The impact of virtual, augmented and mixed reality technologies on the customer experience
By Carlos Flavián, Sergio Ibáñez-Sánchez, Carlos Orús. Journal of business research, 2019
1,110 citations recorded by the source corpus.
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.
Subfields: Computer Vision and Pattern Recognition, Marketing, Human-Computer Interaction
View Paper: https://www.semanticscholar.org/paper/f1c49d48a5cb99db352e6d204e84e13c4fec42e1
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Citations in the corpus
- A Review on Mixed Reality: Current Trends, Challenges and Prospects (2020, background): “MR-based applications are one of the top 10 ranked ICT technologies in 2020 [4].”
- The challenges of entering the metaverse: An experiment on the effect of extended reality on workload (2022, background): “…to be a lack of consistency in the use of reality-related terms (e.g., Virtual Reality-VR, Augmented Reality-AR, Mixed Reality-MR, and Extended Reality-XR) in academic and professional fields (Flavián et al., 2019), AR and VR have been considered as the two core reality-virtuality technologies.”
- What is XR? Towards a Framework for Augmented and Virtual Reality (2022, methodology): “…categorizations of AR and mixed reality, Milgram and Kishino (1994) as well as many authors building on Milgram et al.‘s work, remain surprisingly silent when it comes to specific forms or types of VR (Farshid et al., 2018; Flavi ´ an et al., 2019; Milgram et al., 1995; Milgram & Kishino, 1994).”