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The sharing economy has radically reshaped marketing thought and practice, and research has yet to examine whether and how platform-level buyer protection insurance (PPI) affects buyers and sellers in this economy. The authors exploit a natural experiment involving an unexpected system glitch during a PPI launch and estimate difference-in-differences models using over 5.4 million data points from a food sharing platform. Results suggest that PPI significantly increases buyer spending and seller revenue, affirming the benefits of this platform-level insurance in the sharing economy. The authors also uncover multifaceted buyer-side and seller-side responses that enable such benefits. PPI increases buyer spending by boosting product orders and variety-seeking behavior. Furthermore, it enhances seller revenue by increasing customer retention and acquisition. This work contributes to the literature by (1) putting a spotlight on the topic of PPI, a platform governance policy that reduces consumer risks and improves the efficacy of sharing platforms; (2) accounting for how PPI alters buyer and seller behaviors on a platform; (3) addressing what types of buyers and sellers benefit more or less from PPI; and (4) offering guidance for managers to improve platform reputation, marketplace efficiency, and consumer welfare in the context of the sharing economy.

Customer churn remains a critical challenge in the telecommunications industry, impacting profitability and long-term customer value. This study proposes an Artificial Intelligence (AI)-driven framework integrated within Customer Relationship Management (CRM) systems to proactively identify and retain high-risk customers. Using a Random Forest classifier on a publicly available telecom dataset ( N  = 2,668), the model achieved an accuracy of 95.13% and an AUC of 0.89 . Techniques such as SMOTE and class weighting were applied to address class imbalance (14.6% churn). Comparative experiments with XGBoost , SVM , and ANN confirmed the robustness of the proposed model. Feature importance analysis revealed that total day minutes, total day charge, and customer service calls were the most influential predictors. The study contributes by linking explainable AI insights to CRM operationalization, providing actionable strategies for proactive customer engagement and retention.

•The way in which switching costs (SC) moderate the satisfaction–repurchase behavior link is unclear.•We synthesize both an amplifying and a lock-in effect to theorize the moderating effect of SC.•We find evidence for an inverted u-shaped moderating effect of SC.•The inverted u-shaped moderating effect varies for different SC-types.•The inverted u-shaped moderating effect is stronger for positive than for negative SC. Existing studies on the role of switching costs (SC) as moderator of the relationship between satisfaction and repurchase behavior are inconclusive. We attempt to explain these inconclusive findings by synthesizing an amplifying and a lock-in effect, and hypothesize a nonlinear moderating effect. In Study 1 (a main study and three replications), we find strong evidence for an inverted u-shaped moderating effect of overall SC. Our results suggest that satisfaction is a particularly important predictor of repurchase behavior in situations characterized by medium-levels of SC. Based on Prospect Theory, Study 2 (a main study and one replication) reveals that this inverted u-shaped moderating effect of SC is stronger for positive (relational and financial) SC than for negative (procedural) SC. We conclude with recommendations for satisfaction management of different customer segments, and describe possibilities to influence customer switching costs in various industries.

Online service quality acts as a lever that service providers use to drive e-customer retention in most affluent economies globally. Given the exponential growth in the adoption of internet banking during the COVID-19 pandemic, the purpose of this study was to evaluate the antecedents of e-customer retention among banks in Zimbabwe post the pandemic. Grounded in the expectancy-disconfirmation theory, the study adopts an explanatory research design and a quantitative research approach. Data was collected using convenience sampling and hand-administered questionnaires. Covariance based Structural Equation Modelling (SEM) in SPSS AMOS examined 261 valid responses. The findings of the study revealed the positive impact of e-banking service quality on e-customer satisfaction and e-word of mouth. E-customer satisfaction also positively influenced e-word of mouth and e-customer retention. The results were also confirmatory of the positive effect of e-customer satisfaction and e-word of mouth on e-customer retention. The paper reveals that although significant e-banking adoption was enforced through COVID-19 regulations, banks were responsive enough to install the requisite e-banking infrastructure. Thus, post pandemic banking experiences have induced confirmation of e-banking service quality and consequentially e-customer satisfaction, e-WOM and e-retention. The study therefore flags the important antecedent role of e-banking service quality to e-customer satisfaction, e-word of mouth and e-customer retention. To promote the e-customer retention in the post COVID-19 era in Zimbabwe, banks need to maximize perceived internet banking service quality.

In this study, we further develop the information systems continuance model in the context of online shopping, using a contingency theory that accounts for the roles of online shopping habit and online shopping experience. Specifically, we argue and empirically demonstrate that although conceptually distinct, online shopping habit and online shopping experience have similar effects on repurchase intention. They both have positive mediated effects through satisfaction and moderate the relationship between satisfaction and online repurchase intention. The results of a survey study involving 122 online customers provide strong support for our research model. We also identify after-sale service, transaction efficiency, security, convenience, and cost savings as important online shopping usefulness drivers. Theoretical and practical implications include establishing a contingency theory to more fully explain online customer retention as well as guidelines for development of customer relationship management initiatives.

Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase intentions. Methods/Approach: The study used Partial Least Square Structural Equation Modeling (PLS-SEM) to explore the hypothesised relationships between variables and the extent to which digital content marketing strategies influence purchase intention. Results: The study's findings highlighted that content marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast, the results revealed that content marketing does not directly impact purchase intentions. Conclusions: The study's results indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand awareness, customer retention, and electronic word of mouth. In essence, the complete impact of digital content marketing on purchase intention is realised through these indirect factors. The findings enrich the literature on digital content marketing and provide some practical implications for companies to invest more in this direction to improve their performance. Keywords: Brand awareness, customer engagement, customer retention, digital content marketing, e-WOM, purchase intention.

PurposeThis research investigates the role of customer involvement (CINV) in customer relationship management (CRM) dimensions and customer retention (CR) in Ghana’s hotel industry.Design/methodology/approachThis quantitative-based explanatory research obtained primary data via structured questionnaires from 277 hotel customers in Ghana, processed it with SmartPLS4.0 software, and analysed it with structural equation modelling.FindingsCRM dimensions (CRM-based technology, managing knowledge and personalisation of services) and CINV positively affect CR. Also, CINV partially mediates the interactions between the CRM dimensions and CR in Ghana’s hotel industry.Research limitations/implicationsThe study is geographically limited to hotels in Ghana and conceptually limited to three CRM dimensions, CINV and CR. Methodologically, the study was limited to the quantitative approach. However, our outcomes imply that hotels in Ghana that invest in relevant CRM dimensions would improve CR. CRM-CR association can also be improved through CINV.Practical implicationsThe study outcomes imply that when Ghanaian hotels implement the CRM dimensions and foster active CINV, their customers’ retention will improve significantly. Hence, CRM and CINV are prerequisites for enhancing CR in Ghana’s hotel industry.Originality/valueThe study offers valuable contributions to the current literature on CRM, consumer behaviour and hospitality management, especially in a developing economy context. Its novel contribution, the mediating role of CINV, would advance CRM studies in the hospitality sector.

The banking industry faces significant challenges, from high customer churn rates to threatening long-term revenue generation. Traditionally, churn models assess service quality using customer satisfaction metrics; however, these subjective variables often yield low predictive accuracy. This study examines the relationship between customer attrition and account balance using decision trees (DT), random forests (RF), and gradient-boosting machines (GBM). This research utilises a customer churn dataset and applies synthetic oversampling to balance class distribution during the preprocessing of financial variables. Account balance service is the primary factor in predicting customer churn, as it yields more accurate predictions compared to traditional subjective assessment methods. The tested model set achieved its highest predictive performance by applying boosting methods. The evaluation of research data highlights the critical role of financial indicators in shaping effective customer retention strategies. By leveraging machine learning intelligence, banks can make more informed decisions, attract new clients, and mitigate churn risk, ultimately enhancing long-term financial results.

Purpose Despite the importance of incorporating social media with customer relationship management (CRM), the implementation of social CRM is still in its initial stages for a majority of green brands. The purpose of this paper is to examine whether consumers’ perception-based factors of the online CRM tactics through social media (i.e. perceived marketer-dominated information quality, perceived interaction quality, and perceived service content quality in social media) offered by the green brand were related to the perceived customer retention orientation (CRO) of the green fashion retailer, which was related to patronage intention towards the green retailer, and the moderating effect of green consciousness on the link between perceived CRO of the green retailer and patronage intention. Design/methodology/approach Data were collected from social media users (n=631) using a consumer panel via an online survey. Structural equation modelling was employed to test the proposed model and research hypotheses. Findings This study found that the perceived CRO of the green retailer was positively related to patronage intention. The perceived marketer-dominated information quality and perceived service content quality in social media were positively related to the perceived CRO of the green retailer. Green consciousness moderated the link between perceived CRO and patronage intention. Originality/value First, this study contributes to the further theoretical understanding of the underlying factors that influence customer perception of the CRO of the green retailer and green patronage intention. Second, on a managerial level, this proposed model provides green retailers with beneficial insights into the development of successful social CRM.

This study investigates the impact of customer willingness to communicate in a second language on the development of employee language skills, with employee oral communication aspiration as a mediator. Additionally, it explores the moderating roles of customer retention management and consumer brand relationship quality in these relationships. The research aims to provide insights into how service-based businesses can leverage second-language communication to enhance employee skill development and customer relations. A quantitative research approach was employed, with data collected from 194 customers and 127 employees of service-based businesses where second-language communication is frequent. Standardized scales were adopted from past research, and SPSS was used for data analysis, including descriptive statistics, reliability tests, correlation analysis, regression, mediation, and moderation analysis. Multilevel modeling (MLM) was applied to analyze dyadic data. The results indicate that customer willingness to communicate in a second language significantly enhances employee oral communication aspiration, which in turn improves the development of language skills. Mediation analysis confirms that employee oral communication aspiration partially mediates this relationship. Additionally, customer retention management and consumer brand relationship quality moderate these effects, strengthening the relationships under high levels of management and brand connection. This study extends the service communication and employee development literature by highlighting the role of customer-employee language interactions in skill enhancement. The findings offer practical insights for businesses, emphasizing the strategic importance of fostering second-language communication to enhance employee competencies and customer engagement.