...Rachel Fuller; Lara Stocchi; Thorsten Gruber; Jenni Romaniuk Purpose Service branding research predominantly focuses on the purchase and postpurchase stages of the customer journey. This study aims to expand the lens of enquiry to the prepurchase stage, showing the role service brand awareness...

... of young adults, ranging from the age of 19 to 26, were conducted. From this, customer journey maps were compiled incorporating socialbots as a valuable touch point along the service delivery cycle. Findings The research frames the socialbot as a valued customer service agent to young adults with some...