In a highly competitive market, the digital transformation with Internet of things (IoT), artificial intelligence (AI) and other innovative technological trends, such as virtual reality (VR), augmented reality (AR), and gamification are elements of differentiations and an important milestone in business development and consumer interaction, particularly in services. As a result, there are several new business models anchored in these digital and technological environments and new experiences provided to services consumers and/or firms. There exists a need for an edited collection of original research in the area of service knowledge.

In the particular context of services, this book aims to provide a relevant theoretical and empirical research findings and an innovative and multifaceted perspective of how digital transformation and other innovative technologies can drive new business models and create value experiences for consumers and/or firms. Specifically, it provides an understanding of the strategies that underpin the new business models and how the new interactions or experiences with the consumer or firms are created and characterized in terms of antecedents, consequences, dynamics, and value. The content of this book is designed for professionals, students and researchers in the field of services, specifically in the relationship of digital transformation and new technologies, with business and the consumer/firms experience, for example marketing managers, service or product developers, service or product designers, executives, students, business professionals, salespeople and researchers.