In recent years, the dynamics of e-commerce has been changing. More and more consumers are using the Internet to make purchases during the purchase process (for example, before, during, and after online purchases). Advances in mobile technology and their adoption by many consumers makes it...

Demystifies the complexities of integrating metaverse platforms into omnichannel business models. The book offers a roadmap, not only for understanding these emerging technologies but also for harnessing their transformative power to create immersive and empowered customer experiences

Consumers are increasingly looking to invest in experiences rather than simply a product. With innovation research moving away from the traditional focus on manufacturing towards services, this book develops a much-needed integrated approach for improving analysis of both experience and service...