Abdelrehim Awad

In today’s highly competitive business environment, organizations, particularly in the airline industry, are increasingly adopting electronic customer relationship management (E-CRM) to enhance customer engagement and achieve a competitive edge. This study aims to analyze the impact of E-CRM on the competitive advantage of EgyptAir, focusing on customer satisfaction as a mediating factor. Employing a descriptive and analytical methodology, the paper surveyed 355 EgyptAir customers, utilizing a structured questionnaire to gather data on E-CRM practices, customer satisfaction, and competitive advantage. The findings reveal a significant positive correlation between E-CRM and competitive advantage, with a correlation coefficient (R) of 0.56 and a determination coefficient (R²) of 0.315, indicating that E-CRM accounts for 31.5% of the variance in competitive advantage. Furthermore, the results demonstrate that customer satisfaction significantly mediates this relationship, with E-CRM explaining 43.9% of the variance in customer satisfaction (R² = 0.439) and a direct positive impact of customer satisfaction on competitive advantage (R = 0.38, R² = 0.247). Path analysis using AMOS v.24 confirmed these findings, showing both direct and indirect effects of E-CRM on competitive advantage through customer satisfaction. The model fit indices (CFI = 0.894, RMSEA = 0.000) suggest a robust model. The study underscores the crucial role of E-CRM in fostering customer satisfaction and enhancing competitive advantage in the airline industry, providing valuable insights for airlines aiming to leverage E-CRM for sustainable success.

Acknowledgments
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The rapid advancement of artificial intelligence (AI) is transforming the e-commerce landscape, prompting businesses to adopt innovative marketing strategies. This study investigates the relationship between AI applications and marketing innovation in Egyptian e-commerce retailers, with a focus on the mediating role of organizational culture. The research employed a quantitative approach, utilizing a survey to gather data from 260 Egyptian e-retail store owners, managers, and marketers. The findings reveal a significant positive correlation between AI applications and marketing innovation, with organizational culture playing a crucial mediating role. The correlation coefficient (R) between AI and organizational culture was found to be 0.76, indicating that AI explains 57% of the variance in organizational culture. Similarly, the correlation coefficient (R) between AI and marketing innovation was 0.70, suggesting that AI explains 49% of the variance in marketing innovation. Path analysis further demonstrated a significant indirect effect of AI on marketing innovation through organizational culture. The study concludes that the integration of AI into marketing strategies can substantially enhance innovation, particularly when complemented by a supportive organizational culture. It underscores the importance for e-commerce retailers to invest in AI technologies and cultivate a culture that embraces technological advancements to drive marketing innovation and achieve sustainable competitive advantage.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.

The rapid advancement of digital technology has significantly affected various sectors, including education. Integrating digital tools and platforms in human resource management offers opportunities to enhance efficiency and organizational performance. This study investigates the impact of digital transformation on human resource performance in educational directorates in Egypt. A descriptive analytical methodology was employed, utilizing a structured questionnaire distributed to 450 administrative officials across eight randomly selected directorates out of the 27 directorates in Egypt, constituting approximately 30% of the total. The study retrieved 413 questionnaires, with about a 91% response rate. Data analysis reveals a significant positive correlation between digital transformation and the quality of human resource performance. Strategic planning (R² = 0.901), leadership development (R² = 0.699), skills acquisition (R² = 0.899), and institutional infrastructure (R² = 0.907) are identified as key factors that significantly influence HR performance. The findings suggest that embracing digital transformation and investing in these dimensions can lead to enhanced human resource performance in educational institutions. The study concludes that digital transformation can significantly improve human resource performance in the education sector, emphasizing the need for strategic planning, leadership development, skills acquisition, and a supportive organizational culture to fully leverage the potential of digital technologies.

In the digital age, viral marketing has emerged as a key driver in shaping brand equity, particularly in the highly competitive Egyptian home appliances sector. Traditional marketing strategies have proven insufficient in reaching consumers with the same efficacy as viral campaigns, which leverage digital platforms and consumer networks. This study examines the influence of viral marketing on brand equity dimensions – brand awareness, perceived quality, brand loyalty, and brand association – through the lens of both customer perception and legal frameworks Using a quantitative research design, data were collected from 270 respondents across 389 companies, with a response rate of approximately 70% of the total population in Egypt’s home appliances sector, with simple linear regression analysis employed to assess the relationships. The results indicate a strong positive effect of viral marketing on brand equity. Specifically, viral marketing accounts for 27.2% of the variance in brand awareness (R² = 0.272, p < 0.001), 28.1% in perceived quality (R² = 0.281, p < 0.01), 13.6% in brand loyalty (R² = 0.136, p < 0.05), and 40.9% in brand association (R² = 0.409, p < 0.001). Furthermore, the study finds that regulatory compliance plays a moderating role, ensuring that viral marketing campaigns remain within ethical and legal bounds, thereby enhancing consumer trust and the long-term impact of marketing efforts.
These findings highlight the strategic value of integrating viral marketing with a firm understanding of legal frameworks to optimize brand equity in Egypt’s home appliances industry. This research provides actionable insights for brand managers and marketers looking to maximize the efficacy of their viral campaigns while maintaining brand integrity.

Acknowledgment
The authors are thankful to the Deanship of Graduate Studies and Scientific Research at University of Bisha for supporting this work through the Fast-Track Research Support Program.