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

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  • Flavián, Carlos
  • Ibáñez-Sánchez, Sergio
  • Orús, Carlos

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.

Suggested Citation

  • Flavián, Carlos & Ibáñez-Sánchez, Sergio & Orús, Carlos, 2019. "The impact of virtual, augmented and mixed reality technologies on the customer experience," Journal of Business Research, Elsevier, vol. 100(C), pages 547-560.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:547-560
    DOI: 10.1016/j.jbusres.2018.10.050
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    Citations

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    Cited by:

    1. Han-Shen Chen, 2020. "The Construction and Validation of a Sustainable Tourism Development Evaluation Model," IJERPH, MDPI, vol. 17(19), pages 1-20, October.
    2. Gajendra Liyanaarachchi & Giampaolo Viglia & Fidan Kurtaliqi, 2023. "Privacy in hospitality: managing biometric and biographic data with immersive technology," Post-Print hal-04219606, HAL.
    3. Kostyk, Alena & Sheng, Jie, 2023. "VR in customer-centered marketing: Purpose-driven design," Business Horizons, Elsevier, vol. 66(2), pages 225-236.
    4. Evanschitzky, Heiner & Bartikowski, Boris & Baines, Tim & Blut, Markus & Brock, Christian & Kleinlercher, Kristina & Naik, Parikshit & Petit, Olivia & Rudolph, Thomas & Spence, Charles & Velasco, Carl, 2020. "Digital Disruption in Retailing and Beyond," SMR - Journal of Service Management Research, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 4(4), pages 187-204.
    5. Russell W. Belk & Daniel Belanche & Carlos Flavián, 2023. "Key concepts in artificial intelligence and technologies 4.0 in services," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 1-9, March.
    6. Siqi Emily Lu & Brent Moyle & Sacha Reid & Elaine Yang & Biqiang Liu, 2023. "Technology and museum visitor experiences: a four stage model of evolution," Information Technology & Tourism, Springer, vol. 25(2), pages 151-174, June.
    7. Blasco-Arcas, Lorena & Lee, Hsin-Hsuan Meg & Kastanakis, Minas N. & Alcañiz, Mariano & Reyes-Menendez, Ana, 2022. "The role of consumer data in marketing: A research agenda," Journal of Business Research, Elsevier, vol. 146(C), pages 436-452.
    8. Schiopu, Andreea Fortuna & Hornoiu, Remus Ion & Padurean, Ana Mihaela & Nica, Ana-Maria, 2022. "Constrained and virtually traveling? Exploring the effect of travel constraints on intention to use virtual reality in tourism," Technology in Society, Elsevier, vol. 71(C).
    9. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    10. Giuseppe Attanasi & Barbara Buljat Raymond & Agnès Festré & Andrea Guido, 2023. "Augmented Reality Technology as a Tool for Promoting Pro-environmental Behavior and Attitudes," GREDEG Working Papers 2023-15, Groupe de REcherche en Droit, Economie, Gestion (GREDEG CNRS), Université Côte d'Azur, France.
    11. Maksim Godovykh & Carissa Baker & Alan Fyall, 2022. "VR in Tourism: A New Call for Virtual Tourism Experience amid and after the COVID-19 Pandemic," Tourism and Hospitality, MDPI, vol. 3(1), pages 1-11, February.
    12. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    13. Christou, Prokopis & Hadjielias, Elias & Simillidou, Aspasia & Kvasova, Olga, 2023. "The use of intelligent automation as a form of digital transformation in tourism: Towards a hybrid experiential offering," Journal of Business Research, Elsevier, vol. 155(PB).
    14. Alesanco-Llorente, María & Reinares-Lara, Eva & Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina, 2023. "Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    15. Gong, Taeshik & Park, JungKun, 2023. "Effects of augmented reality technology characteristics on customer citizenship behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    16. Nannan Xi & Juan Chen & Filipe Gama & Marc Riar & Juho Hamari, 2023. "The challenges of entering the metaverse: An experiment on the effect of extended reality on workload," Information Systems Frontiers, Springer, vol. 25(2), pages 659-680, April.
    17. Pierre‐henry Leveau & Sandra Camus, 2023. "Embodiment, immersion, and enjoyment in virtual reality marketing experiences," Post-Print hal-04133314, HAL.
    18. Chi Zhang & Douglas W. Vorhies & Wenkai Zhou, 2023. "An integrated model of retail brand equity: the role of consumer shopping experience and shopping value," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 398-413, September.
    19. Mohamed Daassi & Sana Debbabi, 2021. "Intention to reuse AR-based apps: The combined role of the sense of immersion, product presence and perceived realism," Post-Print hal-03372420, HAL.
    20. Arghashi, Vahideh & Yuksel, Cenk Arsun, 2022. "Interactivity, Inspiration, and Perceived Usefulness! How retailers’ AR-apps improve consumer engagement through flow," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    21. Maggie Scordel & Florence Jacob, 2023. "The interest of an innovative methology based on customized video scenario to study the mobile in store experience and the programatic advertising," Post-Print hal-04437009, HAL.
    22. Federica Pascucci & Elisabetta Savelli & Giacomo Gistri, 2023. "How digital technologies reshape marketing: evidence from a qualitative investigation," Italian Journal of Marketing, Springer, vol. 2023(1), pages 27-58, March.
    23. Wu, Wei & Wang, Sihang & Ding, Guanqi & Mo, Jinfei, 2023. "Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    24. Sadamali Jayawardena, Nirma & Thaichon, Park & Quach, Sara & Razzaq, Ali & Behl, Abhishek, 2023. "‘The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review’," Journal of Business Research, Elsevier, vol. 160(C).

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