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This study aims to understand customer equity and loyalty using augmented reality (AR) and employee services in a physical retail environment. The current study investigated how customers’ experiences with AR-based and employee service affect their satisfaction, equity and loyalty.

A conceptual framework was developed by reviewing AR and employee services literature. The Smart PLS-SEM technique was used to test the responses of 620 Chinese respondents empirically.

The findings provided valuable insights into AR and employee services in a physical retail environment. Customers are more inclined to use AR services in the current business climate.

This study’s sample was drawn from a single city, with a total of 620 respondents, which may not be a complete representation of China as a whole. As a result, the results may not be generalizable to a single city.

Retail brand managers should emphasize implementing innovative technologies in the physical retail environment to retain and attract customers. Pandemic consumers are opting for innovative technologies as part of their shopping experience due to changes in business models.

The researchers recognized AR and employee services as innovative domains in physical retail stores because they can increase sales, customer equity and loyalty. As a result, the framework results are precious to practitioners interested in implementing such innovative technologies for retail stores.

This paper aims to investigate whether the effect of competitive strategies on the performance is significantly different for fully fledged Islamic banks vis-a-vis conventional banks with Islamic window. Specifically, two competitive strategies namely the low-cost strategy and the differentiation strategy were considered. In addition, we examined further the competitive strategies–performance nexus by introducing enterprise risk management as a mediating factor.

This study used structured questionnaires to collect data from 506 respondents (251 from fully fledged Islamic banks and 255 from conventional banks with Islamic window). A disjoint two-stage approach was employed to analyze a hierarchical component model. Construct Level Correction and Measured Latent Marker Variable approaches were employed to assess the common method variance. As a robustness check, two-stage approach was used to explore the curvilinear relationship, and the Gaussian copula approach was adopted to address the endogeneity issue.

The findings show the evidence of complementary partial mediation in the relationships between low-cost strategy, differentiation strategy, and performance through enterprise risk management practices in both types of banks.

Competitive strategies are essential as they send signals to owners, managers, policymakers, and regulatory authorities. On the one hand, fully fledged Islamic banks face dual competition from pure conventional counterparts as well as conventional banks with Islamic window. On the other hand, Islamic window banks also face strong competition from the fully fledged Islamic banks due to their strong Shariah roots. Hence, this competitive pressure on both types of banks calls for more attention to focus on competitive strategies and enterprise risk management practices to accelerate their performance and overcome the bank risk. Moreover, these competitive strategies can be used as a tool to enter into a new market by reducing costs and risks. Besides, banks cannot achieve a competitive advantage without implementing enterprise risk management practices because competitive strategies are significant antecedents of enterprise risk management practices. Therefore, this study recommends both types of banks to focus on enterprise risk management practices to make these strategies successful.

To the best of our knowledge, this is the first study to examine the competitive strategies–performance nexus and the mediating role of enterprise risk management practices in an unexplored area of Islamic banking.