, and engagement in the adapted ICBT by PDEGs (N=41) when benchmarked against a sample of PDEGs (N=134) drawn from a previous non-adapted version of the ICBT program. Inntent-to-treat analyses showed that the adapted ICBT program is effective in reducing anxiety and de-pression symptoms among PDEGs. Large within-group pre-to-post-treatment Cohen’s effect sizes of d = 1.23, 95% CI [0.68, 1.77] and d = 1.24, 95% CI [0.69, 1.79] were found for depression and anxiety, respectively. Further, 81.8% of the PDEGs who received the adapted ICBT program reported high overall satisfaction, 90.9 % reported increased confidence in managing symptoms, and 70.7% of participants completed the ma-jority of the psychoeducational lessons in the ICBT program. No statistically significant differences in clinical outcomes, engagement, and satisfaction were found between the pilot study and benchmark sample. Future directions for ICBT research with PDEGs are described.

The dynamics involving market competition and the challenges of dealing with empowered customers, means that creating and delivering relevant customer experience (CX) of service, is as important as creating product or services. Several studies have treated customer experience as though a front-desk, sales-point affair with the customer in the retailing environment, negating the critical role of organization-wide efforts in the overall customer experience management sequence. This review, however, adopts customer-centricity, as a theoretical lens to underscore the [re]configuration of organizational-level factors that are critical to adopting a high customer-experienced centred organization. Based on the review, we highlight conditions for adopting high customer experience management organization: (1) developing an integrated CX strategy, (2) CX-based knowledge management, (3) organizational re-design that supports CX-management, (4) top management commitment, (5) integrated CX IT systems, and (6) CX-oriented HR policies. These practices are only necessary conditions, but not sufficient, for creating, delivering, relevant and sustainable customer experience. However, more robust empirical studies are needed to advance the application of organization-wide customer experience management, which vary across industry, products/services, and sector.

Spectacular shifts have been led to by The COVID-19 crisis in consumer behavior. Retailers will have to work hard to meet ever-evolving customer service experience with respect to the ways in which it may be differently affected by offline or online transactions in order to win and stay relevant. We suggest an integrative framework and construct customer service experience hypotheses, based on its antecedents and consequences that will contribute to academic study as well as managerial implications. The hypotheses are tested by a simultaneous equation model employing two data sets of the retail industry's offline and online customers. In this study, 571 samples of these businesses, 319 and 252 respondents from offline and online retail channels, respectively, were collected by means of an online web survey of consumers. The results show that the impact of consequences and antecedents of CSX differs based on the media utilized. The integrative framework of CSX in its online medium is far more effective than its explanatory power offline. The outcomes are reasonably counterintuitive in so far as they demonstrate that while most elements of CSX where a service is selected offline is the same in terms of customer loyalty and value equity, the emotional element related to the service provider is higher when the service is selected offline rather than online. These outcomes indicate that, contrary to popular fears, the online medium enables firms to develop a loyal customer foundation. These findings offer perceptivity into how an online channel could be used to better complement the offline channel, contributing towards new knowledge and understanding on CSX and how it may be utilized for managerial decision-making.

Introduction : In today’s competitive business landscape, organizations strive to maintain a highly committed workforce to enhance productivity, reduce turnover, and achieve long-term success. Organizational commitment, defined as the psychological attachment of employees to their organization, is crucial in fostering employee loyalty and engagement (Meyer & Allen, 1991). However, identifying the factors that influence organizational commitment requires a deep understanding of employee attitudes and behaviors.

Observing customers is one of the methods to uncover their needs. By closely observing how customers use products, we can indirectly experience their interactions and gain a deep understanding of their feelings and preferences. Through this process, companies can design new products that have the potential to succeed in the market. However, traditional methods of customer observation are time-consuming and labor-intensive. In this study, we propose a method that leverages the analysis of online customer reviews as a substitute for direct customer observations. By correlating Customer Journey Map (CJM) with online reviews, this research establishes a verb-centric analysis that produces a CJM based on online review data. Various Text analysis techniques were utilized in this process. Through empirical data analysis, we validated that indirect observation based on customer reviews can be performed more efficiently than traditional methods. Additionally, we observed that the customer behavior VOC (Voice of Customer) identified during the CJM mapping process offers unique insights that are distinct from traditional product feature-centric review analyses. To verify the usefulness of these behavior VOC, we evaluated the quantitative analysis results of the same reviews through product development experts. Experts recognized these customer behavior VOC as useful information for developing new products.

This research aimed to discover how to create a customer experience that includes FEEL, SENSE, THINK, ACT, and RELATE to increase satisfaction with the Subscription Video on Demand (SVoD) application. A descriptive quantitative method was used, and the sample was 423 respondents in Indonesia who had used the application for at least 1 month. Furthermore, this research used probability sampling using a technique for random sampling. Based on the data available, experience accounted for 0.509, or 50.9%, of the application satisfaction. With a beta value of 0.295, the FEEL variable was the only one in this study to significantly and positively affect customer satisfaction; the other variables, SENSE, THINK, ACT, and RELATE, had no discernible effects. It is anticipated that the theoretical foundation provided by this research will be beneficial to the entertainment industry, particularly the SVoD application sector. This includes the product and service development division that focuses on customer inner feelings and emotions.

This manuscript reviews the relationship between customer perception factors and AI-enabled customer experience in the Ecuadorian banking industry. The study employs a self-designed online questionnaire with five factors for customer perception (convenience in use, personalization, trust, customer loyalty, and customer satisfaction) and two categories for AI-enabled customer experience (AI-hedonic customer experience and AI-recognition customer service). The final valid dataset consisted of 226 questionnaires. The data analyses and the hypotheses tests were done using SPSS 26 and structural equation modeling, respectively. The main findings displayed that all five customer perception factors have a positive and significant effect on AI-enabled customer experience in the Ecuadorian banking industry. Study results are aligned with previous findings from other countries, particularly the banking environment in the United Kingdom, Canada, Nigeria, and Vietnam. The AI techniques involved in the financial sector increase the valuation of customer experience due to AI algorithms recollecting, processing, and analyzing customer behavior. This study contributes with a complete statistical and econometric model for determinants of AI-enabled customer experience. The main restriction of the study is the particular analysis of the most demanded AI financial services (not all services and products are included) and the inexistence of a customer perception index. For upcoming research, the authors recommend performing a longitudinal study using quantitative data to measure the effect of AI-enabled customer experience on the Ecuadorian banks’ performance.

With the advances in industry and commerce, passengers have become more accepting of environmental sustainability issues; thus, more people now choose to travel by bus. Government administration constitutes an important part of bus transportation services as the government gives the right-of-way to transportation companies allowing them to provide services. When these services are of poor quality, passengers may lodge complaints. The increase in consumer awareness and developments in wireless communication technologies have made it possible for passengers to easily and immediately submit complaints about transportation companies to government institutions, which has brought drastic changes to the supply-demand chain comprised of the public sector, transportation companies, and passengers. This study proposed the use of big data analysis technology including systematized case assignment and data visualization to improve management processes in the public sector and optimize customer complaint services. Taichung City, Taiwan was selected as the research area. There, the customer complaint management process in public sector was improved, effectively solving such issues as station-skipping, allowing the public sector to fully grasp the service level of transportation companies, improving the sustainability of bus operations, and supporting the sustainable development of the public sector-transportation company-passenger supply chain.

Brand trust holds significant importance in the Mongolian cashmere industry. This study examines the primary predictors of customer brand trust among Mongolian cashmere users. Our research includes a survey with 800 participants and 20 individual interviews conducted among both Mongolian cashmere users and non-users. We utilized an online platform to reach participants, employing convenience sampling. The study investigates the relationship between various factors and brand trust within the context of Mongolian cashmere brands. Through a combination of in-dividual interviews and statistical analysis, we test six hypotheses. The findings indicate that higher brand quality, a strong reputation, greater transparency, effective issue resolution, commitment to environmental and social responsibility, and pre-purchase research on such commitments positively impact brand trust. Key insights gleaned from the interviews emphasize the importance of quality, reputation, transparency, customer service, and environmental responsibility in shaping consumer trust. These results offer valuable implications for cashmere brands aiming to bolster consumer trust and foster loyalty.

The advent of social commerce (SC) has transformed the landscape of online consumer behavior, emphasizing the significance of customer-to-customer relations in shaping sustainable relation-ships with customers. This research investigated the intricate relationships between social com-merce dimensions, particularly suggestions and recommendations, forums and communities, and ratings and reviews, and their influence on customer-to-customer value co-creation (C2CVCC) and sustainable customer relationships (SCRs). A questionnaire was designed and administered to 635 respondents. We examined the psychometric properties of the measurements and subse-quently applied Partial Least Squares as a Structural Equation Modeling method (PLS-SEM) for hypothesis testing. The findings reveal that the dimensions of SC significantly impact C2CVCC, with ratings and reviews playing a pivotal role. Furthermore, C2CVCC emerges as a substantial mediator in the path between SC and SCRs. The empirical analysis showcases strong support for the proposed model, with robust path coefficients (β) and p-values confirming direct and indirect effects. These findings offer valuable insights for businesses seeking to leverage SC and customer interactions to enhance SCRs in the digital era. Understanding the dynamics of C2CVCC within the context of SC has become essential for marketers and businesses aiming to thrive in today's competitive online marketplace.

In today’s business landscape, customer retention has become a critical factor for sustainable growth. Many companies continue to focus on acquisition, which leads to high costs and constant customer turnover. This article highlights the importance of retention, proposing a shift in focus toward loyalty as the key to maximizing customer lifetime value (LTV). Improving retention not only increases LTV but also reduces acquisition costs, enhances virality, and provides financial stability. This paper introduces a scientific approach that allows companies to identify the underlying causes of low retention through observation, hypothesis formulation, and controlled experimentation. Using tools such as data analysis and A/B testing, companies can iteratively optimize their retention strategy, adjusting interventions in real-time based on the results obtained. Continuous experimentation emerges as an indispensable tool for navigating market complexity, enabling organizations to learn and adapt quickly. This data-driven approach not only improves retention but also drives long-term growth by building strong relationships with customers. In an increasingly competitive environment, companies that prioritize retention and experimentation are better positioned to achieve resilient and profitable growth.

Startups often face uncertainty and the potential Valley of Death. To address these challenges, Sustainable Development Goals (SDGs) can serve as a starting point to identify business opportunities in markets driven by SDG-related issues, which is, in this case, using Virtual Reality (VR) technology as a “painkiller.” This study aims to explore VR use cases and their implications for startup business models and discover a problem-solution fit—defined as the degree to which VR applications effectively address actual problems as “killer applications.” The study employs a customized customer discovery technique, an essential process in the Customer Development methodology. By exploring VR's applicability in various domains such as entertainment, training, education, and tourism, this study unveils compelling use cases that align with SDG aspects, thus validating the hypothesis on startups' potential to harness VR for SDG contributions. Furthermore, the study produces VR business model designs based on solutions to SDG-related problems. Thus, startups can function effectively as “painkillers,” offering solutions that are not only desired but urgently needed (problem-solution fit). The implications of these findings extend globally, underlining VR's role in addressing SDG issues and offering practical insights for startup business model development that are applicable to broader technology adoptions.

Estimation of the worth of continuity of electricity supply is of interest of industry, authorities and research society. There are numerous methods to calculate the Customer Interruption Costs (CICs). Each method has its advantages and disadvantages. This paper approaches the problem from Distribution System Operators’ (DSOs) point of view and adopts two existing analytical models. One model is used by the Finnish Energy Market Authority and the second one was proposed by the authors at a previous study. The model suggested by the authors as an alternative to the one used by the Finnish Energy Market Authority proposes a simple and straightforward methodology which will provide credible and objective estimations by only utilizing publicly available analytical data. We made use of cost and reliability indices data of 78 DSOs in Finland from the year 2016. In addition to cost estimations, this paper highlights regional differences in CIC estimations in different parts of Finland and critically overviews the existing standard customer compensation scheme in Finland.

