To better implement sustainability initiatives in the Circular Economy (CE) age, benefiting of Total Quality Management (TQM) principles, the category of Social Enterprises (SE) manifests an enormous potential. Nonetheless, the above views have been lightly researched, providing research gaps in at least three areas: (1) TQM as an open model, expanded, and boundaryless that involves stakeholders in the value chain through value co-creation processes; (2) TQM and CE and (3) TQM and SE. Through this paper, we reconceptualize TQM with the lens of viable systems approach, CE and SE, while concluding with an illustrative case study and COVID-19 implications. Methodologically, we apply the inductive approach through the illustrative case of Patagonia by emphasizing also how COVID-19 influenced quality management and company-level circularity. This study revealed that the common denominator of TQM, CE and SE is the Triple Bottom Line (i.e. economic, social and environmental sustainability). Also, the concept of ‘value’ was another unifying notion, especially the value co-creation, social value and shared value. ESG implications showed that companies like Patagonia went through profit shrinking to safeguard societal and environmental welfare, with supply chain implications that involved factory workers and partners.

Purpose: The purpose of this paper is to investigate the role of patient loyalty programs in healthcare environment, generally considered as a way to engage patients and potentially increase the perception of service quality of healthcare systems, but not systematically analyzed at the state of the art. Design/methodology/approach: The Service Dominant logic and, in particular, the service ecosystem construct are adopted and integrated with relevant literature references and empirical studies on a sample of patients. Loyalty programs are interpreted as institutions coordinating actors of the healthcare service ecosystem. Findings: A conceptual model linking loyalty programs to patients and healthcare providers’ co-creation practices, engagement, satisfaction, trust, and perception of service quality is build and explained based on literature and a case study, finding that loyalty programs can strengthen the adaptability and the well-being of a healthcare service ecosystem. Practical implications: This contribution can have a significant impact on the design of new and the evolution of current healthcare service ecosystem, providing interesting insights to practitioners on the topic of loyalty programs, both for their development and their benefits. Originality/value: The paper revised previous healthcare service ecosystems and highlights the role of the loyalty program institution at each level and between levels of the ecosystem.

ADOPTION OF SOFTWARE AS A SERVICE (SAAS) IN SMALL AND MEDIUM-SIZED HOTELS IN TIRANA

Purpose: This study investigates the effectiveness of internal versus external influencers in food-related social media marketing. Specifically, it explores how the type of influencer (internal employee vs external content creator) affects consumer trust, engagement and behavioral intention and whether perceived authenticity moderates these relationships. Design/methodology/approach: Using a 2x1 between-subjects experimental design, 300 participants were exposed to a simulated Instagram post promoting a pizzeria, attributed either to an internal influencer (business owner) or an external influencer (food content creator). Structural equation modeling and moderated mediation analysis were conducted to examine the psychological mechanisms underlying the responses. Findings: Internal influencers were found to generate significantly higher levels of consumer trust than external influencers. External influencers, on the other hand, elicited greater post engagement. However, only trust, not engagement, significantly predicted behavioral intention. Perceived authenticity moderated the relationship between influencer type and trust, amplifying the trust effect for internal influencers. Practical implications: The findings suggest that marketers, especially in the food and hospitality sectors, should consider leveraging internal influencers to build authentic consumer relationships. While external influencers may boost engagement, internal voices with high authenticity have a stronger influence on trust and purchase intention. Originality/value: This research contributes to influencer marketing literature by integrating source credibility, engagement and authenticity theories. It highlights the underexplored role of internal influencers and demonstrates the importance of perceived authenticity in shaping trust and consumer behavior.