The impact of virtual, augmented and mixed reality technologies on the customer experience

Flavián, C. (Universidad de Zaragoza) ; Ibáñez-Sánchez, S. (Universidad de Zaragoza) ; Orús, C. (Universidad de Zaragoza)

Resumen: The arrival of Virtual-Reality, Augmented-Reality, and Mixed-Reality technologies is shaping a new environment where physical and virtual objects are integrated at different levels. Due to the development of portable and embodied devices, together with highly interactive, physical-virtual connections, the customer experience landscape is evolving into new types of hybrid experiences. However, the boundaries between these new realities, technologies and experiences have not yet been clearly established by researchers and practitioners. This paper aims to offer a better understanding of these concepts and integrate technological (embodiment), psychological (presence), and behavioral (interactivity) perspectives to propose a new taxonomy of technologies, namely the “EPI Cube”. The cube allows academics and managers to classify all technologies, current and potential, which might support or empower customer experiences, but can also produce new experiences along the customer journey. The paper concludes with theoretical and managerial implications, as well as a future research agenda.

Idioma: Inglés

DOI: 10.1016/j.jbusres.2018.10.050

Año: 2018

Publicado en: Journal of Business Research 100 (2018), 547-560
ISSN: 0148-2963

Factor impacto JCR: 4.028 (2018)

Categ. JCR: BUSINESS rank: 30 / 147 = 0.204 (2018) - Q1 - T1

Factor impacto SCIMAGO: 1.684 - Marketing (Q1)

Financiación: info:eu-repo/grantAgreement/ES/DGA/S20-17R

Tipo y forma: Article (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)