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.

• Chapter 1 - Customer-Centric Support Services: An Introduction to the next frontier for competitive advantage in the digital era.- Chapter 2 - Customer-Centric Support Services in the Digital Era.- Chapter 3 - Information as a Service for Consumer Decision Making.- Chapter 4 - The role of service design in enhancing marketing-customer service collaboration.- Chapter 5 - Digital strategies for aiding ease of decision-making in service.- Chapter 6 - Multichannel Consumer Service Integration of Recommendation Systems.- Chapter 7 - The Double-Edged Sword of Innovation for B2B Salespeople: A Conceptual Exploration of how B2B Salespeople fear Innovation.- Chapter 8 - Co-Creating Aftermarket Value in the Digital Era: Managing Transformative Customer Relationships Through Stakeholder Engagement.- Chapter 9 - Enhancing Upselling and Cross-selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Function.- Chapter 10 - Frontline Service Staff in the Digital Era: Managing a Human-Robotic Workforce.- Chapter 11 - . Navigating through the Digital Gates: Customer-centric Services and Wellbeing Business Environment.- Chapter 12 - Customer service opportunities & challenges in the post-pandemic world.

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.

• Chapter 1 - Customer-Centric Support Services: An Introduction to the next frontier for competitive advantage in the digital era.- Chapter 2 - Customer-Centric Support Services in the Digital Era.- Chapter 3 - Information as a Service for Consumer Decision Making.- Chapter 4 - The role of service design in enhancing marketing-customer service collaboration.- Chapter 5 - Digital strategies for aiding ease of decision-making in service.- Chapter 6 - Multichannel Consumer Service Integration of Recommendation Systems.- Chapter 7 - The Double-Edged Sword of Innovation for B2B Salespeople: A Conceptual Exploration of how B2B Salespeople fear Innovation.- Chapter 8 - Co-Creating Aftermarket Value in the Digital Era: Managing Transformative Customer Relationships Through Stakeholder Engagement.- Chapter 9 - Enhancing Upselling and Cross-selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Function.- Chapter 10 - Frontline Service Staff in the Digital Era: Managing a Human-Robotic Workforce.- Chapter 11 - . Navigating through the Digital Gates: Customer-centric Services and Wellbeing Business Environment.- Chapter 12 - Customer service opportunities & challenges in the post-pandemic world.

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.

• Chapter 1 - Customer-Centric Support Services: An Introduction to the next frontier for competitive advantage in the digital era.- Chapter 2 - Customer-Centric Support Services in the Digital Era.- Chapter 3 - Information as a Service for Consumer Decision Making.- Chapter 4 - The role of service design in enhancing marketing-customer service collaboration.- Chapter 5 - Digital strategies for aiding ease of decision-making in service.- Chapter 6 - Multichannel Consumer Service Integration of Recommendation Systems.- Chapter 7 - The Double-Edged Sword of Innovation for B2B Salespeople: A Conceptual Exploration of how B2B Salespeople fear Innovation.- Chapter 8 - Co-Creating Aftermarket Value in the Digital Era: Managing Transformative Customer Relationships Through Stakeholder Engagement.- Chapter 9 - Enhancing Upselling and Cross-selling in Business-to-Business Markets: The Critical Need to Integrate Customer Service and Sales Function.- Chapter 10 - Frontline Service Staff in the Digital Era: Managing a Human-Robotic Workforce.- Chapter 11 - . Navigating through the Digital Gates: Customer-centric Services and Wellbeing Business Environment.- Chapter 12 - Customer service opportunities & challenges in the post-pandemic world.