Reimagining Sustainable Service Marketing Through Virtual Currencies in the Digital Economy

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Author(s): Ravishankar Krishnan (VelTech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Chennai, India)and Navaneetha Krishnan Rajagopal (University of Technology and Applied Sciences, Salalah, Oman)
Copyright: 2026
Pages: 28
Source title: Sustainable Service Marketing with Virtual Currencies
Source Author(s)/Editor(s): Arjun J. Nair (St. Lawrence College, Canada), Sridhar Manohar (Chitkara Business School, Chitkara University, India), Yam B. Limbu (Montclair State University, USA)and Bruce A. Huhmann (Virginia Commonwealth University, USA)
DOI: 10.4018/979-8-3373-0315-4.ch005

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

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Abstract

This study explores the convergence of sustainable service marketing and virtual currencies, positioning digital financial innovation as a key enabler of inclusive and responsible service ecosystems. It begins by defining the core concepts of sustainability, service marketing, and virtual currencies, grounded in relevant theoretical frameworks such as the Triple Bottom Line, Stakeholder Theory, and the Technology Acceptance Model. The study examines different categories of virtual currencies including decentralized, loyalty based, and government-issued forms and their roles in enhancing transparency, efficiency, and accessibility across sectors such as education, hospitality and fintech. It also analyzes the drivers accelerating the adoption of virtual currencies in sustainable services.

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Reimagining Sustainable Service Marketing Through Virtual Currencies in the Digital Economy

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