Hilken, Tim, Chylinski, Mathew, de Ruyter, Ko, Heller, Jonas and Keeling, Debbie Isobel (2022) Exploring the frontiers in reality-enhanced service communication: from augmented and virtual reality to neuro-enhanced reality. Journal of Service Management. ISSN 1757-5818

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Abstract

Purpose
The authors explore neuro-enhanced reality (NeR) as a novel approach for enhancing service communication between customers, frontline employees, and service organizations that extends beyond current state-of-the-art approaches based on augmented reality (AR) and virtual reality (VR) technologies.

Design/methodology/approach
The authors first take stock of research on reality-enhanced service communication with AR and VR, then complement these insights with emerging neuroscientific research to conceptualize how NeR enables innovative forms of service communication. On this basis, the authors develop a research agenda to guide the future study and managerial exploitation of NeR.

Findings
AR and VR already offer unique affordances for digital-to-physical communication, but these can be extended with NeR. Specifically, NeR supports neuro-to-digital and digital-to-neuro communication based on neuroimaging (e.g. controlling digital content through thought) and neurostimulation (e.g. eliciting brain responses based on digital content). This provides a basis for outlining possible applications of NeR across service settings.

Originality/value
The authors advance knowledge on reality-enhanced service communication with AR and VR, whilst also demonstrating how neuroscientific research can be extended from understanding brain activity to generating novel service interactions.

Item Type:	Article
Keywords:	service communication, augmented reality, virtual reality, neuro-enhanced reality
Schools and Departments:	University of Sussex Business School > Strategy and Marketing
SWORD Depositor:	Mx Elements Account
Depositing User:	Mx Elements Account
Date Deposited:	12 Apr 2022 07:36
Last Modified:	18 May 2022 11:30
URI:	http://sro.sussex.ac.uk/id/eprint/105285

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