Multichannel Consumer Service Integration of Recommendation Systems

Recommendations play a vital role in the purchase stage and empower customers by helping them decide. Companies employ recommendation systems (RS) which help predict customer wants by analysing their behaviour using customer preference data and help them provide recommendations online and offline. This process allows companies to offer better-personalised services to their customers and increase their profitability. Recommendations and RS are a crucial part of services across industries. Hence, it is essential to understand how they are integrated into services, the process, and their effect on consumer responses. This chapter explains service recommendations’ functional and technical aspects and proposes a multichannel customer service integration framework for recommendation systems. First, the chapter discusses service recommendations’ functional and technical elements and offers a multichannel customer service integration framework for recommendation systems. Next, RS in services, their antecedents, processes, and consumer outcomes, are explained and discussed with examples and their applications in various industries. The final sections conclude the discussion on RS in services and provide the chapter’s practical, theoretical, and societal implications.