Lhoussaine Alla

Lhoussaine ALLA , professor in management sciences at the National School of Applied Sciences, researcher at the LAREMEF laboratory, Sidi Mohamed Ben Abdellah University, Fez, Morocco. He is a permanent professor of various marketing management modules at Sidi Mohamed Ben Abdellah University in Fez (Morocco) and in several public and private business graduate schools. He is an accredited professional expert in the fields of Training Engineering, Professional Coaching and Mentoring young entrepreneurs. After a PhD thesis on creating value for the customer and its impact on the overall performance of companies, Prof. Lhoussaine ALLA invested more in scientific research in marketing, through various scientific contributions in the form of participation in international conferences and symposia and scientific publications, in various themes inherent to Marketing (customer value creation, customer behaviour, e-marketing, customer experience, sales performance, Marketing Data Analytics, territorial marketing, territorial attractiveness, territorial economic intelligence, ...), finance (stock market performance, financial analysts, financing package,...), entrepreneurship (entreprene

Publications

Transparency in AI-Assisted Management Decisions
Abdelfattah Jamal, Karima Aissaoui, Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2026. 510 pages.
The integration of artificial intelligence (AI) into organizational processes is reshaping how decisions are made, driving innovation, efficiency, and strategic adaptability. By...
AI, Transparency, and Organizational Change
Abdelfattah Jamal, Karima Aissaoui, Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2026. 575 pages.
Artificial intelligence (AI) reshapes the way organizations operate, offering transformations across industries. However, as AI systems become more integrated into...
Utilizing Technology to Manage Territories
Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2025. 612 pages.
The quest for attractiveness and sustainability is a pressing concern for territories in the 21st century. Cities, regions, and local communities must rethink their management...
Sustainable and Intelligent Territorial Marketing and Entrepreneurship
Lhoussaine Alla, Bouchra Alj, Badr Bentalha. © 2025. 556 pages.
Sustainable and intelligent territorial marketing and entrepreneurship represent a transformative approach to economic growth while preserving historical and environmental...
Social Media Analytics for Effective Customer Brand Engagement Assessment: A Theoretical Exploration
Lhoussaine Alla, Naoual Bouhtati, Mourad Aarabe, Nouhaila Ben Khizzou. © 2025. 34 pages.
Customer engagement has become a critical component of business success in the digital age. Challenges to this commitment include creating personalized experiences, building...
The Transformative Impact of Artificial Intelligence on Tourism Experience: Analysis of Trends and Perspectives
Mourad Aarabe, Meryem Bouizgar, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 34 pages.
In today's turbulent and hyper-connected global environment, the integration of emerging technologies has become a necessity rather than a choice. The aim of this research is...
Marketing Applications of Emerging Technologies and Business Performance of Tourism SMEs: A Systematic Literature Review
Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 26 pages.
The tourism sector is currently undergoing a digital transformation, with emerging technologies playing a pivotal role in redefining marketing strategies and improving the...
Modeling and Profiling Taxpayer Behavior and Compliance
Bouchra Alj, Lhoussaine Alla, Badr Bentalha. © 2025. 438 pages.
In a society where there is mounting pressure on public finances, exacerbated by recurring economic crises, the issue of tax compliance becomes a significant topic of discussion...
Digital Marketing and Territorial Attractiveness of Innovative Entrepreneurship: Exploratory Qualitative Study
Chaimaa Laoute, Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Bouchra Alj, Ahmed Benjelloun. © 2025. 36 pages.
In order to meet the challenges of globalisation and enhance the attractiveness of their territories, local and regional players need to adopt innovative territorial approaches...
Smart Marketing and Sustainable Attractiveness of Territories: A Theoretical Exploration
Ikram Ed-Daakouri, Naoual Bouhtati, Lhoussaine Alla. © 2025. 34 pages.
Territories, whether urban or rural, face increasing competition to attract residents, businesses, and tourists. Smart marketing strategies, based on the use of advanced...
Smart Territorial Marketing and Promotion of Customer Engagement Towards the Territorial Brand: A Systematic Review of Literature
Meryem Bouizgar, Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 30 pages.
