The role of immersive technology in Customer Experience Management

MC Tom Dieck, Dai-In Danny Han

Research output: Contribution to journalArticleScientificpeer-review

17 Citations (Scopus)
87 Downloads (Pure)


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 languageEnglish
Pages (from-to)108-119
Number of pages12
JournalJournal of Marketing Theory and Practice
Issue number1
Publication statusAccepted/In press - 7 Apr 2021


  • immersive technology
  • customer experience management
  • experience economy
  • value co-creation


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