The role of immersive technology in Customer Experience Management

MC Tom Dieck; Dai-In Danny Han

doi:10.1080/10696679.2021.1891939

The role of immersive technology in Customer Experience Management

MC Tom Dieck, Dai-In Danny Han

Academy for Hotel & Facility

Research output: Contribution to journal › Article › Scientific › peer-review

17 Citations (Scopus)

87 Downloads (Pure)

Abstract

Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences

Original language	English
Pages (from-to)	108-119
Number of pages	12
Journal	Journal of Marketing Theory and Practice
Volume	30
Issue number	1
DOIs	https://doi.org/10.1080/10696679.2021.1891939
Publication status	Accepted/In press - 7 Apr 2021

Keywords

immersive technology
customer experience management
experience economy
value co-creation

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10.1080/10696679.2021.1891939Licence: CC BY

Han Tom Dieck The role of immersive technology in Customer Experience ManagementFinal published version, 1.6 MBLicence: CC BY

https://www-tandfonline-com.proxy1.dom1.nhtv.nl/doi/full/10.1080/10696679.2021.1891939Licence: CC BY

Cite this

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The role of immersive technology in Customer Experience Management

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Keywords

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