STRENGTHENING CUSTOMER TIES FOR MARKET ADVANTAGE: AN ANALYSIS OF THE CELLULAR TELECOM SECTOR IN JORDAN

In an era marked by constant change and uncertainty, the emergence of new business models driven by evolving consumption patterns and internet-enabled communication is a recurring phenomenon. Adaptation and innovation are imperative for both businesses and consumers, as they underpin the progress of modern societies. Within the realm of consumer behavior, scholarly interest is increasingly directed towards exploring new consumption models, and one such model is collaborative consumption. Although relatively recent, collaborative consumption remains underexplored in academic research (Silveira, Petrini, & Santos, 2012). Existing studies on collaborative consumption are predominantly theoretical, as evidenced by Belk's work (2014). Empirical investigations, when undertaken, tend to adopt qualitative methodologies, exemplified by the research conducted by Bardhi and Eckhardt (2012). This preference for qualitative approaches suggests a research orientation aimed at theory development (Cooper & Schindler, 2011), elucidating the motivation behind the prevalence of qualitative studies in the domain of collaborative consumption.