Dr. Michael Christian is a lecturer and researcher at Universitas Bunda Mulia, Indonesia. He holds a Doctor of Economics degree with a specialization in Service Management. His areas of expertise include marketing, marketing research, service management, and business strategy. His research focuses on consumer behavior, digital technology adoption, service and platform ecosystems, organizational behavior, sustainability, and the strategic challenges faced by businesses in rapidly changing environments. He has been involved in various research and community engagement projects supported by national funding programs and has published scholarly work in international academic outlets. Alongside his teaching and research activities, Dr. Michael Christian serves as an editor for several academic journals. He also contributes as a reviewer for a range of reputable international Scopus-indexed journals.