In the face of growing competition between territories in an increasingly globalized world, smart territorial marketing is an essential approach to development. Commitment to the...
Logistic Clustering Dynamics Determinants: A Bibliometric and Prospective Approach
Naoual Bouhtati, Mourad Aarabe, Lhoussaine Alla, Youssef El Yaacoubi. © 2025. 36 pages.
The study aims to explore the future evolution of the dynamics of logistics clusters through a systematic and qualitative bibliometric approach. The research gaps identified are...
Transformational Trends of Territorial Economic Intelligence Strategies in the Digital Era: A Systematic Theoretical Exploration
Badre Meziane, Lhoussaine Alla, Badr Bentalha. © 2025. 36 pages.
This research analyzes the use of new technologies in a territorial economic intelligence approach. We aim to examine how these technologies can improve the decision-making...
Technology-Driven and Personality in the Travel Experience Within a Destination: Literature Review and Proposal for Analysis Model
Mourad Aarabe, Meryem Bouizgar, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 34 pages.
The rapid advancement of technology has had a significant and far-reaching impact on the tourism industry, affecting not only the travel experience, but also the practices and...
AI Innovations for Customer Experience Optimization in the Service Sector
Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 374 pages.
The rise of digital technology and the proliferation of customer data have created fertile ground for the application of AI in the services sector. Customers expect personalized...
Smart Data Analytics for Efficient Mapping of Customers' Online Shopping Behavior: A Systematic Review of the Literature
Ikram Ed-Daakouri, Lhoussaine Alla, Naoual Bouhtati. © 2025. 32 pages.
This chapter examines the role of Smart Data Analytics (SDA) in enhancing customer behavior mapping within e-commerce. Through the analysis of 35 scientific articles, five key...
Digital Logistics Solutions for Effective SME Performance: Case of Small Connected Businesses
Naoual Bouhtati, Mourad Aarabe, Lhoussaine Alla. © 2025. 32 pages.
With the rapid evolution of digital technologies, the adoption of digital logistics solutions has become essential to ensure the performance of small businesses. However, despite...
The Digital Transformation of Medical Tourism: A Systematic and Bibliometric Review of the Literature
Nouhaila Ben Khizzou, Mourad Aarabe, Meryem Bouizgar, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 28 pages.
In recent years, medical tourism has grown exponentially, driven by the globalisation of healthcare services and the ease of access to quality care abroad. In this context...
AI and Digital Technologies for Transforming Territorial Branding Management: A Systematic Review
Meryem Bouizgar, Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 34 pages.
Competitive pressure and evolving expectations have driven tourist destinations to adopt increasingly sophisticated branding strategies. Based on a systematic literature review...
Determinant of the Compliant Behavior of the Taxpayer: Bibliometric and Prospective Approach
Lhoussaine Alla, Bouchra Alj, Mourad Aarabe, Majda El Agy, Badr Bentalha, Naoual Bouhtati. © 2025. 32 pages.
Tax compliance, a key issue for governments, requires a better understanding of the determinants of taxpayers' behaviour. This research, using a bibliometric and prospective...
The Psychosociological Determinants of Tax Morality in Morocco: The Case of Liberal Professions
Bouchra Alj, Majda El Agy, Lhoussain Alla. © 2025. 26 pages.
This chapter is exploratory in nature. Its aim is to establish a better understanding of tax morality based on psychosociological determinants. It is based on a qualitative study...
Driving Patient Data With AI for Patient Care Path Optimization: A Theoretical Framework
Nouhaila Ben Khizzou, Mourad Aarabe, Meryem Bouizgar, Lhoussaine Alla, Ahmed Benjelloun. © 2025. 30 pages.
Background: Patient data and artificial intelligence are widely explored concepts for improving healthcare services. However, little is known about the application of lean...
Generative AI Solutions for Unlocking Customer Loyalty and Retention Strategies in Emerging Markets
Ikram Ed-Daakouri, Lhoussaine Alla. © 2025. 50 pages.
