The role of immersive technology in Customer Experience Management

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