This qualitative research explores the impact of Artificial Intelligence (AI) on Customer Relationship Management (CRM), providing a comprehensive analysis of how AI technologies are transforming CRM practices. AI integration in CRM has revolutionized customer interactions, enabling enhanced personalization, efficiency, and customer engagement. By leveraging machine learning, natural language processing, and predictive analytics, organizations can create highly tailored customer experiences, automate routine tasks, and anticipate future customer needs with precision. The study identifies the significant benefits of AI, including improved customer insights, faster response times, and proactive engagement strategies. However, it also highlights the challenges associated with AI adoption in CRM, such as data privacy and security concerns, algorithmic bias, high implementation costs, and resistance to change. The findings emphasize the need for robust data protection measures, strategies to mitigate biases, significant investments in technology and training, and effective change management to overcome these challenges. The thematic analysis reveals key areas where AI is making an impact, including customer service, customer segmentation, and personalized marketing strategies. Additionally, the study discusses the organizational implications of AI adoption, such as enhanced decision-making, increased productivity, and the necessity for staff reskilling. Future directions for AI in CRM suggest further advancements in AI algorithms, greater integration with other business systems, enhanced customer experiences, and a focus on ethical AI practices. This research underscores the transformative potential of AI in CRM and provides insights for organizations aiming to leverage AI for improved customer relationship management.

This study explores the dynamic interplay between supply chain integration and marketing strategies in achieving customer satisfaction. Through a qualitative approach involving semi-structured interviews with supply chain and marketing professionals, the research delves into how these traditionally distinct functions can be aligned to enhance operational efficiency and deliver superior customer experiences. Findings reveal that strategic alignment between supply chain management (SCM) and marketing fosters better coordination of product availability and service delivery, thereby meeting customer expectations consistently and enhancing brand loyalty. Information sharing and technological integration emerge as critical enablers, facilitating real-time data exchange and collaborative decision-making. The study also identifies challenges such as organizational silos, cultural resistance, and technological constraints that impede seamless integration, highlighting the need for proactive strategies to foster cross-functional collaboration. Additionally, the evolving roles of sustainability and customer-centricity are emphasized as key drivers for differentiating brands and achieving competitive advantage. By integrating sustainable practices and adopting a customer-centric approach, organizations can build stronger customer relationships and enhance their market position. The research underscores the importance of leadership support, investment in technology, and a collaborative organizational culture in overcoming integration barriers. The study’s findings provide actionable insights for organizations aiming to optimize their SCM and marketing strategies, drive innovation, and sustain growth in an increasingly complex and competitive business environment. This research contributes to the growing body of knowledge on supply chain and marketing integration, offering practical recommendations for achieving customer satisfaction and long-term success.

The strategy of any organization is based on the growth of its customer base, and one of its principles is that selling a product to an existing customer is much more profitable than acquiring a new customer. However, this approach has several opportunities for improvement, since it usually has a totally reactive approach, which does not give opportunity to the areas specialized in customer experience and recovery, to give an effective response for that moment, since the customer is gone at the time of the intervention. This happens because usually a diagnostic analysis of customers who have stopped buying products or services in a defined period, commonly three (3) periods or months, is performed. This thesis work challenges the way to face this problem, and proposes the development of a complete solution, which does not focus exclusively on the prediction of churn, as is usually done in the state of the art research, but to intervene in different interactions that can be carried out with customers. The above focused not only to prevent customer churn, but to generate an added value of continuous improvement in sales processes, increase customer penetration, leading to an improvement in customer experience and consequently, an increase in customer loyalty.

This study examines the effect of a corporate citizenship-oriented high performance work system (CC-oriented HPWS) and the interactive influence of CC-oriented HPWS and person-organization fit (PO fit) on creativity at the individual level. Our analysis of field data collected from 303 employees in two branch companies with a two-phase collection method provides empirical support for our theoretical model. The results indicate that high performance work system (HPWS) reflecting corporate citizenship (CC) correlates positively with individual creativity. In addition, the moderating effect of PO fit is significant in the relationship between CC-oriented HPWS and creativity at the individual level. On this basis, this paper discusses the theoretical and practical implications of these findings for future research.

In today’s data-driven marketing landscape, accurately predicting customer responses to marketing campaigns is critical for optimizing engagement and return on investment (ROI). This study utilizes a Decision Tree (DT) model to identify key factors influencing customer behaviour. Initially, the model achieved a high accuracy of 87.3% but struggled with precision and recall due to class imbalance. By applying a resampling technique, the model’s performance improved significantly, with a recall increase from 44% to 83.1% and an F1-score improvement from 49% to 74.2%. Key influential features identified include how recently a customer made a purchase, the number of days they have been a customer, and the number of previous campaigns they responded to. The study highlights the DT model’s interpretability, making it a practical tool for marketing professionals to improve campaign effectiveness and customer targeting.

The role of Social Media Marketing (SMM) in marketing strategies is rapidly growing. Because the use of social media is growing, the industry of SMM will grow bigger in the coming years; the pace of this growth is faster than ever. To survive in the modern competitive world, effective use of SMM for a firm is a must; for that, every SMM channel needs to be used to its full potential. For a marketing campaign to be effective, there is a need for some metrics to measure the success of the SMM campaign. These metrics measure if the campaign is successfully implemented or not. This would help firms understand the market, gain a competitive advantage, and ultimately get a positive impact on the overall business. This study categorizes SMM strategy into 4 dimensions and associates 10 broad categories of SMM metrics to these dimensions. The proposed model of this study suggests the application of Social Media Analytics (SMA) ineffective use of metrics to measure SMM campaigns. There are so many SMA Tools available for free and time-efficient data analysis that can lead to faster and better results than manual analysis. Following this model, the importance of SMA tools in devising an effective SMM strategy is highlighted. The implication of this research is towards a better understanding of the application of SMA for any firm to have a solid SMM Strategy, especially small and medium-sized enterprises that have limited resources.

The strategy of any organization is based on the growth of its customer base, and one of 5 its principles is that selling a product to an existing customer is much more profitable than acquiring 6 a new customer. However, this approach has several opportunities for improvement, since it usu- 7 ally has a totally reactive approach, which does not give opportunity to the areas specialized in 8 customer experience and recovery, to give an effective response for that moment, since the customer 9 is gone at the time of the intervention. This happens because usually a diagnostic analysis of cus- 10 tomers who have stopped buying products or services in a defined period, commonly three (3) pe- 11 riods or months, is performed. This thesis work challenges the way to face this problem, and pro- 12 poses the development of a complete solution, which does not focus exclusively on the prediction 13 of churn, as is usually done in the state of the art research, but to intervene in different interactions 14 that can be carried out with customers. The above focused not only to prevent customer churn, but 15 to generate an added value of continuous improvement in sales processes, increase customer pene- 16 tration, leading to an improvement in customer experience and consequently, an increase in cus- 17 tomer loyalty.

The strategy of any organization is based on the growth of its customer base, and one of 6 its principles is that selling a product to an existing customer is much more profitable than acquiring 7 a new customer. However, this approach has several opportunities for improvement, since it usu- 8 ally has a totally reactive approach, which does not give opportunity to the areas specialized in 9 customer experience and recovery, to give an effective response for that moment, since the customer 10 is gone at the time of the intervention. This happens because usually a diagnostic analysis of cus- 11 tomers who have stopped buying products or services in a defined period, commonly three (3) pe- 12 riods or months, is performed. This paper challenges the way to face this problem, and proposes 13 the development of a complete solution, which does not focus exclusively on the prediction of 14 churn, as is usually done in the state of the art research, but to intervene in different interactions 15 that can be carried out with customers. The above focused not only to prevent customer churn, but 16 to generate an added value of continuous improvement in sales processes, increase customer pene- 17 tration, leading to an improvement in customer experience and consequently, an increase in cus- 18 tomer loyalty.

The strategy of any organization is based on the growth of its customer base, and one of 5 its principles is that selling a product to an existing customer is much more profitable than acquiring 6 a new customer. However, this approach has several opportunities for improvement, since it usu- 7 ally has a totally reactive approach, which does not give opportunity to the areas specialized in 8 customer experience and recovery, to give an effective response for that moment, since the customer 9 is gone at the time of the intervention. This happens because usually a diagnostic analysis of cus- 10 tomers who have stopped buying products or services in a defined period, commonly three (3) pe- 11 riods or months, is performed. This paper challenges the way to face this problem, and proposes 12 the development of a complete solution, which does not focus exclusively on the prediction of 13 churn, as is usually done in the state of the art research, but to intervene in different interactions 14 that can be carried out with customers. The above focused not only to prevent customer churn, but 15 to generate an added value of continuous improvement in sales processes, increase customer pene- 16 tration, leading to an improvement in customer experience and consequently, an increase in cus- 17 tomer loyalty.

Social customer relationship management (SCRM) is a new philosophy influencing the relationship between customer and organization, where the customer gets opportunity to control relationship through social media. The paper aims on (a) identification of current level of SCRM and also on (b) influence of basic organizational characteristics on SCRM level. The data were gathered through the questionnaire distributed in 362 organization headquartered in the Czech Republic. The questionnaire comprised 54 questions focusing on the significance of marketing and CRM practices, establishing a relationship with the customer, online communities, the use of social media in marketing, and acquiring and managing information. The majority of questions were scalable and used typical five-level Likert scale. Results showed that larger firms more often set up their own online communities and manage them strategically, moreover they are able to manage information better. Contrariwise, small sized organizations use social networks as a way to establish communication with the customer more than large sized entities. Use of social media for marketing purposes is significantly higher in organizations oriented on consumer markets than on business markets.

Object-Oriented Programming (OOP) has long been a dominant paradigm in software development, but it's not without its challenges. One major issue is the problem of tight coupling between objects, which can hinder flexibility and make it difficult to modify or extend code. Additionally, the complexity of managing inheritance hierarchies can lead to rigid and fragile designs, making it hard to maintain and evolve the software over time. This paper introduces a software development pattern that seeks to offer a renewed approach to writing code in Object-Oriented (OO) environments. Addressing some of the limitations of the traditional approach, the Puzzle Pattern focuses on extreme modularity, favoring writing code exclusively in interfaces. Concrete classes are subsequently assembled through the implementation of those interfaces, reducing coupling and introducing a new level of flexibility and adaptability in software construction. The highlighted pattern offers significant benefits in software development, promoting extreme modularity through interface-based coding, enhancing adaptability via multiple inheritance, and upholding the SOLID principles, though it may pose challenges such as complexity and a learning curve for teams.

Pairs of potential and flow variables have long been established for interfacing object-oriented component models of physical systems. Recently, however, the use of triplets has been discovered for the purpose of robust modeling. New and powerful Modelica libraries have been developed such as the DLR ThermoFluid Stream library or the introduction of the Dialectic Mechanics library. Their use of triplets is entangled with a special modeling approach that uses Linear Implicit Equilibrium Dynamics. In this paper, we study the basic motivation of this approach, its benefits and drawbacks before we finally demonstrate how it beneficially impacts the generation of corresponding simulation code.

The masonry building Heritage is appreciated for its aesthetic and historical value all around the world. The widespread presence of curved elements, such as arch, vault and dome express the relevant constructive abilities in the different historical epochs. These curved elements are characterized by architectural beauty, structural strength (especially against the gravity loads), thermal comfort and fire resistance. On the other hand, curved structures required scaffolding in order to be erected. The design, the construction and the dismantling of the scaffolds is typically time-consuming and expensive. In addition, the on-site working risk is related to time-interferences (e.g. in manpower working, at the same time, over and under scaffold). This technology dates back to the Era of the Roman Empire and it is currently still used, despite its limitations and disadvantages. In the present paper, an innovative technique (recently patented), aiming for the construction of a curved structural member without scaffolds, is proposed and illustrated. It consists in a Hinged Lifting Arch (HLA), using FRP (Fiber Reinforced Polymer) bonded strips. In details, a series of blocks are cut following an arch geometry and then aligned on the ground-floor in order to bond a composite on their top surface. Moreover, the impregnation of the polymeric adhesive is not allowed at the extremities of each block. The fiber sheet is applied continuously along the entire extrados. In this sense, hinges are introduced, in fact, the FRP-connected blocks are able to easily rotate, in the opposite direction, around the contact ends (i.e. hinge). Finally, the middle block is lifted-up and the arch takes the desiderated shape. In the first experimental demonstration, the natural calcareous stone was used, even if the proposed technique is totally material-independent. Moreover, an analytical model is proposed and discussed for designing the proper aspect ratio of the blocks in order to ensure the full mutual contact when the HLA is totally lifted up. The advantages of the proposed technique are related to the absence of scaffolds and improved seismic strength against horizontal loads thanks to the presence of the FRP, which limits the occurrence of hinges at the extrados.

