Abstract
The purpose of this article is to identify the most impactful research on customer churn and to map the conceptual and intellectual structure of its field of study. Data were collected from the WoS database, comprising 338 articles published between 1995 and 2020. Several bibliometric techniques were applied, including analysis of co-words, co-citation, bibliographic coupling, and co-authorship networks. R software and the Bibliometrix/Biblioshiny package were used to perform the analyses. The results identify the most active and influential authors, articles, and journals on the topic. More specifically, through co-citations and bibliographic coupling, it was possible to map the oldest articles (retrospective analysis) and the current research front (prospective analysis). The retrospective analysis, based on co-citations, revealed that the foundations of this research field are constructs such as quality of service, satisfaction, loyalty, and changing behaviors. The prospective analysis, performed through bibliographic coupling, revealed that current research is embedded in predictive analysis, clusters, data mining, and algorithms. The results provide robust guidance for further investigation in this field.

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Abstract
The purpose of this study was to explore the influence of brand coolness on the intention to acquire NFTs within the luxury fashion market. To achieve this purpose, we developed a conceptual model offering a broader perspective regarding consumers' purchase intention of luxury brands' NFTs by including both emotional aspects related to the brand (brand love) and perceptions predominantly related to the financial nature of the investment (perceived risk). Word-of-mouth (WOM) and willingness to pay (WTP) are also analyzed as outcomes of brand coolness. The model was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) to examine the proposed relationships. The findings show that brand coolness positively impacts brand love, WOM, and WTP. Although it was not possible to observe a significant relationship between brand coolness and consumers' purchase intention of luxury brands' NFTs, it has significant indirect effects through brand love. Guided by the unexpected findings of the quantitative study, this article also includes a follow-up qualitative study, whose main aim was to further explore the influence of brand coolness on the intention to acquire NFTs within the luxury fashion market. Participants were individuals with relevant knowledge and experience with NFTs. The qualitative study revealed that brand coolness alone is insufficient to drive NFT purchases, while brand love, tied to trust and symbolic value, plays a stronger role, helping explain the quantitative results. Overall, this study contributes to the literature by shedding light on the complex interplay between brand coolness, consumer behavior, and NFTs in the luxury fashion context.

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The main aim of this chapter is to study the digital touchpoints influencing customers' decisions in the five-star hospitality industry. This chapter adopted a qualitative methodology in the form of semi-structured interviews. The findings suggest the preeminent role of online travel agencies and hotel websites as the two most powerful touchpoints influencing the decision-making of the customer and serving as the principal means of making the reservation at the hotel. It also stresses the growing influence of customer-owned touchpoints, particularly user-generated content, in influencing customer perception. This research emphasizes the significance of personalized engagement in influencing customer satisfaction and loyalty. Overall, the study presents practical managerial implications for hoteliers, offering insights on how to effectively interact with customers at each stage of their journey, thereby enhancing both service delivery and overall guest experience. © 2025, IGI Global Scientific Publishing. All rights reserved.

Abstract
The main aim of this article is to investigate the effect of perceived greenwashing on consumers' purchasing behavior of eco-friendly products. Twelve research hypotheses were defined based on contributions from the literature. To test these hypotheses, a quantitative methodology was employed, collecting data through an online survey (N = 270) and using SmartPLS for analysis. The results confirm that perceived both perceived greenwashing and perceived risk have a negative influence on consumer attitudes. While their direct effects on purchase intention were found to be insignificant, both perceived greenwashing and perceived risk had a significant negative indirect effect on purchase intention through attitude. Additionally, it was confirmed that purchase behavior is positively affected by attitude and by willingness to pay more. These results contribute to addressing the limited knowledge regarding the impact of consumers' perceived greenwashing on their behavior, especially concerning different product types. Furthermore, they provide valuable insights for managers, highlighting the importance of mitigating greenwashing and risk perceptions associated with eco-friendly products due to their indirect negative impacts on purchase intention and behavior.

Abstract
The telecommunications industry is highly competitive, as operators engage in fierce attacks, especially in bundled services, to acquire new customers originating high churn rate. The objective of this paper is to gain a comprehensive understanding of the factors influencing the switching of operators for bundled services among telecom operators. The paper includes a quantitative study with 3,004 customers utilizing bundled services from a Portuguese telecom operator. Employing covariance-based structural equation modeling and logit regression, the research shows that internet service, television service, and the service provided by the contact center exert the greatest impact on loyalty to the operator. In contrast, landline service has an insignificant effect, while loyalty has a negative influence on customer churn. This study offers telecommunications managers insights for identifying the main factors to retain customers and curbing customer defection. Additionally, it provides a framework for assessing customer experience within bundled telecom services, which is useful for researchers, managers and marketing practitioners alike.