Purpose: This study examines the relationship between absorptive capacity, team culture, competitive intelligence awareness and entrepreneurial behavior with strategic flexibility and sustainable competitive advantage and further investigates the moderating influence of innovativeness on the relationship between strategic flexibility and sustainable competitive advantage in the hotel industry.Design/methodology/approach: The current study applied a quantitative research method to collect data from five-star and luxury hotel management staff in Malaysia, using questionnaire surveys. A total of 550 questionnaires were distributed, and the researcher received 457 valid questionnaires. The hypotheses were tested using the SEM (structural equation modeling) analytical technique.Findings: The salient findings of this research are (1) absorptive capacity, team culture and competitive intelligence awareness have a significant impact on strategic flexibility and sustainable competitive advantage, (2) entrepreneurial behavior has an insignificant effect on strategic flexibility and sustainable competitive advantage, (3) strategic flexibility has a significant impact on sustainable competitive advantage, (4) innovativeness actively moderates on the relationship between strategic flexibility and sustainable competitive advantage.Research limitations/implications: The study described here introduces a sustainable competitive advantage as a new and dynamic approach to explore how its outcomes or performance can be enhanced in the hotel industry. The outcomes of sustainable competitive advantage can help the long-term survival of hotels.Originality/value: The present study suggests and explains the role of sustainable competitive advantage in the hotel industry and offers new insights into the competitive hotel industry's gaps and weaknesses.

The present study examines the relationships between absorptive capacity, team culture, competitive intelligence awareness, entrepreneurial behavior, learning capability, and sustainable competitive advantage. Quantitative design and deductive research approach were followed to collect data from hotel management staff in Malaysia. Altogether 550 questionnaires were distributed, and 457 valid questionnaires were received. This study was used to SEM (Structural Equation Modeling) as a statistical analysis technique to assess measurement and structural model. The salient findings of this research: (1) absorptive capacity, team culture, competitive intelligence awareness have a significant impact on learning capability, (2) learning capability has a significant mediating effect between absorptive capacity, team culture, competitive intelligence awareness, and sustainable competitive advantage, (3) entrepreneurial behavior insignificantly impacts on learning capability and sustainable competitive advantage, (4) learning capability has a significant impact on sustainable competitive advantage, (5) Innovativeness actively moderate between learning capability and sustainable competitive advantage. The outcomes of this study may help to hotel business in their long-time survival and sustain their competitive advantage. This present study also suggests the role of sustainable competitive advantage, which offers new insight into gaps and weaknesses in the hotel competitors.

Environmental ethics and moral obligation are action plan that helps to preserve the environment and has influenced consumption style. The utilization of green products and consumption has helped minimize environmental and health threats, which is considered to sustain the environment. In this study, we examine consumer environmental ethics, environmental attitude, social influence, and moral obligation through the mediation of the willingness to use green products toward green behavior. Using a questionnaire survey method to capture 250 consumers in Abuja, Nigeria and SmartPLS3.0 to assess the model validity. The outcomes of our study show that consumer environmental ethics, environmental attitude, and moral obligation positively influence willingness to use green products, which also influence green behavior. The mediating effect was established and willingness to use green products simultaneously mediates the relationships between consumer environmental ethics, environmental attitude, moral obligation and green behavior. Further, social influence does not predict willingness to use green products, and the mediating link between social influence and green behavior was not supported. The study provides implications based on the empirical findings for theoretical and managerial insight as well as for future research.

Developing nations have motivated contemporary manufacturing companies to embrace green innovation and focus on smart technology that is sustainable to harness the growing economy and uplift the people. Although, scientific research in this direction has been neglected, and at the same time there are challenges to the attainment while meeting the need of the people. This study aims to investigate the impact of Industry 4.0, open innovation and green innovation performance on green innovation behaviour. To this end, a theoretical model was established. A quantitative research approach was applied in which survey data were utilized to capture 247 responses from different manufacturing companies in Malaysia. The model was tested using SmartPLSver3.0 to measure the structural relationship between variables. The findings indicate that Industry 4.0 and green innovation performance positively impact green innovation behaviour, compared to open innovation which has no impact. The impact of green innovation performance is found to be stronger when compared to Industry 4.0 and open innovation. Likewise, green innovation performance exhibits a substantial mediating impact between the exogenous variables and green innovation behaviour. The policy implication and conclusions are further discussed in the last section of the study.

This present study examines the relationships between hedonic value, customer-to-customer interaction, customer demandingness, customization and customer love on customer citizenship behaviour with the moderation effect of customer involvement. A quantitative survey design was conducted on a sample of 585 customers in Malaysian hotels to test the proposed model. The salient findings are (1) influencing factors (hedonic value, customer-to-customer interaction, customer demandingness, customization) significantly impact customer love, (2) customer love has a significant mediating effect between influencing factors (hedonic value, customer-to-customer interaction, customer demandingness, customization) and customer citizenship behaviour, and (3) customer involvement moderates the relationship between customer love and customer citizenship behaviour. The study reported customer citizenship behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in the hotel industry. The outcomes of customer citizenship behaviour may help the hotel business and service providers in their service delivery.

The current study examines how subjective norms, effort expectations, and performance expectations affect perceived value and quality of hospitality service experiences provided by service robots. Later, the experience quality and perceived value on customers’ overall satisfaction determine the plans to repurchase AI (Artificial Intelligence) services in the hotels. A total of 331 valid responses were gathered from hotel customers who had experience with service robots using a purposive sampling strategy. The salient findings of PLS-SEM indicate that subjective norms, effort expectations, and performance expectations all considerably improve the perceived value and quality of experiences. Furthermore, hotel customers’ overall satisfaction with services provided by robots is significantly impacted by experience quality and perceived value. Finally, overall satisfaction considerably increases customers’ preference to repurchase those services. This present study added significance for hotels on customer AI service robots repurchase intention that may deliver a preliminary blueprint for further research.