Advances in Consumer Research
Issue 4 : 157-182
Original Article
Effect Of Machine Intelligence on Service-Dominant Logic Aligned Customer Engagement and Service Design: Insights and Future Research Directions
 ,
1
PhD Scholar, Indian Institute of Technology (IIT), Ropar, Punjab, India
2
Assistant Professor, Indian Institute of Management (IIM), Ranchi, Jharkhand, India
Abstract

In recent years, scholars have explored Service-Dominant Logic (S-D Logic) aligned with customer engagement (CE) by providing insights into how these topics are connected, used, and deep-dive into the related concepts, including the context and application of artificial intelligence (AI), machine learning (ML), virtual reality (VR), and augmented reality (AR). Correspondingly, it has been shown to yield enhanced customer acquisition, service, and renewal, optimize service calls, and cross-sell recommendations from machine intelligence, and also conduct customer outreach. However, this body of knowledge regarding S-D Logic-aligned CE and Service Design remains siloed. Therefore, the purpose of this paper is to conceptualize and present a novel integrative framework, integrating S-D Logic-aligned CE/Service Design, and also present future research opportunities. AI, AR, and VR will be referred to as machine intelligence (MI), in this paper, unless otherwise specified.

Keywords
Recommended Articles
Research Article
The Influence of Social Commerce Features on Impulse Purchases: Evidence from Emerging Markets
...
Published: 28/10/2025
Research Article
Impact of Violent and Crime-Based Movies on Consumer Attitudes Toward Home Security Products
...
Published: 30/09/2025
Research Article
Impact of Resort-Based Marketing Stimuli on the Engagement of Customers: An Empirical Investigation of Tourists' Response in North Karnataka
...
Published: 28/10/2025
Research Article
A Comprehensive Review of Theoretical Models and Investor Behavioural Intentions Toward Digital Platform Adoption in Bengaluru's Fintech Sector
Published: 28/10/2025
Loading Image...
Volume 2, Issue 4
Citations
319 Views
46 Downloads
Share this article
© Copyright Advances in Consumer Research