“…Such as, it has been considered to be a critical part for firm’s to remain competitive in the global market (Montani et al , 2017), enhancing service quality and meeting customers’ expectations (Luoh et al , 2014). Given the multiple benefits, scholars in different sectors such as knowledge intensive industries (Afsar and Rehman, 2015), education sector (Hosseini and Haghighi Shirazi, 2021), defence organizations (Caniels and Veld, 2016), multinational companies (Usmanova et al , 2020), education sector (Runhaar et al , 2016) and hospitality (Jan and Zainal, 2020) have investigated the various factors that can enhance IWB.…”