Purpose The paper focuses on extended reality technologies and their potential contribution
to the improvement of services. First, it identifies extended reality technologies (AR/VR) as …

The study aims to summarise and classify the existing research and to better understand the
past, present, and the future state of the theory of customer experience. The main objectives …

Purpose The aim of this study is to examine how brand trust moderates the effect of brand
experience on brand loyalty mediated by brand love in the context of Korean smartphone …

Service organizations, emboldened by the imperative to innovate, are increasingly
introducing robots to frontline service encounters. However, as they augment or substitute …

In the retail sector, it has become necessary for retailers to differentiate themselves using
new strategies, such as managing shop** experiences. The retailer can benefit from …

Even though concepts such as brand experience and online brand credibility are critical in
destination marketing strategies, there have been no previous studies that have analyzed …

Brand experience and brand personality have become two important theoretical constructs
in the branding literature. However, research on the antecedents of these two constructs has …

There is wide consensus that the brand experience literature (BEL) suffers from a deficit in
conceptual works. This study argues that, for brand experience research to overcome its …

While the customer-to-manufacturer (C2M) business model has received increasing
attention as a new business model for e-commerce and retail industry, little is still known …

Although a positive customer experience is known to be an important source of competitive
advantage, it is unclear how customer experience can be effectively managed in an …