Designing augmented reality services for enhanced customer experiences in retail

Vaidyanathan, Nageswaran; Henningsson, Stefan

doi:10.1108/josm-01-2022-0004

Cited by 27 publications

(8 citation statements)

References 68 publications

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“…Cosmetics (Hsu et al, 2021), (Caboni & Pizzichini, 2022), (Park & Yoo, 2020), (Gatter et al, 2022), (Fan et al, 2020), (Tan et al, 2021), (Scholz & Duffy, 2018) Footwear (Romano et al, 2021), (Caboni & Pizzichini, 2022), (Bonnin, 2020), (Arghashi & Yuksel, 2022), (McLean & Wilson, 2019) Clothing (Xue et al, 2022), (Tawira & Ivanov, 2022), (Wu et al, 2022), (Qasem, 2021), (Chiang et al, 2021), (Silva & Bonetti, 2021), (El-Seoud & Taj-Eddin, 2019), (Huang, 2019) Eyewear (Holdack et al, 2022), (Bonnin, 2020), (Poushneh, 2021), (Poushneh & Vasquez-Parraga, 2017), , (Rese et al, 2017) Furniture (Romano et al, 2022), (Vaidyanathan & Henningsson, 2022), (Heller et al, 2019a) Mixed products (Jiang et al, 2021), (Sung et al, 2021), (de Souza et al, 2021, (Nikhashemi et al, 2021), (Gatter et al, 2022), (Kim & Forsythe, 2008) Source: Biblioshiny software.…”

Section: Type Of Research Articlesmentioning

confidence: 99%

“…Quantitative (Hsu et al, 2021), (Jiang et al, 2021), (Sung et al, 2021), (Huang, 2021), (Holdack et al, 2022), (Romano et al, 2022), (Nikhashemi et al, 2021), (Park & Yoo, 2020), (Chiu et al, 2021), (Jäger & Weber, 2020), (Gatter et al, 2022), (Qasem, 2021), (Bonnin, 2020), (Petit et al, 2022), (Fan et al, 2020), (Chiang et al, 2021), (Silva & Bonetti, 2021), (Moriuchi et al, 2021), (Yang et al, 2020), (Poushneh, 2021), (Arghashi & Yuksel, 2022), (Tan et al, 2021), (Kim & Forsythe, 2008), (Poushneh & Vasquez-Parraga, 2017), , (Dacko, 2017), (Rese et al, 2017), (El-Seoud & Taj-Eddin, 2019), (Heller et al, 2019a), (van Esch et al, 2019, (McLean & Wilson, 2019), (Heller et al, 2019b) Qualitative (Romano et al, 2021), (Xue et al, 2022), (Caboni & Pizzichini, 2022), (Wu et al, 2022), (de Souza et al, 2021, (Vaidyanathan & Henningsson, 2022), (Pantano & Gandini, 2017), (Poushneh, 2018), (Scholz & Duffy, 2018) Mixed (Zimmermann et al, 2022), (Tawira &...…”

Section: Type Of Research Articlesmentioning

confidence: 99%

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Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Sharma

2023

Paradigm: A Management Research Journal

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The goal of the study is to conduct a systematic literature review and bibliometric analysis to look at the publication patterns in the field of augmented reality (AR) because it has a rich intellectual structure and would be useful for identifying new research trends. The study examined 278 documents from Scopus that were published between 1999 and 2022. Biblioshiny software was used to conduct performance analysis and science mapping analysis. The findings of the study examined the corpus performance, country performance, authors’ performance, journal performance and article performance along with the methodological preferences of researchers in relation to AR in retailing. The prominent topics in the field include artificial intelligence, new devices and other emerging technologies, adoption of AR in retail and AR experience in e-commerce.

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Section: Type Of Research Articlesmentioning

confidence: 99%

Section: Type Of Research Articlesmentioning

confidence: 99%

Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Sharma

2023

Paradigm: A Management Research Journal

View full text Add to dashboard Cite

show abstract

“…According to Chylinski, et al, (2020); Vaidyanathan, et al,. (2023), Leading management goal to create a strong customer experience.…”

Section: Service Experiencementioning

confidence: 99%

Nexus among augmented reality, customer purchase intention, customer experience and customer brand relationship: Application on Vichy brand

Sameh,

Ahmed,

Tawifk

2023

MSA-Management Sciences Journal

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the paper aims to investigate the relationship between augmented reality, customer purchase intention, customer brand relationship and customer experience using survey data from 320 respondents. The study uses Chi-square test via Kruskal-Walis test to determine if the hypotheses were accepted or rejected. The existence of the relationship between variables was proven via the measuring of Spearman Correlation. The research indicated that there is a positive relationship between augmented reality and customer purchase intention along with positive relationship between augmented reality and customer brand relationship, augmented reality, and customer experience. Empirically, this is the first paper to link the dots and find the relationship between the variables constructed by the researchers based on literature. Based on the research findings, policy implications and suggestions to further understand the relation and help using AR in marketing.

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“…Furthermore, a consumer perspective to examining technology-enabled experiences in the service sector can benefit from a multidisciplinary approach so as to offer innovative service experiences aligned with customers' functional, social and emotional needs. Following this logic, Vaidyanathan and Henningsson's (2022) research draws on design studies by employing a design thinking approach to respond to AR service challenges. The goal is to design superior customer and service experiences that enhance the interaction and engagement of customers in the retail sector.…”

Section: The Role New-age Technologies Play In Consumption and Servic...mentioning

confidence: 99%

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

Batat

Hammedi

2022

JOSM

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PurposeBecause new-age technologies are gaining a broader interest among service scholars and practitioners, it is critical to identify these technologies and examine the roles they play. The examination needs to be conducted to design engaging customer and service experiences in new phygital settings that connect physical and digital environments. This review article aims to provide researchers with a new comprehensive and integrative extended reality technology (ERT) framework. The framework serves as the basis for an all-inclusive view of ERT types in order to explore the different types of technology used to design phygital customer and service experiences.Design/methodology/approachThis article reviews prior works on the role technology plays in terms of customer experiences across various fields of research, including consumer, marketing and service literature. Adopting an experiential and phygital perspective as well as considering a consumer standpoint, this article defines the scope of the ERT framework by identifying categories of new-age technologies and their effects related to the design of phygital customer and service experiences.FindingsThe ERT framework proposed in this article offers directions for future research by adopting an experiential approach to technologies in order to categorize additional technological devices, platforms and tools that can be considered in the design of phygital experiences following several extension processes. These processes can enhance the cognitive, social, sensory and contextual dimensions of the phygital experience and thus create a continuum in terms of customer value from physical to digital settings and vice versa.Research limitations/implicationsCompanies and service providers may benefit from a new, comprehensive, focused framework that assembles different types of technology. The technologies can be utilized to design engaging customer and service experiences that deliver customer value from physical to digital spaces and inversely.Originality/valueNo prior works have proposed a comprehensive ERT framework for service research following an experiential perspective and a consumer view of the experience occurring in a new setting: phygital. By embracing the ERT framework provided in this article, future service scholars can examine the dynamics and types of technologies that can positively or negatively affect the design of consumption and service experiences in phygital settings.

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Designing augmented reality services for enhanced customer experiences in retail

Cited by 27 publications

References 68 publications

Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Unveiling Augmented Reality Trends in the Retail Industry: A Systematic and Bibliometric Review

Nexus among augmented reality, customer purchase intention, customer experience and customer brand relationship: Application on Vichy brand

The extended reality technology (ERT) framework for designing customer and service experiences in phygital settings: a service research agenda

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