Current sustainability challenges require businesses to develop their relations with customers and markets through relationship marketing and jointly create added value of their services responsive to environmental, social and economic requirements at the same time. This article also supports the gender equality within the SDGs (fifth goal). As (SMEs Report, 2018) micro companies make 89.137, small enterprises make 11.219, entrepreneurs in shops and services sectors make 272.969 and cooperatives in agriculture and food trade make 1.196, they comprise most of the SMEs sector in Serbia, while Medium-sized firms make 2.517, and large enterprises make 540. Female entrepreneurs, which represent 32% of all SMEs and 22% from cooperatives were selected for the research sample with the aim to primarily represent the sectors their businesses operate within. The empirical research was provided in Serbia in 2021 on the sample of 220 female enterprises, shops and cooperatives, most of which operate in service sectors. The aim is to indicate the importance of the institutional factors (IF, government support) and customer relationship marketing (CRM) and their influence on the sustainability of the women’s enterprises (WES). Findings show that CRM significantly impacts the WES, showing that the market and customer loyalty are the most important for the sustainability and resilience of the business. At the same time, results show the importance of the IF government measures’ and policies’ influence and reveal that insufficient attention that has been dedicated to (WES) and SDGs goals of gender equality in feminist economics.

AI technologies have significantly transformed various sectors, including travel and airport operations. This research aims to investigate the implications of implementing artificial intelligence (AI) in airport services on passenger satisfaction and overall travel experiences, as well as how AI technology shapes the way airports support passengers throughout their journey. The study conducted empirical research at Serbian airports with a sample size of 668 passengers. Participants provided their attitudes and satisfaction ratings on 10 statements regarding the impact of AI technology implementation in airport services. The findings from regression analysis reveal a high level of AI implementation in airport services, particularly concerning passenger experience and security. However, passengers express less satisfaction with the implementation of chatbots and virtual assistants, AI algorithms, and certain AI tools that do not meet their expectations. Specifically, passengers feel they do not always receive sufficient instant responses, real-time flight information in the case of delays, or effective issue resolution at the analyzed airports. These results contribute valuable insights to the AI literature and offer implications for future implementations of these technologies in industry, marketing, and technology development. Moreover, they can guide managerial practices and investments in future digital technologies aimed at enhancing passenger experience.

One of the characteristics of human society in the 21^st century is that the individual is increasingly viewed predominantly as a consumer. The turbulent development of science and technology has also resulted in new, changed consumer behavior patterns, which are achieving a new role in the modern society. Research into consumer behavior imposes itself as an imperative of successful functioning of the economic and social system. Many companies are faced with serious problems of effectiveness and efficiency of their conducted marketing activities. The consumer is predominantly becoming the central factor determining a company's corporate performance, but the key problem lies in the fact that the prevalent philosophy of the marketing practices still regards the consumers as “passive end users” of the value created, neglecting their changed role, behavior, and impact on market processes. Presenting and analyzing the results of research from marketing literature dealing with the problem of changed market behavior, this article aims to point to the necessity to change the thinking patterns of marketing theory and practice on the significance and impact of the consumer on companies’ corporate performance by accepting new roles that the consumers have in the contemporary society. By changing the attitude toward consumers as key stakeholders on the market and accepting their new roles, companies get guidelines for shaping and amending their marketing strategies toward raising the quality of corporate performance, and the same stands for institutions responsible for the functioning of a society and the state as a whole. The current marketing reality inexorably promotes the notion that consumer behavior as a whole is an essential social process shaped by intensive word-of-mouth communication. As a science and practice, marketing must become a complex and fluid system of network relationships, constantly redefining itself toward integration with the changes of contemporary consumers and their modus vivendi.

Although there are some differences in healthy lifestyle measurement, physical activity is an indispensable factor within that construct. By increasing the level of physical activity of the population, the contribution to social sustainability is provided. Social marketing can be considered as a manner to promote behavior change (including increase in physical activity level). It uses commercial marketing tools in delivering social goods. In that context can be explained previous uses of the theory of planned behavior (TPB) in social marketing researches aiming at increasing the level of physical activity of the population. In this paper, the modified TPB model, extended with self-identity and motivation variable, is implemented within the student population of the University of Novi Sad, Serbia, in 2019. The results show that intention to do regular physical activity in the week after the research was directly influenced by behavioral and normative beliefs and self-identity. It was influenced indirectly by students’ motivation. The motivation, however, directly affects students’ behavioral, normative and control beliefs. Nevertheless, the results differ among genders; although positive at both genders, the effects of normative beliefs and motivation on intention were significant only in female students (0.123 and 0.243, respectively). The authors also provide social marketing implications, i.e., potential activities within social marketing that could be performed in order to encourage students to be more physically active. In addition to belonging to relatively scarce similar researches in domestic context, the wider contribution of this paper can be identified from a methodological aspect, treating the behavioral, normative and control beliefs as formative constructs.

The goal of this research is to quantify the influence of each segment of agricultural production individually on the formation of the total gross domestic product in Serbia. For the purposes of the research, the gross domestic product at the level of Serbia, expressed at current prices, was used as the dependent variable. On the other hand, the values of agricultural production (plant production, vegetable production and horticultural products, livestock production, production of livestock products, and agricultural services) expressed also in current prices were observed as independent variables. The research used regression analysis. The most important result of this research is that plant production is recommended as the dominant direction of Serbian agriculture, given that its influence is most pronounced when it comes to the formation of the value of agricultural production, and therefore the total gross domestic product of Serbia.