TRANSFORMATIVE SERVICE EXPERIENCE IN THE DIGITAL EXPERIENCE ECONOMY: AN EMERGING FRAMEWORK FOR NEXT-GENERATION INDIAN CONSUMERS

Abstract

The rapid expansion of India’s digital marketplace has transformed the way consumers engage with brands, services, and experiences. Moving beyond product value, contemporary consumers increasingly seek meaningful, personalized, and emotionally engaging interactions—marking the rise of the Experience Economy within India’s service ecosystem. Alongside this, Transformative Services have emerged as a powerful paradigm that emphasizes not only consumer satisfaction but also long-term improvements in well-being, behavior, lifestyle, and personal growth. Although international literature highlights experiential value, service design, and technology-enabled engagement, there is limited conceptual clarity on how digital experience mechanisms integrate with transformative service principles in the context of next-generation Indian consumers.