AI-driven electronic customer relationship management and brand advocacy: The mediating role of consumption values in Vietnam’s digital banking sector

The development of human civilization is related to the constant change of economic formations, and the current social and economic situation is determined by such concepts as Society 5.0, Fourth, and Fifth Industrial Revolutions (FIR, FiIR). The paper aims to estimate the change of human role in each economic formation caused by industrial revolutions. A structured review methodology with a focus on biological, labor, and personal entity of human within the industrial revolutions is used. The description of the changes between the biological, labor, and personality entities of human in various socio-economic formations is discussed. The human as a biological entity is not changed in the first four industrial revolutions, while the FiIR tries to change the biological entity through augmenting the physical capacity. The human as a labor entity is not changed in the first three industrial formations, while the FIR tries to replace the majority of physical human jobs and opens the gate for creative economy and decisions-making. The direct labor participation is minimized within FIR since the economic systems move to the transition to the dominant role of cyber-physical systems. The personal human development is triggered within the FiIR, since informational diversity in economic systems is actualized, and conditions for creative jobs within the creative economy are formed. The biological, labor, and personality entities of human are sequentially actualized within the economic formation caused by industrial revolutions.

Consumer well-being reflects subjective physical, emotional, and psychological satisfaction derived from services. This study investigates how the Technology Acceptance Model (TAM), trust, and intention to use fintech services influence consumer well-being in urban Indonesia, with financial behavior as a moderating variable. The research surveyed 390 active fintech users in the Jabodetabek metropolitan area in Indonesia, which includes Jakarta, Bogor, Depok Tangerang, and Bekasi selected due to their high engagement with digital financial services, with the survey being conducted over a three-month period from May to July 2024. The findings reveal that TAM and trust significantly influence consumers’ intention to use fintech services, which mediates their impact on consumer well-being. Notably, intention to use has the strongest direct effect on well-being (path coefficient = 0.548, p < 0.001). However, financial behavior does not significantly moderate the relationship between intention to use and well-being (p = 0.441). These results highlight the pivotal role of trust and ease of access in enhancing consumer satisfaction. From a practical perspective, the findings suggest that fintech providers and policymakers should focus on financial literacy to mitigate risks associated with unregulated fintech use. This study extends theoretical insights into the intersection of technology acceptance and consumer behavior, emphasizing the importance of user-centered approaches. Future research should explore these dynamics in rural contexts to compare community-specific impacts.

Acknowledgment
This research was funded by Directorate of Research, Technology and Community Service (DRTPM) of the Indonesian Ministry of Education and Culture in 2024 with the National Competitive Basic Research Grant scheme with contract number; 0667/E5/AL.04/2024. 

The inbound marketing strategies employed by tourism companies have proven to be crucial in post-COVID-19 scenarios, facilitating their adaptability, visibility, and customer retention in adverse environments. The study aimed to determine the relationship between inbound marketing and customer loyalty in the tourism sector. It is a quantitative, correlational, and non-experimental study. The sample consisted of 380 tourists aged 18 and above who visited Trujillo, Peru, in the first quarter of 2022. Data collection utilized the survey technique with a questionnaire as the research instrument. Survey data were tabulated in MS Excel and analyzed using Jamovi 2.3.38, employing descriptive and inferential statistics. The correlation was assessed using the Spearman coefficient. The results highlighted that 40.8% of participants agreed that inbound marketing strategies implemented by Trujillo’s tourism sector were highly effective, while 60.0% expressed strong loyalty to these companies. Ultimately, a significance level below 0.05 was identified between the variables, indicating a significant relationship between them. Consequently, the study concluded the existence of a direct and moderate relationship between inbound marketing and customer loyalty in the investigated group.

Acknowledgment
We express our gratitude to Antenor Orrego Private University for their invaluable support in the development of our research thesis. The guidance and resources provided were instrumental in achieving our academic objectives.
We extend special thanks to the Faculty of Economic Sciences for their constant support, guidance, and valuable suggestions that have significantly enriched the quality of this research work. Additionally, we appreciate the teaching staff for their inspiration and dedication, which has positively influenced our academic and professional growth.
The infrastructure and learning environment of Antenor Orrego Private University have played a crucial role in the achievement of this milestone. This research article is the outcome of the solid foundation we have acquired during our time at this institution.
Finally, our sincere thanks to Antenor Orrego Private University for being the cornerstone of our academic education and for providing us with the necessary tools to carry out this research project.