“…The current study discovers the potential influences of BCT on organization service. Additionally, although new studies have used BCT concepts in the fields of new technology application (Filimonau and Naumova, 2020; Lin and Lai, 2020), sustainable marketing (Leal et al, 2020;Nuryyev et al, 2020), marketing strategy , knowledge management (Lin and Lai, 2020) and consumer behaviour (Rashideh, 2020), fewer studies have integrated such critical concepts. This study uses empirically based evidence on tourism and hospitality organizations to reveal the process of knowledge management that facilitates service improvements through a commitment to sustainability marketing and identifying customer interests that interact with and strengthen the process of service improvement.…”