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.

摘要

沉浸式技术正在重新定义和彻底改变体验的阶段和价值的共同创造，涉及客户体验的管理。然而，有限的研究将沉浸式技术的作用视为客户体验管理 (CXM) 过程的一部分。本研究结合体验经济和价值共创的概念，提出了一个动态的 CXM 框架，突出了沉浸式技术的新兴领域，如增强和虚拟现实，作为商业和营销研究的一部分。该框架可作为研究人员和行业从业者启动沉浸式技术企业的指南，这些企业植根于共同创造和管理客户体验。