The main aim of this study is to examine the effects of social customer relationship management (CRM) on customer happiness and customer retention. To achieve the study objectives, a quantitative research method is adopted in this study to examine the hypotheses by using a survey questionnaire for the purpose of data collection from the target sample of customers of telecommunication firms working in Jordan. The instrument is designed and customized to conduct this study and meet the research objectives. A total of 319 valid and reliable responses are returned and they are analyzed using the SEM approach through SmartPLS3 software to examine the hypotheses. The findings reveal significant and positive effects of the most social CRM elements studied on customer happiness and the customer happiness influenced customer retention. The study contributes to the respective research field with further better understanding of the role of social CRM to increase customer happiness and retain long term relationships with them.

This study aims to explore the impact of Big Data Analytics (BDA) on Customer Happiness (CH) in Marketing 4.0 (M4.0) Era in the Saudi healthcare sector. The purpose of the study is to examine how the integration of data-driven decision making and modern marketing strategies can enhance patient happiness. The sample consisted of 450 employees from various levels within healthcare organizations across Saudi Arabia. A quantitative research approach was used, using a structured survey to collect data on perceptions of BDA and M4.0 and their impact on CH. Statistical analyses were conducted to test the proposed hypotheses. The results indicate that both BDA and M4.0 have a statistically significant positive impact on customer happiness, with BDA enhancing personalized healthcare services and M4.0 improving patient happiness. Based on these findings, healthcare organizations are encouraged to invest in Big Data analytics tools and adopt Marketing 4.0 strategies, such as personalized marketing and digital patient engagement, to enhance patient experiences and happiness. It is also recommended that future studies explore patient happiness through big data analytics, and to expand understanding of these technologies in diverse healthcare settings.