... immersive technology characteristics (i.e. vividness and presence) and consumer attitudes and intentions toward a service brand. Specifically, vividness induces the simulation of vivid images in consumers’ minds, while a sense of presence enhances anticipated satisfaction with the imagined service brand...

...Ramzan Rafikbhai Sama; Tanushree Pande; Kirti Sharma; Kallol Das Purpose Globally, the technology revolution is impacting service experiences in retailing, banking, hospitality, healthcare, education, tourism and advertising. While several reviews on immersive technologies exist, none...