In today's digital age, where consumers are inundated with a barrage of information and choices, the ability to tailor marketing efforts to individual preferences has become a powerful tool. This study aims to understand how personalization can influence consumer satisfaction. To achieve this goal, the authors carried out a systematic review of the literature, based on 79 articles published in the WoS™ database between 2014 and 2023. The R-Tool “Biblioshiny for Bibliometrix” was used to perform a comprehensive bibliometrics analysis, based on evaluative and relational bibliometrics techniques, which allow them to analyze the knowledge structure in terms of three different structures: conceptual, intellectual, and social. They concluded that personalization has emerged as a cornerstone of modern marketing strategies, reshaping the way businesses connect with their customers. The impact of personalization on customer satisfaction is profound, leading to enhanced customer experiences, increased engagement, improved customer retention, and the building of trust and credibility.

Purpose: The present study’s goal is to assess the effect of a serious game on the development of entrepreneurial competence, self-efficacy and intention and thereby contribute to clarifying the usefulness of this approach in entrepreneurship education.Design/methodology/approach: The study sample and method included 76 graduate students, selected through a convenience sampling technique and collected through a self-administered questionnaire. To examine the impact of the gaming session, a pre-test post-test design approach was employed. Consequently, all students completed a survey both at the beginning and end of the gaming session.Findings: Our study found that game-based learning effectively enhances students' entrepreneurial competence, particularly in areas like generating ideas, managing resources and taking action, while also boosting self-efficacy. However, it didn't significantly impact entrepreneurial intentions. The effectiveness depends on students' prior gaming experience, especially in resource management and taking action. Additionally, it positively influences women's self-efficacy more than men. The field of study also plays a role, with design students showing notable development in idea generation, entrepreneurial intentions, and self-efficacy. Overall, game-based learning is a valuable tool for entrepreneurship education, but its effects vary based on prior experience, gender and field of study.Research limitations/implications: Several limitations of the study should be considered. First, the small sample size acquired through convenience sampling and the potential for social response bias, even with respondent anonymity, could limit the generalizability of the study's findings. Second, the study recognizes that the effectiveness of a serious game is greatly influenced by the game's design, making findings from studies with different game-based learning approaches potentially different. Lastly, the impact of student interactions during the game session was not evaluated.Practical implications: The study's practical implications are significant. It demonstrates the effectiveness of game-based learning in cultivating entrepreneurial competence and self-efficacy, particularly benefiting women and design students. These findings emphasize the importance of integrating serious games (SG) into entrepreneurship education to nurture vital entrepreneurial competences essential for students' career development as entrepreneurs or employees. The study encourages the development of SG tailored for use in entrepreneurship classes. Additionally, it underscores the need to educate educators about the advantages of incorporating game-based learning into their teaching strategies, offering a practical pathway to enhance entrepreneurship education and better prepare students for the modern job market.Social implications: The study's social implications are substantial. It highlights the effectiveness of game-based learning in nurturing entrepreneurial competence and self-efficacy, particularly benefiting women and design students. This underscores the importance of integrating Serious Games (SG) into entrepreneurship education, emphasizing the need for more SG tailored for use in entrepreneurship classes. Furthermore, it calls for increased awareness among educators about the advantages of incorporating game-based learning into their teaching methods. Ultimately, these findings have the potential to positively impact students' career development, whether as entrepreneurs or employees, by equipping them with crucial entrepreneurial skills.Originality/value: This study brings a novel perspective in three distinct ways. Firstly, it centers on the pivotal entrepreneurial competences outlined in the EntreComp framework by the European Commission, addressing the challenge of identifying which competences are most relevant for entrepreneurial education. By doing so, it ensures a focus on competence areas critical for entrepreneurs, such as ideas and opportunities, resources, and action. Secondly, it explores the impact of game experience on the development of entrepreneurial competences, entrepreneurial intention, and self-efficacy, a relationship hitherto unexplored. Thirdly, the study examines how students' demographic and contextual characteristics influence the development of entrepreneurial competence, intention, and self-efficacy through a game-based learning approach. These unique perspectives contribute valuable empirical data to both theory and practice in the field of entrepreneurship education.

Relationship marketing reflects a business philosophy and strategic orientation that allows companies to focus on satisfying the needs of current customers to retain them rather than acquiring new ones. This investigation analyzes how the relationship between relationship marketing and customer satisfaction is processed. In this sense, a systematic review of the bibliometric literature was carried out based on 61 scientific articles published in the Scopus™ database. The literature review reveals that relationship marketing influences customer satisfaction in several ways. It is concluded that personalizing the service and the product is fundamental in building long-lasting and successful relationships and increasing customer satisfaction. In addition, relationship marketing builds trust and commitment, resulting in higher customer satisfaction and willingness to participate in mutually beneficial relationships. Finally, we classify future research agendas into three broad categories: the impact of emerging technologies on customer satisfaction; the role of personalization and customization in relationship marketing and its impact on customer satisfaction; and the relationship between sustainability, ethical practices, and customer satisfaction.

Predictive analytics have become indispensable tools for implementing data-driven strategies and decisions. These innovations are used to predict future activities, thereby enabling businesses to plan accordingly. The main purpose of this study is, through a systematic bibliometric literature review, to understand how businesses apply predictive models to predicting consumer behavior. The review includes 74 articles published in the Scopus® database, presenting up-to-date knowledge on the topic. The bibliographic search included peer-reviewed articles published up to 2024. The research findings identified three major ways predictive analytics helps forecast customer behavior. These include predicting their purchasing patterns, churn, and engagement. While predictive analytics for customer behavior offers significant advantages, it also poses challenges related to data privacy, ethical considerations, and the need for sophisticated analytics skills.

The adoption of Intelligent Virtual Assistants (IVAs) in the banking sector presents new opportunities to enhance customer service efficiency, reduce operational costs, and modernize service delivery channels. However, the factors driving IVA adoption and usage, particularly in specific regional contexts such as Portugal, remain underexplored. This study examined the determinants of IVA adoption intention and actual usage in the Portuguese banking sector, drawing on the Technology Acceptance Model (TAM) as its theoretical foundation. Data were collected through an online questionnaire distributed to 154 banking customers after they interacted with a commercial bank’s IVA. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings revealed that perceived usefulness significantly influences the intention to adopt, which in turn significantly impacts actual usage. In contrast, other variables—including trust, ease of use, anthropomorphism, awareness, service quality, and gendered voice—did not show a significant effect. These results suggest that Portuguese users adopt IVAs based primarily on functional utility, highlighting the importance of outcome-oriented design and communication strategies. This study contributes to the understanding of technology adoption in mature digital markets and offers practical guidance for banks seeking to enhance the perceived value of their virtual assistants.

The Impact of Relationship Marketing on Customer Loyalty: A Systematic Literature Review.