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Phygital customer experience in the metaverse: A study of consumer sensory perception of sight, touch, sound, scent, and taste

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  • Batat, Wided

Abstract

This study examines the integration of extended reality technologies (ERTs) to replicate sensory dimensions of the phygital customer experience in the metaverse. The goal is to create a seamless merge between physical and digital settings. Using mixed-method qualitative research, the study’s findings suggest that replicating all sensory dimensions in the metaverse is pointless. Sight and touch have positive effects, while sound and scent have mixed effects, and replicating taste has been rejected. The research offers insights into the technologies and sensory dimensions that are crucial to consider in creating immersive phygital customer experiences in the metaverse, contributing to bridging the gap between physical and digital worlds.

Suggested Citation

  • Batat, Wided, 2024. "Phygital customer experience in the metaverse: A study of consumer sensory perception of sight, touch, sound, scent, and taste," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000821
    DOI: 10.1016/j.jretconser.2024.103786
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