This special issue examines how immersive technologies like virtual reality, augmented reality, and mixed reality are transforming service experiences by enabling multisensory digital environments. The focus is on understanding how visual, auditory, haptic, olfactory, and gustatory cues interact within these environments to shape customer perception and behavior across different stages of the customer journey.
Research on sensory marketing demonstrates that consumers process sensory information through cross-modal interactions rather than in isolation. While immersive technologies hold significant potential for creating rich multisensory experiences, existing research has primarily focused on audio-visual features, leaving a gap in understanding how diverse sensory stimuli collectively influence customer perceptions and value creation throughout their journey.
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