A good recommender system can infer customers’ preferences based on their historical purchase records, and recommend products that the customers may be interested in, saving them a lot of time and energy. For enterprises, it is difficult to recommend accurately to each customer, and the bad recommendation may be counterproductive. Customer loyalty is an indicator that measures the preference relationship between customers and products in the field of marketing. A hypothesis is proposed in this study: if companies can divide customers into different groups based on customer loyalty, the recommendation effect on certain groups is better than that on overall customers. In this study, customer loyalty is measured by four features of the RFML model. All customers are viewed as points on a four-dimensional space, which are clustered by the k-means model. Two recommendation algorithms based on complex networks are tested: recommendation algorithm based on bipartite graph and PersonalRank (BGPR), and recommendation algorithm based on a single vertex set network and DeepWalk (SVDW). The experimental results show that customer loyalty has improved the effectiveness of the two algorithms over 14%, and the recommendation effect is the best on customer groups with a loyalty level of 4 (the highest level is 5). The recommendation algorithms with customer loyalty are better than using them alone.

The purpose of this paper is to identify factors that influenced customer satisfaction in the Moscow taxi market. The previous researches in customer satisfaction of transportation services laid the foundation of factor model. The resulting list of factors was revised by taxi market experts. The augmented model provided the basis for quantitative survey. The research sample included 310 respondents who have been using taxi services in Moscow during past 2 years. Survey data was analyzed using multiple choice regression method. Analysis results show significant differences between frequent and casual taxi users and a certain number of passenger experience factors that have no influence on customer satisfaction:for frequent users it is discount, for regular users - trip environment, and for rare clients - technical support&security and trip comfort.

This paper extends previous research on the influence of social media and digital channels on customer purchase behaviour by presenting a new omnichannel purchasing model. We characterise that model as a “virtuous circle” as it centres around customer use of social media and has potential to benefit both customers and companies. We illustrate that model with a worked example, discuss approaches to its implementation and evaluate its use in the context of a business case study. The model creates a framework that combines elements of digital marketing, social CRM, omnichannel CRM, and customer experience and engagement. This paper bridges academic and industry practitioner communities across those fields.

We discuss the electrodeposition of two-dimensional (2D) Pt-nanostructures on HOPG achieved under constant applied potential versus a Pt counter electrode (Eappl = ca. - 2.2 V vs RHE). The deposition conditions are discussed in terms of the electrochemical behavior of the electrodeposition precursor (H2PtCl6). We performed cyclic voltammetry (CV) of the electrochemical Pt deposit on HOPG and on Pt substrates to study the relevant phenomena that affect the morphology of Pt deposition. Under conditions where the Pt deposition occurs and H2 evolution is occurring at the diffusion-limited rate (- 0.3 V vs RHE), Pt forms larger structures on the surface of HOPG, and the electrodeposition of Pt is not limited by diffusion. This indicates the need for large overpotentials to direct the 2D growth of Pt. Investigation of the possible effect of Cl- showed that Cl- deposits on the surface of Pt at low overpotentials, but strips from the surface at potentials more positive than the electrodeposition potential. The CV of Pt on HOPG is a strong function of the nature of the surface. We propose that during immersion of HOPG in the electrodeposition solution (3 mM H2PtCl6, 0.5 M NaCl, pH 2.3) Pt islands are formed spontaneously, and these islands drive the growth of the 2D nanostructures.

With the disruption of digital technologies, customers have emerged as co-producers in order to reduce costs and enhance productivity. Customer-driven business logic recognizes customer capabilities and sustainable innovation as key factors in the performance of customized manufacturing enterprises. The potential relationship between customers and producers has become a new area of inquiry. Existing research rarely delves into the impact of customer predictive ability on the process of customized production activities, particularly in relation to sustainable innovation, which remains inadequately characterized. Ships serve as a typical representation of customized enterprises. This study explores the underlying drivers of sustainable innovation through customer demand orientation by examining 20-year historical patterns in the global shipping and shipbuilding markets, considering the environmental dependency and temporal correlation characteristics of the shipbuilding market (producers) and the shipping market (consumers). By employing time series and panel data in a machine learning algorithm, specifically the random forest model, the study reveals a strong and statistically significant correlation between new ship deliveries and the Baltic Dry Index (BDI), with larger value ships having a more pronounced impact on the consumer market. The correlation analysis confirms that these two variables, in combination, can comprehensively reflect customer predictive ability and serve as crucial decision criteria for customer investment in new ship production. Furthermore, based on principal component analysis of customer predictive ability and ship innovation levels, as well as Granger causality tests, the study demonstrates that customer predictive ability is a Granger cause of sustainable innovation in customized production. Customer predictive ability influences sustainable innovation in customized enterprises to varying degrees. This research provides valuable insights for shipbuilding companies in terms of engaging in sustainable innovation in international markets and understanding the value of international market customers.

The aim of this study was to evaluate the nature of relationship between service quality and customers’ satisfaction thorough SERVQUAL model. This study can be considered as an applied research, from purpose point of view and descriptive-survey, with regards to the nature and method. Passengers of Kaveh and Sofeh terminal in Isfahan have been considered as research population. Sample size included 200 passengers witch was determined by Cochran formula. Spss 19 was used to analyze collected data. Results show that there is a significant positive relationship between service quality and customers’ satisfaction. It is also proved that in terms of the importance of satisfactions’ dimensions, assurance is the most important aspect and then reliability, empathy, equipment appearance and responsiveness in sequence are the most important dimensions.

Despite the demonstrated benefits of data monetization initiatives in achieving competitive advantages, many of these efforts struggle to realize their potential. Companies often find it challenging to sustain even initially successful data monetization initiatives due to significant data quality issues. This reflects a disconnect between advancements in data monetization research—spanning digitization, digitalization, and digital transformation—and practical implementation within companies. Consequently, misguided approaches to data monetization are relatively common. A critical prerequisite for successful data monetization is the establishment and maintenance of clean, high-quality data. This study underscores the importance of data quality by conducting an in-depth analysis of Medical Inc., a company engaged in preparing pristine customer master data for advanced customer analytics. The investigation aims to elucidate Medical Inc.’s approach to addressing data cleanliness challenges and to distill a general framework for the customer master data cleansing process. This framework illuminates a relatively unexplored aspect of data monetization supplementing existing literature on digitization, digitalization, and digital transformation.

This qualitative study explores the relationship between supply chain responsiveness (SCR) and customer loyalty within the e-commerce sector. E-commerce has revolutionized global commerce, driven by technological advancements and shifting consumer behaviors. Central to e-commerce success is the ability to meet customer expectations swiftly and reliably, necessitating agile supply chain management (SCM) practices. SCR in e-commerce encompasses the capacity to adapt to dynamic market demands, minimize disruptions, and enhance customer satisfaction through efficient logistics, inventory management, and last-mile delivery. Through in-depth interviews with customers, e-commerce platform managers, and supply chain practitioners, this study investigates key themes, challenges, strategies, and impacts associated with SCR and customer loyalty. Findings reveal that customers prioritize fast order fulfillment, reliable service quality, personalized experiences, and trustworthy interactions, all of which significantly influence their loyalty and advocacy behaviors. Challenges identified include inventory management complexities, logistical hurdles in last-mile delivery, and the need for effective supplier communication. Strategic approaches to enhance SCR include leveraging data analytics for demand forecasting, adopting agile SCM practices, integrating customer feedback into service improvements, and fostering collaborative relationships with suppliers. These strategies not only optimize operational efficiency but also cultivate enduring customer relationships based on satisfaction, trust, and loyalty. The study concludes that improved SCR practices lead to increased customer satisfaction, repeat purchases, and positive word-of-mouth, thereby strengthening competitive advantage and sustainability in the e-commerce marketplace.

This study compared two object-oriented land use change detection methods—detection after classification (DAC) and classification after detection (CAD) —based on a digital elevation model, slope data, and multi-temporal Landsat images (TM image for 2000 and ETM image for 2010). We noted that the overall accuracy of the DAC (86.42%) was much higher than that of the CAD (71.71%). However, a slight difference between the accuracies of the two methods exists for deciduous broadleaf forest, evergreen coniferous forest, mixed wood, upland, paddy, reserved land, and settlement. Owing to substantial spectrum differences, these land use types can be extracted using spectral indexes. The accuracy of DAC was much higher than that of CAD for industrial land, traffic land, green shrub, reservoir, lake, river, and channel, all of which share similar spectrums. The discrepancy was mainly because DAC can completely utilize various forms of information apart from spectrum information during a two-stage classification. In addition, the change-area boundary was not limited at first, but was adjustable in the process of classification. DAC can overcome smoothing effects to a great extent using multi-scale segmentations and multi-characters in detection. Although DAC yielded better results, it was more time-consuming (28 days) because it uses a two-stage classification approach. Conversely, CAD consumed less time (15 days). Thus, a hybrid of the two methods is recommended for application in land use change detection.

The integration of Customer Relationship Management (CRM) systems within Small and Medium Enterprises (SMEs) is increasingly recognized for its potential to enhance business performance. While CRM adoption is on the rise, the specific impacts on operational efficiency, customer satisfaction, and financial outcomes in SMEs require further investigation. This systematic review evaluates the impact of CRM systems on SME performance, with a focus on operational improvements, sales growth, and customer retention. The study aims to identify key determinants of successful CRM implementation and assess the long-term effects on SMEs' competitive advantage. The review encompasses studies published between 2014 and 2024, sourced from Google Scholar, Web of Science, and SCOPUS. A total of 46 studies were included after screening 18,306 records. The mixed-methods approach involves quantitative analysis of survey data from SME owners and managers, along with qualitative synthesis of case studies. Metrics evaluated include customer acquisition, retention rates, revenue growth, and organizational efficiency. The analysis indicates that CRM adoption leads to a 25-40% improvement in customer retention and a 15-30% increase in sales across SMEs. Operational efficiency gains range from 20-35%, primarily driven by process automation and enhanced data management capabilities. Successful CRM implementation is strongly linked to managerial support, system customization, and user training. However, barriers such as limited financial resources and technical expertise hinder the full realization of CRM benefits. CRM systems significantly contribute to SME growth by optimizing customer relationships and enabling data-driven decision-making. The review underscores the importance of strategic CRM implementation tailored to the specific needs of SMEs to maximize its impact. Future research should focus on overcoming adoption barriers and refining CRM strategies for sustained performance improvements.

This study examines the change in customer satisfaction and the value relevance of customer satisfaction during COVID-19. The COVID-19 pandemic is an unprecedented experience and has caused difficulties for all areas of businesses. Customer relations are one of the biggest paradigm shifts of this period. Companies have placed great importance on customer relations, and customer relations are a critical factor in corporate sustainability. It is very important for firms to retain their customers in the market, create a potential demand, and, thus, increase the firm value. However, prior studies have provided mixed results on whether companies financially benefit from customer relations. Employing the value relevance model, we find that the customer satisfaction score has increased during the pandemic but that the value relevance of customer satisfaction has declined during the pandemic. Together, we interpret the results as indicating new customer satisfaction trends, especially reduction trends. The results are robust even after controlling endogeneity and outliers. This study has several implications for practitioners and academia regarding the new trends in the value relevance of customer satisfaction.

