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Critical success factors for metaverse implementation in the service industry: A hybrid ISM-DEMATEL approach

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  • Chi, Ming
  • Ren, Shenghua
  • Xu, Yongshun
  • Chen, Yanli
  • Wu, Yuetong

Abstract

The metaverse is a transformative advancement in digital technology that is revolutionizing the design, delivery, and consumption of services in the service industry. Its immersive, interactive, and innovative features offer significant opportunities for enhancing customer satisfaction, expanding global markets, reducing operational costs, and fostering employee engagement. However, the challenge lies in the effective implementation of a metaverse to fully leverage its potential in the service sector. This study addresses this challenge by identifying and analyzing the critical success factors (CSFs) for metaverse implementation in the service industry. Using existing literature and expert opinions, in conjunction with industry reports, this study identified 11 CSFs through a hybrid approach combining Interpretive Structural Modeling (ISM) and the Decision-Making Trial and Evaluation Laboratory (DEMATEL) method. The ISM model was constructed with technology maturity (MI1) as the bottom layer and cyber and user security (MI4) as the top layer. Finally, the structural levels and causal relationships between the CSFs were identified. The analysis revealed that employee training (MI11), top management support (MI8), and technology maturity (MI1) are the three most important success factors for the implementation of the metaverse in the service industry. This study not only contributes to a deeper understanding of the CSFs for implementing metaverses in the service industry but also provides practical insights for service industry professionals.

Suggested Citation

  • Chi, Ming & Ren, Shenghua & Xu, Yongshun & Chen, Yanli & Wu, Yuetong, 2025. "Critical success factors for metaverse implementation in the service industry: A hybrid ISM-DEMATEL approach," Journal of Retailing and Consumer Services, Elsevier, vol. 87(C).
    • Handle: RePEc:eee:joreco:v:87:y:2025:i:c:s0969698925002036
    DOI: 10.1016/j.jretconser.2025.104424
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