Abstract
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.
Keywords
Augmented realityMixed realityCustomer experienceBusinessVirtual realityMarketingComputer scienceAdvertisingHuman–computer interaction
Affiliated Institutions
Related Publications
Metaverse
The Metaverse is the post-reality universe, a perpetual and persistent multiuser environment merging physical reality with digital virtuality. It is based on the convergence of ...
Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy
The metaverse has the potential to extend the physical world using augmented and virtual reality technologies allowing users to seamlessly interact within real and simulated env...
Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model
Although virtual reality (VR) is an emerging technology in tourism, little research has been conducted on what factors make consumers visit destinations presented by VR. To addr...
A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction
Many service organizations have embraced relationship marketing with its focus on maximizing customer lifetime value. Recently, there has been considerable controversy about whe...
A Literature Survey for Virtual Environments: Military Flight Simulator Visual Systems and Simulator Sickness
Researchers in the field of virtual environments (VE), or virtual reality, surround a participant with synthetic stimuli, The flight simulator community, primarily in the U.S. m...
Publication Info
- Year
- 2018
- Type
- article
- Volume
- 100
- Pages
- 547-560
- Citations
- 1231
- Access
- Closed
External Links
Social Impact
Altmetric
PlumX Metrics
Social media, news, blog, policy document mentions
Citation Metrics
1231
OpenAlex
Cite This
Carlos Flavián,
Sergio Ibáñez‐Sánchez,
Carlos Orús
(2018).
The impact of virtual, augmented and mixed reality technologies on the customer experience.
Journal of Business Research
, 100
, 547-560.
https://doi.org/10.1016/j.jbusres.2018.10.050
Identifiers
- DOI
- 10.1016/j.jbusres.2018.10.050