Generative AI is transforming customer retention strategies in emerging markets by enabling hyper-personalization, predictive analytics, and automation to enhance customer...
Generative AI and Intelligent Processing of Customer Oppositions: Prospecting for Research Trends
Ikram Ed-Daakouri, Mustapha Elhissoufi, Lhoussaine Alla. © 2025. 28 pages.
Generative Artificial Intelligence is transforming customer objection management by enabling personalized, real-time, and adaptive interactions. This chapter examines the role of...
AI and Data Engineering Solutions for Effective Marketing
Lhoussaine Alla, Aziz Hmioui, Badr Bentalha. © 2024. 527 pages.
In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective...
Applying Qualitative Research Methods to Management Science
Badr Bentalha, Lhoussaine Alla. © 2024. 387 pages.
In academic research, qualitative analysis is a pillar for understanding complex phenomena in science and management. However, researchers and practitioners often face challenges...
Smart Tourism Experience and Responsible Travelers' Behavior: A Systematic Literature Review
Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2024. 20 pages.
The research on smart tourism experiences that take into account the responsible behavior of travelers is booming. The relationship between the development of memorial consumer...
Smart Data Analysis and Prediction of Responsible Customer Behaviour in Tourism: An Exploratory Review of the Literature
Naoual Bouhtati, Lhoussaine Alla, Ikram Ed-Daakouri. © 2024. 24 pages.
This research seeks to analyze how the use of smart data analytics solutions by tourism stakeholders can promote the prediction of responsible customer behavior. After a...
Artificial Intelligence in Costumer Acquisition: A Bibliometric Study
Mustapha Elhissoufi, Lhoussaine Alla. © 2024. 22 pages.
The objective of this chapter is to explore publications that have addressed the applicability of AI to boost customer acquisition, via bibliometric analysis via VOSViewer. These...
Marketing Applications of Emerging Technologies: A Systematic Literature Review
Mourad Aarabe, Nouhaila Ben Khizzou, Lhoussaine Alla, Ahmed Benjelloun. © 2024. 25 pages.
In today's global environment, integrating emerging technologies has become a necessity. This book explores the intersection of technology and marketing, providing an...
Data Collection and Analysis in Scientific Qualitative Research
Badr Bentalha, Lhoussaine Alla. © 2024. 411 pages.
Scientific discovery is always built on the foundation of sound data and research. Emerging advancements of technologies and strategies are revolutionizing the way we gather and...
The Impact of Digitalisation on the Customer Experience in Medical Tourism: A Systematic Review
Ben Khizzou Nouhaila, Mourad Aarabe, Lhoussaine Alla. © 2024. 21 pages.
This chapter delves into the transformative effects of digitalization on medical tourism, focusing on how it shapes the customer experience. It examines the various digital...
Practices of Qualitative Studies in Medical Sciences: The Focus Groups Method Applied to Patients
Nouhaila Ben Khizzou, Mourad Aarabe, Lhoussaine Alla. © 2024. 24 pages.
This chapter provides guidance on how to conduct focus groups and how they can be applied to the patient journey in a healthcare setting. A literature review was carried out to...
Revealing the Subtleties: The Art of Qualitative Studies in Science and Management
Badr Bentalha, Lhoussaine Alla. © 2024. 21 pages.
Qualitative research methodologies have long been undervalued and overshadowed by quantitative approaches in science and management. However, there is an inherent attractiveness...
Integrating Intelligence and Sustainability in Supply Chains
Badr Bentalha, Aziz Hmioui, Lhoussaine Alla. © 2023. 341 pages.
Integrating Intelligence and Sustainability in Supply Chains is a comprehensive research guide that delves into the realm of sustainable and smart supply chains. With a focus on...
Marketing Big Data Analytics and Customer Relationship Management: A Fuzzy Approach
Naoual Bouhtati, Lhoussaine Alla, Badr Bentalha. © 2023. 12 pages.
Customer knowledge is a strategic element, and its importance is growing all the time. The role of the vast quantities of information available in customer relationship...