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Experiential AR/VR: a consumer and service framework and research agenda

Lia Zarantonello (Faculty of Business and Law, University of Roehampton, London, UK)
Bernd H. Schmitt (Business School, Columbia University, New York, USA)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 28 March 2022

Issue publication date: 2 January 2023




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 most promising interfaces to enable an experiential consumption of the services. It then summarises their properties and discusses similarities and differences. Last, it maps these technologies onto a consumer psychology framework of experience to derive possible areas of future research.


The authors conduct a literature review and present a conceptual framework of AR/VR contributions on experience.


The study provides an up-to-date literature review including AR and VR applications for consumer and service experience, as well as recommendations for possible research directions.


Whereas previous contributions adopted the same, experiential approach but focused on different technology (e.g. AI) or considered multiple interfaces and their impact on the consumer journey (mostly transactions), this paper aims at digging deeper into AR/VR, while retaining an experiential view on consumption that best serves the contextualisation of AR/VR.



This paper forms part of a special section “Impacts of extended Reality Technologies on Consumption and Service Experiences”, guest edited by Wided Batat, Wafa Hammedi and Paula C. Peter.


Zarantonello, L. and Schmitt, B.H. (2023), "Experiential AR/VR: a consumer and service framework and research agenda", Journal of Service Management, Vol. 34 No. 1, pp. 34-55.



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