Technology can be seen everywhere and has been integrated into our lives.We are always using technology and enjoying the convenience brought by technology. However, physical retailers and e-commerce companies are also gradually adopting advanced technologies. Technology improves the purchasing environment and purchasing experience. Virtual reality and augmented reality have been hotly discussed in recent years. Technology, although virtual reality and augmented reality technology have not yet matured, it can be said that they will in the future It has great development potential. Virtual reality and augmented reality are also beginning to sprout in the retail industry. However, research on the acceptance of the use of virtual reality and augmented reality in the apparel shopping process is still lacking because This study explores how usefulness, ease of use, hedonicity, customer experience, customer engagement and satisfaction. To influence customer loyalty, this study adopted questionnaire survey and convenience sampling methods, and collected a total of 308 valid questionnaires. The analysis method used confirmatory factor analysis and structural equation model to verify the research hypothesis relationship. The results of this study found. Hedonic has a significant impact on customer loyalty, while usefulness, ease of use, customer experience, customer engagement and satisfaction Satisfaction does not have a significant impact on customer loyalty. This study explains the academic contribution of the research results. The practical implications in marketing are put forward, and specific suggestions and directions for future research are given.

While there are several ways to identify customer behaviors, few extract this value from information already in a database, much less extract relevant characteristics. This paper presents the development of a prototype using the recency, frequency, and monetary attributes for customer segmentation of a retail database. For this purpose, the standard K-means, K-medoids, and MiniBatch K-means were evaluated. The standard K-means clustering algorithm was more appropriate for data clustering than other algorithms as it remained stable until solutions with 6 clusters. The evaluation of the clusters’ quality was obtained through the internal validation indexes: Silhouette, Calinski Harabasz, and Davies Bouldin. Once consensus was not obtained, three external validation indexes were applied: global stability, stability per cluster, and segment-level stability across solutions. Six customer segments were obtained, identified by their unique behavior: Lost customers, disinterested customers, recent customers, less recent customers, loyal customers, and best customers. Their behavior was evidenced and analyzed, indicating trends and preferences.

Most buying decisions are affected by the customer's analysis of the advantages and disadvantages of the product and its emotional aspects. Psychological and marketing studies have confirmed the role of customer emotions in various stages of the purchasing process. The present study aims to identify the dimensions and factors that potentially influence customer emotions in buying luxury cosmetics. First, in order to identify the various aspects of customer emotions, a qualitative study was conducted using in-depth semi-structured interviews with 23 customers of luxury cosmetics and health products in Telegram groups. This study led to the identification of various dimensions of customer emotions and a list of factors that potentially act as antecedents of emotions in the target population. In the next step, based on group consensus, the antecedents affecting customer emotions were determined. The members of the panel at this stage included 15 specialists and experts in the fields of marketing, psychology, companies importing luxury cosmetics and hygiene products which are active in online networks, as well as managers of luxury cosmetics and hygiene groups in online spaces. The consensus of experts was reached in three stages and 36 factors affecting customers' emotions were determined and ranked based on the relevance or strength of the perceived effect from the point of view of experts. Finally, they were classified into three categories as group and product variables, situational variables, and individual variables.

Firms are increasingly organized around the client. At the same time, there is customer pressure on green and sustainable organizations. The purpose of this paper is to map the current state of the research in the domain of customer-centric organizations from a sustainable perspective. We conducted a bibliometric analysis from published documents between 1990 and 2020. Key findings indicate that research on customer centricity and sustainability has increased in recent years and that the topic is structured into 3 clusters: (1) Sustainability; (2) Customer-Centric Perspective, and Sustainable Development; and (3) Customer Experience and Sales. Moreover, new concepts and technologies have been introduced during the last three years. The implementation of a bibliometric methodology and the focus given to the definition, the relationships, and the evolution of the three main clusters within the topic are the characteristics that differentiate our study from other publications or reviews in the field of research. This paper is beneficial for practitioners who aim to deploy the customer centricity approach in their firms from a sustainable perspective.

In the United States, several land use and land cover (LULC) data sets are available based on Landsat. These data sets often fail to accurately represent the features on the ground despite having several advantages over other data. Detailed mapping of complex heterogeneous landscapes for informed decision-making is possible using high spatial resolution orthoimagery from the National Agricultural Imagery Program (NAIP). However, large-area mapping at this resolution remains challenging due to radiometric differences between scenes, low spectral depth of imagery, landscape heterogeneity, and computational limitations. Machine learning (ML) techniques have shown promise in improving LULC maps. The primary purposes of this study are to examine and evaluate bagging (Random Forest; RF), Boosting (Gradient Boosting Machines [GBM] and Extreme Gradient Boosting [XGB]), and stacking ensemble models on sentinel 2A fusion data on NAIP imagery. We also compared the accuracy based on random cross-validation (80% / 20% split) without accounting for spatial autocorrelation and target-oriented validation (10 clusters) accounting for spatial structures of the training data set. To make the LULC map of a portion of Tom Green and Irion counties in central Texas, we used a time series of sentinel data and NAIP orthoimagery. We created several spectral indices, structural variables, and geometry-based variables, reducing the dimensionality of features generated on Sentinel and NAIP data. The random and target-oriented validation results show that autocorrelation in the training data offers over-optimistic results. In our case, the overestimation ranged from 2 % to 3.5 %. The XGB-boosted stacking ensemble on-base learners (RF, XGB, and GBM) improved model performance over individual base-learner. The main contribution of this research is that meta-learners are just as sensitive to overfitting as base models, as these algorithms are not designed to account for spatial information. Finally, we show that the fusion of Sentinel 2A data with NAIP data improves land use land cover classification using Geographic Object-Based Image Analysis (GEOBIA).

Sustainable agriculture has become increasingly important in Tunisia due to the drought that has been affecting the country's climate in recent years. This has become a major threat to the economy, making it necessary to explore alternative methods of agriculture that are more sustainable. Moreover, smart hydroponic cultivation based on renewable energies has become increasingly widespread, promoting the quality and efficiency of agricultural production despite weather parameters variations and global warming. This work aims to create a sustainable agriculture system in Tunisia through the design and implementation of a smart photovoltaic (PV) hydroponic greenhouse. The greenhouse will utilize advanced technology to optimize plant growth and reduce water usage, while also incorporating solar panels to generate renewable energy. The end goal is to create a self-sufficient and eco-friendly agricultural system that can provide fresh produce to local communities year-round. In this work, we are interested to the automation of the hydroponic greenhouse (HG)’s thermal conditioning system based on an asynchronous motor pump and powered by a PV generator. In the first stage, we analyzed the mathematical modeling of a stand-alone PV-HG system that consists of a PV generator, a three-phase inverter, an asynchronous motor pump, and a hydroponic system. After that, we developed a Field Oriented Control based on proportional integral (PI) regulators to adjust the rotation speed of the asynchronous motor pump, which aimed to provide the cooling and heating needs of the plant. The simulation results demonstrated the effectiveness of the proposed system . Additionally, we designed and implemented a smart system based on the internet of things (IoT) to enable remote control of internal and external parameters of the HG. This intelligent solution utilizes sensors, microcontrollers, and other devices and ensures the monitoring and the maintaining of the ideal growing conditions for our plants, guaranteeing that they receive the proper amount of temperature, humidity, and lighting. This type of system can be an invaluable tool for maximizing yields and achieving optimal results. With the right approach and attention to detail, we can create a sustainable and efficient growing environment that will help our plants flourish year-round.

As smoke toxicity is unregulated outside of the mass transport industry, there is no set methodology for assessing smoke toxicity of construction products, like OSB, on a large-scale. This research aims to assess the novel design of a modified ISO 9705 room corner test designed for smoke toxicity quantification. Three tests conditions will be assessed to determine if restriction of ventilation is enough to force a fire to transition to under-ventilated flaming, or if the fuel loading is much more important in affecting the fire severity and fire condition. The research found that fuel loading and test geometry has more significant impact on the fire condition than restricting the ventilation. While imposing restrictions on the test rooms ventilation did increase the equivalence ratio, it was not sufficient enough to force the transition into under-ventilated flaming. The addition of a door to the test room did not force the fire to transition to under-ventilated flaming. When doubling the fuel loading, there was sufficient fuel for the fire to transition to under-ventilated flaming. This research has provided the experimental methodologies to assess smoke toxicity at a range of ventilation conditions on a large-scale.

Nowadays, the selection of web services with uncertain quality of service (QoS) is gaining a lot of attention in the service-oriented computing paradigm (soc). In fact, searching for a service composition that fulfills a complex user’s request is known to be NP-Complete. The search time is mainly dependent on the number of the requested tasks, the size the available services, and the size of the QoS realizations (i.e., sample size). To handle this problem, we propose a two-stage approach that reduces the search space using heuristics for ranking the tasks’ services and a bat algorithm metaheuristic for selecting the final near optimal compositions. The fitness used by the metaheuristic aims to fulfill all the global constraints of the user. The experimental study shows that the ranking heuristics, termed “fuzzy pareto dominance” and "Zero-order stochastic dominance", are highly effective than the other heuristics and most of the existing state-of-the-art methods.

Kubernetes (K8s) defines standardized APIs for container-based cluster orchestration so it becomes possible for application managers to deploy their applications in a unified manner across different cloud providers. A practical problem is however feature incompatibility between different K8s vendors, who offer commercial K8s products based on the open-source K8s distribution. A large number of documented features in this open-source distribution are optional features that are turned off by default, but can be activated by setting specific combinations of parameters and plug-in components in configuration manifests for the K8s control plane and worker node agents. However, none of these configuration manifests are standardized, giving K8s vendors the freedom to hide the manifests behind a single, more restricted, and proprietary customization interface. Therefore some optional K8s features cannot be activated consistently across K8s vendors and applications that require these features cannot be run on those vendors. In this paper we present a unified, vendor-agnostic feature management approach that bypasses the proprietary customization interface of K8s vendors in order to consistently activate optional K8s features across a federation of clusters hosted by different Kubernetes vendors. We describe vendor-agnostic reconfiguration tactics that are already applied in industry and cover a wide range of optional K8s features. Based on these tactics, we design and implement an autonomic controller for declarative feature compatibility management across a cluster federation. We found that the features configured through our vendor-agnostic approach have no impact on application performance when compared with a cluster where the features are configured using the configuration manifests of the open-source K8s distribution. Moreover, the maximum time to complete reconfiguration of a single feature is within 100 seconds, which is 6 times faster than using proprietary customization interfaces of mainstream K8s vendors such as Google Kubernetes Engine. However, there is a non-negligible disruption to running applications when performing the reconfiguration; this disruption impact does not appear using the proprietary customization methods of the K8s vendors. Therefore, our approach is best applied in the following three use cases: (i) when starting up new K8s clusters, (ii) when optional K8s features of existing clusters must be activated as quickly as possibly and temporary disruption to running applications can be tolerated or (iii) when proprietary customization interfaces do not allow to activate the desired optional feature.

The notion of oriented set is the basic elementary concept of the theory of changeable sets. The main motivation for the introduction of changeable sets was the sixth Hilbert problem, that is, the problem of mathematically rigorous formulation of the fundamentals of theoretical physics. In the present paper the necessary and sufficient condition of the existence of one-point time on an oriented set is established. From the intuitive point of view, one-point time is the time associated with the evolution of a system consisting of only one object (for example, from one material point). Namely, it is proven that the one-point time exists on the oriented set if and only if this oriented set is a quasi-chain. Also, using the obtained result, the problem of describing all possible images of linearly ordered sets is solved. This problem naturally arises in the theory of ordered sets.

