Farah Shishan

Farah Shishan is a marketing assistant professor at the University of Jordan. Since September 2020, she has also served as the Assistant Dean for Development and Quality Assurance and in 2022 she has been the Director of the Alumni Relations office. Dr. Shishan has published some papers in prestigious journals (SCOPUS Q1, Q2 and ISI) and given presentations at national and international conferences. Dr. Shishan's research focuses on service innovation, tourism marketing, services marketing, green marketing, sustainability, and resource utilization for small to medium-sized independent firms.

Publications

Integrating Electronic Customer Relationship Management and Artificial Intelligence: A Theoretical Foundation for Marketing Intelligence in the Service Industry
Integrating Electronic Customer Relationship Management and Artificial Intelligence: A Theoretical Foundation for Marketing Intelligence in the Service Industry
Ghazi A. Al-Weshah, Dana F. Kakeesh, Farah Shishan. © 2023. 32 pages.
This chapter aims to provide a theoretical foundation that integrates electronic customer relationship management (e-CRM) and artificial intelligence (AI) in marketing...