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

TLDR

Virtual‑, Augmented‑, and Mixed‑Reality technologies are reshaping the customer experience by blending physical and virtual objects into hybrid interactions, yet the boundaries among these realities and their effects remain ill‑defined. This paper seeks to clarify these concepts and propose a new taxonomy, the EPI Cube, to better classify VR, AR, and MR technologies. It integrates technological embodiment, psychological presence, and behavioral interactivity perspectives to construct the taxonomy. The EPI Cube allows scholars and managers to categorize current and future technologies that can support or create customer experiences along the journey, and the study presents theoretical and managerial implications and a future research agenda.

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.