This paper contributes to the existing literature on the evolution of the physical retail space
and its effect on customer experience (CX). Reflecting on previous research in the retail CX …

Mixed reality (MR) in museums has become increasingly prevalent because of the rapid
progress of digitalisation. However, there is a dearth of research examining the impact of MR …

The research delves into the intricacies of green service consumption within the retail sector,
concentrating specifically on delineating customer expectations and elucidating the …

Purpose This research explores the relationship between factors that play a crucial role in e-
commerce. This research aimed to check the direct relationship between customer …

Purpose Digital technology plays a vital role in empowering omnichannel integration.
Research on digital technology has recently attracted attention and rapidly developed …

Unmanned stores are characterized by the addition of new technical attributes to existing
retail services to replace human staff. This study examines consumer preferences for store …

Purpose Technologies are dramatically resha** various aspects of the store space,
modifying design, services and usage. Accordingly, several studies tackled technology …

This paper aims to explore the link between consumer-facing technologies and customer
experience in physical retail environments. It uses a semi-systematic literature review to …

Purpose Drawing upon the social network theory (SNT), the aim of this study is to examine
the impact of value co-creation (VCC) on retailer loyalty (RL) and omni-channel shop** …

Purpose This study adopts the customer journey framework to investigate the role of the
metaverse in the customer purchase experience. It establishes the effect of the metaverse on …