Dr Robin Robin

Purpose – This study examines factors that affect customer lifetime value (CLV) in fast-food restaurants
(FFRs) in Jordan. These factors are relational benefits, brand experiences, service quality (SQ), satisfaction, trust and commitment.
Design/methodology/approach – An online survey was collected from a sample of 503 respondents. The
authors used SPSS to test the constructs’ relationships and analyse the data. SmartPLS was used to test the hypotheses.
Findings – In contrast to previous studies, not all dimensions of brand experiences and relational benefits had a significant and positive influence on relationship marketing outcomes (satisfaction, trust and commitment). On the other hand, results demonstrated that SQ had a significant and positive influence on relationship marketing outcomes. Furthermore, research reveals that satisfaction, trust and commitment significantly and positively influenced CLV.
Practical implications – Those FFRs that seek to enhance CLV should build solid and sustainable bonds with their customers. This paper concludes by stating its implications, its limitations and the opportunities available for future research.
Originality/value – This study, which is unique in the Middle East, includes essential strategies for
managing customer relationship that can be universally applied to improve customer benefits and maximise
the performance of businesses.

A contact tracing app can positively support the requirement of social and physical distancing during a pandemic. However, there are aspects of the user’s intention to download the app that remain under-researched. To address this, we investigate the role of perceived privacy risks, social empowerment, perceived information transparency and control, and attitudes towards government, in influencing the intention to download the contact tracing app. Using fuzzy set qualitative comparative analysis (fsQCA), we found eight different configurations of asymmetrical relationships of conditions that lead to the presence or absence of an intention to download. In our study, social empowerment significantly influences the presence of an intention to download. We also found that perceived information transparency significantly influences the absence of an intention to download the app. ​​​​​​​

Purpose

The main objective of this paper is to investigate the factors affecting customer lifetime value (CLV) for Internet service providers in Jordan, namely, technical quality, functional quality, brand credibility, confidence benefits, special treatment benefits, customer satisfaction and commitment.

Design/methodology/approach

An online survey was conducted involving a sample of 481 respondents. SPSS was used to analyse the data and test the proposed relationships, while SmartPLS was used to examine the robustness of our results.

Findings

Results showed that confidence benefits, special treatment benefits and brand credibility had a significant and positive impact on customer satisfaction and commitment, with brand credibility appearing as the most influential factor leading to customer satisfaction and commitment, and ultimately CLV. Furthermore, research reveals an insignificant relationship between functional quality, technical quality and customer satisfaction.

Practical implications

Services' providers seeking to increase CLV need to build strong and sustainable relationships with their customers.

Originality/value

This study incorporates a set of crucial customer relationship management strategies that could be universally applied to enhance customers benefits and business performance. This is also the first study of its kind conducted in the Middle East, particularly in Jordan.

Purpose of the paper: The paper explores use of big data in innovation and market leadership in B2B relationships. It provides a framework to analyze the impact of big data, supported by four case studies.

Methodology/approach: This is a conceptual paper, supported by case studies, offering the opportunity for concept generalization. The case study organizations are innovating to stay ahead in the market and to expand activity, using big data to exploit marketing opportunities and create new offerings.

Findings: Organizations are recipients of and are collectors of big data, partly created by the increasing volume of business and customer transactions online. The qualitative exploration of the cases shows that big data and its analytics and applications can be taken as indicators of organizations’ ability to innovate to respond to market opportunities.

Research limitations/implications: The online marketing environment is a dynamic one, where organizations must innovate to survive. A limitation is that the cases in the paper do not deal with those lagging in innovation, for whom survival is an issue. The paper’s examples are limited to successful organizations where big data, data mining and analytics led to strategic business success.

Practical Implications: B2B organizations that operate in markets where their own products or services have a significant impact on how the products and services of their B2B customers provide value to end (B2C) customers should, in their innovation activity, engage fully with the end B2C market, together with their B2B customers. This has implications in every area from strategy to human resources. If the B2B organization’s pedigree includes B2C activity parallel to that of their customers but not competitive, this can give them an advantage in marketing, but if their B2C activities start to encroach on the B2C activities of their customers, this may cause conflict and loss of business. This implies that if marketing strategy becomes siloed between the different branches of the business, the potential for conflict increases.

Originality/value of the paper: The paper’s value is in contributing to understanding big data’s role in business innovation, specifically in business to business organizations and where their innovation can transform customer experience at the end of the value chain, i.e., with final consumers. Therefore, the paper helps to address a research gap in the literature, which tends to focus on how such innovation affects business-to-business relationships.