Customer Centric Support Services in the Digital Age: The Next Frontier of Competitive Advantage

This book explores how customer service can become the singular competitive differentiator for organizations in the digital era.

Given the pace of digitization and the rise in customer expectations post-pandemic, organizations must focus on customer-centricity in all functions in the digital age, providing factors, enablers, and processes for customer service and sharing best practices based on research from global experts.

The book is a valuable resource for students and researchers keen on understanding the new digital landscape in customer service to develop, maintain, and enhance customer relationships.

Prof. Jagdish N. Sheth holds the Charles H. Kellstadt Professor of Business at Emory University, Georgia, USA, and has published more than 300 research papers and 30 books. He is a Fellow of the American Psychological Association, American Marketing Association, and Academy of Marketing Science.

Prof. Varsha Jain is AGK Chair Professor of Marketing at MICA, India. She is Associate Editor of four global “A” journals, has authored 140+ publications, and received 25 awards. She is a visiting guest at Emory Business School and a visiting scholar at University of Greenwich, UK and Northwestern University, USA.

Dr. Emmanuel Mogaji has a Ph.D. in Marketing. He is an Associate Professor in Marketing at the Keele Business School, Keele University, UK. He is a Fellow of the Higher Education Academy.

Ms. Anupama Ambika is a Lecturer in Marketing at the Institute of Management Technology, Dubai, UAE. Her research interests are atthe intersection of technology consumer behavior and digital marketing. She has published her research in leading marketing and consumer behavior journals.