This study explores the role of chatbots in enhancing customer service, examining their benefits, limitations, and overall impact on modern support systems. Chatbots have emerged as a transformative technology in customer service, offering significant advantages such as increased efficiency through automation of routine tasks, reduced response times, and the ability to provide 24/7 support. By handling high volumes of inquiries and managing repetitive tasks, chatbots alleviate the workload of human agents, allowing them to focus on more complex issues. Additionally, chatbots employ advanced data analytics and machine learning to deliver personalized interactions, enhancing user engagement and satisfaction. Despite these benefits, the research identifies several challenges, including chatbots' difficulty in managing complex queries and their lack of emotional intelligence, which often necessitates escalation to human agents. The study also highlights the importance of well-designed chatbots and seamless integration with existing systems to ensure effective user experiences. Privacy and security concerns are critical, as chatbots handle sensitive customer data, requiring robust measures to protect against breaches and ensure compliance with data protection regulations. Looking ahead, advancements in technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are expected to further enhance chatbot capabilities, addressing current limitations and expanding their role in customer service. The findings suggest that a hybrid approach, combining chatbots with human support, offers the most effective solution for delivering high-quality customer service. Overall, chatbots have proven to be valuable assets, and their continued evolution promises to significantly impact the future of customer service.

The recent market and pandemic, with their complex nature and unpredictable developments, have had a great impact on coffee chains. The recovery factor in today's fiercely competitive coffee market is also derived from customer satisfaction, and the product's perceived value and ever with businesses' capabilities and recovery strategies. The research is based on the Customer and Service Recovery Performance model. Therefore, this study aims to investigate the impact of the Customer Satisfaction premise on the service recovery of the coffee chain and some other effects. After collecting surveys from 300 customers who have used beverages at famous coffee chains in Vietnam and performing data analysis via SEM-PLS, the results show that customer satisfaction positively influences customer loyalty. Customer loyalty mediates between customer satisfaction, and price fairness affects the resilience of the coffee chain. In addition, the two factors, Flexibility, and Adoption, also positively affect service recovery performance. Therefore, for coffee chains, customers are an important factor, and they need to maintain customer loyalty. In addition, seek ways to increase flexibility and apply technology at stores so that the company has enough experience and capacity to respond promptly to difficult market conditions, natural disasters and epidemics. This study presents insights into how coffee chains can adapt to the dynamic business environment during the current difficult business environment.

This study explores the potential of data science software solutions like Customer Relationship Management Software (CRM) for increasing the revenue generation of businesses. We focused on those businesses in Accommodation and Food Service sector across the European Union (EU). The investigation is contextualized within the rising trend of data-driven decision making, examining the potential correlation between data science application and business revenue. Employing a comprehensive evaluation of Eurostat datasets from 2014 to 2021, we used both univariate and multivariate analyses, we assessed e-commerce sales data across countries, focusing on the usage of big data and CRM tools. Big data utilization showed a clear, positive relationship with enhanced e-commerce sales. However, CRM tools exhibited a dualistic impact: while their use in marketing showed no significant effect on sales, their application in non-marketing functions had a negative correlation. These findings underscore the potential role of CRM and data science solutions in enhancing business performance in the EU's Accommodation and Food Service industry.

The multiphase motors due to their reliability find new areas of application in the industry and transportation. Developing of any system with multiphase motors at first requires elaborate model of the system, define control mode and controllers. The model of control system for the six-phase drive is based on its conventional d-q mathematical model and indirect field-oriented control. Simulink model of six-phase drive with indirect field-oriented control and simulated with two types PID and PID fuzzy controllers. The simulation results, reflecting step response and provided speed reference law as well as load application at constant speed, are presented and analyzed. Fuzzy controller with 49 rules is considered and applied. Six-phase electric drive with field-oriented control at well-tuned PID controller has good step response specifications: settling time 0.13 s at starting without load, step response has no overshoot, small about 1 % short time decrease of speed at load of 5 Nm application. The system employing PID fuzzy controller shows slightly better results in response to torque application: the decrease in speed 1 % is eliminated in shorter time. Simulation results indicate the robustness of both systems with six-phase drive to disturbance and provide high quality transient specifications at determined reference speed.

The paper presents a simplified laminar model with which the deformation of soil layers (base, subbase and subgrade courses) under flexible pavements due to repeated traffic load can be determined. In the first step, the cyclic strain amplitude is calculated using a nonlinear material model that is based on particle size distribution parameters (d50 and CU) and dependent on the mean normal stress, relative density and actual strain level. In the second step, the HCA (High Cycle Accumulation) model is used to calculate the residual settlement of each sublayer as a function of the number of cycles. It is shown that the developed model is suitable for describing different types of subgrades and pavement cross-sections. It is also demonstrated with finite element calculations that the developed model describes both the elastic and plastic strains sufficiently accurately. The developed model can predict the settlement and rutting of pavement structures with sufficient accuracy based on easily available particle size distribution parameters without the need of complex laboratory and finite element tests.

Discrete distribution estimation is a fundamental statistical tool, which is widely used to perform data analysis tasks in various applications involving sensitive personal information. Due to privacy concerns, individuals may not always provide their raw information, which leads to unpredictable biases in the final results of estimated distribution. Local Differential Privacy (LDP) is an advanced technique for privacy protection of discrete distribution estimation. Currently, typical LDP mechanisms provide same protection for all items in the domain, which imposes unnecessary perturbation on less sensitive items and thus degrades the utility of final results. Although, several recent works try to alleviate this problem, the utility can be further improved. In this paper, we propose a novel notion called Item-Oriented Personalized LDP (IPLDP), which independently perturbs different items with different privacy budgets to achieve personalized privacy protection. Furthermore, to satisfy IPLDP, we propose the Item-Oriented Personalized Randomized Response (IPRR) based on the observation that the sensitivity of data shows an inverse relationship with the population size of respective individuals. Theoretical analysis and experimental results demonstrate that our method can provide fine-grained privacy protection and improve data utility simultaneously.

This paper considers the principles of building a circuit model of film resistor cutting. The conductive resistive medium is defined with the component equations and the topology of the circuit model. A method of estimating the electric parameters of a resistor operating in the system with a measuring voltage source is shown. An equation system for the node voltages is defined, and the resistive layer parameters are analyzed as the circuit model structure changes during the cutting process.

Neural networks models are mostly represented by oriented graphs where only the components, constitutive elements of the graph, are transcribed into mathematical xpression. Indeed, accurate knowledge of the full expression of the model is required in certain situations such as selecting among several reference models, the one that best fits the available data or comparing the explanatory and predictive performance of an established model with respect to some reference models. In this paper, we establish a formalism of the mathematical expression for multilayer perceptron neural network in a general framework, MLP-p-n-q, with p, n and q natural integers and show its restriction to cases where one has a hidden layer and multivariate outputs (MLP-p-1-q), and then a single output (MLP-p-1-1). Then, we give some specific cases of the most commonly used models. An application case is presented in the context of solving a nonlinear regression problem.

Problem solving is one of the most important components of the human cognition that affects for ages the progress of the human society. Mathematical modelling is a special type of problem solving concerning problems related to science or everyday life situations. The present study is a review of the author’s earlier works on problem solving and mathematical modelling from the scope of Education. Its real goal is that it presents in a systematic way and in a few pages only the results of many years research on the subject. This helps the reader to get a comprehensive idea about a very important topic belonging to the core of Mathematics Education, which is very useful to those wanting to study deeper the subject and get directions for further research in the area.

The following series of Articles about a contextual system-theory, with focus on biological systems, shall give a guideline of how to explore complex systems. It is written not only for scientists, and therefore I will try to describe part of the way of understanding as an intuitive approach. This approach will also help scientists to get a deeper understanding of complexity. Some definitions and rules may seem at first simple and obvious. If practiced in a multidimensional complex system, one will see the difficulties. Even without mathematization or computer modeling the multidimensional sub space, which we try to describe phenomenologically for approaching the understanding of this Subsystem, will need a lot of training. Easily we get lost in the multidimensional world. Some of the chapters here and in the following publications of this series are written for specialists, but it will always come back to the essence of a phenomenological description. Concepts like Symbolic programming, Object oriented modeling, simulation and optimizing as well as experimental and mathematical approaches are the described tools to unpuzzle a complex scenario.

This exploratory study investigates the role of wearable technologies in fostering emotional connections between human brands and customers. Given the rapid growth of the wearable technology market and the increasing importance of emotional connections in marketing, this research aims to uncover the potential of these technologies in strengthening the affective bond between brands and consumers. The mixed-method approach included semi-structured in-depth interviews with 25 marketing experts and an online survey of 300 consumers. Data analysis was conducted using thematic coding and statistical tests including Pearson correlation and multiple regression. Results indicated that wearable technologies can enhance emotional connections through personalized interactions (r=0.72, p<0.001), creating a sense of proximity (β=0.65, p<0.01), and facilitating two-way communications (β=0.58, p<0.01). These findings offer new perspectives for marketing strategies and customer relationship management in the digital age, highlighting the potential of wearable technologies as a powerful tool for building and maintaining emotional bonds between human brands and their audiences. The study contributes to the growing body of literature on technology-mediated brand relationships and provides practical implications for marketers seeking to leverage wearable technologies in their brand communication strategies.

AbstractThe global textile industry is undergoing a significant transformation fueled by digital advancements, shifts in consumer behavior, and evolving market dynamics. This study investigates how digital platforms, such as e-commerce and customer relationship management (CRM) systems, can enhance operational efficiency, customer engagement, and market positioning for textile companies. Through the integration of primary data from focus groups and surveys, as well as secondary data from industry reports, this research identifies key strategies for digital adoption and market competitiveness. Using Company A as a case study, this paper explores how digital tools can address current industry challenges and foster growth in a competitive landscape. The findings reveal that implementing CRM systems significantly improves customer retention and personalized services, while adopting e-commerce platforms reduces operational inefficiencies and expands market reach. These results contribute to understanding the role of digital transformation in traditional industries, particularly with respect to customer engagement, branding, and operational optimization.

In a constantly transforming retail financial sector, TCS has established a strategic alliance with Cencosud Scotiabank, expanding its role beyond consultancy to become an essential partner in the journey of growth and transformation. This collaboration reflects a shared commitment to advancing together in the competitive world of retail financial services, driving significant strategic change at Cencosud Scotiabank. As part of this effort, TCS has co-designed a series of practical workshops aimed at fostering and expanding the culture of innovation within the organization. These practical workshops are fundamental in the transformation process, providing deep and practical learning that serves as a solid foundation for the desired change. Each workshop session, carefully designed and executed according to an innovation playbook, aligns visual thinking tools with practical techniques to ensure smooth and effective execution of the work. The goal of these efforts is twofold: on the one hand, to strengthen the culture of innovation at Cencosud Scotiabank through collaboration; on the other, to firmly center the organization around the customer. The workshops are not just meetings; rather, they are collaborative spaces where creativity, deep user understanding, and agility converge to shape innovative solutions.

In the foodservice industry, clients judge not only the product standard but also the service quality they receive during their restaurant experience. Therefore, when the importance of the dining experience is strongly regarded by consumers in terms of intellectual and motivational attributes, they are happier to suggest the establishment to others. The main objective of this research is to study the influence of different service quality factors in restaurants and their impact on customer satisfaction. This research is also undertaken to evaluate the identification of important factors for the restaurant industry and the levels of service quality among customers satisfaction with the services offered by restaurants in India. As factor analysis, correlation, and regression research, this study was conducted using a modified IBM SPSS Statistics 24 and AMOS instrument among the 630 randomly selected customers. A weighted mean was used to describe the levels of service quality and customer satisfaction. Multiple regressions were used to determine the predictors of customer satisfaction. The results reveal the main 12 service quality factors, which are: 1. Process-related factors: system for take-away orders, order tracking system, and time for food preparation 2. People-related factors: focus on customers' special requests, peer group influence, and making you feel special. 3. Physical Environment: Walking Space, Architecture of the Restaurant, and Signals for Direction 4. Performance-related factors: food served at an appropriate temperature; food presentation; portion size of food in the restaurant. The researchers have developed one model on service quality factors that is described in the research paper.

