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    The role of immersive technology in Customer Experience Management

    tom Dieck, M Claudia ORCID logoORCID: https://orcid.org/0000-0002-8765-8969 and Han, Dai-in Danny (2022) The role of immersive technology in Customer Experience Management. Journal of Marketing Theory and Practice, 30 (1). pp. 108-119. ISSN 1069-6679

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    Immersive technologies are redefining and revolutionizing the staging of experiences and co-creation of value, implicating the management of customer experiences. However, limited studies have looked at the role of immersive technologies as part of the customer experience management (CXM) process. Incorporating the concepts of experience economy and value co-creation, this study proposes a dynamic CXM framework that highlights the emerging field of immersive technologies like augmented and virtual reality as part of business and marketing research. The framework acts as a guide for researchers and industry practitioners to initiate immersive technology ventures that are rooted in the co-creation and management of customer experiences.

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