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Keywords: Extended reality
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (5): 569–582.
Published: 22 May 2025
...Omkar Dastane; Shalini Aggarwal; Suchita Jha; Eugene Cheng-Xi Aw Purpose Given the significant changes that immersive technologies have brought about in services marketing, new research output emphasizes the necessity of thoroughly examining the customer experience in extended reality (XR) service...
Includes: Supplementary data