Most consumer purchases are influenced by their evaluation of a product's advantages, disadvantages, and emotional components. Research in psychology and marketing indicates that customer emotions play a role at different stages of the purchasing process. This study aims to identify the elements that may influence consumer feelings when purchasing high-end cosmetics. To explore the various aspects of customer emotions, a qualitative study was conducted using in-depth semi-structured interviews with 23 users of luxury cosmetics and health products in Telegram groups. This research uncovered multiple emotional dimensions and pinpointed factors that could elicit emotions in the target market. The next step, based on collective consensus, was to determine the variables impacting customer emotions. At this stage, the panel included 15 experts in marketing, psychology, luxury cosmetics import businesses active on digital platforms, and managers of luxury cosmetics and hygiene groups in online environments. Through a three-step consensus method, experts identified and assessed 36 factors affecting customer emotions based on their significance and perceived impact. These factors were then categorized into three groups: personal variables, group and product variables, and contextual variables.

Background. There are few studies about post myocardial infarction follow-up using telemedicine. We organized a post-discharge telemedicine service with a dedicated team. To do this, it was necessary that all stakeholders involved in the organization and use of the telemedicine service were properly educated and informed. Methods. We designed a theoretical-practical mini-course, to train healthcare personnel and increase skills, with excellent learning outcomes and satisfaction. Thereafter, we enrolled patients affected by acute myocardial infarction with ST elevation (STEMI), MINOCA (myocardial infarction with no obstructive coronary atherosclerosis), Takotsubo syndrome or spontaneous coronary dissection, and high-risk acute myocardial infarction without ST elevation (NSTEMI). At discharge, the cardiology technician performed counselling for the patient; using regional platforms, televisit at 1 and 4 months monitored major adverse cardiac events (MACE), heart failure, arrhythmias, unstable angina and non-cardiovascular events, therapy adherence, target therapy and customer satisfaction. Results. Between November 2021 and February 2023, we enrolled 110 patients: 72% affected by STEMI, 22% by NSTEMI. At the 1-month follow up, 12 patients did not reach pressure target and 23 patients did not reach LDL target. We observed three in hospital readmission, three in hospital visits for further investigation and one death. To date, a four months follow up was performed for 54 patients. No readmissions or deaths occurred. We detect a rate of 96% of customer satisfaction. Conclusion. A health coordination center with a dedicated team makes televisit safe as a follow-up for post myocardial infarction patients. Before, it is fundamental for healthcare professionals the acquisition of theoretical knowledge and updates and the acquisition of manual, technical and practical skills.

The rapid expansion of social media and instant messaging applications, such as WhatsApp, has transformed how individuals and organizations communicate and engage. This think piece explores the potential of integrating WhatsApp as a customer relationship management (w-CRM) tool within the education sector to foster and sustain long-term relationships among students, teaching staff, and non-teaching staff. By leveraging real-time features and the widespread use of WhatsApp, educational institutions can create a more interactive and dynamic learning environment, benefiting all stakeholders involved. The literature highlights the importance of establishing clear frameworks for mutual engagement and interaction and the potential of w-CRM to improve communication between students' families and educational institutions. There are potential risks associated with the pervasive use of WhatsApp, and call for future research to explore strategies for mitigating these risks while maximizing the benefits of w-CRM in the education sector. Longitudinal studies are recommended to evaluate the long-term impact of w-CRM on stakeholder relationships, student outcomes, and overall institutional performance.

The adoption of a fully battery-based Electric Vehicles (EVs) in Kuwait apparently seems to be less than one percent and hence Kuwait has the lowest indexed-rank among countries around the globe. The absence of fast-charging stations for fully-battery-based EVs and landlords' reluctance to install home fast-charging plugs are the primary reasons for extremely low adoption rates in this country. Because the government of Kuwait is reluctant to give permission for expatriates to own property in Kuwait, fully battery-based EV ownership is restricted to Kuwaiti nationals who reside in their private properties. To accomplish the present objectives, a quantitative de-scriptive method (closed-ended questions) was used to collect data from a sample of 227 Kuwaiti nationals who owned gasoline cars. The finding of the present study indicates that more than half of the participants stated that they preferred to purchase an EVs within the next three years if certain criteria were met, inclusive of government-controlled pricing policies and charging stations availability, fast-driving lanes, and free of charge parking spaces. Furthermore, more than 40 percent of respondents stated that they would contemplate purchasing an electric vehicle if the price of gasoline or diesel increased by 19 to 50 percent. The finding also indicates that more than forty percent of respondents said that believed that EVs are fire- and crash-safe and roughly half of the participants would pay between 6 and 20% more for an EVs because they be-lieve that EVs are environmentally friendly and significantly faster than gasoline vehicles. In addition, participants rewarded EVs with an excellent mark for their environmental, economic, and technological attributes and benefits.

The purposes of this study are to introduce the concept of Service Quality (SQ) in E-Supply Chain Management (E-SCM) and its impact on increasing Customer Satisfaction (CS) and provide insightful enhancements to the literature. In addition, the paper also examines the influence of SQ of E-SCM on CS in online shopping. After a comprehensive literature review, four key factors for measuring the E-Supply Chain (Process Control, Interaction with Supplier, Management Support, and Focus on Customers), four key factors for measuring CS (Informing Customers, Attention to Customers’ Needs, Staff Performance Accuracy, and Easy Access to Services), and four factors for measuring the quality of identification services (Assurance, Accountability, Tangibility and Reliability) were selected. The proposed conceptual model was then presented. This model was validated by data collected through a survey of 150 respondents in order to identify customer satisfaction, including that of customers of online websites in Iran. The sample data was analyzed using SPSS21, after which the interrelationships between the model and factors were examined based on the Partial Least Square-Structural (PLS). Model fit indices were then calculated for the dataset. The proposed model was validated using factor analysis and structural equation modeling techniques. The results indicated that E-SCM has a direct impact on CS. The effect of SQ was also confirmed. A positive and significant relationship was identified between E-SCM and CS, E-SCM and SQ, as well as SQ and CS (P> 0.05). The first limitation was to convince respondents to cooperate with the researchers. The second one was the lack of research-related background due to the subject being relatively new. This study, to the best of the authors’ knowledge, is the first empirical analysis on the CS assessment of SQ of E-Supply Chain in online shopping. This important link to online shopping has rarely been explored. It is expected that by filling this gap, this study will help in strengthening online shopping, which needs a change in the marketing area.

Nowadays, customers play a very important and vital role in the field of global economy. As a result, companies give special significance to the customers to survive and grow in the field of economic competition in the modern world and increase their relationship with the buyers of their products and services throughout their lifetime. Marketing growth through mobile phones has provided further motives for performing more researches in the field of customer behavior and attitude in mobile marketing. The goal of the current study is to analyze the effective factors on customer behavior in mobile marketing. The variables used in this study are perceived ease of use, individual knowledge, user’s mobile phone technology, customers’ negative attitudes, and customers’ positive attitudes. The current research is practical in terms of objective and is descriptive-analytic in terms of methodology. Data were gathered by distributing a questionnaire among 284 students of Tehran University. Data were analyzed by structural equation modeling using Lisrel and Expert Choice software. Test results showed that ease of use, individual knowledge, mobile phone technology, positive attitude, and negative attitude variables have a meaningful effect on customer behavior in mobile marketing. The confirmation of all the assumptions of the research supports the importance of the customer behavior analysis in mobile phone services.

The establishment of Ministry of Natural Resources and Ministry of Agriculture and Rural Affairs of China, marks integrated installation of centralized and unified supervision of agricultural natural resources assets. The value goal of comprehensive supervision of agricultural natural resource assets should include process-oriented, multi-participation, assets accretion and technological innovation. However, different supervision departments have different objectives and interest gambling. From the perspective of game equilibrium, effective balance between development and use and comprehensive supervision of agricultural natural resource assets, promote the reconstruction of structure of rights(powers), form a practical systematic selection. Take comprehensive supervision legislation as solution path, take central and local comprehensive cohesion as realization mechanism, highly integrated and coordinate in legislation, to implement institution allocation which efficient use of agricultural natural resources assets and rural green ecological environment protection are considered.

The primary objective of this study was to identify a rapid and noninvasive methodology for effectively differentiating various herbal species cultivated in Eastern Poland. Typically, a plant's chemical profile is obtained using chromatographic methods; however, spectroscopic methods can serve as a complementary or independent tool for determining similarities in the analyzed samples. The investigation centered on leaves of plant species from the Lamiaceae family, encompassing basil, lavender, oregano, sage, and thyme. UV-VIS and ATR-FTIR spectra of dried plant samples' powder were recorded and subsequently analyzed using chemometric tools. This paper assesses the relative performance of different discrimination methods, including both traditional methods based on machine learning and those dealing with specimens associated with a specific category. Among the methodologies tested, SIMCA showed the best performance, particularly effective for small training sets.

Design process can be divided into stages of analysis and synthesis. This paper presents the application of the object-oriented technique to the analysis as well as theoretical considerations concerning to design of gear size ranges. This analysis consists in decomposition of the designed artefact (a gear) according to the rule “from general to details view”. The basics of the object-oriented analysis were formulated. Furthermore, design phases and the objects related to theses phases were discussed. The following models have been considered: hierarchical model, entity-relationship model, data-flow model and object model. Analysis is additionally connected with interactions between particular design phases.

This study investigates the influence of expectations and trust on farmers' decisions regarding contractual choices in land transfer. The dataset used for analysis consists of 1101 households in Guizhou Province. The research focuses on two aspects: the selection between written and oral contracts, and the decision to continue the contractual relationship. The findings reveal that farmers' choices are significantly affected by their expectations and levels of trust.Specifically, when farmers' expectations regarding the land transfer process are not met, they tend to prefer written contracts over oral ones. This preference can be attributed to the greater clarity and risk reduction offered by written contracts. On the other hand, higher levels of trust increase the likelihood of farmers continuing the land transfer contract, as trust fosters a sense of confidence and security in the ongoing relationship.Interestingly, trust also plays a moderating role. Farmers who have aligned expectations and high levels of trust are more inclined to opt for oral contracts. This preference for oral contracts can be attributed to their flexibility and emphasis on interpersonal relationships, allowing for better adaptation to the changing dynamics of land transfer.These findings contribute to a deeper understanding of the factors influencing farmers' decision-making processes regarding contractual choices in land transfer. They provide valuable insights for policymakers involved in land transfer, enabling them to optimize policies and facilitate farmers' decision-making processes.

There has been limited research on improving Internet-delivered Cognitive Behavioural Therapy (ICBT) in routine online therapy clinics that serve people from diverse ethnocultural groups (PDEGs). This article describes a patient-oriented adaptation approach used to address this gap in research. A working group consisting of people with lived experience, community stakeholders, ICBT clinicians, managers, and researchers, was formed. The working group examined archival feedback on ICBT from past clients who self-identified as being from diverse ethnocultural back-grounds (N=278) and results of interviews with current patients (N=16), community stakeholders (N=6), and clinicians (N=3). The archival data and interviews revealed the majority of the pa-tients reported being satisfied with and benefitting from ICBT. Suggestions for improvement were not related to the cognitive-behavioural model and techniques, but rather to making treatment materials more inclusive. Consequently, the ICBT adaptation focused on adding content related to cultural influences on mental health, addressing stigma, diversifying case stories, examples and imagery, adding audiovisual introductions, and replacing English idioms with more descriptive language. Moreover, further training was offered to clinicians and efforts were made to improve community outreach. This study demonstrates a process for using patient-oriented research to improve ICBT within routine care serving patients of diverse backgrounds.

Optimization using Genetic Algorithms (GA) is a well-known strategy in several scientific disciplines. The crossover is an essential operator of the Genetic Algorithm. It has been an active area of research to develop sustainable forms for this operand. In this work, a new crossover operand is proposed. This operand depends on giving an elicited description for the chromosome with a new structure for alleles of the parents. It is suggested that each allele has two attitudes, one attitude differs contrastingly with the other, and both of them complement the allele. Thus, in case of one attitude is good, the other should be bad. This is suitable for many systems which contain admired parameters and unadmired parameters. The proposed crossover would improve the desired attitudes and damp the undesired attitudes. The proposed crossover can be achieved in two stages: the first stage is a mating method for both attitudes in one parent to improving one attitude at the expense of the other. The second stage comes after the first improvement stage for mating between different parents. Hence, two concurrent steps for improvement would be applied. Simulation experiments for the system shows improvement in the fitness function. The proposed crossover could be helpful in different fields, especially to optimize routing algorithms and network protocols, an application that has been tested as a case study in this work.

