Purpose

Because 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/approach

This 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.

Findings

The 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/implications

Companies 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/value

No 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.

中文翻译：

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用于在物理环境中设计客户和服务体验的扩展现实技术 (ERT) 框架：服务研究议程

目的

由于新时代技术在服务学者和从业者中获得了更广泛的兴趣，因此识别这些技术并检查它们所扮演的角色至关重要。需要进行检查以在连接物理和数字环境的新物理环境中设计引人入胜的客户和服务体验。这篇综述文章旨在为研究人员提供一个新的全面综合的扩展现实技术 (ERT) 框架。该框架作为全面了解 ERT 类型的基础，以便探索用于设计物理客户和服务体验的不同类型的技术。

设计/方法/途径

本文回顾了先前关于技术在各个研究领域（包括消费者、营销和服务文献）的客户体验方面所扮演的角色的著作。本文采用体验和物理视角并考虑消费者的立场，通过确定新时代技术的类别及其与物理客户和服务体验设计相关的影响来定义 ERT 框架的范围。

发现

本文提出的 ERT 框架通过采用体验式技术方法为未来研究提供方向，以便对其他技术设备、平台和工具进行分类，这些设备、平台和工具可以在几个扩展过程后的物理体验设计中考虑。这些过程可以增强物理体验的认知、社交、感官和上下文维度，从而在客户价值方面从物理环境到数字环境创造一个连续统一体，反之亦然。

研究局限性/影响

公司和服务提供商可能会受益于一个新的、全面的、集中的框架，该框架汇集了不同类型的技术。这些技术可用于设计引人入胜的客户和服务体验，将客户价值从物理空间传递到数字空间，反之亦然。

原创性/价值

之前的工作没有提出一个综合的 ERT 框架来进行服务研究，遵循经验的角度和消费者对在新环境中发生的体验的看法：phygital。通过采用本文提供的 ERT 框架，未来的服务学者可以研究可以对物理环境中的消费和服务体验设计产生积极或消极影响的动态和技术类型。