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Cited by 1,442

The DOI matches its Crossref record; 103 of the 103 references it cites were found in a registry or an index.

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

Open access
Flavián, Carlos, Ibáñez-Sánchez, Sergio, Orús, Carlos·2019·Journal of Business Research
DOI 10.1016/j.jbusres.2018.10.050
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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.

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Metadata

Authors
Flavián, C., Ibáñez-Sánchez, S., & Orús, C.
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2019-07
Volume
100
Pages
547-560
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2018.10.050
OpenAlex
W2899383251
Cited by
1,442
References
103
FWCI
69.64
Type
journal article
Language
en
Open access
hybrid

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CoChat. (2026). Citation check: The impact of virtual, augmented and mixed reality technologies on the customer experience. https://app.cochat.ai/papers/10.1016/j.jbusres.2018.10.050
The paper
Flavián, C., Ibáñez-Sánchez, S., & Orús, C. (2019). The impact of virtual, augmented and mixed reality technologies on the customer experience. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.10.050

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.