The use of active methodologies in the university is a priority to achieve higher quality learning. One of these methodologies with the greatest potential for training in competencies is Project-Oriented Learning (PLA), using it in an innovative way. Associating the use of this methodology with the objectives of sustainable development, which have become even more important since the Pandemic by COVID-19, can be a good idea to achieve a more sustained and situated learning. The aim of this study is to find out to what extent research on teaching innovation with Project-Oriented Learning is associated with the Sustainable Development Goals. A systematic review was carried out as indicated by PRISMA through the following databases: WOS and Scopus. WOS found 15 articles on AoP and 6 on Project-Oriented Learning and sustainability. In Scopus 2 were found in 2019. The main results show that in the University, especially in the branches of engineering, AoP is widely used, however, it is rarely related to SDGs. Among the conclusions, we highlight the need for research on project-oriented learning and sustainable development goals.

Droplet epitaxy allows the efficient fabrication of a plethora of 3D, III-V-based nanostructures on different crystalline orientations. Quantum dots grown on (311)A-oriented surface are obtained with record surface density, with or without a wetting layer. These are appealing features for quantum-dot lasing, thanks to the large density of quantum emitters and a truly 3D lateral confinement. However, the intimate photophysics of this class of nanostructures has not yet been investigated. Here we address the main optical and electronic properties of s-shell excitons in individual quantum dots grown on (311)A substrates with photoluminescence spectroscopy experiments. We show the presence of neutral exciton and biexciton as well as positive and negative charged excitons. We investigate the origins of spectral broadening, identifying them in spectral diffusion at low temperature and phonon-interaction at higher temperature, the presence of fine interactions between electron and hole spin, and a relevant heavy-hole/light-hole mixing. We interpret the level filling with a simple Poissonian model reproducing the power excitation dependence of the s-shell excitons. These results are relevant for the further improvement of this class of quantum emitters and their exploitation as single photon sources for low density samples as well as for efficient lasers for high density samples.

The aim of the study is to assess enjoyment and intensity of physical exercise while practicing physical activity (PA) in immersive virtual reality (IVR) using innovative training devices (omni-directional Omni treadmill and Icaros Pro flight simulator). The study also contains the results of subjective research on the usefulness of such a form of PA in the opinion of users. In total, 61 adults (10 women and 50 men) took part in the study. To assess the enjoyment level (EL) Interest/Enjoyment subscale of Intrinsic Motivation Inventory (IMI) was used. Exercise intensity was assessed during 10-minute sessions of active video games (AVGs) in IVR based on heart rate (HR). The average enjoyment level during physical exercise in IVR on the tested training devices was relatively high (Omni 5.74 points, Icaros 5.60 points). In the opinion of the majority of participants, AVGs on IVR training devices constitute a sufficiently useful form of movement to meet the needs of PA practiced in free time, and they can even replace some of the classic forms of movement. Intensity of PA during games on training devices was at the level recommended for health benefits for 92% (Omni) and 84% (Icaros Pro) of its duration. Based on the conducted research, it can be assumed that AVGs in IVR using a multi-directional treadmill and a flight simulator can be an effective tool for increasing participation in health-oriented PA.

Using insights from cybernetics and an information-based understanding of biological systems, a precise, scientifically inspired, definition of free-will is offered and the essential requirements for an agent to possess it in principle are set out. These are: a) there must be a self to self-determine; b) there must be a non-zero probability of more than one option being enacted; c) there must be an internal means of choosing among options (which is not merely random, since randomness is not a choice). For (a) to be fulfilled, the agent of self-determination must be organisationally closed (a `Kantian whole'). For (c) to be fulfilled: d) options must be generated from an internal model of the self which can calculate future states contingent on possible responses; e) choosing among these options requires their evaluation using an internally generated goal defined on an objective function representing the overall `master function' of the agent and f) for `deep free-will', at least two nested levels of choice and goal (d-e) must be enacted by the agent. The agent must also be able to enact its choice in physical reality. The only systems known to meet all these criteria are living organisms, not just humans, but a wide range of organisms. The main impediment to free-will in present-day artificial robots, is their lack of being a Kantian whole. Consciousness does not seem to be a requirement and the minimum complexity for a free-will system may be quite low and include relatively simple life-forms that are at least able to learn.

Service quality has been one of the most significant concepts in marketing literature over the last two decades, empirically linked with customer satisfaction and long-term sustainability for businesses. The purpose of this paper is to provide an extensive review of the evolution of marketing-related articles in service quality and development. The review synthesis has shown that the Grönroos and SERVQUAL were some of the earliest service quality models to broaden intangibles within services and homogenise user experience outcomes between industries. Service quality research has evolved with technological evolution and digitalisation, which has changed customer experience parameters and created new dimensions. New-age digital trends dictate high-quality services based on personalisation, customisation habits, and the advent of artificial intelligence (AI) and machine learning. Customer preferences and loyalty have more to do with sustainability and ethical con-siderations. The service quality concept implications include the drivers of value co-creation and which emerging technologies could inform how services are delivered to customers. The review also highlights some challenges and opportunities for service quality research, including new frontiers that consider the interaction between humans and machines and social infrastructure and physical environment contexts in which services are delivered. To address the issue of the lack of an integrated perspective, this study utilises findings from the literature, particularly those emphasising human-AI interactions. The study's implication is to give a more complete theoretical framework of service quality and to combine findings from different points of view. This will give practitioners more leverage to implement service-level strategies in changing market conditions.

In today's highly digitized and globalized financial environment, the need to protect payment systems from risk is more urgent than ever. Artificial intelligence (AI) technology is rapidly becoming a key tool in this space, with machine learning algorithms, big data analytics, and real-time monitoring enabling AI to effectively detect and prevent fraudulent activity, optimize risk management processes, and deliver intelligent services. AI not only improves the security and efficiency of payment systems, but also significantly improves customer satisfaction and loyalty. With the continuous development of AI technology and financial payment technology, the financial payment industry will usher in more innovations and changes in the future, further optimizing the payment process, improving payment efficiency, and ensuring payment security.

Purpose: This research investigates the influence of supplier relationship management methods on the operational efficiency and customer satisfaction of Italian restaurants.Design/Methodology/Approach: Employing a qualitative research methodology, data was gathered via interviews and questionnaires from a sample of 200 individuals across many Italian restaurants throughout Italy.Findings: The investigation uncovered robust relationships between supplier relationship management approaches and other operational factors, highlighting the interdependence of management tactics. Efficient management of supplier relationships not only improves the efficiency of the supply chain, but also has an impact on the procurement of ingredients, the variety of menu options, and the integration of technology.Research Limitations/Implications: Although technology developments were shown to enhance operational efficiency, their influence on customer satisfaction was minimal. The research highlights the complex nature of factors that influence customer happiness, indicating the need of adopting a well-rounded strategy that combines technology with personalised care. Identified continuous improvement opportunities provide valuable insights for restaurant owners to enhance strategy and better meet consumer expectations.Practical Implications: This research provides useful insights on the management of Italian restaurants, but it has limitations due to its qualitative approach and dependence on self-reported data.Social Implications: However, the results add to the current knowledge and provide practical consequences for restaurant owners who want to improve their operational efficiency and customer pleasure.Originality/Value: Italian restaurants may achieve long-term success in a highly competitive culinary industry by acknowledging the interdependence of management strategies and using customer-focused techniques.

Due to the irruption of new technologies in cities such as mobile applications, geographic infor-mation systems, Big Data, Internet of Things (IoT) or Artificial Intelligence (AI), new approaches to citizen management are being developed with the aim of adapting citizen services to this new en-vironment. These new services can enable city governments and businesses to offer their citizens a truly immersive experience that facilitates their day-to-day lives and ultimately improves their quality of life. In this sense, it is important to emphasize that all investments in infrastructure and technological developments in smart cities will be wasted if the citizens for whom they have been created eventually do not use them for whatever reason. To avoid these kinds of problems, the citizen's level of adaptation to the technologies should be evaluated. However, although much has been studied about new technological developments, studies to validate the actual impact and user acceptance of these technological models are much more limited. This paper tries to fill this gap presenting a new model of recommender system based in the most cited and used model in the scientific and academic literature: the Technology Acceptance Model (TAM) and using the most cited and agreed upon criteria in the existing literature. To accomplish the objective, this study in-troduces a novel recommender system that utilizes a fuzzy 2-tuple linguistic model in conjunction with the analytic hierarchy process (AHP) method to prioritize and personalize the relationship between tourists and smart cities. The methodology proposed in this paper was tested and validated in a case of study through different clusters to derive global recommendations tailored to each specific cluster. The main findings reveal that the use of technology is closely linked to the ability to enjoy personalized experiences in the realm of Smart Cities and Smart Tourism. As future works, authors recommend extending the recommender system model to any cluster of tourists using the proposed methodology and evaluate also other kind of disruptive technologies such as artificial intelligence (AI) in supporting the citizens.

This work focused on proposing a plan for improvement and control of the customer service process in a customer service center, based on a waiting line analysis where it describes all the elements that interact in the system and a statistical analysis of processes to define the state in which it operates. Subsequently, the simulation of processes is applied to represent the system studied, and with it, to be able to evaluate different strategies for improvement and increase in productivity. The following strategies were evaluated: correction of the instability of customer service processes, establishment of new specification limits according to the promise of value to be fulfilled to customers, human resource management, administrative technical support. Finally, with the results obtained from the simulation of the system, the improvement and productivity increase plan is planned according to the DMAMC (Define, Measure, Analyze, Improve, Control, or DMAIC) continuous improvement cycle established in six sigma

This study focused on the development and implementation of an educational simulation program based on Korean Triage and Acuity Scale (KTAS) for nurses in emergency medical centers who completed KTAS training. We also examined its educational effects based on the evaluation of clinical decision-making ability, job satisfaction, and customer orientation. The study participants were 30 nurses in the emergency medical center of a general hospital. Data were collected from May 3 to 24, 2017, and analyzed using SPSS 22.0. There was a significant difference in the mean scores in clinical decision-making ability, job satisfaction, and customer orientation before and after simulation education. In other words, emergency nurses who received KTAS-based simulation education program improved their clinical decision making ability, job satisfaction, and customer orientation. Based on the results of this study, it is expected that it can be used for KTAS education, and it was found that simulation-based education is a useful learning method for triage nurses in emergency medical center.

Despite good intentions, the increasing number of plastic bag bans aimed at alleviating marine plastic pollution saw a correlated increase in the number of unintended consequences that emerged alongside the bans, suggesting that human behavior towards plastic bag consumption have not changed, but merely shifted, and are feeding into other major international environmental catastrophes. Nudge theory, which helps people make better choices for themselves without inhibiting their free will, is a potential solution that has been shown to play a subtle but important role in providing options under circumstances where complex information needs to be streamlined for the wider community, avoiding any unintended consequences and behavioural shifts that might arise from instruments that diminishes autonomy. It is therefore timely to look into the insights of nudge theory to encourage a positive behavioural change to reduce plastic bag consumption. Here we apply a systematic literature review to show how successful applications of nudges in supermarkets can be leveraged to reduce plastic bag consumption. We find that the current applications of nudges in various industries worldwide, including supermarkets have produced positive and encouraging results, as well as producing lasting behavioural change among the wider community. Supermarkets are identified as a powerful deployment site of these nudges due to their positioning as a dominant provider of plastic bags to the wider community, as well as being the largest and leading provider of daily food needs. Finally, we synthesise our findings to produce a coherent and testable framework of actionable interventions that supermarkets can employ to nudge customers towards reduced plastic bag reliance, accompanied with a visual timeline of a customer shopping in a supermarket experiencing these nudges.

Loyalty is one of the greatest intangible assets that any organization can possess and improving client loyalty is a primary marketing goal that can have a significant financial impact on any business. This quantitative study examined the mediating role of communication on the relationship between satisfaction and loyalty (attitudinal and behavioral) in veterinary clinics, along with the moderating roles of trust, commitment, perceived value, and relational characteristics. Responses collected from 351 pet-owners through social media were analyzed using descriptive and inferential statistics. The results show that attitudinal loyalty (AL) has a strong positive relationship with communication at multiple points in a veterinary clinic whereas the relationship with behavioral loyalty was not as clear. Additional findings suggest that AL, which is influenced by trust in the veterinarian, communication from staff members and commitment, has a strong positive relationship with behavioral intentions, increases the number of products and services that a pet-owner consumes at his or her primary veterinary clinic, and attenuates the role of cost in receiving veterinary care. These findings can help veterinary clinic owners and managers in developing and implementing relationship strategies that improve pet-owner loyalty. The article that follows is a synopsis of the author’s dissertation.

This research aims to enhance scholarly understanding Analysis of potential Value Creation research on managing transit oriented that may arise from Mass Rapid Transit resources through an extensive literature review, analyzing 235 papers from the Scopus database spanning 2011-2024, with a specific focus on value creation managing transit-oriented area. Data collection was conducted on January 1, 2024, using Harzing's Publish or Perish tool. The selected studies are associated with keywords such as 'managing transit orientation (154 papers), Value creation MRT (45 papers), Innovation MRT (36 papers)/ In the filtering process, 235 papers were assessed, excluding those unrelated to the research focus on the cash flow statement. The inclusion of 31 carefully selected articles reflects a targeted approach, ensuring alignment with the research focus on value creation in managing transit orientation a relevant dataset for analysis. This article was created by accessing several scientific articles regarding the application of identification in managing transit orientation using Vos viewer. Value creation research in managing transit oriented is needed to explore the following areas: Long-term sustainability of identified core competencies, Competitive Imitation, Organizational Adaptability, Industry Specific Applications, Performance Measurement, Dynamic Capability Development, Cross-Cultural Perspective. Potential areas for further research include Incorporate additional contingent factors into the model, such as environmental dynamism and competitiveness, to test the validity of the Resource-Based View (RBV) model. Extend the analysis to small and medium-sized businesses to examine how organizational structure and competitive strategy impact performance in this context.

Design process can be divided into stages of analysis and synthesis. This paper presents the application of the object-oriented technique to the synthesis as well as theoretical considerations concerning to design of gear size ranges. The synthesis consists in composition (aggregation) of single details into units – according to the rule: “from details up to general view”. The basics of the object-oriented synthesis were formulated. Furthermore, the consecutive stages of synthesis were formulated. The interactions between these stages were discussed. Some aspects were described in details e.g.: creation of interfaces for performance of the embodiment phase the designed artefact via CAD system drawing with specification (dimensions are still parametrically set). The final step of the procedure is creation of so called substantial (concrete) form of artifacts i.e. final assignment of dimensions which stored in the special data base. The final stage of the design process is issuing of technical documentation (technical drawings) created automatically via CAD system. The considerations are terminated by the list of advantages connected with the object-oriented approach to design (in comparison to the traditional way).

The adaptation stress experienced by overseas dispatched employees has serious implications for their physical and mental health and work performance. This study aimed to investigate the impact of resource-oriented music listening on work stress among overseas dispatched employees. The study recruited 10 participants of different ages and occupations who had worked abroad for at least 3 years. Five sessions of personalized resource-oriented music listening, and interviews were conducted. The Global Assessment of Recent Stress Scale (GARS) and Job Stress Scale (JSS) were used to measure stress before and after the intervention. Results showed that participants' work stress and perceived stress were significantly reduced after the music therapy intervention. The study also found that 'awareness' and 'self-acceptance' were factors that reduced regulatory stress among overseas dispatched employees. This study highlights the potential of resource-oriented music listening as a useful tool to address workplace stress and promote the well-being of expatriate employees.

Equipping autonomous agents for dynamic interaction and navigation is a significant challenge in intelligent transportation systems. This study aims to address this by implementing a brain-inspired model for decision-making in autonomous vehicles. We employ active inference, a Bayesian approach that models decision-making processes similar to the human brain, focusing on the agent's preferences and the principle of free energy. This approach is combined with imitation learning to enhance the vehicle's ability to adapt to new observations and make human-like decisions. The research involved developing a multi-modal self-awareness architecture for autonomous driving systems and testing this model in driving scenarios, including abnormal observations. The results demonstrated the model's effectiveness in enabling the vehicle to make safe decisions, particularly in unobserved or dynamic environments. The study concludes that the integration of active inference with imitation learning significantly improves the performance of autonomous vehicles, offering a promising direction for future developments in intelligent transportation systems.

Dialogue State Tracking is an essential component in multi-domain dialogue systems, aiming to accurately determine the current dialogue state based on the dialogue history. Existing research has addressed the issue of multiple mappings in dialogues by employing slot self-attention as a data-driven approach. However, learning the relationships between slots from a single sample has limitations and introduces noise. In this paper, we propose an External Slot Relation Memory-based Dialogue State Tracking model (ER-DST). By utilizing an external memory storage, we learn the relationships between slots as a dictionary of multi-domain slot relations. Additionally, we employ a small filter to discard slot information irrelevant to the current dialogue state. Experimental results on the MultiWOZ2.0 and MultiWOZ2.1 benchmarks demonstrate significant improvements while reducing the time complexity to O(n).

Modern cryptographic protocols such as zero-knowledge proofs and secure multi-party computation have increased the demand for a novel category of symmetric primitives. These primitives are not optimized for traditional platforms such as servers, microcontrollers, and desktop computers but rather for their ability to be implemented in arithmetic circuits. To enable efficient arithmetic operations, they define operations over larger finite fields and use low-degree invertible functions to construct their non-linear layers. Grendel is an arithmetization-oriented permutation that leverages the Legendre Symbol to enhance the growth of algebraic degrees in its non-linear layer. In this paper, we present a preimage attack on the sponge hash function instantiated with the full rounds of the Grendel permutation using algebraic methods. We introduce a technique that allows us to eliminate two full rounds of substitution permutation networks (SPN) in the sponge hash function with minimal or no additional cost. This method can be combined with univariate root-finding techniques and Gröbner basis attacks to break the number of rounds claimed by the designers. By utilizing this strategy, our attack achieves an improvement of two additional rounds compared to the previous state-of-the-art attack. While not breaking its security margin, it allows us to further understand the design and analysis of such cryptographic primitives.

Nutrient recovery technologies have been constantly developed and optimised to address challenges in water and wastewater management, sanitation, and agri-food systems, while promoting sustainable management of resources, and circular phosphorus economy. However, these technologies have been rarely explored beyond laboratory-scale in developing countries where it is mostly needed, such as the Philippines. In this study, a nutrient recovery batch reactor system was installed at a local farm to process raw septage from an onsite sanitation system, septic tank, to recover a high-value fertiliser for local crop production. The batch reactor was used for two processes; acid hydrolysis for pre-treatment of septage and chemical precipitation to recover phosphorus fertiliser (RPF). The recovered fertiliser was then applied to produce eggplants and tomatoes, which are the common crops grown in the farm. Results show that an average of 290 g of recovered RPF was produced for every 100 L of raw septage processed. With hydrolysis, 77% of the phosphate concentration were released as phosphates from the solid component of the raw septage. About 98.5% of phosphates were recovered from the hydrolysed septage. The RPF when applied to the farm’s eggplants and tomatoes have yields comparable to that of the commercial fertilisers. This study was able to demonstrate the potential of a resource-oriented sanitation system that promotes nutrient recycling toward sustainable agriculture that further leads to meeting the United Nation’s Sustainable Development Goals, particularly Zero Hunger (goal 2), Clean Water and Sanitation (goal 6), Sustainable Cities and Communities (goal 11), and Responsible Consumption and Production (goal 12).

Nowadays brushless DC motors (BLDCMs) are becoming indispensable components as the electrification revolution in the mobility industry is happening. Electric kick scooters, so-called e-scooters, are among these micro-mobility vehicles which are powered by these motors. Due to the uncertain and nonlinear features, the controller performance developed for these motors degrades. For these reasons, a chattering-reduced cascaded Sliding Mode Control (SMC) scheme to effectively track reference motor speed in the outer loop by eliminating torque ripples in the inner loop current control was designed. Field-oriented Control (FOC) methodology was used to implement the SMC in the BLDCM. An exponential reaching law algorithm was proposed for sliding surfaces of the inner and outer loop controllers. The suitability and performance of electric scooter-hub motors were analyzed in terms of traction control. A cascaded speed and torque controller produced significantly favorable results representing minimized torque and current ripples, and operation over a wide speed range.

Unlike other SDGs, the SDG4 about quality education is not a goal in itself, but rather a tool to achieve different goals. Universities in this respect play a crucial role in the short-term implementation of SDGs for education, including new approaches and contents. Current academic debates explore the best practices via deductive-theoretical or inductive-experiential methods, yet not always considering the geographical, and therefore cultural and infrastructural factors affecting the success and the failure of such practices. In this paper, we systematize the implementation of SDGs in Italian universities from 2016 to 2019. Eighteen experiences have been collected after a national call by the Italian Network of Sustainable Universities (RUS) aimed at mapping the current landscape of SDG related actions. Results have been analyzed according to two criteria: 1- the educational "container" where the SDGs implementation takes place (from random workshops to dedicated courses); 2- the different organizational scales (from the foundation of a new department to the campaigns by local green teams). With this paper, we do not propose a total refunding or "deus-ex-machina" solutions, disregarding the local factors and the local resources in Italian universities. On the contrary, we draw a map to propose the reuse of an existing structure with adjustments, retrofitting and renewal actions towards holistic and coordinated sustainability efforts. Results show that, within the Italian context, SDGs implementation is still primarily understood as a strategic element for branding and promoting the green image of the Athenaeum. Secondarily, it is seen whether as a separate discipline to be inserted into existing curricula and original teachings or as a conceptual tool for remedying specific societal challenges through random workshops or fieldworks. Conclusions highlight the value of this first Country-wide systematization of the Italian Higher Education Institutions toward SDGs implementation. This exercise avoids individual experiences remaining isolated and self-concluded, and, most importantly, provides comparability and transferability criteria to help similar cases. Further works envisage the recognition of same elements in the broader European traditions, as well as the enhancement of stimuli for a personal and societal transformation generated by the partnership of all those people and institutions engaged in the exciting yet urgent defy of today's societal challenges.

This study explores the impact of artificial intelligence (AI) on digital marketing strategies, emphasizing how AI technologies have transformed marketing practices. AI's ability to analyze vast amounts of data has significantly enhanced targeting and personalization, enabling marketers to deliver highly relevant and tailored content to specific consumer segments. The integration of AI in content creation has streamlined processes, improving efficiency while maintaining high standards of quality and relevance. Customer engagement has also been revolutionized through AI-driven tools such as chatbots and predictive assistance, which provide real-time, personalized support and enhance overall user satisfaction. Despite the numerous benefits, the adoption of AI in digital marketing presents challenges, including data privacy concerns, algorithmic bias, high implementation costs, and the complexity of integrating AI with existing marketing systems. The shortage of skilled professionals further complicates effective AI utilization. Looking forward, the potential for AI to drive innovation in digital marketing is substantial, with opportunities for advancements in personalization, predictive analytics, and the integration of emerging technologies like virtual and augmented reality. However, it is essential for businesses to navigate these developments carefully, addressing ethical considerations and ensuring responsible use of AI to maintain consumer trust and achieve sustained success. This study provides insights into the transformative effects of AI on digital marketing and offers a comprehensive overview of the associated benefits and challenges, highlighting the need for a balanced approach to leveraging AI technology.